Become the Agent of Choice — 3 Ways to Tip the Scales in Your Favor

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Most real estate agents spend a small fortune on building brand awareness. From purchasing bus stop ads, to sending periodic mailers, to placing ads in the town paper, realtors go to great lengths to make sure that they’re known throughout the local community. Building brand awareness is an important piece of the puzzle, but just getting in front of people is not enough. Once you’re recognized among the players in town, how do you establish yourself as the agent of choice?


1) Gather testimonials

Authentic feedback from happy customers is the most powerful tool in your marketing playbook. New clients may be drawn to the visual appeal of your ads or the message that underlies your marketing content, but it’s the real life experiences of others like them that will truly sell customers on your service.  Pretty graphics and tag lines are no match for authentic recommendations. That being said, ask every customer to share their personal account of working with you, and promote that positive feedback at every opportunity.


2) Get active on social media

Regular updates through popular social media channels enable you to act as a source of value and to promote the personality behind your brand. By posting a market update, sharing a meaningful quote, congratulating a new buyer, or demonstrating an example of your service to the community, your personality shines through, enabling you to articulate your value add in a meaningful way. Real estate is a highly personal business — you need to be a real person.


3) Maintain a personal connection

In such a competitive marketplace, winning customers is dependent upon your ability to build relationships. Your clients need to know that you genuinely care about them beyond the financials of the deal. Winning deals takes more than just surrounding customers with your constant presence. They need to know, like and trust you. You’ll accomplish that by reaching out with phone calls, personal notes, hosted social events, coffee dates and the like. Your clients are entrusting you with their most treasured resources. Show that you value them by making time for them.



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Mary Coyle

Mary Coyle

Mary Coyle is a licensed California real estate agent with experience selling in the highly competitive San Francisco Bay Area market. She has worked with McNair Group Real Estate Advisors, a boutique sales team within Coldwell Banker Previews International. In addition to selling real estate and caring for her four children, Mary enjoys writing about a wide variety of topics, not the least among which is the dynamic Silicon Valley housing market.