Discouragement can come quickly to new agents. Often the “help” they expected to find in their new place of employment doesn’t really exist and they’re left wondering how in the world they’ll ever build a business.
What’s the first thing to do? Unfortunately, the first step takes a little time, but is well worth the effort. Consider it an extension of the education you paid for - one that you will pay for with your own time instead of your own dollars. That step is to become an expert in a niche. Choose a neighborhood or a type of buyer or seller and learn everything you can learn.
You may decide later that you want to serve a different niche, but you have to start somewhere so just choose.
For the sake of example, let’s say you are going to target a geographic area. Choose a neighborhood near you, so you can go there every single day without fail.
First, attend every open house. Then, contact listing agents and arrange to view every other home for sale in your neighborhood. Keep the flyers and make your own notes. Add things like exceptional features, not-so-good features, and what the neighboring homes look like. Know which homes have oversized rooms for large furniture and which do not. Know which have a basement or a fenced yard. Know which are in prime condition and which need repairs. In other words, record all the little details that matter to buyers but aren’t listed on the flyer or in the MLS listing.
Within a couple of weeks you’ll be able to advertise the fact that you know every home in X neighborhood and can help buyers choose the one that’s right for them without wasting their time on homes that are clearly wrong.
Now, watch the MLS sold listings and when one of the homes on your list is sold, record the price on your flyer along with your other notes. Soon you’ll have a very good feel for proper pricing. That’s something else you can advertise. Your market analysis will be accurate because you have actually seen the comparable listings - while many others can go only on what was written in the listing.
Now you are becoming an expert in your niche - but don’t stop there. Learn everything else that a buyer might want to know about a neighborhood. Find out about the schools, the shopping, the churches, the day-care centers, the medical services, and the recreational opportunities.
If you’re ambitious and still have some time, put together a little brochure of neighborhood resources to help newcomers. That, by the way, is a very good “freebie” to offer on your website in order to capture the names of prospective buyers.
Once you’ve turned yourself into an expert, send a new letter to your sphere of influence letting them know that if there’s anything they want to know about that neighborhood’s real estate market, you’re the one with the answers. Remind them that you appreciate referrals and that friends they send will thank them for it.
Your friends will be impressed that you’ve taken the time to become an expert - because most agents just don’t bother. And when people are impressed, they talk. That’s good for you.
When you begin to make the effort to learn more about your work that other agents know, and when you make the effort to learn how to market to the needs of your prospects, you will quickly rise to the top end of that old 80-20 mix. In fact, you might rise to the top of the 95-5 mix!
Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.
Her e-book, Getting Clients, is a resource for beginning real estate agents as well as seasoned agents who want to know how to make more money in less time. Read all about it at http://www.marte-cliff.com/career.html
Marte offers a weekly ezine for real estate professionals and others with an interest in marketing themselves or their property. To subscribe, and get a copy of her real estate ad writing report, visit her at http://www.marte-cliff.com
Tags: real estate, real estate marketing, real estate sales, Realtor
Share This
Related Posts
