How Should Real Estate Agents Market Themselves

Creating an effective marketing strategy isn’t easy, especially if you don’t know where to begin.  An important thing a lot of people don’t do when marketing their business (but should) is thinking less about what to DO and more about what to BE.

There’s plenty of names in the phone book or on Zillow that people can call to show them houses, but you do more than show them homes. You’re a resource. People need to know that you can guide them, answer their questions, provide recommendations, and everything else they need during the home-buying process.

Let’s look at some of the best ways to show prospective customers what you can do, starting with perhaps the most important.

Don’t build a name; build a brand.

Sure, advertising can get you pretty far and is a must. But, it’s important to remember that you’re trying to transcend that and become a brand that people will instantly recognize.  Perhaps the best classic example is Jacoby & Meyers, the personal injury law firm who used effective marketing to become nationwide household names.  They may or may not get better results than people with less effective marketing, but you can bet they got plenty more business.

Become an authority in your field.

There are always going to be competitors who can afford more and better advertising than you can.  You can’t go against their budget, but you can go around it by reaching out directly to potential customers and offering useful information.  There are plenty of websites out there where home searchers can post questions on a variety of real estate topics. These are ideal places to answer their questions and offer to explain more if they want to give you a call at the office.

Run for mayor in your territory.

Don’t take this literally, but one of the best ways to connect with potential customers is getting out there and connecting with them.  Again, think about what people want in a real estate agent: someone knowledgeable, honest, and most of all, easy to talk to.  This rings true in all walks of life.  If people feel comfortable talking to you, they’ll be a lot more likely to come to you than someone else.  Even if that person may have better answers, but a less approachable disposition.

Figure out your biggest strengths and emphasize them.

What sets you apart from other agents in your area?  Do you have a comprehensive knowledge of your area and the houses in it?  Are you an expert on the ebb and flow of the real estate market?  Or are you just really good with people?  Whatever it is that oils your engine, make sure it’s front and center on every customer interaction.

Conclusion

Real estate is a traditionally sales-driven industry, but by focusing on these practical tips for marketing your business, all those Chicago, Seattle, and Houston houses for sale will be falling in your lap when the customers come to you instead of the other way around.