Do you know what makes you an outstanding real estate agent?
When it comes to being outstanding, agents fall into several 
categories:
- Those who know what makes them an outstanding real estate agent, and use it in their marketing
- Those who know, but are too shy or reserved to use it in marketing
- Those who are outstanding, but don’t even realize it
- Those who aren’t the least bit outstanding – and likely never will be
Before we go on, realize that even if you’re new to real estate sales, you can be outstanding.
Yes, you will benefit from experience, but you come pre-programmed with some valuable skills and knowledge. Your personality plus past experiences make you different from every other agent. It’s up to you to use what you have – then learn more.
If you know what makes you an outstanding real estate agent, and you use it in marketing, good for you!
You’re giving prospective clients the information they need to make a wise choice. If all agents followed your lead, prospects would always be able to choose the agent who is right for them and their situation.
After all, different clients need or want different skills. Some need an expert in short sales, while others are looking for the compassion and tact involved in selling a house for a divorcing couple. First time buyers may need your teaching skills, while estate executors will value your knowledge of the probate process. And some just want someone who will listen to them and give them the attention they crave.
If you know what makes you outstanding and aren’t using it, get started!
Prospective clients are looking for someone with your expertise. Don’t leave finding you to chance.
- Mention your special skills in your agent bio.
- Include niche-specific pages on your website.
- Blog about topics related to your niche or your skills.
If you haven’t yet chosen a niche, focus on your geographic area. Mention personal traits such as patience and understanding. Talk about your dedication to returning calls and emails quickly or supporting your clients at every step of the way from first meeting to closing.
Whatever you do, don’t fall back on only talking about all the things that most clients expect from an agent.
If you read many real estate websites, you’ll see that many agents have a similar message. They’re the neighborhood specialist, the expert guide, the professional, etc. On top of that, they’re educated, honest and dedicated to their client’s success. It’s all “canned,” with no details to support the claims.
If you know your clients like you and you know you do your best for them, but don’t know what makes you an outstanding real estate agent…
It’s time to find out.
The first step is simple. Read your testimonials and notes of appreciation. Any time a client says “Thank you for…” that’s your clue.
Those notes are telling you what you did that they appreciated and valued most. It might be something that you see as insignificant or simply a facet of your personality. But it is important to clients, or they wouldn’t have mentioned it.
This is why, when I begin gathering information to write an agent bio, I want to read the testimonials. If none are posted online (which they should be!) then I ask the agent to send me what they have.
In reading one agent’s testimonials, I learned that her clients most appreciated her sense of calm. She managed to keep everyone cool so things could be accomplished. Another agent stood out for her patience – never pushing clients to make a decision before its time, and always patiently explaining what each form meant to them. Still another stood out for going above and beyond to make long distance purchasing easy.
What theme runs throughout your testimonials?
Now think about your skills and specialized knowledge.
- Are your research and analytical skills such that you can be counted upon to price every listing correctly?
- Are you a master negotiator?
- Do your math skills make it easy for you to re-calculate net sheets as you discuss offers and counter-offers?
- Do you have construction knowledge that allows you to spot structural problems – or remodeling possibilities – that most people wouldn’t see?
- Have you developed relationships with title officers and people in government, so you can help clients solve problems with unrecorded transfers, missing permits, etc?
- Are you skilled in writing property descriptions that make buyers and their agents eager to view your listings?
- Do you know all about how to get a house listed on the Historic Register – or where to find authentic materials to restore those houses.
That’s just a short list of what you might know that is valuable to your clients. So take time to think about what you’ve learned and the skills you’ve developed over your lifetime.
I did mention that some agents will never be outstanding…
I only mentioned them to acknowledge that they exist. They don’t read blog posts about real estate, so don’t worry – that’s absolutely not you! (However, you will very probably have to deal with them. Then you’ll have to be even MORE outstanding to make up for their lack.)
