While the housing market has turned around and people are willing to invest in property, it’s still as hard as ever for Real Estate Agents to stand out among their peers. You have no shortage of competition, but it’s pretty likely that 10% of the Real Estate Agents in your area do 90% of the business.
But wait. What do they have that everyone else doesn’t?
The answer is simple. They have a strong personal brand, so they are the first person people think about when they are ready to buy or sell a house. To join this elite group, you need to make sure you take these steps to build your brand.
1. Become an Expert
I’m sure you would willingly take whatever business comes your way, but communicating this to prospective clients doesn’t help you stand out from the crowd. You need to find something within real estate and become an expert on it. It could be short sales, foreclosures, income properties, luxury real estate, etc. You might be thinking that this is going to limit the number of prospective clients that might come to you, but it’s actually helping weed out the prospects who end up wasting your time. Do an evaluation of your local market and figure out what types of real estate is selling best and make that your specialty.
2. Create Content
Part of being an expert is staying engaged in ongoing conversations about your chosen specialty. Make sure you have a customized website. Many of the major real estate companies have standard template websites that most agents use, but that just ends up being a directory of homes for sale. A strong personal brand means that the focus is on you, not RE/MAX or Keller Williams. Your website should do 2 things. Showcase who you are in an interesting way and offer up content that supports your expertise. Push links to the content you create out through popular social media channels to draw traffic to your website. Facebook, Twitter, and Pinterest are really good places to reach potential clients so look for opportunities to engage in conversations going on there.
3. Set Up Speaking Engagements
While social media offers a great way to start and engage in conversations, nothing builds your brand better than public speaking. Create seminars or panel discussions on your particular area of expertise and open it to the public. Not only do you get access to a room full of potential clients, you will leave a lasting impression that they are not going to forget unlike the mass amounts of messages buried in their social media news feeds.
4. Spread your Message
Now that you’ve built your personal brand you need to keep reminding the community that you’re there when they need you. The best way to do this is by advertising. Get advertisements in areas that your community frequents the most. Local places like supermarkets, restaurants, drug stores, popular retailers, and malls offer a great opportunity to stay in contact with prospective clients. This is going to put you on the mental short list of Real Estate Agents that get the call as soon as someone is considering buying or selling real estate in your area.