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Build Your Business on Substance and Results

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By Margaret Kelly

RISMEDIA, May 5, 2011—With the market we have today, consumers desperately need an experienced real estate agent for the largest financial transaction most of them will ever make. They want to know they’re working with a skilled, trusted professional who’s capable of closing sales.

So how do you display your experience and expertise? In the long run, your track record of results and your solid reputation are all that matter. Help consumers see the difference you make for buyers and sellers.

Productivity Matters
Agents who say sales statistics don’t matter probably aren’t among the top in production. The fact is, agents who close more transactions are more prepared and more likely to ensure a smooth ride for their clients. If you have strong numbers that demonstrate your proficiency, don’t back away from promoting them with messages that are meaningful to potential buyers and sellers. And if you’re struggling to boost your numbers, it’s worth re-evaluating whether you have the best support, training and tools around you to thrive.

The Company You Keep
Consumers are looking for full-service experiences more and more, and their impression of where they’ll find the real experts matters. It’s important to be aware of the public perception of your company and the consistency of service consumers can expect, particularly in a social networking world where one bad experience can be broadcast to hundreds of friends in a flash. You shouldn’t have to worry about under qualified, poor-performing agents tarnishing your reputation. If this is a real concern for you, think about your options and the best place to build your business without limitations—surrounded by other motivated professionals.

Service, Not Sales Pitches
Being an expert is not about having the biggest billboard, unless you can deliver on the promises it makes. Word of mouth can be far more valuable in the long run, and it doesn’t cost a penny. In all of your marketing and promotions, set the expectations and then make sure you’re prepared to meet them. Snappy ads may bring consumers to your door, but it’s up to you to serve them in a way that creates clients for life.

Margaret Kelly, CRB, is chief executive officer of RE/MAX LLC. For more information, please visit www.remax.com.

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