Marketing for Real Estate Agents
Marketing for Real Estate Agents is an essential skill. Marketing is how real estate agents make a living. They market themselves and their brand to potential clients and they market properties to potential buyers.
If I could give you two steps to improving your marketing skills would you be interested? It is a trick question.
You see the first step to improving your marketing skills is to ask yourself if you want to improve. Some real estate agents do not.
When I was an active real estate agent I was working with a couple purchasing their first home. The agent representing the seller was a good sales agent. She served her client well, answered all the appropriate questions honestly, knew the neighborhood, and negotiated to get the best price for the home, in the shortest amount of time.
As I customarily did, when I was an active real estate agent, I looked at her sales activity in the Multiple Listing Service (MLS). I like to know how if an agent represents properties that are sold for more, less, or at asking price, among other things. My research that she only sold properties in a specific geographic area and that she had 11 sold sides annually. Because I was curious I asked her why, when she had the skills to, at the very least double that volume, she only sold 11 properties a year. She told me that was all the business she wanted. She gave me several reasons why that was her desire.
I am not judging her, the reasons she gave me were valid for her lifestyle and stage of life. The fact is though that she did not want to improve on the number of sales she made each year. She just did not want to change.
So, I ask again, “Do you want to improve on your marketing skills?”
If the answer is no, please stop reading here. Move on to something you feel will be more beneficial to you. I learned long ago that I can lead a horse to water, but I can’t make it drink.
If you are still reading than I would ask you if you are willing to take the second step?
“Are you willing to feel the discomfort of putting in more effort and trying new things that will feel weird and different and won’t work right away?
That is the question that Peter Bergman, CEO of Bergman Partners, wants his clients to answer. Quoting from a Harvard Business Review Article, he says,
|“Maybe you want to be a more inspiring leader. Or connect more with others. Maybe you want to be more productive or more influential. Maybe you want to be a better communicator, a more impactful presenter, or a better listener. Maybe you want to lead more effectively, take more risks, or become a stronger manager.
Whatever it is, you can become better at it. But here’s the thing I know just as clearly as I know you can get better at anything: you will not get better if 1) you don’t want to and 2) you aren’t willing to feel the discomfort of doing things differently.”
Change is by its very nature uncomfortable. Therefore, if you want to change you are going to have to do some uncomfortable things. Because these things may seem awkward at first, you may mess up, make mistakes, feel embarrassed, but trying out something different is the only way to change the outcome.
Have you ever heard that crazy is defined as, Doing the same thing repeatedly and expecting a different result? Are you crazy? If you are not crazy and you want a different result you have to do something different.
Give it time. You will get better at it, whatever that it is.