Setting Yourself Apart From the Pack

Written by Realty Times STaff Posted On Monday, 24 April 2023 00:00

Unless you're already an elite agent, you need a way to differentiate yourself. And I gotta tell you, your price, quality, or shopping cart advertisement ain't gonna cut it. You need something real, something meaningful that will set you apart from the pack.

Here's your chance.

When you weave a social cause into your business, you set yourself apart from the crowd. Your actions, not just your words, show that you care.

For example, use your real estate know-how to help educate seniors and disadvantaged people in your town. Go to retirement villages and college campuses and teach the folks there the basics of real estate and financial security. Don't do it for leads, do it because it's the right thing to do. You're an authority! Show them how to plan for the future. You'd be surprised how much you can help people just by sharing a bit of your expertise.

Compare the power of a fellow volunteer's recommendation vs. a slick Facebook ad. They'll advocate for you because you care about the same principles they do. You could never buy enough advertising to outweigh the strength of true believers. That's why your goal should be to form deeper connections with folks throughout your community by joining with them in a common and worthwhile cause.

Establishing yourself as a pillar of the community will do more than just secure new clients. Your clients' sales are likely to be more successful because of their association with you. For example, imagine that you're known for all the good work you do renovating neighborhood playgrounds. The parents of the kids in town will appreciate your efforts. You'd be a local hero. Then, when they see you listing 123 Main St, potential buyers will have a more positive view of that home because they already admire you. Your client's home will benefit from having a local champion like you listing it.

Remember, residential real estate is largely an emotional decision. Sure, buyers have certain criteria such as a maximum price or a minimum number of bedrooms. But, after that, buyers will decide where to purchase based on gut. Does the smell of the home remind them of their childhood? Can they visualize their kids playing on the backyard swing? The goodwill you generated with the playgrounds will transfer to your listing and will win the hearts of your potential buyers.

Finally, dedicating your free time to worthwhile causes will reverberate throughout the rest of your life and relationships. When you're committed to more than pure financial gain, you'll find more meaning and purpose. Your relationship with yourself and others will improve when you infuse your life with meaning.

Your colleagues and clients will see your dedication to helping others. In turn, you'll be viewed as more honest, caring, and compassionate. People will want to do business with you because they'll trust you and believe in your mission.

It may not even be a conscious decision, but folks will feel more comfortable partnering with a pillar of the community like you. You'll get more deals, better terms, and improved service.

When you feel better about yourself, when you feel like you have a mission, you'll be more productive and happy. Your business will improve because of your renewed internal drive. Your devotion to helping others will improve your self-esteem. Work will feel less like work and more like a cause.

Ultimately, feeling better about yourself and your reason for being on this planet may be the best benefit of all.

Adapted from Real Estate at a Crossroads: The Insider's Guide for Agents, Brokers, and Execs. Released 2019 by Gregory Charlop.

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