Currently in Australia there are thousands of real estate agents, all gunning for the same deals, some sales that you want. The question is, what will make you different. The first thing to establish that will be the company you work for.
Do you work for a high end boutique office? Do you maybe work with a large franchise? This will effect the cliental you deal with and the brand they would want to and expect you to present in dealing with them.
When you get past that, it's important you take in the brand that the company represents and try and replicate and with your own personal edge. If your company is a niche company that works on high turnover, $300,000 apartments, and your average client struggles to come up with the cash, how will they perceive you when you turn up in a $150,000 car?
That isn't to say don't have nice things, it is to say however, have your brand align with the product your selling. But how do you do this? Here are three tips to help you brand your business in line with your customers.
1. Expose what makes you unique:
When you pitch for new business, you will come up against other agents who will talk about how they have sold a lot of homes, know the area etc. Where they can't get on top of you is your unique facts. Agents need to enlighten the vendor as to WHY they are the local expert and how this helps them. Mentioning that you have lived in the area your whole life for the home you are pitching to sell is one example of showing you to be unique. Discuss that you know the street names inside out, you know where the closest tram takes you. All of these are selling points in your favour, it shows you know the local area and you can prove it. Other unique things such as being a member of the local gym, where you can discuss with leads about new listings shows that you have an extended network. The vendor isn't expecting you to have a buyer on day one, but if you can prove how these things help you are on the right way.
2. Target what makes buyers unique:
If you win a listing, the first thing you need to do is look at the home and the key features that make it stand out. From there, you need to take on the persona of the prospective person who may buy this house. If it's located close to a golf course, think about buyers in this demographic that could be interested in buying the home. From here, you need to brand yourself as the expert of all things for that buyer, demonstrate that you know that market and connect with them on their level. There is no point trying to talk about the features of the home unless you truly believe in them and can convey how it will help their lifestyle. Understand what is important to them, and if it is something as small as the fact that the home is on a back road which helps connect them to their favourite golf course, expose it. Bring in the features that will make that individual person want the home. Don't talk about the generic features of the kitchen and the pool because every other agent will do that.
3. Manage your brand to a micro level:
Once you know what brand you want to resonate in the market, make everything match. Your public presence needs to ensure that it matches what you are trying to sell. If your brand is high end and sophisticated, and you're driving a nice car... chances are that cheap looking business cards could severely damage your brand. Therefore, make sure it is all uniform, if one thing changes and you start winning listings that are in a different market, match that market. There is nothing worse than when agents try to explain to vendors that they are on their level, when they clearly are not. You also may need to change your personal branding depending on whom you deal with. If you are dealing with the bottom end of the market, and have casual meetings with your vendors, but win a listing ten times the value of your other listings, then adapt to that client.
The number one tip in any business relationship to demonstrate you understand a client is mirroring with your body language. When you copy their behaviour flow in a general interaction, it makes the person feel more comfortable. So do this on a large scale. Mirror their actions and personality to ensure that you demonstrate that you get them. This is the best way to ensure you have them on side and build up strong rapport.
About the Authors:
Rocky Bartolotto is the National Sales Director for Homely.com.au - Rocky's extensive experience in introducing new product offerings to the market and client management abilities makes him one of the most knowledgeable property specialists in the country.
In addition to his time working in the online space, Bartolotto is also one of Sydney’s top auctioneers, with over 4000 auctions performed through his business Auction Services.
Todd Schulberg handles all things marketing for Homely. Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.