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
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about your instructor
Hi, I'm Jennifer!
I'm a real estate agent, creator of Agent Grad School and host of the podcast Confessions of A Top Producing Real Estate Agent. I teach real estate agents the exact steps I used to become one of the top 1% of agents in the US using online marketing and modern, out-of-the-box business strategies.
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