… and you must maintain it in many layers.
The many layers of your real estate image will determine your success, regardless of your competency. In this,
real estate is a career unlike any other.
Yes, if you plan to succeed, you must be competent. You must know all the forms and the legalities surrounding both them and your behavior with regard to them. You must understand and adhere to the Code of Ethics, and you must know your market.
And that IS a lot. Many agents wash out for lack of effort in getting the education they need after they’ve finished with formal real estate classes.
However, being professionally competent is just one layer of your real estate image.
After that you must build and maintain a positive real estate image – also known as a reputation.
Your image is built upon several layers. These are:
• The image you promote to total strangers.
• The image you promote with prospects with whom you’ve made contact.
• The image you maintain with buyers or sellers from the time they choose you to represent them until their transaction is closed.
• The image you create while working with other agents.
• The image you create when working with other service providers, such as stagers, lenders, appraisers, inspectors, attorneys, title officers, and closers.
The real estate image you project to total strangers.
This is the very first touch – the first impression strangers have of you. If they aren’t favorably impressed with what they see or hear with that first touch, you may never have another opportunity.
This aspect of your real estate image reaches prospects via your real estate agent bio, both on the brokerage website and your own website; informative pages on your website; your blog; your social media pages; the comments you leave on other’s posts; your print advertising; and the prospecting letters you send.
It is also conveyed through your manner and your words if you attend networking events or do cold calling or door knocking. The same is true if you speak up at event such as City Council or Planning & Zoning meetings.
The real estate image you present to prospects with whom you’ve made contact
This is the image that will cause them to continue with you or move on to someone else. It
overlaps a bit with the “total strangers” image, because part of it hinges on how fast you respond when someone attempts to reach you.
If you’re meeting first on the phone, your tone and the words you choose will make all the difference. (Remember to smile on the phone, since it shows in your voice!) If you’re meeting in person, there’s more to it.
If you’re going on a listing interview, being on time will matter, as will your appearance when you get to the door. If you look rushed and harried, that’s one impression. If you look calm and collected, that’s another.
Your smile and your body language will play a significant role, as will your attire. Dress like a professional, not like someone who is in a hurry to get to the golf course or the beach.
Your respect for the prospect’s time and your ability to pick up on their clues will likely determine whether you hear from them again. For instance, if they indicate that they already know all about what you’re telling them, or if they start glancing at a clock, move on! Get to the point.
The image you maintain with buyers or sellers from the time they choose you to represent them until their transaction is closed
The attention you give those clients and your skill in getting them from your first meeting to their eventual closing will determine whether they come back to you.
If their transaction runs into problems, your attitude and skill in solving them will make an indelible impression. If they love what you did, they’ll come back to you again and they’ll refer others to you. If not, they won’t.
The image you create while working with other agents
When your image/reputation is one of cooperation, hard work, and doing your share, other agents will want to show your listings. They’ll also encourage their sellers to consider your offers.
On the other hand, when you‘re difficult to deal with, they’ll attempt to avoid you. Your listings will go to the bottom of the list in hopes that their buyers will make a choice before they get there.
And when their clients want to see your listing, but they can’t get you to respond, that image spills over to potential clients as well. We don’t always talk about it when things go well, but if someone has made life difficult, most of us tell our friends.
The image you create when working with other service providers, such as stagers, lenders, appraisers, inspectors, attorneys, title officers, and closers.
All of these people are necessary to a successful transaction. When everyone works together, transactions can go fairly smoothly. But when one person fails to meet deadlines, doesn’t return calls, or is unwilling to pitch in when there are problems to be solved, the whole thing can become a nightmare.
And of course, all of these people talk with people who could be your potential clients. If you’ve been cooperative, helpful, and friendly, they’ll refer people to you. If you’ve made their work more difficult, they’ll steer people away.
I can help – a little
I can’t help you once you’re in front of a prospect or client, but I can help you make the kind of impression that allows you to get there.
I can write a bio that shows potential clients your personality, your expertise, and your knowledge. I can also write property descriptions to help you sell your listings and help you fill your website with community pages and pages geared toward your niche. And of course, I can furnish you with prospecting and keeping-in-touch letters.
