As an actual property agent, your popularity could make or break your enterprise. Christy Murdock shares seven issues that may considerably injury your skilled picture and what you are able to do to keep away from them.
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You may be stunned at how a lot time I spend wanting 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 a lot of occasions when what I lookup is less-than-flattering. Possibly I lookup an internet site and there’s not one single picture of the agent there. Possibly I take a look at a social media profile and it’s outdated and seemingly deserted.
Possibly I’m searching for particulars about an agent and I’ll discover 5 completely different profiles with 5 completely different units of contact information and even completely different brokerage and market data.
Different occasions, I’m not wanting up anybody particularly, 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 lively and engaged actual property execs I do know they’re.
Within the extremely aggressive actual property market, the place shoppers and referral companions usually know solely what they will discover on-line, sustaining knowledgeable picture is essential. As an actual property agent, your popularity could make or break your enterprise. Listed below are seven issues that may considerably injury your skilled picture and what you are able to do to keep away from them.
1. Previous, low-resolution headshot
Your headshot is commonly the primary impression potential shoppers have of you. Utilizing an outdated, outdated or low-resolution picture sends a message that you just don’t care about your skilled picture.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 cultured picture 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 challenge 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 data, can flip off potential shoppers. Be sure that your bio is evident, concise, and highlights your experience and achievements. Use it to inform a narrative about who you might be and why shoppers ought to select you over the competitors.
Protip: Keep away from cliches that make you sound like everyone 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 immediately’s digital age, having no on-line presence is akin to not current. Potential shoppers usually search on-line earlier than making contact. If they will’t discover you or your data is outdated, they may transfer on to another person. Guarantee you may have an up to date web site and lively profiles on main actual property platforms. Interact along with your viewers via blogs, social media and on-line opinions to construct credibility and belief.
Protip: Google your self (or have a trusted pal or colleague accomplish that) and discover out what picture you’re projecting. Be sure that free profiles on Realtor.com, Zillow and different portals are stored updated, in addition to your LinkedIn and Google Enterprise profile. Their web optimization energy usually implies that they’re the very first thing that comes up when somebody seems for you.
4. Poorly organized presents
Presentation issues, particularly with regards to presents. In case your presents 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, straightforward to know and professionally offered. This exhibits 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 shows.
5. Outdated or underdeveloped advertising and marketing
Advertising is a key element of your enterprise technique. Counting on outdated strategies or having underdeveloped advertising and marketing supplies could make you look behind the occasions. Put money into trendy advertising and marketing methods resembling social media promoting, e-mail advertising and marketing and digital excursions. Maintain your supplies recent and fascinating to draw and retain shoppers.
Protip: Whereas community-based advertising and marketing like faculty sponsorships and native promoting might be efficient, keep in mind that your on-line SOI has much more attain and potential impression.
6. Outdated branding
Your branding ought to evolve with your enterprise. Utilizing outdated logos, coloration schemes or slogans could make your enterprise seem stagnant. Periodically evaluate and replace your branding to make sure it displays the present state of your enterprise and appeals to your goal market. Constant, up to date branding helps keep knowledgeable picture and retains your enterprise related.
Protip: There are coloration 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, ingesting, low-resolution memes or different off-brand communication
Social media is a robust device, but it surely will also be a double-edged sword. Posting content material that’s vulgar, exhibits extreme ingesting or consists of low-resolution memes can severely injury your skilled picture. All the time guarantee your social media content material aligns along with your model and maintains knowledgeable tone. Share helpful insights, success tales and fascinating content material that resonates along with your viewers whereas avoiding something that might be seen as unprofessional or off-brand.
Protip: TikTok developments particularly could make you look foolish, cheesy or out of contact. Even in case you’re “just having fun,” at all times consider your on-line content material via the lens of a possible shopper or recruiter.
Sustaining knowledgeable picture as an actual property agent is important for fulfillment. By avoiding these seven pitfalls — an outdated, low-resolution headshot, a foul bio, no on-line presence, poorly organized presents, outdated or underdeveloped advertising and marketing, outdated branding and inappropriate social media content material — you possibly can construct a popularity that draws and retains shoppers. Put money into your skilled picture and watch your enterprise thrive.
Christy Murdock is a author, coach and marketing consultant and the proprietor of Writing Actual Property. Join with Writing Actual Property on Instagram and subscribe to the weekly roundup, The Ketchup.
