Every single real estate agent should be able to attract more clients than they know what do with…but unfortunately, most agents don’t.
In fact, according to the National Association of Realtors, 80% of real estate agents leave the business after only being licensed for two years because they don’t have enough clients or income!
Not only should every real estate agent have more clients than they know what to do with, but these clients should be seeking YOU out, not you chasing them down begging them to work with you. Homey shouldn’t play that…
Notice I said every real estate state agent should be able to ATTRACT more clients than they know what to do with.
Notice, I didn’t say:
- Buy online leads…(you know you get those same calls and emails I do all day every day…you shouldn’t have to think twice when you say, “no thanks, I have more clients than I can handle, but thank you!”)
- Network more…(ugh!)
- Bother your “sphere of influence” with quarterly calls saying nothing helpful and hoping they refer you a client
- Open houses each and every weekend, energy up, trying to start conversations with strangers who have no interest in talking to you…(exhausting, no?)
- Anything else you hate doing that you are being told to do that feels terrible (door knocking comes to mind)
So, you might be asking, then, how am I supposed to have more clients than you know what to do with if I don’t do whatever other real estate agent is saying they are doing to get clients?
Well, I haven’t done any of those things for more than a decade and I have more clients than I can handle, all year long, every year, year after year.
Not only that, but I genuinely enjoy each and every one of my clients, almost all of them repeat clients or referrals from my past clients. Like, I legit miss hanging out with them every weekend once they find a house.
So, how do I do this and how can you do the same?
First and foremost, I want you to know and feel in your bones that if I can do this, you can do this. I’m a very shy introvert who is socially awkward and would rather read a book or listen to music with headphones on than talk to another human ninety-five percent of the time.
I am no different, gifted or smarter than you. I just was willing to do the work until it worked.
Using the same strategies I’m sharing in today’s podcast, I’ve been able to create a very successful real estate business I truly love. (Among other things, I’ve been named one of the top 1% of agents in the U.S so what I’m telling you not only works, but works reallly well.)
But, it wasn’t always this way!
It took me two hard, long years to sell my first house and then ANOTHER TWO terrible years to sell the second house. This was my FULL TIME job for FOUR years and I had only sold two homes. Funny thing was, I was doing all the things everyone else was doing, including that list above and it wasn’t working.
You can learn more about my story and here.
I’m not telling you this to brag, I’m telling you this so you understand that I created this success by doing exactly what I’m telling you to do in today’s Confessions of A Top Producing Real Estate Podcast and you can too.
So, listen to today’s episode and apply these concepts to your real estate business today.
[2:50] More than any award or success, I am most grateful for my relationships with my clients. All of these relationships are because I learned how to attract the clients you want to work with.
[3:22] I was out with a fellow agent and started talking about how grateful I was for the relationships with my clients. She asked how do you do that? How do you attract clients that you really truly love? I did this purposefully. I consciously decided I wanted to enjoy my time working so I specifically marketed myself to a particular client that I wanted to work with. By default, this repels the clients that don’t fit.
[5:11] There is a formula to finding clients you love. I want you to see how to take the steps through completion and implementation into your business.
[6:27] The way that I apply these steps to my business should look different than the way you implement them in your own business. You’re learning how to attract clients that are right for you and you’re learning how to put more of you into your business.
[8:06] Step one is defining very specifically who your ideal client is. Step two is answering the question why should someone choose you over all other options, including doing nothing at all. Step three is communicating that consistently and how to reach your ideal client, repeatedly.
[9:03] Who is your ideal client? Define who you’re trying to attract. You must be super crystal clear about who you want to work with and why.
[10:13] I fought this concept for years when I started out. That was the biggest mistake. I had only sold 2 houses after 4 years and realized I needed to niche down.
[11:16] When I first started trying to answer this question, I really didn’t know who I was best at serving. I started by asking myself “Who do I know more than?” I may not have experience but I know more than someone.
[12:25] Exercise: answer these questions to think about who your niche could be. What type of buyer or seller could you truly add value to when it comes to their home buying or selling process? What real estate problem are you best at solving for others? When you think of your ideal client and ideal audience, what is stopping them from buying or selling a home that you could bring to the table that no other agent is telling them that they could help them with? When you think of people you interact with most, where are they in their life? Are they renters, long time homeowners, etc.? Think about who you know.
[13:10] I was so passionate about spreading the word of why being a homeowner was smarter than being a renter, it was truly like I just wanted to spread the gospel. Whether they used me or not wasn’t how I was coming in to the interaction. I was coming into it as educating them on why being a homeowner was smarter than being a renter because that’s truly how I felt.
[13:53] When you think of niching, think about where you are in your own life. Have you gone through a real estate transaction personally that you know and can help others with? For example, did you just go through an estate sale and understand the stress of that? Did you just go through a divorce and can really help people with their real estate decisions? Did you just buy your first home? Did you just move across the country? Have you just moved up to a larger home?
[14:52] This process is also known in the marketing world as creating a client avatar. Really sit down and describe your ideal client as if it’s one person. Who do you truly want to talk to? Who do you want sitting in your car, every single Saturday? Who are you best at serving?
[15:50] The whole point of niching down is it makes your marketing, messaging and the next steps easy to answer. You can’t communicate consistently without really honing in on who that person is that you’re communicating too. Don’t be afraid to niche down and be very specific about who it is that you want to target, where they are, what they’re going through.
[17:00] Why should someone choose you over all other options, including doing nothing at all? You have to answer why that ideal client should choose you in the first place? Why should they even buy or sell a home at all?
[17:52] When I decided to help first time home buyers, I didn’t have a good answer to this question in the beginning. I knew why I wanted to help them but I didn’t know why I was the best. So I went became the best.
[18:55] If you have to go do work to figure out this answer, go do the work.
[19:40] Step three is learning how to communicate the message of why you’re the best choice to your ideal client group consistently.
[20:04 ]When it comes communicating, you really only have two options – people you know or people you don’t.
[21:49] Exactly what I did and what I recommend you do for your list. The cheapest way to speak to everybody was free and that was through email and social media. I committed to sending every single person that I knew an email once a week on the same day about why it was a good idea to become a first time home buyer. I didn’t push my services. All I did was educate. I started with the people I knew and the list grew and grew and grew.
[22:54] In a future podcast we’ll talk about attracting people you don’t already know. Why not start with the ones you do know? Start with the easiest audience and that is people who already know you.
[24:00] Be patient with yourself. This takes a little bit of time to figure out. This truly is the formula for real estate success and attracting clients that you love working with. Pick your ideal client. Answer the question why they should pick you over all other options including doing nothing at all. Then communicate those reasons to that client consistently, over and over again, at least once a week.
Links and Resources:
Forbes.com article: “The Biggest Mistake Every Real Estate Agent Makes”
Amy Porterfield ‘Are You Repelling or Attracting Your Ideal Client?’ Podcast Episode
Stick around and stay connected by subscribing to Confessions of Top Producing Real Estate Agent on iTunes.
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You’re listening to Confessions of a Top Producing Real Estate Agent with Jennifer Myers Have agent Grad School dot com. Today’s episode is all about how to attract the exact client’s you wanna work with. So you don’t feel like you’re working Welcome to this episode of Confessions of a Top Producing Real Estate Agent with your host Jennifer Myers from aging Grad School dot com. Learn the secrets of real estate success that no one else will tell you. No fluff, no theory. Only exactly what’s going on in her own record, breaking business right now in today’s market. Yes. You can have the real estate business of your dreams. Here’s Jennifer Hey, it’s Jennifer from agent Grad School dot com.
Thank you so much for joining me on another episode of Confessions of a Top Producing Real Estate Agent I love today’s topic so much. I think every real estate agent should be able to attract more clients than they know what to do with it, but not only that, they should be able to love working with every single one of those clients and those clients should love working with that particular real estate agent. So today’s episode is all about exactly how to do that. And I’m going to start by telling you exactly how the inspiration for this podcast episode came to be.
I will say one of the things that I’m most proud of, of my real estate business, the business that I created for myself is that the clients that I get to work with, I truly mean it. When I say I love every single one of the clients that I have worked with over the last 15 years. And I also love the clients that we attract to dwell residential as a brokerage, even the agent’s that we have 10 agents in every single one of them says, the clients that we attract are really special and they’re different. And it feels like one big happy family. And so, you know, as real estate agents, we work all the time. We are with our clients and working on our business and in our business, more than sometimes we see our own friends and family.
And so it is so important in my opinion, to really enjoy your work and enjoy your clients. What I love and what I find so satisfying also is, you know, many times our clients become true friends. I mean, we’ve gone so far as being, you know, I have been made of honor of my clients, weddings I’m, even in some of my clients will say for their children, we become business partners, both myself and the other agents in the office separately have created business ventures with our clients outside of the real estate industry. And more than anything, more than, you know, any award or success or how many houses I’ve sold.
The thing that I am most grateful for, and I find most rewarding are these relationships that I’ve created through my business and in my life. So, and an all is because of learning exactly how to attract the clients that you want to work with, and that you can create a business on a life with them. So I’m going to teach you how to do that. How this episode came to be was I was out with a fellow agent friend of mine, and I don’t know how we exactly got on the topic, but I just remember commenting about how grateful I was for the relationships. I think it was towards the end of the year or somewhere right around Thanksgiving.
And, you know, we were just talking about, you know, what are you grateful for over the last year? And it, you know, I hadn’t really thought about it until she asked me. And I said, you know, I really am. I look back at again another year and I just feel so grateful and satisfied with the business that we’ve created, that I’ve created and the people that we attract. And she said, you know, how do you do that? You’ve attracted hundreds of clients every year, you know, thousands of clients throughout your 15 years. And you seem to actually really, truly love every single one of them. How did you do that? And I said, you know, I did it, I did it on purpose.
I did it consciously. And I went on to say that I spent, you know, I said, the way that I look at this business is I spent a ton of time when the car with my clients, I spent more time with my clients. And I feel like I spend with my own friends and family, some of the times, some parts of the year. And I said, I consciously decided that I wanted to enjoy my time working. And so I deliberately marketed myself to a particular type of client that I wanted to spend time with. And by doing so I repelled those who wouldn’t fit in with me, who wouldn’t, you know, wouldn’t want to spend three hours in the car with me, or I wouldn’t want to spend three in the car hours when the car, with all weekend long, I created a brand and I created marketing to attract the people that would fit in with that culture.
And she said, can you teach me how to do that? And I said, absolutely, there is a formula and there is a step-by-step plan. And so that is the intention of this episode. I’m going to teach you exactly what I taught her, exactly what I teach to the agents at my office and exactly what I did to choose an ideal client, and then learn how to attract that ideal client. I’m going to walk you through the theory, the step-by-step methods, but I’m also going to give you the examples of how I applied this into my own business, because I’m my hope is that if you see not only the steps and not only theory, but then also see exactly how it is applied to a business that was successful, that perhaps you can take those same steps and methods and apply it to your own business.
I want you to see exactly how to take what I’m the methods I’m talking about and, and take it through actually completion and implementation until it works. So please know that this, this is going to be a little bit of a lengthy episode because I want to teach both theory, steps the roadmap, and also give you examples. But do you know that the example that I gave that I give you how I apply these things to my own business should be different than how you apply it to your own business. And the reason that it has is because essentially what you’re doing is you’re a teacher you’re learning how to attract clients that, that work with you. You’re putting more YOU into your business.
And so those clients we’ll be attracted to that. And what’s also a wonderful by-product of marketing yourself this way and learning how to market yourself this way is not only do you attract clients that you love working with, but then they love working with you and they will stay loyal. They will send you referrals without you having to ask. But also you create, you essentially eliminate your competition. You create this personal bond and a professional standard with your particular niche, with your particular group of clients, that truly is unbreakable. And so no other agent really compares in their minds.
So as a result, you’ll attract the clients that stay loyal over a year, and you’re going to get referrals without you having to ask it is the most rewarding, beautiful business that you can create. And this episode shows you exactly how to apply this to your real estate business. So pull out a piece of pet, a piece of paper and a pen, and I’m going to dive into step one. So there really is a formula for attracting clients that you love working with. And this episode, it’s all about walking you through that formula. I’m going to give you the three steps now, and then I’m going to walk you through exactly how to figure out each one of these steps and apply it into your business.
So step one is about defining very specifically who your ideal client is. Step two is being able to answer the question. Why should somebody choose you among all other options, including doing nothing at all? Essentially step two is about truly knowing that you are the best person to serve them. And then step three, it’s communicating that, communicating it consistently and how to communicate it in a way that not only reaches your ideal client, but continues to reach them over and over and over again. Okay. So just to recap, step one is you have to define who your ideal client is. Step two, you have to exp you have to know for yourself, why are you the best person to serve that ideal client?
And step three is communicating consistently. Why are the best person to your ideal client? So let’s get started. Okay. So step one on how to attract clients who love working with is first. You have to clearly define who it is that you’re trying to attract. Who is your ideal client? Now I have a lot of resources. I talk about this all the time. I have a lot of resources that’ll link to in the show notes for this episode, but there was a whole Forbes article for forbes.com article I wrote about how to niche and why it’s the biggest mistake most agents make is not niching. I also have a podcast episode about the same topic with a freebie on how to a little worksheet on how you can decide who your ideal client is.
But I will tell you the first step, if you wanna attract clients that you love working with, and that love working with you, you’ve got to be super crystal clear about who your ideal client is, who is your niche. You have to define who you really want to work with and why you also actually have to be the best choice for them and explain why that step two, but we’ll get there on a minute for me, this, this part of niching. I fought this for a week for four years and it took me a while to decide because most real estate agents, when I first started in the business, I thought I had to be everything to everybody. I thought I had, you know, I was in real estate so I could sell any type of house to any type of client.
And I, and I, that was the biggest mistake. I thought I had to be available all the time. I thought I had to run around showing houses to strangers. I thought I had to answer my phone every time it rang. None of that is true. When you start attracting clients that you love working with. So for years later, when I was trying to be everything to everybody, I had only sold two houses and I realized that I had to niche down and I had to answer the question. Why should somebody choose me among all other options, including doing nothing at all. But first I had to decide who I was asking that question to. And in order to do that, I had to define who my niche was.
So I sat down and I, I mean, I was a disc desperation at this point. I really tried to figure out the answer to that question. And to be honest, at first, I went into a minor depression. I was 25 years old at the time, and I considered myself a failure on real estate. I really truly did not know how you know, who I was best at serving. So it took a while, but I said to myself, who do I no more than I may be a failure on real estate. I may not be able to, you know, I may not have experience, which is what a lot of agents market themselves as, but who do I no more than?
And I realized that at the very least I had bought my own home at that point. So I knew more than anybody who had not bought their own home at that moment. And that was it. I realized that I was a failure and real estate because I did not have any experience. But what I did have experience in was buying my first home. And so I could help people who had not yet bought their first home. That was my, that was my niche. First-time home buyers in Washington, DC. So I’m going to take you through an exercise. Now, pull out a pen and a piece of paper. And I want you to answer these questions and think about who your niche could be. Number one, what type of buyer or seller can you truly add value to when it comes to their home buying or selling process?
What real estate problem are you best at solving for others? So when you think of that, your ideal client and your ideal audience, what is stopping them from buying or selling a home that you could bring to the table that no other agent is telling them that they could help them with. Does that make sense? When you think of people you interact with most, where are they in their life? Are they renters? Are they a long time? I’m homeowners like, think about who the people is that, you know, at the time when I had chosen first-time home buyers, nobody I know was buying houses. So it was a risk because everybody was renters, but I was so passionate about spreading the word of why being a homeowner was smarter than being a renter.
That truly, it almost was like, I just want to do, to spread the gospel of being a homeowner, whether they used me or not almost doesn’t matter. Of course, I want to people to use me that I knew, of course. Right. But that, wasn’t how I was coming into it. I was coming into it, wanting to educate them about why being a homeowner was smarter than being a renter, because that’s truly how I felt inside myself. And also think about where are you in your own life? Have you gone through a real estate transaction personally that, you know, and can help others with, for example, did you just go through an estate sale? How do you understand the stress of that?
Or did you just go through a divorce and can really help people with their real estate decisions through a divorce? Did you buy your first home or did you just move across the country? You know, think about any experience that you might have just had and you might have just gone through, have you just moved up to a larger home, maybe have you sold you’re, you know, your first home and you moved up and how stressful that was to do at the same time. I mean, you can be known as the expert in that. So really sit down and answer these questions. They’ll be in the show notes and figure out who it is that you want to attract. Who is your niche?
Who is your ideal client? This is a practice is also known in the world as creating a client avatar, which I think is a great idea. Really sit down and describe as though it’s one person then who would you want to talk to? Who? So do you want sitting in your car with you every single Saturday? And to be clear, I am not talking about violating any fair housing laws or anything like that. This is not what that’s about. This is about who are you best at serving and making sure that it’s clear to that person, that you are the best person to serve them. So, so sit down and answer these questions, create a client avatar.
I’ll also link on the show notes too. A really good one of my marketing mentors is Amy Porterfield. And she does. She has a great podcast episode about how to niche and how to pick your target audience in a way that really is going to help you with your marketing. And the whole point of choosing an ideal client and niching down is because it makes your marketing, your messaging, and the next steps that we’re going to talk about. There’s there’s three steps. Total. The first is choosing your audience. The next is being able to answer that question. Why should somebody choose you among all other options, including doing nothing at all? And step three is all about how to consistently send that message.
You can’t answer that question and you can’t consistently communicate to an ideal audience without you first really honing in on who that person is. And more than anything, niche down, even more specifically, I think one mistake agents make, and I don’t want you to make it is feeling like you, you can’t niche down more specifically, but the smaller your audience, the more likely you’re going to have more clients. So don’t be afraid. Don’t be scared and don’t be fearful to niche down and be very specific about who it is that you want to target, who your ideal client is, where they are, what they’re going through.
So that then you can answer that question, which is step two. Why should somebody choose you among all other options, including doing nothing at all. You’ve chosen your ideal client. You’ve chosen who you want to help and who you are best at helping. So now answer the question. Why should that ideal client choose you are in the first place among all other real estate agents and why should they even buy or sell a home at all? You have to answer this question, not only for yourself, but for them. And if you can do that, then we move on to step three, which is just communicating it consistently. But first we’ve got to figure out why, and you got to own this.
You’ve got to feel it inside your body. You’ve got to be excited about your answer. So for me personally, once I figured out who I was best at helping first time home buyers, cause it’s the only group of people I knew more than at the time I had to go about answering that question. Why should they choose me among all other real estate agents? And to be perfectly honest, I didn’t have a good answer. And in the beginning I knew I wanted to help them, but I didn’t know why I was the best. So I went on to become the best and that took some time, but I took a deep dive. I started interviewing lenders. I started figuring out what first-time home buying programs existed that nobody else seemed to know about.
And I truly became the best person. And I felt it inside every one of my bones. I knew I was the best real estate agent to help first time home buyers, because I educated myself on how to be the best I knew programs. I knew about neighborhoods. I knew about things that no other real estate agents seem to know about. And I spent my time learning about it. So then I could start communicating those reasons to my ideal client. So that is how I went about answering that. But first you’ve got to pick your ideal client. You did that in step one now really get true and honest. And if you have to go and do some work to get the answer, go do it.
But why should that person choose you among all the other real estate agents? And why should they buy or sell a house at all? You’ve got to answer that question for yourself first. And then secondly answer. Is there anything that you need to do to get a good answer? You know, is there any research you have to do? Is there any information that you need to note so that you can answer that question for your ideal client? And then let’s move on to step three. Once you know who your ideal client is and you know why they should choose you among all of the real estate agents and why they should buy yourself or sell a house at all. Now we get on to step three and we’re learning on how to communicate that message to that ideal client consistently.
Okay. Onto step three. So you decided who your ideal client is, and you’ve already defined in step two, why you are the best person to help that group. And now all you have to do is communicate to that group consistently. Now let’s talk about what the word consistently means, in my opinion, that means on a weekly basis. And when it comes to communicating to that group, you and you really only have two options, you can either communicate to people, you know, or, or you can communicate to people you don’t know. And the least expensive least frustrating option is to start communicating to people, you know, versus people you don’t know. So that’s why in the exercise about choosing your ideal client, most of those questions have to do with who are you, who is the, who are the people that, you know, already that you can help?
You know, at the time nobody I knew had bought a house except me. And so my choice was that I wanted to, and it was not because of, of selfish reasons. I obviously I wanted Clients, but more than anything, I had this passion for teaching people why they should be homeowners. And naturally, because I was the one to communicate that reason why they should become homeowners. Most of them chose me when it became time to buy and sell. So here’s the steps that I took. I know you do that. I wanted to help first time home buyers. Why? Because I was a first-time home buyer.
Now I had to answer the question. Why should somebody choose me? Well, I didn’t have a good answer to that question. So I went on and I became, I knew everything there was to know about becoming a first time home buyer, things that nobody seemed to know, a little secrets, little, little tricks. And I became truly the best. I felt like I was the best at the time. And then I had to communicate, well, my list of people that I knew were all renters. And so all I wanted to do was to communicate to them why it was important for them to become a homeowners. And so this is exactly what I did. And this is what I recommend that you do for your list. I wrote down every single person that I could think of that I knew, and I had no money at the time.
I mean, I was broke and the cheapest way to, to, to speak to anybody was free. And the only way that I could do that was through email and Facebook and social media. So I put together a list of every single person I knew and their email address. And I committed to sending them an email once a week on the same day, every single week about why it was a good idea to become a first time home buyer. I didn’t push my services. All I did was I went about educating. I essentially wanted to be the people’s reporter. I wanted to act like a new service for us on why people should be homeowners.
Why? Yeah, because I had no money. I couldn’t pay to advertise. I couldn’t attract people. I didn’t know at the time. And so I started with the people I knew and the list grew and grew and grew. And I have to did they recommend that you start there as well? And we can talk about in a future podcast, we’ll talk about how to start attracting people that you don’t know yet. I already know, but why not start with, I don’t know. I like to say the word low hanging fruit, but more like, who already knows you, like, why not start with the easiest audience? And that is people who are, I already know you. So go back to the beginning and really think of it about who is your audience. And if you have to choose a different idea, Real client, then you might wanna do that at this point, choose people that you already know and have that be your ideal audience, then learn how to be the best person to help the one of those people an answer.
The question, why should the people that know you choose you as a real estate agent and why should they buy or sell a house at all? You’ve got to answer that question first and then, and you’ve got to communicate that reason why consistently, and in my opinion, because consistently means every single week and in the cheapest way possible, which is email and social media. So that’s your formula. I hope you’ve enjoyed this episode. Please be patient with yourself. This takes a little bit of time to figure out, but this truly is the formula for real estate success in attracting clients that you love working with, pick your ideal client, answer the question, why they should choose you among all other options, including doing nothing at all.
And then communicate those reasons to that ideal client consistently over and over and over again, at least once a week. I wish you the best in your real estate business. I can’t wait to hear about all the clients that you’re attracting. My hope for you is that you create a business in a life that you love through your real estate business. My entire intention of Asia and grad school is helping you create a business of real estate business that you absolutely love, because I want you to create the life outside of the business that you absolutely love and enjoy. And if you can get that real estate business flowing and you can create a business and attract clients that you love, everything else in life becomes easier.
So that is my intention of this podcast episode. And that is my intention of helping you create a business you love in agent grad school. And I wish you all the best in all of the success in your own real estate business. See you next time. Thanks for Listening to this episode of Confessions of a Top Producing Real Estate Agent with Jennifer. Myers be sure to head over to aging grad school.com to leave a comment about what you’ve learned today and what you’d like to implement into your own business. Once you’re there be sure to sign up for Jennifer’s free weekly training opportunities, exclusive content, insiders tips, and personal notes. You won’t get anywhere else. Let Jennifer help you make your real estate business dreams a reality.