If you’re in the industry you have probably wondered, how can I find new real estate clients? The answer is varied, but it mostly comes down to one simple factor: Your presence.
What do I mean by your presence? I mean how you show up in the world, what you put out there, both physically and digitally. How are you presenting yourself? Are you presenting yourself? Or are you hiding in the back?
It’s important to understand that the bulk of your business at first (and long term) will likely come from those in your circle and adjacent to your circle. “Your circle” meaning the people in your life who know you, like you, and trust you. You already know a fair amount of people, and hopefully most of them like you. The component that you need to be working to build is the trust component. It’s imperative that your “audience” trusts you, and that you are the trusted adviser that comes to mind when they think about real estate.
How are you showing up and presenting yourself in the lives of those who know you? Are you putting your best foot forward? Are you balancing the line of political correctness as not to alienate? Are you portraying yourself as someone who has it together? Would you want to do business with you?
The best way to find new real estate clients is by putting your best foot forward AND putting yourself out there as an agent. It’s imperative that you make it known, at regular intervals, that you are a Realtor. And you can do this without sounding desperate, coming off as annoying, begging for work, or getting unfollowed.
Social Media Do’s and Don’ts When It Comes To Your Personal Brand:
DO post about your everyday life, your family, vacations and outings etc.
DO express interest in your hobbies, local causes that you support, etc.
DO make sure you and your voice are showing up in your timeline and not only re-posts and photos of your pets and family. Your friends want to see you! I’m willing to bet that photos with you in them are some of the most “liked” and commented posts on your page.
DO check in online regularly. It doesn’t have to dominate your free time and take over your life. Set yourself a timer for 30 minutes and get social. This will help with your “algorithm” and help Facebook, Instagram, etc keep you in front of your friends and followers.
DON’T forget that the Internet is forever. If you hold a polarizing or unpopular view, you may consider keeping that to yourself while online. You can’t take it back once it’s posted, not even by deleting it. (Long live the screenshot!) Before you post, consider strongly if it’s worth alienating half or more of your “friends”/following not only today, but even in the future if it resurfaces.
DON’T only post about Real Estate. Don’t become a broken record.
DON’T only “lurk.” Make sure you are an active participant. Comment and “like” posts that interest you, check in on friends you haven’t heard from in a while, be a part of the community – get yourself out there! Keep yourself relevant.
DON’T fake it. Be genuine with your posts and responses to people and your interest in them. They’ll be able to feel it if it’s forced.
How to Work Your Circle to Find New Real Estate Clients:
- Follow the Do’s and Don’ts presented above
- Use the 80/20 rule for posting about business. 80 of the time post as outlined above and be you. Just you. Not business you. 20 percent of the time post about Real Estate, directly or indirectly. Your “business 20” could be re-posted articles about the market, a post highlighting a closing or a listing or an open house, a photo from a closing, a picture preview of an upcoming listing, etc. If you have regular listings, closings, and open houses and would like to post about each one – you should consider creating a Facebook Page for “business you” and “sharing” only a fraction of those posts. That way the folks who want to see everything can, and you’re avoiding alienating the rest of your circle.
- Consider joining local groups and accepting more invites to get in front of actual people, both current friends and family and like-minded people in your community who are interested in or supporting the same things you are. A good place to start is by checking out the “events” that your circle are attending and interested in. Just go, and be you. What you do for work will come up naturally in conversation and it will become known that you’re a realtor without you even trying. A great question to ask someone you’re just meeting or have just been interested in is “Tell me about you, what do you do?” and if you’re not the first to ask, you’ll still likely get an opportunity to answer this question yourself several times at a social gathering.
- Always have business cards on you and as often as is practical, a small Realtor pin is always a great conversation starter and serves as a little non-verbal reminder to those you encounter on a day to day basis.
- It’s ok to ask those close to you to refer you business. This is best done in person and as part of a larger conversation about life and work and goals – a conversation that is genuine and goes both ways. Many of your friends would be willing to refer their friends and family to you but often that don’t realize they are missing opportunities to pass along your name. You can coach them by saying things like: “Hey, if you hear or anyone looking to buy or sell I’d love it if you’d pass along my info!” and “Do you know of anyone looking to move or sell anytime in the next year?”
- The life events that generally cause one to move are: marriages, empty nesting, college graduation, new jobs or positions, babies, and unfortunately death. Make sure you’re staying in touch with people enough to know when these things might be occurring, and also train yourself to listen and look for conversations regarding big life events so that you can remember to reach out at the appropriate time with your offer to help.
Don’t let the fear of being “salesy” or pushy or overbearing hold you back, because you don’t have to be any of those things to find new real estate clients. Just focus on being the best most genuine “you” and the rest will fall in to place. When you are coming from a genuine place and looking to serve and listen to others, you will find yourself in the position to help them when it’s time to buy or sell.
You can do this!