Build relationships and bring value with every outreach

By Maria Malin

When we look back at the experience of living through the COVID-19 pandemic, we’ll have learned many valuable lessons from it, including how life and relationships were reprioritized and strengthened. Though physically and socially distanced, we forged new and creative pathways to check in, keep in touch, share our lives and, yes, do business. Technology will be remembered as the conduit for our connectivity, teaching us that virtual, though not reality, worked as not only an effective, but sometimes more efficient, use of our time. As we now emerge from the constraints of the pandemic, will we continue to simply click to connect our relationships? More specifically, will the return of our ability to be “in person” give technology a new place in how we reach out and stay top of mind?

From a coaching perspective, I encourage you to envision how you’d build your business if you couldn’t text or post or like or comment or stream or otherwise digitally find your way into someone’s life. What if your business wasn’t referral-based? What if you were building a business for the first time or in a completely new market or had no established sphere of influence? What would outreach look like? What would stand out? What would make you stand out? Would it be tech-savvy or grassroots?
The first, last and only thing that counts — in my personal and professional opinion, and no matter how you deliver it — is value. True and genuine value. Value to the relationship and valuable real estate — in that order.

Whether you deliver that value via digital routes or grassroots is secondary. Bringing value to those you know and those you want to know better can and should be an everyday thing. Building relationships and making others feel important doesn’t take genius, but it does take consistent effort and authenticity.

Think about the unique aspects of the relationships you want to touch, and deliver custom, relevant, personal outreach at every opportunity. Be present; be a go-to; be who you genuinely are, not some curated persona on social or a once-a-year check-in or someone only seeking out their next referral.

Remember, the world today is not only digging out of a year-plus of pandemic-weary living; it has reprioritized what’s important and has a keener sense of what’s untrue. Be other-centric in how you deepen, enrich, share and stay top of mind to the relationships in your life, and via direct or digital outreach, you’ll bring value.

Delivering valuable real estate is more straightforward. If you’re newer to real estate, build credibility by sharing quantified, data-focused market knowledge at every opportunity. If you’ve been in the business for a while, yes, you’re busy and the market’s been like no other. Still, always be other-centric in sharing what’s valuable to those asking you about the market and relying on your expertise. Simply stating that your business has been busier than ever may be perceived as “too busy.” Keep answers specific to those asking you the questions, and create value with what and how you share.

A few simple questions will help you stay in tune to whether or not your outreach is effective. Do you get response or engagement, or never hear back? Remember, half of a relationship is not a relationship. Is your sphere of influence organized? Do you then customize your outreach based on that? Make sure you’re sending what is top of mind and relevant to your recipients, and go beyond the usual, like geographic farming.

Again, always be authentic. Curating a brand or image that’s not true to who you are is not only ineffective, it’s extremely difficult to sustain or find long-term success with. Think genuine rather than simply strategic, and you’ll win in life and real estate.
Indeed, hearing a voice or seeing a face will never become obsolete. And of course, we’ll continue to deliver valuable outreach at scale via technology. Enhance and enrich your relationships at every opportunity, and strengthen your credibility by sharing your specific real estate knowledge and experience with those you know and those they know. Spend your time wisely and consistently on all fronts, and you’ll create a template for long-term, sustainable growth in any market.

Since 2011, Maria Malin has worked exclusively in real estate coaching and training for @properties and Compass in Chicago, writing, developing and teaching content to assist Illinois real estate brokers with building and growing their business. Brokers who regularly coached with her in 2020 grew their business an average of 76%. Maria recently launched her own real estate coaching business, works with all brokerages and can be found at

Real Estate Technology Tools for Teams

As a busy professional, the sheer amount of new technology that is served up to you on a regular basis can sometimes leave your head spinning. As real estate itself is getting smarter, the pressure to adopt new technologies in your office increases. New platforms and software programs promise to save you time, deliver better leads and automate many of your processes — but they’re not all created equally, and not all of them are created with the real estate professional in mind.

We often hear about the state of technology for consumers, but yet relatively little about how brokerage-specific technology is evolving. For example, overseeing real estate teams requires not only people management but also tracking and evaluating workflow and productivity. As a business owner and a team leader, you have to understand how your team is using their time, communicating with one another, engaging with brokerage clients and prospects, and how paperwork is being completed. You also need to understand how commissions are earned and how leads are being generated.

Smart real estate software provides your agents with everything from lead generation to video editing, as well as open house management software and help with tracking their expenses. The right technology tools can not only help streamline your listings and closings by simplifying transaction management, but they can also help to lead to greater agent satisfaction and retention. Of course, it’s good to know what tools can help you achieve greater productivity within your team.

A mobile-compatible video marketing tool

One of the first things your agents should do is to create a video profile, on top of a written bio, to use with their website. Not only does this allow prospects to feel like they’re getting to know your agents, but it is also proven that video is a more engaging tool than just photos. 

While anyone can create a quick video on their smartphone, using this type of program will allow you to create a more polished and professional-looking video, complete with filters, headers, logos, music, and more.

Try it: WeVideo, BombBomb, Animoto

CRM software designed with real estate in mind 

While CRM programs are certainly nothing new, you might want to consider using one with real estate-specific capabilities. While any CRM is capable of keeping track of your prospects, clients, contacts, and appointments, something that goes beyond the basic canned email message for things such as your clients’ anniversary or notes of congratulations can be instrumental in scaling up your business.

Real estate-specific CRMs also tend to come with relevant add-ons, like website templates, email drip campaigns, and even the ability to integrate directly with your existing social media accounts for a seamless experience. 

Try it: BoomTown, Wise Agent, kvCORE, Commissions Inc, Contactually

A tool for scheduling that works with your calendar

Wouldn’t it be nice if your clients were able to find out quickly when you’re available and book time with you on their own? Imagine all of the back-and-forth communication that could be saved. Fortunately, there are tools and apps that allow your clients to tap into your calendar and book appointments with you directly — saving you time and making the process easier for your clients and prospects, as well. 

Try it: Calendly, ShowingTime

Want to learn more? 

It’s important to keep in mind what real estate technology will help you connect best with your clients. To learn more about the tools that every team needs to manage time, clients, paperwork, commissions, and leads to keep a team running smoothly, sign up for our course The Tech You Need to Manage a Real Estate Team today. 

AgentEDU® is a platform where agents at every level can come to watch 10-minute video courses for the many situations that successful agents must master. From essential to advanced level and everything in between, AgentEDU® courses help agents become top producers with increased earnings and a plan for continued growth.AgentEDU® is an Agent Publishing brand. For 18 years, Agent Publishing has been committed to providing residential real estate professionals with the information and training required to build successful and meaningful careers in their local markets. Agent Publishing’s influence extends to every career stage and reaches agents across print, digital, events and online learning.