agents of change: real estate marketing and branding

The real estate market has certainly seen better days. However, a lagging market represents a great opportunity for those agents willing to ride the waves. When things were booming, the real estate industry saw a large increase in the number of agents nationwide. Everyone saw dollar signs and ran to be a REALTOR. Now, we are seeing record numbers being forced to either leave the business or work a second job.

Agents who want to thrive and succeed in not only a down market but the eventual and impending rebound, must dedicate their time, energy and money towards developing their business and differentiating themselves from the rest of pack. The industry is constantly evolving with new technology, innovative strategies and fresh ideas. In order to come out on top when the market picks up, today’s agent cannot just go into hiberation and wait for the sun to come out tomorrow. When the market heats up again, it’s those agents who worked now that will reap the benefits of their labor.

You cannot remain idle and hope things will get better, you must be proactive! Agents must go back to basics and reinforce their overall strategies, engage their sphere/farm and actually seek out business. What is most daunting is the fact that many agents who have yet to see such a down market don’t actually recognize what the basics are. Invigorate your contacts… set up direct mail campaigns, use e-cards to send notes and news, know your inventory, get your name out! Scroll your palm pilot, Rolodex… whatever, choose a contact, pick up the phone, dial their number and start a conversation. Buyers and sellers are no longer going to magically appear at your door, you must seek them out, warm them up and ask for their business.

Remember… being proactive today will lead to an increase in productivity tomorrow.

When speaking to many business professionals today, I am finding out that more and more are becoming members of LinkedIn.com. According to their website, LinkedIn is an online network of more than 20 million experienced professionals from around the world, representing 150 industries.

By joining, you are establishing your online professional presence. On your profile page you can summarize your qualifications, list your accomplishments and display your contact information. By leveraging the power of over 20 million users, you can find and be found by former clients, colleagues both old and new, and other acquaintances you sometimes would otherwise lose contact with.

For just about a year I have been on a zealous mission to get everyone I know to join LinkedIn, not only so that we can connect but that they can grow their social network and effectively help build their business. While joining LinkedIn is something I insist my clients join, many colleagues and business associates ignore the potential available to them by this online network.

Many associates have told me that they’ve joined LinkedIn and in turn now have but one connection – me! Instead of being proactive and hunting down old connections or trying to cultivate new ones, they come and ask me how come that million-dollar client hasn’t miraculously emailed them to connect.

Social networking is both a give and take affair. You must put in a great deal of effort if your goal is to reap great benefits. Simply posting a profile and waiting for the drove of connections to come to you is not only unrealistic, it is downright dumb!

Realtors® must be naturals at networking and it astounds me how so many are far from it. Not only is this business unrewarding if you don’t dedicate yourself, it serves no purpose for an agent to expect honors and accommodations without putting forth the sweat and energy to seal the deal.

Take advantage of the capability offered to you by social networking – not only will you find yourself gaining connections that can serve your bottom line, but you will be able to become part of a transformation that will affect all our futures.

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