I often get asked what it takes to win clients in real estate. My answer usually involves effective marketing, commitment to being 24/7, and confidence in your abilities – and those are all true. But there’s something else.
I’ve learned that to really succeed, you have to be a bit of a self-promoter too.
If you learn to do it right, there are tons of opportunities to raise your profile in your local market to make sure the client pool never dries up (without having a TV camera follow you around for 3 months).
Here are six things Josh and I are doing right now to connect with our next seller clients.
1. Separate from the pack
You sell real estate. So what?
If you can’t answer that question, your prospects won’t be able to either. The “so what” answer is the thing that sets you apart from the rest of the agents in your market. Knowing it is crucial for carving out a niche and becoming a power agent.
And guess what – it also makes marketing a lot easier. When you answer the “so what” question, you can make the call on what your billboards, ads, or online marketing should say.
Are you the agent to the stars? The first-timers best friend? The real estate tech expert of Silicon Valley? Find and market to that niche and the business will follow.
Tip: Don’t just focus on the clients you want. Figure out who’s in the following you already have. Growing an existing audience is a lot easier than building a new one.
2. Follow up when everyone else is finished
I’ve seen too many agents, clients, loan officers, and other partners wash their hands of each other once a deal is done until it’s time for the next closing.
Our post-closing follow-up plan for clients goes a long way toward connecting with new clients and developing repeat buyer and seller relationships.
We focus on multiple touch-points including: Recommendation requests – The sooner, the better. When we catch clients while they’re still on the new home high, it makes for better online reviews. Check-in Call – If you really want to be someone’s agent for life, act like it. We take a few minutes to follow up via phone to see how they’re enjoying the new digs. While we’re chatting, I never fail to remind them that w’d be happy to help any friends or family they know who are looking to sell. Congratulate them on the Web – Buying or selling is big news. Ok, so your clients might not end up on the Trulia Luxe Living Blog, but you can still give them their own headline on social media or your website. Check your client’s social media comfort level, and if they’re savvy and comfortable sharing, doing so is a great way to expand your network for free.
3. Hard sell your success
It’s easier to convert a seller prospect into a client when they’ve seen the proof that we can sell. That’s why we make sure our sold listings are seen online. (By the way, did you know you can feature your sold listings on your Trulia profile?)
If you’re not showing your transaction history online, you’re just giving buyers and sellers a reason to pass you up.
4. Pay attention to what you’re saying on the web
Today a big portion of our business is coming from social media. Yet, even when we get direct messages and Facebook chats about doing business, eventually most people end up on our website.
Take a look at your website and online profiles to find out if they’re saying “the right things.” If the contact forms and buttons are hidden throughout your site, you’re saying, “don’t contact me.” (And I’m going to take a wild guess that’s not the message you were aiming for.)
A little bit of time spent improving your presence online can go a long way toward bringing in new business.
5. Find the next hot niche and market to it now
I’m a trendy guy, but when it comes to attracting clients, it’s not always about what’s now. Thinking and being ready for what’s next is one of the best business investments you can make.
What are some trends I’m predicting? Multiple offers today means the market’s making way for previously skittish sellers to jump in. Tomorrow’s serious buyer may have questionable credit today.
But don’t take my word for it – niche marketing doesn’t require a psychic. Ask yourself:
Who in my market is “not quite ready” to buy or sell? And, why? What’s the biggest trend in the market right now and what’s the inverse?
Finding needs and marketing to those niches has been a great way for us to generate new business both in the short and long term.
6. Connect with the busiest agent you know and help
Here’s the reality: in this business, no agent starts out a power agent. If you’re new or find your seller pool is starting to dry up, connect with the busiest agent you know and ask about referrals. When we’re busy and can choose which clients we work with, the ones we don’t have time for still need an agent.
If you really want to build more business, don’t be afraid to be an understudy for the movers and shakers in your market. That’s actually how Josh and I got started.
There you have it. That’s what we’re doing to win sellers in today’s market. We’d love to hear what you’re doing to win sellers too.
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