If you are a new or experienced real estate agent, you may be asking yourself how real estate agents can win more clients. After all, as you already know, the real estate industry is extremely competitive. Even if you are the most naturally gifted real estate agent in your city or state, you are likely going up against many other talented individuals for the same clients.
So what can you do?
For starters, you can implement some of the tips, strategies, and tactics discussed in this post. Here, we are going to talk about several game-changing ideas that you can use to grow and scale your real estate business. Whether you just became a real estate agent or are looking for ways to get more clients, you can rely on the ideas discussed below.
Let’s get into it.
Table of Contents
Identifying Your Ideal Client Profile
Tactics for Finding New Clients
Why Market Updates Are Powerful
How You Can Create Your Market Updates
Send Prospects Your Sales Presentation
How Your Sales Presentation Can Help
Considerations When Creating and Sharing Your Sales Presentation
Post Consistent Content to Social Media
Why Client Referrals Are So Powerful
Getting Referrals Through Video
Identifying Your Ideal Client Profile
Whether you are trying to sell a home or sell ice in the middle of a snowstorm, there are certain first principles that you must follow. One of them is determining who your ideal clients are.
Just think about it: if you are spending all of your valuable time trying to convert a prospect that isn’t interested in your properties, you are essentially wasting your time. On the flip side, if you have properly identified your ideal client profile and spend all of your time catering to that type of client, you will be well on your way to growing and scaling your business.
This naturally leads to the question of how you can actually identify your ideal client profile. I think there are several important things to keep in mind here:
- Analyze your past clients: This is one of your more powerful strategies because you are relying on cold, hard data to identify your ideal customer profile. What you want to do here is look at your previous successful deals and identify the common characteristics of those clients. This will help you understand what type of clients you are good at serving. If you are just starting your real estate practice, you obviously may not have past clients to look at. In that case, you are probably going to need to rely on the other tactics below.
- Study your local market: To identify your ideal client profile, you’ll need to understand the demographics, economy, and housing trends in your local market. I think this comes from a combination of in-depth research and meeting people in your market. You’ll want to get some of that higher level data from Google, a local real estate publication, and/or any other relevant source. Along with this, you will want to talk with all kinds of people in your local market. Even though most of these people will not be your clients, they will help you understand the problems (and opportunities) in your market and get you that much closer to finding your ideal client.
- Define your niche: Based on your analysis of past clients and the local market, you’re going to want to identify your niche. For example, you may specialize in working with first-time homebuyers or luxury property buyers. You may want to focus on individuals looking at single-family housing units. Whatever the case may be, adopting a niche will help you leverage your expertise to find brand-new clients.
By incorporating all of these steps, you can create your ideal client profile. Your ideal client profile should account for demographics like age, income, education, and occupation, as well as psychographic information such as values, lifestyle, and behavior.
As a rule of thumb, the more specific here, the better. Granted, if you get too specific, you aren’t going to find enough clients that meet all of your criteria. At the same time, don’t be afraid to get specific here. Once you do so (and choose to target prospects that meet your ideal client profile), you will become much more efficient in your prospecting work and, ultimately, find more clients.
Tactics for Finding New Clients
Once you have identified your ideal client profile, you are going to want to go out into the world and find new leads. There are plenty of ways to do this. You can do everything from taking out ads in your local newspaper to picking up the phone and cold calling.
I think there are several more effective strategies, however. While these strategies may take some time to play out, they will be immensely helpful—even more so when your leads fit your ideal client profile.
Provide Market Updates
When you are finding new clients, you will want to show how you can truly make a difference in their lives. One of the best ways to do this is through providing regular market updates, whether they are going out to one specific prospect or a large email list of your leads and prospects.
Why Market Updates Are Powerful
Market updates are a fantastic way to engage with your leads and prospects. They provide value in so many different ways, including the following:
- Establishing expertise: By providing regular market updates, real estate agents can establish themselves as experts in their local real estate market. As you can guess, prospects and leads are more likely to trust and work with an agent who can demonstrate their knowledge of the current market trends and conditions. This benefit of displayed expertise is huge and something that you will get if you consistently provide valuable market updates to your audience members.
- Building relationships: Regularly sharing market updates can help real estate agents stay top of mind with their prospects and leads, which can lead to stronger relationships and more sales opportunities. Relationship building is one of the most important things that you can do in a sales and marketing context, so providing market updates in this way can help you build new relationships and strengthen relationships that you may already have.
- Providing value: By sharing market updates, agents can provide valuable information to their prospects and leads, even if they are not yet ready to buy or sell. Once again, this can help build trust and establish the agent as a valuable resource. For instance, even if the prospect wants to sell their home in six months or one year, providing market updates right now can help them get a head start. It can make the process much less stressful when they do choose to work with you to sell their home.
- Anticipating market changes: This is more of a selfish benefit, yet it once again speaks to the value of educating your audience. Keeping up with the latest market trends and conditions can help real estate agents like you anticipate changes in the market and adjust your strategies accordingly. This can help agents like you stay ahead of the competition and better serve their clients. As you are creating your market updates, you can internalize your research and recalibrate your overall strategy as necessary.
- Improving marketing efforts: By understanding the current market conditions, real estate agents like you can tailor their marketing efforts to better appeal to buyers and sellers. For example, if the market is experiencing a shortage of inventory, an agent can focus their marketing efforts on attracting sellers. There is really more art than science here, but the fact remains that you can better tailor your marketing efforts by researching and articulating current market conditions to your prospects.
These are just some of the ways that market updates can be extremely valuable to your audience members. If you are stuck on ways to find new customers (or nurture your current leads), I would suggest that you start here.
How You Can Create Your Market Updates
So how can you create your market updates? This is one of the great things about creating any type of digital content. There are few hard and fast rules here. In all likelihood, you are going to want to try several things before committing to a specific strategy.
And to be clear: here, we are going to talk about creating market updates by using video. But as you can guess, video isn’t the only way that you can create content for your audience members. We happen to believe that it is the most effective way of building relationships with new prospects and converting those prospects into paying clients. Just keep in mind, however, that you don’t absolutely have to use video to reach your goals.
So with that said, consider the following things:
First, you are going to want to plan your content. Think about which information you want to share in your video. You will probably need to do some external research before shooting your market update video. For instance, you may want to pull up some news sources or industry periodicals to supplement your already-existing knowledge of the market. Whatever you need to do, make sure that you’re well-educated on your current market before actually creating your video.
As an aside, you may be wondering whether you should create an entire script before shooting your market update video. While the choice is up to you, I would probably advise against this. Instead of a full script, what you can do is create a simple outline of the points that you want to make. That outline should contain most of the main points that you want to make in your video. It can even contain certain language or phrases if it’s helpful. For instance, if you noticed that population growth in your area rose by 5% year over year, you may want to include that statistic.
Whatever you choose, taking a few minutes to plan your market update video can make your video that much more effective.
Then, you are going to want to choose the format of your video. This could include a talking head video where you speak directly to the camera, a screen capture video where you use a tool like Zoom to share your screen and present data, or a combination of both.
I’d recommend that you keep things simple. With a market update video, this likely means creating a screen recording video with a video of your face in a corner of the screen. From there, you can record your screen as you are pulling up market data or any other information which explains trends in your home market. A screen recording video here combines both the hard data you want to share with the personal touch that a selfie video can offer.
Sure, you can create a market update video with a selfie video alone (in other words, without recording your screen). Having said this, if you are able, try recording market updates videos through screen recordings. It provides a great experience for your viewers and can help you build the long-term relationships that you are trying to build.
From there, you will want to gather your materials. Collect any data or visuals you want to include in your video. This could include charts, graphs, or other visual aids that will help viewers understand the information you’re presenting.
When you are creating your screen recording, I’d recommend that you have all of your data and visuals pulled up before you start recording. This way, you don’t have to pull up those visuals or websites as you are recording your market update video. Instead, open up several tabs, pull up those visuals, and start recording. This leads to an easier and much less stressful recording experience.
Finally, you will want to record and edit your videos. The rule of thumb here is the simpler, the better. You don’t need to invest in expensive equipment to create a market update video. Really, all you will need is a device (your smartphone and/or your computer) and some editing software.
I could spend a ton of time talking about first principles when recording and editing videos. That being said, you don’t want to spend too much time making your videos “perfect”. Perfect is the enemy of progress here. Instead, you want to create a “good enough” video and send it to your audience. You’ll find that taking aggressive action and releasing your market update videos at a regular cadence will help you get much closer to your sales and marketing goals.
Send Prospects Your Sales Presentation
Regular market updates are a fantastic way to show your expertise and build relationships with your prospects and leads. That said, it clearly isn’t the only way to find new clients. Another way to find new clients is to send them a copy of your sales presentation.
How Your Sales Presentation Can Help
It may seem obvious, but let’s talk about how sales presentations can be so beneficial for you and your real estate business:
- They can help you establish credibility: A well-prepared sales presentation can help demonstrate your expertise and knowledge of the real estate market, which can help establish credibility with potential clients. As credibility is a huge part of building trust in a service-based business, your sales presentation can be a key asset in helping you start a new relationship on the right foot.
- They help you highlight your services: Your sales presentation can highlight your services and background (like your experience in the local market, track record of successful sales, and any unique selling points that set you apart from other agents). Don’t hesitate to show why you are different from your competitors.
- They let you showcase some properties: You can use the presentation to showcase your current property listings, including high-quality photos, videos, and other multimedia content that can help potential clients envision themselves in the property. You certainly don’t want to include every property in your sales presentation. Just think about including several which are representative of the other properties in your portfolio.
- Address common questions and objections: The presentation can also address common questions and objections that potential clients may have, such as concerns about pricing, property features, and the buying or selling process. Being proactive here can help you build even more trust with prospects, which will get you one step closer to a sale.
Considerations When Creating and Sharing Your Sales Presentation
Those are just some of the benefits of creating and distributing a sales presentation. If you haven’t done so already, I’m sure you will quickly see the benefits once you distribute them to your leads and prospects.
Speaking of that, let’s now talk about some things you should consider when you are creating and/or sharing your sales presentation.
Creating Your Presentation
If you just became a real estate agent, you may not already have a sales presentation. That’s no problem. You can easily create one using a tool like Canva or Google Slides (or another equivalent online). That being said, you don’t want it to look like you created your presentation in just a few minutes. You want it to look clean and professional, so don’t hesitate to spend some time doing this.
So what do you want to put in your presentation? You’ll not only want to introduce yourself, but you will want to explain the value that you can provide to prospective clients. Like I mentioned above, you may want to include several properties in your slide deck, but I would be cautious here. As I’ll explain below, you don’t want to overcrowd your slides with extraneous or unnecessary information.
I would recommend that you keep your sales presentation to around ten slides. Ten slides are enough to help you explain your value proposition and short enough for prospects to quickly review. Along with this, make sure that you don’t have any more than around seven to ten words per slide. Images and visuals rule the day here, so if you have to choose between text and visuals, opt for visuals.
In the end, there are plenty of other best practices that you’ll want to follow when making a sales presentation. For example, you’ll want to keep your end audience in mind and leverage social proof in your presentation. Simplicity rules the day—try to avoid being too verbose or getting too in the weeds of your offering or service. And always make sure that you are ending your sales presentation with a call to action. By following these steps, your sales presentation will become one of your best advocates.
Sharing Your Presentation
Once you have created your sales presentation, you are going to want to share it with your leads and prospects. After all, there’s no use if the sales presentation is simply sitting on your desktop or is up in the cloud. You need to get it in front of your prospects and use it as a jumping-off point to explain how you can improve their lives.
If you aren’t a brand new real estate agent, you likely already have a sales presentation and have probably already distributed it. If so, the natural idea here was to simply email your sales presentation to a prospective client and try to set up some type of phone call or other interaction.
There’s nothing inherently wrong with this. You have probably achieved some success by using this tactic. That said, I think that there are other creative ways to leverage your sales presentation.
As you can guess, one of the best ways to do this is through video.
What you are going to want to do is open your sales presentation on your desktop or laptop. From there, I encourage you to download the Dubb desktop app. If you haven’t yet heard of Dubb, you can think of it as your video sales system. It can help you connect with prospective clients, have productive conversations, and generate more conversions.
Once you have the Dubb desktop app, you can switch over to your sales presentation and start recording a simple screen recording video. In practice, this means that you can deliver your sales presentation as you would if you were speaking with a prospect in-person. Your screen recording will contain both the actual representation and a video feed of your face, so you are completely covered here.
I’d recommend that you keep your screen recording video at around five to six minutes. That is short enough to keep your audience’s attention and long enough to include most of the points that you want to make. Ultimately, use your best judgment here.
Once you have finished your recording, you essentially have a digital asset that you can share with anyone. Whether you met a lead on LinkedIn or are following up after meeting someone at a local real estate conference, you can send them your screen recording video and take it from there.
Really, you can think of this recorded sales presentation as your sales sidekick. Even when you are sleeping, this digital asset can help you build relationships with prospects and get you that much closer to finding new clients. Pretty awesome, right?
Post Consistent Content to Social Media
Social media is an extremely important part of getting new prospects and clients. Even if you don’t like the demands that social media imposes on all content creators, it can be a true game-changer for the future course of your business.
If you consistently post valuable content to your social channels, you are putting the odds in your favor. You are leveraging the power of serendipity. Every piece of content that you put out there gives you a chance of building a connection and finding a new client.
Now, there are some key caveats here. For starters, your content needs to be valuable. You can’t just create any sort of content and release it on your favorite social media channels. Rather than that, you must ensure that your content is actually providing some value to your audience’s lives.
That value doesn’t need to be purely functional. Yes, it can be something like new listings in your portfolio or a blog post on things that you should remember when going through a home inspection. However, you can also create content that is social or emotional. Don’t think that you need to be so serious in your social media posts. So long as you are adding value for your target audience, you are going to do well.
Beyond value, you will need to post consistently. Yes, the demands of social media posting can be difficult at times. After all, you are working in an extremely time-intensive field. However, if you aren’t constantly posting to your social channels, you’ll find that it is extremely difficult to get tangible results from your work.
So with this in mind, I encourage you to create some type of regular cadence for your social channels. It doesn’t have to be every hour of every day. It can be every day or even every 36 hours. Whatever it is, stick with that cadence. One tool to help is a content calendar, which is essentially a visual aid that can help you determine which type of content you want to post on a specific date. Doing some preparatory work this way can make it much easier to both stick to the schedule and create content that your audience will love.
Finally, let’s talk about the content that you may want to post. There are so many different directions that you can go here. Like I mentioned above, you can create a market update video and release it to your social media audience. But beyond that, here are several more ideas:
- Article Videos: Essentially, the idea here is to find an article about real estate relevant to your ideal client’s area or community. You can then record a screen recording video discussing your reaction to the article. If you are uploading that video to TikTok, Instagram Reels, or YouTube Shorts, for instance, you’ll want to record in 9×16 format. The Dubb desktop app can help you get the job done.
- Q&A Videos: You can create a video where you answer some of the more frequently asked questions that you received from prospects and clients. This is more evergreen content that you can treat like an asset. Whenever a new prospect has questions about your real estate business, you can direct them to the Q&A video for more information.
- Behind-The-Scenes Videos: Here, you can give viewers a behind-the-scenes look at your work as a real estate agent, such as staging a home, preparing for an open house, or negotiating a deal. These types of behind-the-scenes videos can help you build a parasocial relationship with your audience. Even if you haven’t met certain audience members, they can feel like they truly know you, which gets you that much closer to a sale.
- Customer Testimonial Videos: As we will discuss below, customer testimonial videos are extremely powerful. By gathering testimonials from satisfied customers and posting them to your social channels, you are able to easily leverage social proof.
One Out of the Box Idea
I could spend all day talking about ways that you can identify and convert brand-new leads and prospects. There is more art than science here, but by starting with these ideas, you will be off to the races.
I want to conclude this section by talking about one additional strategy that can help you find clients. This may not be the most conventional strategy, but it is one that can help you stand out and distinguish yourself from competitors.
Here, I am talking about gifting and sending physical items to your leads.
Just think about it: most of us receive digital correspondence, whether that is your standard email or your standard bill. Receiving actual mail (or even a package) is a special experience. It makes you pause in the middle of your busy day and pay close attention to something that is actually in front of you.
I’m sure you can imagine the possibilities here. You can start by simply sending your prospect a handwritten note. Now, you can go many different ways with what your note will look like. You can include a nice envelope and invest in high-quality stationery. You can include a quick note or something lengthier. You can even choose to include a QR code on your note, which can direct the viewer to a video landing page or some other link. And if you want to go the extra mile, think about including a $5 gift card in your note. I have even seen some people include lottery tickets in their notes.
This is a quick, unique, and cheap way to stand out from your competitors. Granted, it doesn’t guarantee that you will convince a specific lead to become a paying client. You will still need to do the hard work of showing how you can bring value to their life. At the same time, this sort of tactic can be your wild card as you go to find new clients.
If you decide to become a Dubb user, you can definitely take advantage of this strategy by linking your QR code to a Dubb video landing page. On that video landing page, you can include a brief personalized video and a calendar booking link below that video. That way, when the prospect is interested in speaking more about the services you can provide as a real estate agent, they can easily get in touch with you.
Getting Referrals
To this point, everything that we have discussed is all about prospecting and finding new clients. This is a huge part of your job, so you definitely want to spend time actively pursuing new clients.
Simultaneously, we have only been talking about one side of the coin. When you are trying to generate new business for your real estate firm, you will need to look for brand-new prospects. Once again, you will want them to fit your ideal client profile so that you aren’t wasting time.
However, what happens if you are looking for an alternative way to find brand-new clients? Or what if you have already had some great experiences with clients and want to parlay those experiences into new business?
As you can guess, you will want to get client referrals.
Why Client Referrals Are So Powerful
So let’s jump into it. Why are client referrals so powerful? I think it comes down to several reasons.
- Trust: Referrals come from someone a potential client knows and trusts, which immediately gives the real estate agent credibility. As trust is absolutely huge in general sales in the real estate business, being able to leverage the trust from a prior client makes it much easier to build trust with that new prospect.
- Pre-qualification: Referrals are pre-qualified leads because they have already been recommended by someone who knows and trusts the agent. Essentially, once you have built your ideal client profile, you can communicate that to one of your current clients. They can then use that information to refer the proper candidate to you. It helps you start communicating with prospects who are much more likely to want to work with you.
- Cost-effective: Referrals are a cost-effective way to generate new business since the agent doesn’t have to spend money on marketing or advertising. Instead of spending money on Facebook Ads or something like that, you can find new clients for free. It’s the ideal scenario.
- Relationship Building: Referrals are a great way for agents to build and strengthen relationships with their current clients. Even if you don’t generate business from the person you are referred to, you get to build up on that already great relationship with your current client.
- Time-Saving: This is arguably the most important benefit here. It essentially incorporates all of the benefits above. For instance, by getting pre-qualified leads, you’re less likely to come across the scenario of going on a house tour and finding out that the lead has absolutely no interest in the house. Because the profession is so time-intensive, saving time in this way can make your life a whole lot easier.
Getting Referrals Through Video
With all of these benefits, you will surely want to find referrals from your existing clients. Like many of the other things mentioned in this post, there are plenty of ways to go about this. After signing closing documents, for instance, you can go up to your client and actually ask them if they have other potential clients for you and your business. While this may be a little forward, it is one way that you could potentially get a referral.
Essentially, in the old days of sales and marketing, it was pretty difficult to get customer or client referrals. In today’s day and age, however, you can rely on digital technology to get more referrals and get more sales.
There are several different approaches here.
For starters, once you find a new client and help them buy or sell a specific piece of property, you can choose to follow up with that client several weeks down the road. You can create a video that is essentially a check-up video. You can take this however you’d like, but the basic premise is to see how your client is doing and assist them in any way that you can. However, at the end of that video, you can ask your client for a referral. If you are using a tool like Dubb, for instance, you can even include a call to action button below the video itself. That call to action button can be the “reply with video” option, which lets the client reply with a video of their own. In that video, they can express their thanks and share the names of a prospect (or prospects) that can become potential clients.
This is a relatively straightforward approach. You can go one step further and get referrals in a different way. This strategy leverages the power of video testimonials.
As you likely know, a video testimonial is a video recording of a customer or client speaking about your company. They can speak about everything from how they heard about your company to the stellar experience they had with your real estate firm. The core attribute, however, is that they are speaking positively about their experience. Once you get a customer to record a video testimonial, it will help you find prospects that you may not have even envisioned. Because you are borrowing the social credibility from your already-satisfied customers, it makes it extremely easy for brand-new prospects to start trusting you.
In the end, the best way to get referrals is to do the best job possible. It is through being extremely client-focused, helping your client achieve their goals, and doing it all with a smile on your face. However, I encourage you to rely on these other tactics to get customer referrals. They will both save you time and help increase your chances of reaching your sales goals.
Find New Clients Today
Using some (or all) of the tactics mentioned above, you will be in an excellent position to find new clients and grow your business. While the real estate industry is intensely competitive, you can evade the competition, form deeper connections, and generate more sales.
So from here, I encourage you to get started. It’s one thing to know these strategies and tactics. It is an entirely different thing executing them. By getting started today, however, you will be one step closer to finding new clients and growing your real estate business.
About Dubb
Dubb is a video communications platform that can help you build connections, start conversations, and increase your conversion rates. Using Dubb, you can record outstanding videos (like screen recording videos) and easily distribute your videos to your audiences. To learn more about how Dubb can help you, visit dubb.com.
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