In Colorado, there are more real estate agents than homes for sale. Even on the Western Slope, which is marginally less populous than Denver, I know at least 50 agents personally, and I can walk to multiple other real estate brokerages from my office on Main Street.
That’s not to say that anyone can do real estate. It means that as a real estate agent in Colorado, you’re not going to get every listing. It doesn’t matter if you have the best brand and a track record of selling million-dollar homes – a seller may have a closer relationship with another broker.
In my experience, I’ve learned that real estate marketing is a two-part formula. The first part of that formula is building relationships, and you can only control that to a certain extent. The second part is how you position yourself within the real estate market. That, you can control.
Taking the Shot
Let’s talk about building relationships. You cannot control who a person chooses as their listing agent. The decision may come down to who they’ve known the longest or who their friend recommends. However, you also cannot be afraid to try.
Wayne Gretzky’s quote, “You miss 100% of the shots you don’t take,” is just as valid in real estate as it is in hockey. You will never get a listing that you don’t put yourself in the running for. Even if the client chooses someone else, you tried, you increased your odds.
Getting the Listing
Now, let’s talk about making you a more attractive broker to potential listing clients. This aspect of the “selling yourself” funnel is completely within your control.
Are you a specialist in a certain kind of listing? What do you bring to the table that shines above your competition? Why are you the best fit for a specific listing?
As a real estate broker, you are your brand. Your brand messaging and image reflect your values, perceptions, qualities, and what value you can provide to clients and potential clients.
I’m not just any broker. I’m Robert Gash, the Colorado Country Broker. I specialize in selling Western Colorado lifestyle properties. I market our lifestyle because I believe our buyers are passionate about the unique opportunities Western Colorado presents, not just living here. I prioritize listing presentations and strategic marketing to expose your property to the widest possible pool of interested buyers. That’s my brand, and I believe it will attract the right clients at the right time. My only job is to present it to them.
How Can You Develop Your Brand as a Real Estate Broker?
Branding yourself as a real estate broker requires you to dig deep into who you are, what you represent, and what your clients need from you. As yourself the following questions:
- What qualities separate you from other real estate agents?
- How can you convey those qualities on your website, social media, and in person?
- What are the top three pain points of my target client?
However, it doesn’t stop there. You must understand that not every person values the same qualities your brand embodies. You have to be confident that your qualities will connect you to the right listings at the right time. After all, you do miss 100% of the shots you don’t take, but there are still so many things you can do to increase your odds of making it.