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Moving forward, the personalisation of businesses with a unique boutique flare will be the major driver of business success. We are at the cusp of a new world order.
It is an extremely exciting period for real estate. We are entering a period of dramatic disruption that is gaining momentum daily, and one which is driven by today’s modern consumer.
Sellers, buyers, landlords and tenants have evolved, and because of it, agents need to as well. They have access to more information at their fingertips than ever before. Their expectations have increased, and agents and agencies need to develop capabilities to stay ahead of the curve and connect in meaningful ways with their target market.
Staying ahead of the curve requires forethought. It requires planning and following a proven blueprint to ensure you are leading the field. The process and the ability to differentiate has never been easier, more affordable and, most importantly, more profitable.
Here are what the best are doing to gain the “boutique” advantage:
Personalisation
This is critical. Attracting more clients, by becoming an “attraction agent”, can only be achieved through personalisation. That is, creating a personalised “client experience”. Beyond the brand colours, delivering a tailored sales or property management experience for each client is a key differentiator. That means that agents need to add to their repertoire of tools and take a project management approach to real estate services. Today’s clients expect it and it’s what your competition may already be applying.
A unique voice
A “unique voice” further enhances those opportunities with consistent and on-point messaging. Having a specific “voice” is when an agent applies a specific style to their marketing approach. Something that is unique to them, is first to market and through repetition, becomes memorable. It could be as simple as a unique “coming soon campaign” or a clever “another sold” promotion.
The boutique look
To achieve significant differentiation, agents are either venturing out and establishing their own independent agency with tailored boutique branding, or highlighting their personal approach as a brand within a brand. Others are taking the plunge by joining networks such as ours, as they are looking for the support but want the autonomy and benefits of creating wealth and value in their own brand. In effect being in business for themselves but not by themselves.
Proactive and informed agents are now discovering that creating a personalised approach, having a unique voice and trading under their own boutique brand help to amplify their opportunity ratio. That is, in a sea of sameness, standing out boldly attracts the attention of more sellers. More seller appointments equal more listings which equal more sales.
The days of being all the “same” with matching ties, uniforms and generic marketing are now not only “old fashion”, it can potentially be harmful for growing your real estate career.
Wishing you every success in your real estate career.
Manos Findikakis is the CEO and co-founder of the Eview Group.
