There are over 54,000 real estate agents in the United Kingdom, and each of these professionals has something different from you. Some agents have their brand and know how to use communication to their advantage. They also know how to act through concrete actions.
Supposing that you want to stand out without falling into the temptation of copying success stories. Stories that may not fit your purpose, your personality, or even your target, then you should stop and think carefully about what you have to offer. How can you help enhance the lives of people who interact with real estate professionals through answers and solutions? Here is how:
- Define your mission
- Know how and where to be and communicate
- Learn how to generate powerful images that stay in the mind of your clients
- A story sells more than four walls
- Everything that is not planned becomes urgent
1. Define your mission
Always start with the why, as Simon Sinek would say: The best companies, projects, teams, or even real estate agents are those with a well-defined mission. They are the ones whose main objective is to solve a problem and/or a need that exists in the market where they intend to operate. Clearly define the reason and purpose of your project, analyse its context, meaning and the market where you are going to operate. Find out what is missing and how you can contribute. From the moment you define what you want to solve in a given market and for who, all your strategies and communication will have a meaning, a reason for being, an alignment and unique identity.
2. Know how and where to be and communicate
Now that you know what you want to do to add value, it is time to communicate it. You can do this by choosing different formats and channels which you know will be ideal for reaching out to your target audience.
For example, if your customer is a foreigner, learn more about them: understand how they live, look at where they were as they might look for something similar, check specialised golden visa websites, non-regular residents and so on. Going to international fairs, if you have something to offer or if you are well prepared for good networking, will always be a good investment.
3. Learn how to generate powerful images that stay in the mind of your clients
The basis of content marketing is relevancy. Share useful information with your audience. Think about what your audience will look like. Think about their needs, where they might experience difficulties in buying or selling properties, where they might have the most questions and more. The idea is not to talk about you but rather talk about what you have to offer as a solution to your potential client. Know how to anticipate what they might believe or question and be prepared with solid answers.
Most people communicate about their properties using photos, videos, features, but this often comes after and not before. Think about the benefits, involve the client in a narrative, capture their attention with messages and above all powerful images: turn your offerings into opinion articles, tips on works, advice on the sales process, information on the transaction, simple explanations on how you should visit a property to be aware of the details that make the difference, how to be more skilful in a negotiation, among other topics there is to explore.
Support yourself with powerful images through quality photos, be creative and conduct a virtual tour giving practical examples of what you can do in the property. Make your clients dream by turning your videos into authentic journeys of relevant content that will help them visualise how their life could be in the house.
4. A story sells more than four walls
You cannot beat a true and well-told story. After all, our brains love stories! However be aware, authenticity is the core of content marketing. Get used to telling (true) stories about homes, sales, fundraisers, testimonials and people.
Use images to help materialise and you'll manage to create empathy with even the most closed-minded customers. Use metaphors and analogies whenever possible, they enrich any story. Always end with a conclusion directed towards a practical action or advice. Seeking training or professional copywriting services can be a good compromise, after all, knowing how to write well is also a profession.
5. Everything that is not planned becomes urgent
For this to work, you have to be consistent in your strategies and communication. Having a plan makes things run smoother. After defining your guideline, target audience, content and shape, you should plan your actions. Organise everything in an agenda and make sure to complete the tasks. The principle of planning is acting. At the end of each process, measure it. By knowing everything about your results, you can continue to improve. And above all, you can continue to invest in standing out and making a real difference.
The real estate market is booming and we are in a market where demand outstrips supply: prices continue to rise with no signs of getting out of their upward stabilizing position, the time to sell continues to be reduced, and to reinforce the vigour of this market, we are also witnessing an increase in the number of real estate agencies. Consequently, agents should use this moment as a chance to create results in this extremely competitive market.
In my opinion and to answer the previous questions, there are no sprints, no magic formulas and it is not only through your mindset that you will be able to secure your position in this marathon. Your purpose, training, preparation, creativity, practice, consistency, negotiation and relationship skills, and practical application of values and quality in everything you do is the way to dominate in any setting, with any client, and with all your competitors.