No one dislikes a salesperson more than a salesperson. This sentiment is true in all areas of customer service, but especially in real estate. When you’re in an industry as fulfilling and challenging as ours, your mentors, fellow colleagues and even your textbooks will stress the importance of marketing yourself in order to be successful in this business. The question in the back of everyone’s mind, however, is how does one go about effectively marketing him or herself without coming off as insincere or as a pest?
Real estate is a relationship business, so it should go without saying that one should make an effort to create relationships. Start by having real conversations with people. People in general appreciate it when someone expresses genuine interest in what the other person has to say, and they can sense when someone is purposely elevating their skillsets to make themselves sound more impressive than they really are. Always be mindful of the other person’s needs and body language, in addition to how the conversation is progressing overall. If the person you’re speaking to seems receptive to what you have to say, then by all means, continue with the flow of the conversation. If they show no interest, gently back away from the topic and let the moment take its natural course.
It seems like common sense to respond to someone when they reach out to you, but you’d be surprised how often people let the opportunity to immediately respond pass them by. Should someone reach out to you expressing interest in a listing, try and respond to that lead as soon as you can, preferably within the first five minutes (if not, then within the hour). While an automatic response can help in a bind, a thoughtfully worded email or phone call will come off as sincere. This all applies to social media, as well. If you receive a reply or direct message to one of your tweets or Facebook posts, take the time to respond, no matter whether the comment was positive or negative. People want to know that you’re a real person.
The key to marketing yourself without selling yourself short is to be positive about who you are. Recognize that you’re a real estate professional who offers guidance and support to your clients, is equipped with cutting-edge technological tools and is unafraid of taking on a challenge. Avoid the need to act or respond defensively (this is especially true when dealing with social media). Rise above the negativity and stick only to the facts, and, in due time, people will know who you are—and what you have to offer.
Marketing, continuous training and coaching are important elements that Realty ONE Group offers to all their real estate professionals. To learn more about how Realty ONE Group can help you market yourself and take your business to the next level, please visit www.RealtyONEGroup.com.
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