As an actual property agent, your status could make or break your online business. Christy Murdock shares seven issues that may considerably harm your skilled picture and what you are able to do to keep away from them.
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You is likely to be stunned at how a lot time I spend trying up actual property brokers and brokers on-line. Typically it’s to discover a present headshot to accompany a profile for Inman. Typically it’s as a result of I’ve a gathering scheduled with somebody new who has reached out to me. Typically it’s the follow-up to a friend-of-a-friend, “Do you know so-and-so?” dialog with an current shopper or colleague.
Right here’s what’s wild about that: There are lots of occasions when what I lookup is less-than-flattering. Perhaps I lookup an internet site and there’s not one single photograph of the agent there. Perhaps I have a look at a social media profile and it’s outdated and seemingly deserted.
Perhaps I’m searching for particulars about an agent and I’ll discover 5 totally different profiles with 5 totally different units of contact data and even totally different brokerage and market info.
Different occasions, I’m not trying up anybody specifically, however I’ll observe again somebody on Instagram and see off-brand, low-resolution memes of their feed. These do nothing to make them seem like the energetic and engaged actual property professionals I do know they’re.
Within the extremely aggressive actual property market, the place shoppers and referral companions typically know solely what they’ll discover on-line, sustaining an expert picture is essential. As an actual property agent, your status could make or break your online business. Listed below are seven issues that may considerably harm your skilled picture and what you are able to do to keep away from them.
1. Previous, low-resolution headshot
Your headshot is usually the primary impression potential shoppers have of you. Utilizing an outdated, outdated or low-resolution photograph sends a message that you just don’t care about your skilled picture. Put money into a high-quality, up-to-date headshot that portrays you as approachable and competent. A elegant photograph can construct belief and make you extra relatable to shoppers.
Protip: Search for a headshot photographer who works with actors and theatrical productions. They’ll be adept at serving to you venture a selected angle and picture.
2. Dangerous bio
Your bio is an important a part of your private branding. A poorly written bio, filled with jargon, acronyms or irrelevant info, can flip off potential shoppers. Make sure that your bio is obvious, concise, and highlights your experience and achievements. Use it to inform a narrative about who you’re and why shoppers ought to select you over the competitors.
Protip: Keep away from cliches that make you sound like all people else. Sure, we all know you care about your shoppers. However present us what you really do to make a distinction of their lives and transactions.
3. No on-line presence
In at present’s digital age, having no on-line presence is akin to not current. Potential shoppers typically search on-line earlier than making contact. If they’ll’t discover you or your info is outdated, they may transfer on to another person. Guarantee you may have an up to date web site and energetic profiles on main actual property platforms. Have interaction together with your viewers by means of blogs, social media and on-line critiques to construct credibility and belief.
Protip: Google your self (or have a trusted pal or colleague achieve this) and discover out what picture you’re projecting. Be sure that free profiles on Realtor.com, Zillow and different portals are saved updated, in addition to your LinkedIn and Google Enterprise profile. Their search engine marketing energy typically signifies that they’re the very first thing that comes up when somebody seems to be for you.
4. Poorly organized gives
Presentation issues, particularly on the subject of gives. In case your gives are disorganized, incomplete or complicated, shoppers could understand you as unprofessional or inattentive to element. Take the time to make sure all paperwork are well-organized, simple to know and professionally introduced. This reveals shoppers that you’re thorough and devoted to offering glorious service.
Protip: In case you’re not good at manipulating and organizing PDFs, take some time to work with an administrative assistant at your workplace or ask your coaching director to schedule a category on digital displays.
5. Outdated or underdeveloped advertising
Advertising and marketing is a key element of your online business technique. Counting on outdated strategies or having underdeveloped advertising supplies could make you look behind the occasions. Put money into trendy advertising methods similar to social media promoting, electronic mail advertising and digital excursions. Hold your supplies contemporary and interesting to draw and retain shoppers.
Protip: Whereas community-based advertising like college sponsorships and native promoting may be efficient, keep in mind that your on-line SOI has way more attain and potential influence.
6. Outdated branding
Your branding ought to evolve with your online business. Utilizing outdated logos, shade schemes or slogans could make your online business seem stagnant. Periodically overview and replace your branding to make sure it displays the present state of your online business and appeals to your goal market. Constant, modern branding helps preserve an expert picture and retains your online business related.
Protip: There are shade combos and fonts that scream 80s, 90s and aughts. If it’s been some time because you’ve had a branding refresh, it’s nearly sure that you just’re projecting an outdated picture.
7. Social media with vulgarity, consuming, low-resolution memes or different off-brand communication
Social media is a strong software, nevertheless it will also be a double-edged sword. Posting content material that’s vulgar, reveals extreme consuming or consists of low-resolution memes can severely harm your skilled picture. At all times guarantee your social media content material aligns together with your model and maintains an expert tone. Share worthwhile insights, success tales and interesting content material that resonates together with your viewers whereas avoiding something that might be seen as unprofessional or off-brand.
Protip: TikTok developments specifically could make you look foolish, cheesy or out of contact. Even should you’re “just having fun,” all the time consider your on-line content material by means of the lens of a possible shopper or recruiter.
Sustaining an expert picture as an actual property agent is crucial for achievement. By avoiding these seven pitfalls — an outdated, low-resolution headshot, a foul bio, no on-line presence, poorly organized gives, outdated or underdeveloped advertising, outdated branding and inappropriate social media content material — you possibly can construct a status that draws and retains shoppers. Put money into your skilled picture and watch your online business thrive.
Christy Murdock is a author, coach and advisor and the proprietor of Writing Actual Property. Join with Writing Actual Property on Instagram and subscribe to the weekly roundup, The Ketchup.
