Have you ever seen a realtor's sign in your neighborhood and been upset you didn't get that listing? (Or even know about it.)
You should be the realtor who lists homes in your area.
It can be frustrating when the neighbor you've known for 20 years, lists with someone else.
But there are steps you can take to avoid that and be the go-to agent on your block.
You tell your family and friends to list with you if they ever buy or sell when you get into real estate. You need to do the same thing with your neighbors.
You know you are more familiar with the area than a different agent. Plus, you probably know the owners and already have a strong rapport.
Everything is set up for them to choose you.
Being recognized and trusted as a local expert is a huge part of growing yourself and your brand in your city. But, you should start in your neighborhood.
When you aim and start to build yourself as the expert in other areas, it takes time to build your experience and knowledge. You already have that here.
This is low hanging fruit.
There are some things you can start doing to be the preferred realtor in your neighborhood. I hope neighbors you already have met, know you are a realtor.
Don't be afraid to go meet them and let them know.
You want to expand this target area to around 500 homes. That may seem like a lot, but realistically you'll only meet a little over half of them.
Then you'll only get the chance to sell a few of those homes per year.
Try to meet the people in your area that you don't know yet.
Door knock and introduce yourself as their neighbor.
This is a great way to make a connection with homeowners.
Then eventually you can mention that you are in real estate and would love to help them if they ever need it.
If you knock on their door and lead with you being a realtor, then you and those owners are starting off on the wrong foot, as opposed to just neighbors.
A realtor from Texas, Francesca, was new in the business when she went door to door around her neighborhood.
"I wanted to go down a few more avenues, so I started doing pop-bys. Pop-bys were another thing I started right after reaching out to my sphere of influences. I started doing door hangers with these pop-bys," she said, "'I'd go around and pick a few different streets that were close to me, and I knocked on their doors and talked to everybody that would answer and everybody else just got a door hanger. I got a couple of leads from doing that as well. Those are currently in my pipeline. They are looking to sell this summer. I'll be helping them list their home as well as find a new home."
She said that the fact that she lived in the area and new it (and its market) in and out, was the reason those owners are working with her.
That's why it's easier for you to get listings in your neighborhood - where you have the home advantage.
Once you start to let an owner know the benefits of working with someone in their area, they'll be so much more likely to list with you.
Here's what you need to bring to them over an agent from another part of town:
- Complete knowledge of the surrounding area (shops, schools, etc.)
- Understand pricing in that market and buyer's demands.
- Reviews from clients in the area (if you have any).
- Be somewhat familiar with the size of the properties.
- Know where people work and if it's a family oriented neighborhood.
No one will turn down useful information with no strings attached.
Never think of this as regular door knocking for that reason. Here's how Franchesca does it:
"It is different. It's been interesting because you'll get some people ... It's funny. There was this one door I recall knocking on, and it was an older man. He didn't want to open his screen door for me," said Francesca, "I wore my Keller Williams name tag, and I showed him I had flyers and I was pretty legit, and I just wanted to talk to him. Then I told him I lived two streets away. He looked grumpy, and he didn't want to take my flyer at first, but I got him to take it. I eventually talked to him about the neighborhood for a few minutes."
The fact that you live in the neighborhood and are familiar with it separates you from your competition.
You have something huge to connect with them about.
You can knock on their doors to personally give them something, or leave hangers or other material.
If you give them something of value, it works even more. The agents who work with Smart Agents should leave their custom books about real estate.
Leaving candy or some other treats is a way to make sure your material will get looked at if you aren't there.
Going door to door around your house is just one of the ways to bring in these leads. Here's another way.
Having a BBQ or a get together related to your real estate name or brand makes them aware as well.
Make some fliers and give them out in your area. When people come over to eat, have information or signs around that show you are a Realtor.
If you host an open house in the area invite everyone who lives near there.
They will still come for free food. Then they'll see you are the best agent for your neighborhood.
Take the same concept and use it for any community or local events. Each is another opportunity to brand yourself for your neighborhood.
Showing your face around these events is the best way to network for your neighborhood.
If you wanted to go the extra mile, you could send out community newsletters, with any of your listings on it as well.
What if you left a book with any neighborhood leads?
Books have a huge perceived value. They don’t get thrown away.
They can get tucked away somewhere, but most people aren’t going to toss them in the trash. They’re worth something, and they’re worth something to the author’s name.
Do this and you will position yourself as the authority in your market. When you give away your book, it will separate you from your competition. That’s how a smart agent thinks!
Want to get a free sample of the book that will get you more listings? Click the link below.
Joe Nickelson is a real estate professional dedicated to helping home buyers and sellers achieve their dreams of owning property, and helping real estate agents stop using the sometimes-vicious tactics that weigh on their consciences. He believes that the Smart Agents books will, quite literally, change people’s lives for the better. Check out his full bio here!