As a business coach in the world of real estate, I sometimes get asked how can agents better differentiate themselves during a networking event when other Realtors are present. In other words, most agents shine during a listing presentation, when all of their notes and market analysis is right there in front of them. But how can they do that while networking when time is short, and they're talking to someone they just met?

"Easy," I say. "Think of yourself as the Knowledgeable Expert - the type of person who knows a good bit about a particular subject, but isn't stingy or preachy with the information. A conversation with you on real estate needs to be like talking to your neighbor about the lawn."

"Boy your lawn looks great! What are you using on it," you might ask your neighbor.

"Well I've been using Scott's lately and it's really doing the trick. I used to go with Miracle Grow and I don't know…it just wasn't working. I've had Scott's for the past few weeks now, and it's got this lawn looking good as new. And it gets rid of those fire ants too."

"Really," you ask.

"Yeah, I picked up a bag at Lowe's for $5.99 a pound, just right down the street here, and I was good to go. Real easy to apply," your neighbor replies.

"Huh."

"So how do you keep back all of those weeds?"

"Well I ran across a product I'm really impressed with," your neighbor starts and off he goes.

Notice how he provided valuable information without seeming overbearing in the process? As a matter of fact, I bet if during the middle of the conversation he worked in the fact that he was in the lawn care business, you'd be sure to consider his company next time your yard needed some work.

Why? Because he obviously knew his stuff, and who wouldn't want to work with an expert?

Imagine yourself doing the exact same thing when talking to people about real estate. I call this person the Knowledgeable Expert, and they're an absolute pro in everything they do. They're the type of Realtor who knows a thing or two about buying and selling homes, and is happy to share it with you without the "What's holding you back from starting today?" and "Are you currently working with an agent?" questions.

Nobody likes that. They're thinly veiled sales questions, and if you haven't noticed by now, very few prospects ever respond favorably to them.

However, as the Knowledgeable Expert, you embody just what the name implies: An expert in the field of real estate, who knows what it takes to buy or sell a home. You know how to best market a listing and get the highest price. You're familiar with the homes in your area, so the buyer isn't riding around for weeks searching for something she likes. And most of all, you know what it takes to get stuff done.

But how do you demonstrate that to prospects before they ask you to do a listing presentation, or even before they're personally in the market of buying or selling a home?

Easy. You do it while networking.

Let's look at an example.

"So what do you do?" the person asks.

"I specialize in helping clients sell their house for the highest possible price – regardless of location," you reply.

"Really," he responds. "Regardless of location, huh? I always thought location was everything when it came to selling a home."

"Well sure, a great location is going to make my job a whole lot easier. But there's a bunch of ways to maximize your selling price without necessarily having the huge corner lot," you answer.

"Something I like to do is to put an extra light or two in some of the higher trafficked areas," you suggest. "I don't know what it is, but when you combine good light with a clutter free layout, homes just seem to sell faster."

"Is that so?"

"Oh yeah. As a matter of fact, I got a listing the other day where a couple was working without an agent, and for whatever reason their home just wasn't selling fast enough. A mutual friend of ours knew about the situation, referred me to them, and within a couple of weeks, their traffic was increased by 30 percent. As a matter of fact, we've got an offer on the house right now."

"Really?"

(Pause)

"Let me get your card. I've got someone you might want to meet."

And there you go.

Notice how you clearly demonstrated your expertise in a subtle, yet powerful manner? The conversation didn't feel like a "pitch" or anything, just a comfortable exchange of good information with a person who clearly knows what she's doing.

So while all the other agents are answering the "what do you do" question by saying they're a Realtor and allowing the conversation to stop right there, you're actively demonstrating your expertise in a subtle, yet informative manner.

Just like your neighbor when you talk about the lawn.

Bottom line: Any agent can win a deal during a listing presentation, when the client is in the market for their service and simply wants to make a decision. But the truly successful Realtors start the process long before that – when talking to someone for the first time – by clearly demonstrating their skill and professionalism with everyone they meet.

If you're a new agent who'd like a free script on how to get more sales while networking, even if you don't have a lot of experience, just email bhilliard@agitoconsulting.com with the subject heading, "New Agent Wants More Sales" and we'll send it right over.

Published: February 9, 2005

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As a popular speaker and author of the resource How to Get More Business in Today's Tough Market, Brian specializes in helping busy agents get more leads and close more deals - even in a market as "challenging" as this. For a free report on 2 Easy Ways to Get More Business in Today's Tough Market, just email my office and we'll send it right over.