Learning how to get clients for real estate does not concern only the newcomers to the real estate business. Even industry veterans struggle with landing new clients, and how wouldn’t they when the math works against them? It’s simple. There are 3 million active real estate licensees nationwide, as per ARELLO, and in 2023, only 4,090,000 existing homes were sold.
This means that nearly every open house, cold call, and social media ad will be up against dozens of others in your ZIP code alone, not to mention across the country. In other words, supply is limited, but the competition is not.
We've prepared this detailed guide to help brokerages and agents land clients, build a strong reputation, and stay competitive no matter what the market throws at them.
Leverage Your Personal Network
A competent real estate agent never understimates the power of their network, and the reason is simple – people talk. It’s only human, after all. They talk about their work and what their friends, family, and neighbors do for a living, and that can be a goldmine for your real estate clients. The key is to let them know what you do without turning every conversation into a pitch. Here’s how.
- Social gatherings are the key. Say you are having a BBQ at your friend’s place. You are engaging in casual conversation about different topics. Then, you refer to some situations from previous sales and open houses. Subconsciously, the person you were talking to has registered you as a realtor, without you having to reinforce the fact. If they ever need one, the chances are you’ll be their go-to option.
- Strategic posts on social media. When you share your day-to-day stories about your current listings or how the whole process works, those posts can help portray you as an active professional without appearing to beg for work.
- Host a casual housewarming or coffee meetup. No need for a sales pitch. Just reconnect, and let your presence do the work.
Most importantly, don’t underestimate word-of-mouth. A friend telling someone, “I know a great agent or a brokerage”, even in today’s digital day and age, beats any billboard or online ad.
Build a Strong Online Presence
Speaking of the digital world, it’s an indelible part of the life of realtors. Say a potential client sees your listing. They will want to know more about you. The first thing they’ll do is Google you. That’s where a professional website comes in handy. Think of it as a digital footprint, and it’s the first impression you’ll make on clients, and first impressions count. Make it in a way that it:
- Clearly explains what you do and where you work
- Highlights current listings and past sales
- Features real client testimonials
- Make it easy to get in touch with you
The next ace up your sleeve is social media. Platforms like Instagram, Facebook, and LinkedIn allow you to gain massive visibility and build a personal brand. For example, you can post a virtual tour of one of your listings. You can even make it a series, like Virtual Tour Fridays. It can be a quick walkthrough video of a listing with commentary and insights that potential buyers are interested in.
Engage in Community Activities
Real estate agents and brokers who participate in local events and causes are bound to get recognition from the community. They will be seen as one of us, and it will be easier for them to build relationships that can easily translate to closed deals.
For example, Windermere agents have their own Community Service Day, when they dedicate time to those in need, like food banks and senior centers.
You can get involved in several ways, such as:
- Sponsor Local Events: Support school fundraisers, community festivals, or charity runs.
- Volunteer: Offer your time at local shelters, food banks, or community centers.
- Host Workshops: Organize free seminars on home buying, selling, or market trends.
Note that it’s all about authenticity and doing the activities that matter to you and interest you. Doing it for the sake of visibility will not have the same effect on people. If you are true to the cause, then even your distributing real estate marketing materials won’t be amiss.
Specialize in a Niche Market
A real estate niche refers to any division of the market, such as luxury homes, commercial properties, foreclosures, you name it. Realtors are starting to see the value in focusing on a specific segment, as it is a shortcut to becoming the go-to expert in that area.
Clients trust specialists more. You’ll speak their language, understand their unique needs, and build stronger, more targeted marketing.
Take Mr. Umansky from the hit show “Buying Beverly Hills” as an example. He managed to find a way to bring together people’s love for reality TV and luxury estates, and he is known to be the master of home showings.
You will not limit your business by specializing in a real estate niche that can simply be market-based or based on demographics. On the contrary, you will improve it. As an expert in a field, you’ll have less competition, get more visibility, and know exactly where to direct your marketing efforts.
Utilize Online Marketing Strategies
When thinking about how to get clients for real estate, most real estate brokerages and agents turn to marketing tools. And rightfully so. It all starts with organic traffic and the magical world of Search Engine Optimization (SEO).
To give your website a chance to rank for some of the relevant keywords, such as “homes for sale in [your city]”, you have to employ SEO’s best practices that go way beyond just keyword optimization. You need careful planning and execution of content, like blog posts, property pages, and testimonials, all of which can boost your visibility.
Then, there are PPC ads and social media targeting. With paid advertising, Platforms like Google and Facebook let you zero in on buyers by location, age, income, and more, which is essential for generating leads fast.
Ultimately, you shouldn’t overlook online directories like Zillow, Realtor.com, and Google Business Profile. It pays to keep your info updated on these platforms, upload professional photos of your listings, and collect reviews so that, ultimately, they can generate even more leads.
Host Open Houses and Real Estate Events
You know how the saying goes – seeing is believing. Few other ways can be more effective in generating leads than hosting open houses. Through them, potential clients can actually check out the place, learn more about the property, and the community. Additionally, you get to meet them face-to-face, answer their questions, and build a relationship.
Beyond that, consider real estate events like first-time buyer workshops, “investing in real estate” seminars, or mortgage Q&A nights done in partnership with a lender, much like Carol Bradley, broker/owner of Bradley Real Estate and Development in Monroe, N.C., did on her very first open house. These will position you as a helpful expert, not just another salesperson.
Network with Industry Professionals
The more professionals you know, the more doors you open for referrals and partnerships. Mortgage brokers, attorneys, and even other realtors can be an invaluable source of leads. Take mortgage brokers, for example. They can send clients who are looking to purchase your way. A divorce attorney could recommend you to clients who need to sell fast. It’s all about relationships.
One of the ways to connect with industry professionals is by becoming a member of a local real estate association and the chambers of commerce. For example, in New York, you can check out the Greater New York Chamber of Commerce and their networking schedule to see which events they have lined up that you can attend.
Implement Client Relationship Management (CRM) Systems
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Once you’ve collected all the leads, you need a way of staying on top of them and following up. That’s where Client Relationship Management (CRM) systems come into play. With a CRM system, you can:
- Track emails, calls, and meetings
- Schedule follow-ups so no lead goes cold
- Send personalized updates or check-ins automatically
There are ways to even automate certain marketing actions from your CRM, like sending an email to a lead to follow up after they’ve interacted with a listing. With personalized email content, you can nurture the lead without the manual effort. This kind of attention makes clients feel valued and more likely to return or refer others.
Encourage and Leverage Client Testimonials and Referrals
Testimonials and referrals bring an essential dose of reality to your business. People want to hear about the experience of others when dealing with you, and how the whole process worked for them. That’s why, after closing a deal, ask your client for a quick review. Make it easy by sending a direct link and even offering to draft a first sentence. It’s crucial to explain how much it helps your business grow and spread the word.
You can also consider setting up a referral program and taking the whole thing to another level. Offer a small gift card or home-related gift to past clients who send someone your way. You can further leverage these testimonials by printing client quotes on postcards to share during open houses and even post them on social media.
Stay Informed and Adapt to Market Trends
Real estate professionals who stay on top of the latest market trends are best positioned to inform their users on housing trends, interest rates, and the local laws. Sharing this information is crucial to your clients and can help label you as the go-to expert.
To master all that, you should subscribe to real estate newsletters, attend webinars, and take continuing ed courses to keep abreast with the ever-changing market. For example, the CRS (Certified Residential Specialist) Designation from the Residential Real Estate Council is one of the highest achievements in this niche. It teaches about high-level sales strategies, client relationship management, and much more, effectively setting the certificate holders apart from the competition.
Conclusion
Attracting real estate clients calls for a smart mix of relationship-building, online visibility, niche specialization, community engagement, and staying ahead of market trends. Note that a mere implementation of these strategies won’t cut it. You will have to adjust them to your local market needs, and only then will the results follow.
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For elevating a real estate brand and streamlining marketing efforts, MAXA Designs is the competitive edge you’ve been looking for.
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