Relationship marketing to create your competitive advantage in the real estate industry - by Peter Grosso

August 07, 2018 - Long Island
Peter Grosso, RE/MAX
Integrity Leaders

The days of hard selling and in-your-face marketing are over. With the rise of technology, social media and our on-demand society, the importance of building relationships and communicating effectively has never been more important. Honing these marketing skills is critical for every real estate professional, especially those who work in the highly competitive Long Island / New York metro market.  

In real estate we know long hours and high stress levels take their toll. However, it is clear that when the focus of business development combines a concentration on personal commitment, relationships and making memorable impressions, the professional creates his or her own competitive advantage. 

Far too often, we see professionals losing sight of what is important for the long term, instead seeking immediate gratification. For me, it is always be about bringing value, communicating and spending time to build a relationship based upon trust.  Closing deals is important; however, the long-term approach is central to generating continuing success. 

I have long understood that approaches and strategies based on relationship marketing are effective. However, putting them into practice has only occurred for me over the past several years. Success in my time with RE/MAX is the proof of where these lessons lead. Today I am the new Broker/Owner of RE/MAX Integrity Leaders in Centereach, Long Island, New York. This was not the case just a few years ago. I was working in a completely different profession where different skills were required. For over six years, I was a New York City union iron worker, helping to build many major projects, including Citi Field. It was here that I fell 18 ft., breaking both my leg and back. Then in my 30’s, I could no longer perform in my chosen career. This was a setback, but I looked for and found a new profession where I could use my people skills and creativity.  

Real estate is where I validated that relationship focused marketing is rewarding professionally, enjoyable and the best way to remove the stresses associated with this challenging profession.

The term “personal branding” is used often in real estate. Today, it has never been easier to “brand yourself.” Social media, video, mobile applications and email in the palm of your hand are powerful tools that bring your personal brand directly to clients, prospects and referral sources.

I continue to be surprised that many in the profession shy away from using social media, video and even their own photo when marketing. I recognize that many are not comfortable being on video or sharing information on social media. There is a desire to keep transactions and business activities separate from what people know about you. This approach is short sighted and something younger generations understand implicitly.      

My belief is “you” are your greatest marketing asset. I see personal branding as identifying the “best part of who you are” and using this to attract attention. When you have the attention of both prospects and clients, it opens the door for you to educate them and show your expertise. They have many choices when deciding who to work with. It’s the professional’s job to make the prospect’s choice an easy one when deciding with whom to work.. 

Where do you start? Begin by taking the time to listen to your clients. Understand what they are looking for and how you can meet that need. This may be more than simple assistance with their real estate transactions; they may want advice, market information and a reliable person with whom to speak. When you understand clients and prospects’ needs, you will gain keen insight into the information that they want from you. This allows you to develop content including videos, social media posts and blogs that answer their questions, solve their problems and assist in overcoming challenges. You become a resource for them. 

This process creates the opportunity to show both your knowledge and personality. How you answer questions is as important as the information you offer. Content creation, including video, should never be boring or contain overwhelming amounts of information. Take the time to provide helpful and valuable information and allow your personal experience, and personality, to shine through. How? For me, it’s about giving examples and telling stories.  

We live in a fast-paced, tech-driven society. However, when possible, take a step back and slow down. Focus on communicating when deals are going well and especially if there are challenges. Send reassuring emails or use the personal “drop by” approach to shows clients you are thinking of them. I firmly believe in personal meetings and interactions beyond the day a deal is signed and parties move on. Stopping by and staying top of mind with emails and social media plays a critical role in referral development. Personal interactions maintain momentum in relationships which builds your brand. 

Attention spans today are short and people quickly move on to the next item on their agenda. For this reason, it is important to make the experiences that clients have with you memorable. A short note shows that you listened to them; a question about their family member shows you care and a meeting at a favorite restaurant demonstrates that you know what they like. The choices are many and the competition is significant; take the time to invest in relationships that this will pay long-term career dividends.

Peter Grosso is a licensed real estate broker at RE/MAX Integrity Leaders, Centereach, N.Y.

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