by Courtney Soinski
There are specific qualities that buyers and sellers look for most in a real estate agent - reasons why they hire - or do not hire specific agents. When you think about your marketing strategy - and specifically, your personal brand, are you promoting your commitment to those things that are most important to your prospective customers?
According to the 2013 National Association of REALTORS Profile of Home Buyers and Sellers, these are the top qualities they look for in a real estate professional:
- Honest and trustworthy
- Good reputation
- Strong negotiation skills
- Knowledge of the neighborhood
- Caring personality and good listener
- Timely with responses
- Accessibility through technology like a tablet or smartphone
In today's tech-driven world, we rely more on virtual or digital contact with each other and experience less personal face-to-face contact. But, in the most important and valuable transaction we make - buying or selling a home - having a strong personal connection with a real estate professional is highly desired as indicated by the NAR research.
The research strongly supports authenticity as the key to a strong and reliable personal brand. It’s the experience and quality that people look for in Realtors® when buying or selling their home – They want someone with a good reputation, proven track record, and honesty. By building these qualities into your marketing strategy, you will build trust among buyers and sellers, which will ultimately strengthen your personal brand and strong branding paves the way for successful lead generation.
Many agents rely on their listings for 100% of their marketing program, but placing your listings on the web does little to convey your personal brand to prospective clients. As buyers and sellers are attracted to real estate agents who will negotiate better sales contract terms, provide a better list of service providers, and overall shorten the buying or selling process, for example, they look for this type of information in selecting the agent who will represent them. By promoting these qualities, you will help develop an even stronger reputation as a real estate professional, more credibility and, ultimately, more clients.
What are some of the best ways to promote your personal brand?
Advertising and engagement.
There are two sets of clients that you are trying to reach. Those who know you and those who don't. Advertising your brand, including the most important qualities introduces you to those clients who don't know you - yet. And including your website, social media links, phone number, email address, vanity code, mobile business card, etc., gives them the opportunity to begin engaging with you in a virtual or digital sense - that will lead them to becoming comfortable to meeting you - live and in person.
Studies show that consumers want both online and offline interaction. Make sure that your marketing strategies cover both.