Four Real Estate Agent Best Practices to Help You Stand Out

real estate agent on phone

Four Real Estate Agent Best Practices to Help You Stand Out

real estate agent on phone

As of 2022, there are about two million real estate agents in the United States. In some markets there are thousands or even tens of thousands of other agents. That is a lot of competition. How can you effectively overcome all of this competition? By making yourself stand out from the pack and doing things different from how most are doing it.

I’ve put together some real estate agent best practices to help you stand out from all the others in your market.

Real Estate Agent Best Practices #1: Create an Awesome Website

If you work with a large real estate company, then you most likely have a website on their domain. But that is most likely not enough. You need a unique website that doesn’t look like half the other agents’ in your market. Hire a designer and web developer and create a professional looking website that stands out.

Include your standard pages: listings, about, home evaluation tool, etc., but also include things like regular blog posts to boost SEO, maybe a page about things to do or see in your area, and a page with past client testimonials. Doing these things will give you a website that looks different from the basic agent site format, allow you to prove your expertise, and help you be higher in search results.

Real Estate Agent Best Practices #2: Give Away a Freebie

Once people are on your website, you want to get them on your email list so they can enter your funnel and start being nurtured. One of the best ways to do that is to offer them a freebie that is valuable to them. That way, they will sign up with their email and phone number in order to receive it.

Good ideas for real estate agent website freebies include:

  • Free home evaluation
  • First time homebuyer’s guide ebook
  • Insider tips for enhancing curb appeal when selling
  • Applying for a mortgage checklist

An even better strategy is to give them a choice of ebook (maybe first time homebuyer’s guide, how to enhance curb appeal, and how to apply for a mortgage), so their choice gives you insights as to whether they are a buyer or seller and where they are at in the process.

Real Estate Agent Best Practices #3: Have Real Conversations with Leads

Like I mentioned, there are most likely a lot of other agents in your market. And they all probably sound pretty similar to the leads they are calling. One of the best real estate agent best practices is to not sound like you’re reading from the same boring script as everyone else. Instead, focus on having a real conversation.

Most agents do most of the talking on calls. Don’t be like most agents. Focus on discovery questions; ask the lead about their situation, goals, past experiences—and listen closely to what they have to say. Respond naturally to what they are actually saying, don’t’ just keep trying to get the conversation back to your script.

People want to work with real people, not drones that read blindly from scripts. So be a real person and have a natural conversation.

Real Estate Agent Best Practices #4: Under Promise and Over Deliver

You need to sell what the lead is buying, but you don’t want to mislead or overpromise. What that means is that you want to position yourself as being able to deliver on the lead’s goals (instead of trying to force their situation into meeting your own goals) but avoid being unrealistic. Don’t just tell the lead what they want to hear if you can’t actually provide it. Set and manage their expectations and tell them what they need to hear without overtly making them wrong.

Conclusion

 Follow these four simple yet critical real estate agent best practices to help yourself stand out from the hundreds or thousands of agents also in your market. Implement them consistently, and your lead conversion will explode as a result.

If you’re serious about converting more real estate leads, then check out Conversion University. It teaches you both the conversational framework you need, and you have a coach to practice all of the concepts until you master them.

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Don’t Sell Past the Sale: Improve Your Real Estate Lead Conversion

person looking at lead conversion stats

Don't Sell Past the Sale: Improve Your Real Estate Lead Conversion

person looking at lead conversion stats

When it comes to real estate lead conversion, sometimes you just need to sit back and shut your mouth. One of the biggest mistakes that real estate agents and ISAs make is selling past the sale, also known as selling past the close. Basically, it means that you keep trying to sell the lead on working with you, even after they already agreed to. You just keep flapping your lips and rattling off benefits of why they should work with you. And pretty soon, the lead is reconsidering whether they made the right choice.

How Selling Past the Sale Hurts Real Estate Lead Conversion

If you’re selling past the sale then you’re persisting with explanation and persuasion to a fault. You most likely have a problem with recognizing when you’ve reached the key point in your pitch when you’ve said all that you need to say. If you keep talking after that point, then you just as likely to talk the lead out of the sale as you are of converting them.

Take this example; you do all your discovery. You figure out your lead’s goal and desired outcome. You qualify them, determine they are worth your time, and you successfully lay out the value you can offer them and how you can help them accomplish this goal. Basically, you effectively you’re your unique value proposition. They bite. The lead says they are willing to meet with you. Amazing.

But then you keep talking. You start hammering home all of the marketing your team can provide. You start saying how many people you work with and how many houses you guys get sold. You keep layering it on after you already sold the lead. The result? You may something that the lead doesn’t like. Maybe they are uneasy about working with an agent who sells so many other houses, because they doubt the personal attention that they will receive. Maybe you just say the wrong thing.

Now the sale is gone. All because you kept on selling and didn’t just stop talking when you should have.

Don’t Be the Only One Talking on Real Estate Calls

Similar to not selling past the sale, the other key to successful real estate lead conversion is NOT doing all of the talking. Most sales people will do about 65% or 75% of the talking on their calls. The problem is that by only letting the lead speak for 25% of the time you won’t be able to understand the full picture of their situation.

Successful discovery, objection handling, and figuring out the lead’s desired outcome all require you to listen. Ideally, you should cut down the amount that you talk to under 50% of the call. Many sales people have the mistaken belief that when they are talking, they are in control. But the opposite is actually true. You’re in control when you are asking good questions to guide the lead and then gaining valuable information from their answers. That information is what you will end up using for your close.

Bumping up the amount of time that the lead is talking is generally related to more successful real estate lead conversion. This is especially true for cold calls, which require heavy amounts of discovery to be successful.

Stop Getting in Your Own Way

Want to convert more real estate leads? Perfect the art of listening more than talking. The thing about sales calls is that most people don’t want to be on the phone with you. And most of them would rather procrastinate than make a definitive decision. Continuing to sell past the sale might just give them an excuse to put off making a decision. And talking too much will prevent you from getting the information you need to close successfully.

Talk less, don’t sell past the sale, convert more real estate leads.

If you’re serious about converting more real estate leads, then check out Conversion University. It teaches you both the conversational framework you need, and you have a coach to practice all of the concepts until you master them.

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