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According to Jeremy Miller at Rocket Fuel, there were less than 100,000 real estate sales agent back in the early 1970s, half a million in 1975, and fast forward to today, there are over 1.5 millions.
In today’s ultra-competitive real estate market, standing out is more than just a goal – it’s a necessity. As a real estate agent, every day you face the mounting pressures of countless agents vying for the same listings, battling market unpredictability, and striving to be seen and heard by potential clients. It can be exhausting, can’t it?
Making your mark, especially when every agent seems to be offering the “best” deals, advice, and services, feels like climbing an insurmountable mountain. But what if the secret isn’t just in what you offer but how you present yourself?
The key to differentiation lies in embracing your unique ‘why’, deepening your knowledge beyond standard industry insights, and taking consistent proactive action.
Building a Unique Brand Identity
Okay, let’s face it: the real estate world is chock-full of agents. So, how do you ensure you’re not just another face in the crowd? By weaving a brand story that’s as unique as you are.
1) What is YOUR Story?
Stories have this incredible power, don’t they? People don’t just connect to services and products; they connect to the tales behind them. When clients choose a real estate agent, they’re not just looking for someone to help them with paperwork and showings. They’re looking for someone they can trust, relate to, and feel comfortable with. That’s where your story comes in.
Maybe you have vivid childhood memories, thanks to a parent who was deep in the real estate game. Those Sunday morning chats about homes and deals weren’t just background noise; they shaped your perspective. Or perhaps you once walked in your clients’ shoes, partnering with an amazing realtor who turned house-hunting from a chore into an adventure. That experience? It lit a fire in you, making you think, “That’s what I want to do for others.”
Here’s a video where Gary Vee shared that every agent should have a unique story or “origin.” This can help potential clients connect on a deeper level. The true value of an agent isn’t just their years of experience or knowledge, but also the trust, personal relationship, and feeling they provide to their clients.
2) Branding: It’s Like Being the Tom Cruise of Real Estate
Ever thought about why certain names just pop into our heads? Mention a smartphone, and boom – iPhone. Feeling peckish? Suddenly, you’re singing “I’m Lovin’ It” and picturing McDonald’s. And let’s face it, every time you think of someone sprinting in an action movie, isn’t Tom Cruise the guy you’re thinking of? That’s branding in action. It’s not just about a logo or a catchy name; it’s that automatic association people make.
So, how does this tie into real estate? Simple. In a world where there’s an agent at every turn, having a memorable brand can help you stand out from the crowd.
Let’s chat about Brian O’Neill for a second. He’s the “Tattooed Agent”. But that title isn’t just for show. It’s genuinely him. Tattoos? They’re not just cool inked designs; they’re conversation starters, especially with his military and first responder clients. And guess what? It’s not only them; loads of folks love a good tattoo story.
The point is, in real estate, being memorable is key. Whether it’s a story, a shared passion, or even a quirky nickname, having a strong brand means when folks think “real estate”, they’re thinking of you. Kinda like how we can’t separate running from Tom Cruise!
P.S: If you want to know more about Brian O’Neill, the Tattooed Agent, here’s an interview I did with him.
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Specializing in a Niche: Be the Expert Clients Seek for
You know how there’s that one café everyone flocks to for the best cappuccino in town? Sure, there are dozens of other places serving coffee, but when people want the best, they know where to go. The world of real estate isn’t much different. While there are countless generalists handling all types of properties, those who specialize in a particular niche often stand out and shine brighter.
Consider diving deep into one area that genuinely fascinates you – perhaps luxury penthouses, charming historic homes, or those cutting-edge, eco-friendly pads. By specializing, you’re not just another agent; you’re the agent. The one folks will seek when they need insights and expertise in that specific area.
Of course, this doesn’t mean you’re putting blinders on and ignoring other opportunities. But imagine the buzz when people say, “Looking for a green home? Oh, you’ve got to talk to [Your Name]. They know it all!” Being that go-to expert not only boosts your credibility but can also lead to a steady stream of referrals from those impressed by your in-depth knowledge.
Another surefire way to enhance your expertise is by obtaining designations from reputable organizations, such as the National Association of Realtors (NAR). These designations don’t just add fancy letters after your name; they signify dedication, advanced training, and specialized knowledge.
I’ve personally came across a number of agents who obtained designations such as Accredited Buyer’s Representative (ABR®) and the Certified Residential Specialist (CRS).
Dominate Your Local Market: Digital Precision Meets Community Connection
When it comes to standing out in the real estate game, going local is where the magic happens. And this doesn’t just mean knowing every nook and cranny of your neighborhood. It means smartly combining the power of targeted ads with genuine community engagement. Here’s the lowdown:
1) Master the Art of Targeted Ads: We’re in a golden age of advertising where you can deliver your message directly to the people who most need to hear it. Whether it’s young couples looking for their first home, retirees wanting to downsize, or avid gardeners dreaming of a backyard paradise, platforms like Facebook Ads, Google Ads, and Instagram Ads let you hone in on specifics.
Age, marital status, location, interests—you name it! And remember, persistence is key. Ever wonder why you keep seeing the same ad pop up on your feed? That’s retargeting in action.
It’s based on a simple truth: the more often people see your brand, the more likely they are to convert. So, don’t shy away from reminding potential clients about what you’ve got to offer.
Check out the video below for quick tips on Facebook ads on real estate agents.
2) Become a Community Champ: Digital might be king, but old-school community engagement still wears the crown. Why? Because real estate is all about personal connections. Dive into the heart of your community by sponsoring the neighborhood little league team or setting up a stall at the local fair.
Ever thought about running a home-buying workshop at the community center? It’s these gestures that transform you from just another agent to a trusted community figure. The goal is to be more than just a face on a billboard; be the friendly face folks recognize at the grocery store, the person they wave to during morning jogs.
As part of the requirement to stay in good standing with the Licensing Commission, you must complete the required Continuing Education. The Colibri is an online school that I like and received excellent feedback from its students. You may check out their CE courses here. (**)
Service: It’s All in the Doing, Not Just the Saying
Alright, here’s the real scoop: Every real estate agent out there will tell you they’ve got the best service. But, over time, it’s clear that talk is cheap. What really counts is how you act. It’s like saying you make the world’s best pancakes. Sounds great, right? But if you serve up a floppy mess, words won’t matter much. Here’s how to truly shine in the service department:
- Keep Your Word: Ever been stood up? It’s a rotten feeling. So if you say you’ll do something—like send a listing or show up at a certain time—just do it. It might sound basic, but you’d be surprised how many folks slip up here. Being reliable isn’t fancy, but boy does it earn trust.
- Quick Replies: Imagine sending a message and waiting… and waiting… for a reply. Annoying, right? We’re in the age of instant coffee and fast Wi-Fi, so take a hint and respond fast. It’s simple: the quicker you respond, the happier folks will be.
- Ask and Learn: Done with a deal? Awesome. But instead of just moving on, take a minute to ask your clients how you did. Not only does this show you genuinely care, but it’s also a gold mine of tips for getting better. It’s like getting the secret recipe for those perfect pancakes!
In short, the real deal in real estate is to match your words with actions. It’s the tried and true way to stand out and earn a rep for being genuine and dependable. So, let’s serve up those perfect pancakes, shall we?
Unique Approach to Making Your Listings Stand Out
In today’s real estate market, you’ve got to do more than just list a house’s features. To truly catch a buyer’s eye, you’ve got to share its story. Here’s how you can make your listings pop with a personal touch.
- More Than Just Facts: Don’t just list out how many rooms a house has or its size. Talk about the memories it holds. Maybe there were family breakfasts by the window, or kids playing in the living room. By sharing these little stories, you make house viewings feel special, like stepping into a family album.
- Take a Walk Around: Think about shooting a short video tour of the area around the house. Highlight the cozy coffee shop down the street where everyone knows your name. Show off the nearby park where families hang out on weekends. And if there’s a cute little bookstore or an old couple with fun stories from years ago, include them too! This way, potential buyers see more than a house – they see a community they can be part of.
- Highlight Cool Spots: If there’s a famous painting on a building close by or a popular bakery, make sure to mention it. Talk about them in your listing and show them in your videos. They’re not just landmarks; they’re selling points!
When you add these personal touches to your listings, you’re showing more than just walls and a roof. You’re showing a home and all the awesome things that come with it. And in a market full of listings, that’s what gets a house noticed.
Staying Proactive: Keeping the Connection Beyond the Sale
Hey, remember when you closed that deal, shook hands, and parted ways? That’s where most agents stop. But you? That’s where your journey truly begins. Because staying active, before, during, and especially after the sale can turn today’s client into tomorrow’s referral.
1. Stay in Touch, Always: Sold a house to a young couple? Drop them a message on their one-year anniversary in the home. It’s a great way to remind them of the journey you shared and show that you still care. These little gestures can lead to conversations, and who knows, maybe they have friends looking for homes too!
2. Slow Markets = Opportunity: When the market gets quiet, that’s your cue to get loud. Instead of waiting for the phone to ring, pick it up and call past clients. See how they’re doing. Maybe share a tidbit or two about current market trends. Slow periods? They’re not setbacks; they’re opportunities to plant seeds for future growth.
3. Keep Learning, Keep Sharing: The world of real estate is like a river; it’s always flowing and changing. Dive into webinars, take a new course, or join a seminar. And don’t keep all that fresh knowledge to yourself. Share the latest updates or interesting facts with your clients. It’s a great way to show them you’re on top of things and always looking out for them.
4. Navigating the Uncertain Times: Let’s face it; there are times when the market gets shaky. Maybe there’s a global event or just local challenges. But here’s the thing: clients value an agent who steps up during these times. Don’t just wait for the storm to pass; be the guide that helps clients through it. Because they’re not just investing in properties, they’re investing in the confidence you give them.
Always be Adapting: The property world doesn’t stand still, and neither should you. Technologies change, buyer preferences evolve, and there are always new rules popping up. Stay sharp. Keep updating your skills and knowledge. That way, every time a client asks for advice, you’re giving them the latest and greatest insights.
Strategic Networking with Local Partners
Relationships are the backbone of the real estate industry. But it’s not just about knowing other agents. Cultivate relationships with local businesses, contractors, home inspectors, and even mortgage brokers. These connections not only provide you with a broader perspective but can also lead to collaborative opportunities, offering enhanced services to your clients.
Also, if you are looking for referrals, it’s important to look for partners that can top of the sales cycle as they can bring you consistent referrals.
Here’s another post that could be helpful to you: [Unlocking Untapped Referral Potential]
Helpful Videos on Differentiate Your Real Estate Business
Here’s a video from Leigh Brown. She’s an experienced Realtor who provides business advice to others in the field. In here, she stresses the importance of understanding one’s personal motivation and the need to actively reach out to clients.
One standout suggestion I found helpful to differentiate yourself is by being more informed than your competitors. You may look into a wider range of market info, like checking out Goldman Sachs or ZeroHedge, to give them a unique edge in discussions.
Here’s another video I came across from Jeremy Miller at Rocket Fuel Marketing. personal logo, produce helpful videos, create a completed social profile.
Articles that may be helpful to you:
- 72 Proven Lead Generation Ideas to Supercharge Your Real Estate Business
- Lead Nurturing in Real Estate: Turning Prospects into Clients
- Why Are Virtual Events the Next Big Thing for Real Estate Agents? (With Real-Life Example)
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Disclaimer: The information in this post is for general information only, and not intend to provide any advice. They are subjected to change without any notice, and not guaranteed to be error-free. Some of the posts on this site may contain views and opinions from individual not related to JCHQ Publishing. They do not necessarily reflect our view or position.
