If you’re serious about becoming successful in real estate, you need to become synonymous with the community you serve.
Admittedly, this is a lot easier in some neighborhoods than it is in others. When you’re trying to break into a market that’s already saturated, you’re going to have to work harder to become the go-to agent in the area.
Today, I’m going to share with you the three characteristics that will help you stand apart from the pack—along with how you might implement them in your business.
Omnipresence
If you’re going to become the agent in the community you serve, you need to be everywhere.
That means investing in a variety of campaigns that will raise awareness of your brand. People should see you on benches, on billboards, and at community events. My brother Stephen has become a hugely successful agent with this approach. Recently, he was even recognized by a bank teller he didn’t know.
When you’re going to host an open house, host a MEGA open house. Put signs everywhere. If you’re a ReminderMedia customer, leave your branded magazine in high-traffic areas.
Email people once a week. Partner with other businesses. Sponsor local baseball or soccer teams, farmer’s markets, and block parties. Make sure people know who you are and what you do.
Quality
Of course, you can’t expect to put just any messaging out there and have it stick. You need to be omnipresent, but with quality.
Offer value to all your clients. Every time you reach out through direct mail, email, or social media, give them something that will educate or entertain them.
This is the philosophy behind ReminderMedia’s marketing materials. While American Lifestyle and Start Healthy magazines don’t relate directly to what you sell, they do focus heavily on the things your clients actually care about. These products add value to the lives of your recipients and increase good feelings around you and your business.
You should keep this approach in mind, no matter what stage of the sales funnel your client or prospect is in. Always lead with value.
If you’re sending postcards, don’t only promote your listings. List tips for seasonal home improvement projects or include a recipe. When you do this, you separate yourself from the businesses that focus all their messaging on what they sell. You build trust by legitimately enhancing the lives of the people you hope to work with.
Uniqueness
I’ve talked before about the importance of having a unique value proposition. And part of the reason for that is because you want to work with a specific target audience.
Here’s the truth: not everyone will work with you, but there’s enough business to go around. Don’t worry about there already being a big agent in your area. Attract your tribe.
How do you do this? Start by writing down what your passion is. What do you love to do? How did you get into this business? Why do your friends like you? Once you’ve figured out that special thing you have to offer, hammer it home in all your marketing.
If you need some examples of how other agents have done this, check out these interviews from Stay Paid, ReminderMedia’s weekly sales and marketing podcast.
- Dex Lipovic – “Dex and the City”
- Tiffany Beltran – The Celebrity Real Estate Agent
- Ricky Carruth – Value relationships over transactions
Ultimately, it’s about figuring out what you have to offer that both reflects your interests and fulfills a need in the market you serve.
While it can be difficult to become synonymous with a larger or more competitive market, that doesn’t mean you shouldn’t do it. The important thing is to continually find ways to be more visible, more valuable, and more uniquely suited to your ideal clients than other agents. Do this, and you’ll be sure to find success.
