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June Checklist: 4 Tasks Every Real Estate Agent Should Complete

June 10 2015

hfinder june checklistHomebuyers and sellers evaluate a number of things when selecting an agent, including personality, experience, and specific features of their service. These assets combine to form a personal brand that clients either connect with or decide isn't a fit for them.

Successful agents know that every client is not right for them, and that attracting the right clients in the first place will help them win more business. Follow our June checklist to refine your marketing message and start finding better clients in just four weeks.

Week of June 7: Determine who you're selling to

The goal of honing your personal brand is to win more clients. First you need to know who you're trying to appeal to with your marketing efforts. Start by writing a description of your ideal transaction. Is it in a particular neighborhood or school district? Above a certain price point? What about property type or size? You should also identify your preferred type of client. This could be anyone from first-time buyers to vacation home seekers or retirees who are downsizing.

Now compare that description to the clients you worked with and the homes you sold this spring. If they're similar, you've got a running start on refining your brand. If your ideal is far from reality, evaluate whether you've got the connections and resources in place to quickly make such a dramatic shift. You may need to work toward that perfect sale over a longer period of time.

Week of June 14: Identify your unique selling proposition

Now that you know who you're selling to, let's figure out what your message should be. Authenticity is an important part of any brand, so try answering the following questions to figure out what makes you unique.

  • What are your values?
  • What is the one thing you want every client to know about you?
  • What do you like about being a real estate agent?
  • What part of the home buying and selling process are you best at?

You'll want to supplement your answers with input from real clients. Reach out to those who bought or sold with you in the past year and ask them for some honest feedback. Find out why they chose to work with you, what aspects of your service they found most helpful or impressive, and what they wish you'd done differently. The places where your personal evaluation intersects with client impressions are the key points to communicate in your marketing.

Week of June 21: Align your personal brand with your brokerage brand

You selected your brokerage for a reason, so likely there's a natural fit between what you want clients to know about you and the reputation your brokerage has in your local market. Significant misalignment doesn't necessarily mean you need to leave your brokerage, but it could make it more difficult to attract your ideal client.

Look for ways and places to create synergy between the brokerage's marketing message and yours. This will allow you to take advantage of any marketing materials they may provide, and any leads that come from the brokerage are more likely to be a good fit for your area of expertise.

Week of June 28: Evaluate your current brand presentation

Consistency is key when it comes to personal branding. Do your marketing materials and personal presentation all match the key messages you identified two weeks ago? Spend a couple hours evaluating the following areas and see where your message is reinforced, and where it's missing or mixed-up.

  • Your website
  • Profile on brokerage website
  • Profiles on real estate search portals and customer review sites
  • Your social media profiles (personal and professional)
  • Business cards
  • Buyer and seller info packets
  • Listing presentation
  • Professional wardrobe
  • All email communication (individual client communication, newsletters, etc.)

If all the ways people can learn about you and the interactions they have with you support your unique selling proposition, congratulations! You have a strong personal brand. If there's room for improvement, start making changes where you can. Every enhancement will improve your ability to attract the right clients and close more sales.

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