How to break into the field using time-tested business principles
A key rule of business is that people are more likely to do business with those who they like, know, and trust. But what if you’re new to real estate, and no one knows who you are—let alone whether they like or can trust you? Although you may be listing with a well-known brokerage, the challenges don't stop there.
Most will tell you time is the only ingredient for achieving that perfect level of market awareness, but we think there are ways to get your foot in the door early as a new agent or an agent new to your market.
Trust is paramount to selecting a real estate agent, and with a plethora to choose from in any given area, marketing yourself as an agent others can like, know, and trust should be top of the agenda when establishing your personal brand. Read on to learn some key tips to becoming a well-known, liked, and trusted agent without needing to wait a decade to get there.
1. Be honest, transparent and forthcoming. This is arguably the most important aspect of building quality relationships with people in any capacity. Buyers and sellers alike crave open communication with their agent and respective brokerage. This is especially true when the relationship in question surrounds one of the largest financial decisions they may make in their lives.
2. Show competence not only in your field and your market, but also in yourself. Chances are, if you’re a real estate agent, you know a thing or two about real estate. Knowing the market you’re selling in, the demographic you’re selling to and the performance of agents that have come before will benefit you when it comes to building that client base. Above all else, competence and confidence in yourself can make a difference when clients look to align with an agent.
3. Competence goes hand in hand with follow-through. Horror stories of real estate agents and brokerages misleading clients have damaged reputations that can’t be repaired. If you’re being as honest and transparent with your clients as you should be, you must also guide them successfully to the end of the journey. Follow through, deliver on your promises, and develop strong relationships built on trust.
4. Be worthy of trust. When you’re dealing with people's homes, lives, and personal choices, you’ll be privy to a number of private conversations. The biggest component of “like, know, and trust” is trust. Clients must feel their decisions and lives are safe in your hands, not to be shared or communicated outside of your business relationship—even amongst other agents in the brokerage. It may seem redundant to mention, but it’s a large part of where agents fail to meet client expectations.
5. You must be reachable. Work-life balance can be difficult to achieve as a real estate agent—more so when you’re new to the industry. Clients have to know that you can be reachable when they need you. The real estate world moves fast, and if you’re known for being unavailable when your clients need your help, you won’t last long. Don’t be afraid to open yourself up to off-hours conversations with your clients if that’s what it takes to get a deal done.
Developing a reputation as someone liked, known, and trusted in your market can be a daunting challenge for any new real estate agent. There’s always more work to do, and agents of every caliber are grappling to be seen as the local market expert. Implementing these ideas and constantly being open to learning will keep you on the right track when it comes to making a name for yourself in real estate and building out your client base.