Any agent working in today’s market knows that despite ongoing struggles, you still need to attract new business one way or another. For new agents who have never experienced a bear market before, this can seem particularly daunting.
Luckily, industry veteran Kristin Green sat down with RealTrends to discuss her best practices for reaching her sphere of influence that are foolproof even in a down market.
Green is a agent and broker setting records in real estate in Florida. In 2020, she was the #1 agent in Orlando for all Coldwell Banker offices and in 2021, she had a volume of over $30 million. These statistics don’t happen overnight, as she can tell you. Green goes the extra mile to secure his record production rate and reach his sphere of influence as often as possible.
1. Create a brand
“I like to have fun. My customers like to have fun. So I try to keep everything exciting and a celebration,” Green said. Any good brand will reflect your values and priorities. For Green, that means creating a brand that focuses on fun.
With years of experience in the industry, Florida home buyers and sellers know to turn to her if they want to make their transaction fun. The joy of the home buying and selling experience has become a hallmark of Green. For Green, fun is an essential part of the game.
2. Meet one-on-one
Especially in a down market, meeting clients face-to-face can be the moment that wins their business over another agent.
“I think our customers want us to be honest with them about the market situation,” Green said. “I’m going back to basics. I meet potential clients individually to guide them through their specific journey. I think staying focused on our customers is where we will be most effective. Being available, consistent and having consumers at heart is what will earn us the confidence to continue to represent them as we navigate these new waters.
3. Take risks
“I’m pretty liberal with my risks,” Green said.
For his business, Green held contests, parties, and even a “big head” contest that enticed participants to take pictures with cutouts of Green’s face. Some of these risks didn’t pay off for him immediately, but even years later they make his venture memorable. Green described the risks she takes as follows: “Always surprising people. They love creativity, and they love knowing you’ll do whatever it takes – in a good market or a bad market – to help them buy or sell their home.
4. be creative
When thinking of ways to reach your sphere of influence, creativity can be key.
“Anyone who knows me knows that I did crazy things to win my client’s business,” Green said.
While keeping all ideas in line with your brand, remember to have fun with and embrace creativity like Green in order to catch your customer’s attention. Buying and selling a home is a big decision, and working with a creative agent who can make the experience fun is essential for some buyers and sellers.
5. Be authentic
“I think when you’re not authentic to who you are as a person and as a brand, you lose credibility with your sphere of influence,” Green said.
Authenticity can be a struggle as more agents rely on automation to run part of their business. But, if you go online and focus on creating content and messaging that matches your personality and brand, even your automated processes can feel authentic.
6. Have all the information
Home buyers and sellers can research just about anything online, so you need to get them to look to you for their information rather than other sources.
“Becoming an information and assistance concierge is so crucial. You will be their go-to for everything, including real estate,” Green said.
seven. Create traditions
Green returns again and again to some of his awareness ideas. His favorite ideas are a Christmas “Grinching” outing where “My 9-year-old dresses up as The Grinch and my 5-year-old is Cindy Lou Who,” Green explained.
“We deliver Grinch-themed gift baskets and wish everyone a happy holiday,” she continued. “We want our customers to know how important they are not just to me, but to my family.”
When you create a tradition that customers can count on year after year, it creates a sense of security and closeness that translates well to your business.
Following some or all of Kristin Green’s advice when it comes to reaching your sphere of influence could be the boost your business needs in this down market. Regardless of market conditionsthere will always be people who need new accommodation and they will need you to guide them through the process.