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Broker Best Practices: Excelling in a Turnaround Market

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By Zoe Eisenberg

What technology tool can’t you live without?
The most important tool that agents need to deploy and employ for a successful business is a website. With the rate at which consumers are using the Internet to search and research, a website is no longer a nicety, but rather a necessity. It is also crucial to make sure the website is not simply a cyberspace business card. Instead, it should be a storefront for an agent’s business.

What is the best way to reach today’s consumer?
Reaching a consumer and getting through to a consumer so they take action are two different activities. Fortunately for our industry, real estate is an interesting topic for almost everyone. Homeowners want to know how the market is affecting what is likely their most valuable and highest-priced asset. So, reaching out to them with sales and marketing efforts can be relatively easy. But getting through to them can be more challenging. Some best practices include:

1. Meet them on their territory. Find out what they think is interesting (i.e. home prices, local restaurants, local events or issues related to first-time homebuyers) and provide them with information and value relative to that topic.

2. Identify a niche you are passionate about and become an expert. If you find something you are passionate about and develop a hyper-local sales, marketing and communication strategy, you will quickly be regarded as an expert in that field.

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