Advice on how to get listings as the neighborhood expert
Bryan Robertson presents an effective plan for getting listings.
It's not difficult, and it's not expensive. What it requires is some good old fashioned effort. Otherwise known as work.
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Why do agents fail to find property listings?
The old adage is "List to live" and, generally, listing agents tend to have steady business. Many agents find it difficult to find potential listings. There are services available, such as SmartZIP, that offer the potential of sellers looking for agents. As I've interviewed agents to join my firm, I often am asked how the brokerage will help them find listings. We've got a few secrets and some classic methods of finding listings.
Good Old Fashioned Networking
Assuming you have a neighborhood you specialize in (and you should), then you really need to be THE go to agent for the area. Yes, you've got lots of competitors but that's no excuse. To "own" a farm you need to go beyond the old-school farming techniques. Here are some ideas:
- Be present and available both online and offline. Walk the neighborhood, help coordinate events, offer assistance and resources when neighbors need things. Above all, be genuine.
- Skip the saturation mailings. Sending a mailing every 30 days to the entire neighborhood isn't as useful as sending something meaningful 3-4 times a year to relevant contacts.
- Send cards, notes, and anything else you've personally signed or written. Making it personal goes a long way toward relationships.
- Help organize block parties, assist with recycling events, school projects, etc. Support what you believe in because people can sense a true passion for things. Again, being genuinely interested goes a longer way than just being "the big agent".
Be The Knowledge Base
What makes most agents useful to both buyers and sellers is their expertise in the local market. For sellers in particular, they're looking for someone who knows the neighborhood as well or better than they do. Look at every house that has every sold in the neighborhood and build a detailed perspective of market trends, values, improvements, and anything else that tells the story of how the neighborhood has evolved over time.
The more you can tell a seller about how homes have changed over time, the more likely they'll see you as having the expertise to sell theirs. It's not just market stats, it's about insight into history. Other tips:
- Have pictures and video to showcase the neighborhood
- Document everything you can from any data source, even old listings
- Know about every builder, remodel, and improvement
How does all this work? Easy, when you're seen as the expert the neighbors will think to call you first. Moreover, when you're in their lives, they'll consider calling you first. You won't get every listing, but you will increase your chances. That's why I emphasize being genuine, because that makes you a real person, not just an agent. Don't be an agent, be a good neighbor, and you'll do very, very well.
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Bryan Robertson, President | T: 650.799.9951 | Email: bryan@arrivva.com | Website: http://www.BryanRobertsonHomes.com |CA License: 01191946 | ARIVVA | 744 San Antonio Road Ste 24 | Palo Alto, CA 94303
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