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It takes more than a great sales history to be a top agent, but you don’t need to spend millions on quality marketing to get good results.
Speaking to REB's sister publication My Business on the My Business podcast, real estate trainer and auctioneer Tom Panos said he thinks marketing is now cheaper and easier than ever, and is the one skill all agents should improve.
“I would say that most people are good at the core job, and are struggling at the finding of clients,” he said, adding that there is no point in being outstanding at a job if you've got no clients to do it for.
“This is generalising, because we're going to make a comment that will specify more to some people than to others, but if I had to talk top-line, I would say that the majority of the people are in business because they were outstanding at the first part of the job,” said Mr Panos.
“Sales is about the conversation you have with the client,” he said.
“Marketing is what actually gets the phone to ring, gets people to contact you.”
Understanding this distinction and being able to play both sides is his number one tip for improving your business and becoming a top agent.
It doesn’t have to be expensive marketing either; Mr Panos favours cheaper, DIY alternatives to engage with his audience.
“The exciting thing is, right now, there have never been more opportunities to use marketing in [such] cost effective ways,” he said.
Social media and podcasting are two of Mr Panos’ favourite marketing methods, both of which are easy for any agent to utilise and can really help you engage with your database and provide clients with valuable information, which will build their relationship with you.
“The truth is, with all these new social media platforms out there, you have an opportunity to position your brand in lots of ways that didn't exist 15, 20 years ago,” he said.
Mr Panos credits losing the connection with clients as the reason many agents fail, no matter how good they are at clinching sales.
[Related: Is it possible to have too many clients? ]
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