Anyone in marketing knows that brands need to make the customer the hero of the story. Whatever product or service is being sold, it should never come onto the scene as the knight in shining armor. Instead, it should enable the client to achieve victory, not rescue them.

This can be applied directly to the way real estate agents view the interactions they have with clients. Clients no longer need an agent to find properties and they don’t need an agent to sell one either. Yet quality REALTORS® are still heavily sought after despite advances in technology.

That’s because agents are experts, advocates, and advisors. They shouldn’t be the heroes. The reason that REALTORS® will never become obsolete is because buying or selling a home is an incredibly important (and complicated) journey for the client. Agents need to be the wise sage that sends the hero down the path toward incredible destiny. Here are some ways to keep that kind of heroic focus on your client and make sure they succeed.

• Be Available: Always be sure to reiterate the fact that you work for them, and the only thing you care about is their best interest. One of the biggest frustrations clients have is that their agent is that they disappear after getting the listing. Make sure to return phone calls and deliver consistent follow up.
• Go the Distance: Real estate agents put a lot of effort into managing expectations. Many prospects don’t start the home-buying process because they feel an agent is going to push them into buying a home they don’t love. Make sure prospects know that you are there to protect their best interest and if it means more work for you to get them what they want, you’ll be happy to oblige.
• One Client at a Time: Real estate agents do a lot of juggling. They have to switch gears all day long from client to client, sale to sale. But when it comes to those interactions, make sure the customer feels like they are the only person you’re working with. Never talk about other clients, unless it is to reassure them about your degree of experience.
• Never Mention Stress or Other Deals: You might be late to an appointment, or just having an especially hectic day. If that is the case, keep it to yourself. You always want to carry yourself with all-knowing calm. Your confidence will rub off on the client and they’ll feel reassured in their decision to work with you.
• Mitigate Disappointment: When your friend breaks up with their significant other, it’s the job of any good friend to lay out all their faults like a well-planned power point and convince them that they’re better off. The same goes for when of your clients has a deal fall through. It’s your job to pick up the pieces, keep morale high, and convince them that an even better home awaits.

Be the guide, let the client be the hero. After all, you’re a supporting character in their story. When the ink is dry you get to ride off into the sunset, do it having led the hero to glory.