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Buyer’s agents aiming to excel must stay current with data, master digital marketing, adapt fast, and chase growth, according to Arjun Paliwal, founder of InvestorKit, which has been hailed as REB’s Buyer’s Agency of the Year.
InvestorKit founder Arjun Paliwal has shared his key advice for becoming an elite buyer’s agent, including ways to stand out in the market as a trustworthy, knowledgeable professional.
Paliwal said that to stand out in a crowded market, it is important for a buyer’s agent to use solid data and facts to advise clients, providing an objective view of the properties without emotions influencing the analysis.
While providing trusted advice remained the core of the business, Paliwal said that digital marketing strategies, including conveying messages by showing and not telling, and content batching, can enhance advertisements and engage clients.
Paliwal also emphasised the importance of accepting change, being adaptable, and being prepared to grow in the industry.
Data versus inspiration
According to Paliwal, to be successful, buyer’s agents should focus on facts and data to assess a situation, rather than on feelings and inspiration.
He said that when clients aim to build a portfolio, hearing others’ experiences can shift their perception and distract them from the objective facts needed to reach their goals.
Because of this, he said he didn’t mention his own $20 million portfolio to try to inspire clients, but instead focused on the statistics that would build their own success.
“Move all that stuff to the side. Just focus on the facts, the figures, and the numbers,” he said.
Paliwal said that using accurate, thorough, and timely data had enabled him to scale his business, enabling his clients to fully trust him with essential information.
“We’ve made a name for ourselves in this industry of being able to predict markets before they happen, go onto the news, share stuff and not be the whole ‘you’re too late if it’s in the media’.”
For example, Paliwal said that in 2021 and 2022, InvestorKit predicted a future boom in Townsville, which proved accurate.
“The houses that [people] were buying for $400,000 in the early 2020s are now worth $600,000–$800,000. So it just shows what’s happened, when it’s data-driven and the data formula is the same.”
“Data was the fact that started my journey, and then we insulated it as we went on, realising what does everyone need for the puzzle to make sense and be optimised and perform for your life.”
Digital marketing
According to Paliwal, while data is essential for generating a loyal client base, buyer’s agencies should also use digital marketing strategically to convey a strong message.
He said it was important for buyer’s agents to show why clients should choose them, rather than just tell them.
“The ‘show’ could mean the things that we know we’re meant to do, but don’t advertise as much. Someone could show the campaign experience that they went through.”
“Instead of just telling them, ‘yeah, it was a great offer, we got this price’, break down the experience, share your source, break down the things that people might have in certain moments.”
“I want to show you what we go through, visualise it, whether it’s a screen, share video, or whether it’s a walkthrough and talking through them and actually doing it.”
Additionally, when uploading ads, Paliwal said buyer’s agents should try to use content from webinars, podcasts, and talks, which can provide the audience with more value and boost engagement.
“What ends up happening is … they don’t use that content they’ve already done, whether it be talk on stage, go and do a podcast, go and do a webinar. They don’t do these things in bulk for the purpose of ads.”
Paliwal said that even though many audience members will scroll past certain ads, posting enough content with value will increase the likelihood of engagement.
“What you might think is not an ad is usually a good ad example, like a 20-minute video of me walking through someone’s portfolio strategy.”
“Someone would think that would be the worst performing ad out … but that’s maybe how five customers said ‘I like what you guys do’.”
Managing change
While buyer’s agents should be able to master digital marketing to engage new clients, Paliwal said they should also be equipped to deal with change, whether regarding processes, regulations or new tools.
He said that, as part of dealing with change, buyer’s agents should be willing to grow and adapt with a business, constantly striving for higher targets.
“If you had a goal of making $100,000 and the next year you want to have a mega goal of $200,000, and the next year you want to make $300,000, and the next year you want to make $400,000, this is the environment, you can do it’.”
“There are people doing it in our company, and they are doing it following our values, following the way we do it. That’s the system.”
For leaders in the industry, Paliwal said that implementing change required an element of humility, keeping in mind that they won’t get every decision right.
“I’ve done certain calls in the business operationally and realised, ‘Ah, man, we need to make that better’.”
“Don’t politically worry about how you look, let yourself look a little bit silly at times, that’s okay. At the end of the day, it’ll all be forgotten a year or two later because you focused on nothing but ruthless results,” he concluded.
Listen to the full episode here
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