Find Your Soapbox
Expertise will only get you so far if nobody knows about it. Once you’ve developed a skill set of value to particular buyers and sellers, you need to verbalize it. Consider developing a set of talking points you can use when talking with leads, clients, and other agents in your market. Use the talking points in social media, in advertising, and anywhere you have an opportunity. These key messages will help you craft more memorable and impactful answers to everyday questions like “What do you do for work?” and “What makes you different than the last ineffective real estate agent I hired?”
Practice, hone, and adapt your talking points in daily life. Figure out what seems to resonate in conversation and experiment with slight variations. You have already learned how to act like an expert. This exercise will teach you to talk like one.
Always Be You
This is where agents sometimes struggle. The Rule of Seven suggests that people need to hear a message at least seven times before they understand and accept it. That means you’ve got to be committed to your brand. It’s often tempting to go off brand when it feels like your expertise isn’t aligned with a particular opportunity. But this isn’t about chasing an opportunity. This is about developing a consistent and effective brand that will lead to ideal opportunities. That takes time and consistency. It’s perfectly fine to provide a wide range of real estate services, but nobody can be an expert in everything. Once you’ve figured out who you are, staying consistent will help you develop strong word-of-mouth advertising. Eventually, you will get opportunities even outside your specialty, because you have earned the identity of an expert.