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Don’t Be a ‘Secret Agent’

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By Zoe Eisenberg

What are some of the most difficult challenges buyers face today?
Buyers are telling me that they can’t keep up with the information overload. They’re getting mixed messages from the media only to find out that in the real world of real estate, the situations are completely different. One buyer recently told me that he’d been trying for eight months to buy a foreclosure or short sale for a “real deal” to make some money. But due to the current market, he either couldn’t get a bank to take his offers or there were multiple offers, and he would lose the bidding wars. This seems to be the most difficult time for buyers that I have seen. They’re trying to do so much of the work on the Internet and are getting a lot of misinformation. What they really need is a professional with the knowledge to help them traverse this real estate terrain with its pitfalls and land mines.

How are your agents engaging their clients?
Through a number of ways; one can’t put all their eggs in one basket. Media, Internet, personal promotion, referrals and sphere of influence are what build a career in real estate.

What is your No. 1 piece of advice for surviving in this business?
Do what you have always done: Keep helping people achieve their dreams and you will always have a job. And don’t be a “secret agent.” Let everyone know you’re in the business.

I know you advertise in The Real Estate Book and on RealEstateBook.com. How do those work into your overall marketing strategy for your own brand and for your listings?
I use The Real Estate Book for more than just advertising. In fact, it’s part of my entire marketing plan. Not only is it great for listings and obtaining buyers, it also helps when it comes to personal promotion. The Real Estate Book provides a great way for me to keep my name and face in the marketplace.

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