Stand out in any market

by Krista Mashore

The real estate industry is beyond crowded — it seems like agents are popping up everywhere and taking aim at your clients. So, how can you cut through all that noise to stand out? You’ve got to become an expert marketer.

Marketing equals attraction

Wondering how you can stop chasing leads and start attracting them? The answer: with a strategic plan and commitment to taking imperfect action. It’s scary but will give you so much momentum … compared to thousands of leftover promotional magnets and sitting idle at open houses. Here are some strategies I used to sell over 2,400-plus homes in my career.

Become the authority

When you’re looking for a service, don’t you want the expert? Don’t you want the top surgeon or the financial planner who wrote the book on financial planning? What you’re looking for is the recognized authority.

First, be recognized. It doesn’t matter how amazing you are if no one knows about you. You need your whole market to know you! Next, be an authority. Many agents slide by with the minimum knowledge they need to get the job done. An authority not only becomes an expert, they also share their expertise.

How? Through strategic video marketing, sharing binge-worthy real estate and community-related information, getting it in front of your ideal audience and positioning yourself as the local expert.

I’ve written four bestselling books, spoken on stages and shared my knowledge by answering questions my audience didn’t realize they had. I became my community’s expert.
Serve, don’t sell

Stop “selling” yourself to people and focus on serving them. Stop convincing, start contributing. When you provide valuable information, they’ll see and understand just how terrific (and different) you really are. When you serve them without asking for anything in return, they’ll trust you, like you and choose to do business with you.

Serve through the valuable information you share. Serve by giving back to your community. Serve by helping promote other businesses in your community. You can do all of this without sacrificing your business. And you’ll end up with local fans that will stop you in the middle of the street asking, “Hey … aren’t you THAT real estate agent!?”

Be unique

If you want to stand out from the crowd, you have to do things differently. Part of branding is about who you are. Are you funny? A local coffee shop or brewery supporter? Want to save local shelter animals? You’re discovering your niche …

You might be wondering, “If I niche, will I lose out on other business?” Not at all. With every video or marketing piece you develop, you will continue to grow your brand as the local real estate authority. Your niche will help you save money, stand out and develop specialized knowledge.

Get started by choosing what you want to focus on. Rural properties or condos? Vacation properties or fixer-uppers? Then starting thinking about who you want to work with. First-time buyers? Retirees? Investors? All of these unique qualities should show up in everything you do, from your business cards to your website to your marketing brochures.

But always be ready to adapt. During the recession from 2007 to 2009, I made myself known as the “Foreclosure Queen.” When the market got back to normal, that identity no longer served my brand — it actually hurt me. I lost luxury listings because no one wanted to list their seven-figure home with the foreclosure expert. So, I adapted. I rebranded myself by using technology to market higher-end homes and became the “Digital Marketing Queen.”

Give awesome service

Doing the bare minimum will never escalate you to top producer. Constantly ask yourself, “How much more value can I give?” Think about all areas of your real estate business. I teach my students to infuse expert marketing throughout the complete sales cycle of their business; which includes areas like branding, lead generation, lead nurturing, conversion, fulfillment, delivery, re-listing and referrals.

Do you have a strategic plan for outstanding and differentiated service in each of these areas?

I’ve seen my students leverage these strategies and achieve incredible results. And guess what … You can dominate your market, too, by becoming your local authority who is unique, gives awesome service and focuses on serving, not selling.

Krista Mashore is a best-selling author and the founder and CEO of Krista Mashore Coaching.

Six ways an assistant should market listings

Attracting qualified buyers to purchase properties is one of the most important skills that sellers expect their agents to have. As an assistant, you can be very useful in helping your agent reach the right customers. In this post you’ll learn more about how to help marketing listings to sell a home.

#1. Multiple Listing Service (MLS)

The first place your agent will want to put a listing is in the MLS, or multiple listing service, a task that is often the responsibility of the assistant. This database of listings offers agents a centralized location to post details on the properties they have for sale and is an industry standard.

Accuracy in preparing a listing cannot be overstated. Not only is the MLS the central location for your listing, but websites that are accessible to any potential home buyer, such as Trulia, Zillow and Realtor.com, use the data directly from the MLS. So remember to check and double-check that the specifications and descriptions for the property are exactly as you want them.

Besides the standard form data, which includes details on the home such as square footage and the number of rooms, you’ll have an opportunity to provide a description. This description will appear on the listing sheet and on any websites that pick up MLS data. It’s important that this copy be focused on selling the home, and as such, it should be treated like any other marketing material.

#2. Uploading and Optimizing Photography

Photography is one of the most important parts of your marketing plan and should be handled with care. You may consider outsourcing listing photos to a professional company. Along with ensuring that your photographs are of the best quality, there are a number of other concerns when preparing your photos to upload. 

Photos should be beautifully lit, color-corrected, cropped properly and able to show off your property’s best qualities. In addition, your MLS may have limits on the size and dimensions of the individual images you upload, so familiarize yourself with its requirements before you begin.

Most MLSs allow a maximum of 25 photos, but don’t confuse quantity with quality. A photo of the exterior of the home is standard, and it’s a good strategy to have at least one photo per each feature mentioned in your description. For example, a description that mentions an attached garage, a bay window and high ceilings should have photographs that show each of these features.

#3. Social Media

The most popular social media platforms used in real estate are Facebook, LinkedIn, Twitter, Instagram, TikTok and Pinterest. Your agent might use one, some or all of these. Each platform comes with its own set of analytics, so you can easily see if your posts are effective in driving engagement and, ultimately, sales.

Facebook and Twitter allow you to schedule posts, but if you’re using more than one platform, a dashboard like Hootsuite allows you to generate all your posts from a central location. Depending on your subscription level, you can easily replicate posts across platforms and receive great analytics to help you determine how well your posts are performing.

#4. Traditional Advertising

In many cases, traditional media is still very effective for the real estate business. Your agent may be getting great results from direct mail postcards and advertising in print and online.

Using postcards to let neighbors know what was just listed or just sold works because it offers market information, as well as exposure for listings and the agent. Make sure that the photos look great, the message and the call to action are clear, and the brand is properly reflected. Advertising in print is effective in certain markets, but not in others.

Online advertising allows potential clients to click through the ad to the agent’s website or send an email. And don’t forget to look into marketing opportunities on syndication sites like Zillow. These can help with lead generation. Ultimately, advertising works best when you know who your target market is and how best to reach them.

#5. Surveys, Testimonials and Reviews

There is much more marketing that you can help with as an assistant. A completed transaction is not the end of the relationship. There is still marketing work to do! It’s a good idea to send a survey to clients after a transaction is finished to let them share the pros and cons of their experience with the agent. This information is useful to agents so they can make improvements to their systems and services.

And getting testimonials and reviews on sites like Yelp can really help an agent get new clients and stand out from the competition.

There are third-party survey services that are simple and inexpensive to put into practice. This should be part of your operating procedure at the close of every sale. 

#6. Participate in the Neighborhood

Lastly, one of the best ways to market the business is by simply being top of mind when it comes to real estate in a given neighborhood. The simplest and most effective way to do this is by actually spending time participating in the community. Consider volunteering at the local school. Suggest that your agent sponsor neighborhood events, or simply make sure to get a table at them. Seek out opportunities to put your agent in front of the right target market.

No one likes someone who only talks business, but there’s nothing wrong with being helpful and relevant. If you keep your ears open and engage with people, you will find organic ways to help market the company and make it truly feel like part of the neighborhood.

It’s important to remember that selling homes is only one part of an agent’s business. It’s just as imperative to ensure that agents have a future flow of potential customers and that the brand and reputation are being managed in the best way. To learn more about an assistant’s role working with an agent, sign up for AgentEDU’s Assistant Certification Course, an eight-part course designed to teach assistants everything they’ll need to set their agent up for success.

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