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In an industry where the average consumer does not buy a home on a daily, weekly or even monthly basis, creating a memorable experience is a must.

Producing an exceptional or ‘WOW’ experience will leave a lasting impression that your client will remember whether they purchase in three years or in ten.

Certainly not all transactions are created equal, but there are specific needs that most homebuyers share. As a real estate professional, it is more imperative than ever to impart your expertise, wisdom and compassion while guiding clients through the process.

No matter if they are purchasing for the first-time or have purchased multiple homes in the past, buying a home is a stressful event that can be positively impacted by the professional nature of the agent.

What Sets You Apart?
Your prospects want to know who you are both as a professional and on a personal level. It is important that you clearly define your unique abilities and what sets you apart from your competition.

Which of the attributes below describes your personality?


Make a list of your top three personality traits. Now determine how those traits positively affect your clients. Turn that into a differentiating statement that can be used across all marketing channels.

Your unique qualities not only define who you are, but encompass all that your business represents. Clearly expressing these qualities will allow you to attract the right clients to your business.

What Can Your Clients Expect?
Nothing is more frustrating than unmet expectations. Setting proper expectations from the moment you meet a potential client will reduce stress and enable all parties to work together rather than struggling through the process.

This includes painting a clear picture as to what the home-buying or -selling process entails from beginning to end.

Do you have a system in place to ensure that key conversations are had and that subsequent touch points happen throughout the transaction? Using a calendar or task based structure around transaction milestones will encourage consistency within your message.

Setting ground rules up front will leave little room for misunderstandings.

Are You Enthusiastic?
Do you love what you do and does it show? Clients can sense whether you are passionate about the business or simply putting in time. If you exude your love for the real estate industry, clients will be eager to connect and embrace with that energy.

Enthusiasm is contagious. If your clients sense that you are excited about their future and you have offered a positive experience that fulfilled their needs, they will be willing to spread the word about your personal brand time and again.

Amy is vice president of platform development at Better Homes & Gardens Real Estate.

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