Whether by holding office in the Board of REALTORS®, volunteering at the local food bank or supporting youth sports, getting involved in the communities you serve is the surest way for your team to establish rapport with a steady stream of new contacts and ultimately build friendships and trust.
Partnerships and collaborations with local businesses and vendors—restaurants, landscapers, electricians, plumbers and builders—are one way to build relationships with buyers and sellers in the community.
Local businesses deal with customers every day. They are influential. Think about it like this: they work with potential buyers and sellers before, during and after the home-buying or home-selling process. Engaging in personal relationships with these businesses and vendors creates endless networking opportunities—and by working together, both sides benefit by increasing their sphere of influence.
“Everyone on our team has been part of our community for many years,” says Khrista Jarvis of the Khrista Jarvis team with Coldwell Banker Real Estate in Danville, California. “Our kids go to the local schools, we each support several local charities, and we’re a constant presence at community events. Everybody in town knows us. They know what we do, and how well we do it. Every one of our clients feels like they are our only client—and that is just how we want it.”
Here are five strategies for becoming the go-to experts in your community:
- Get involved. Every team member should immerse themselves in what’s happening around your market and share that knowledge with their clients.
- Walk or drive the communities you serve. You should be familiar with every neighborhood.
- Create local content for emails, blogs and social media postings. Become known as a local expert by sharing local news and events in client communications.
- Stay ahead of trends. Report local market data, stats and trends on your website, newsletter or blog.
- Connect with area businesses. Knowing who they are and what they offer will make you a valuable resource for your clients.
“Trust is always the first and best strategy for developing local partnerships for business,” says Julie Tran, a REALTOR® with Berkshire Hathaway HomeServices California Properties. “Put yourself out there. Earn their trust and you will have the business you’ve always wanted. But it must be genuine, and it must be earned. Referrals and repeat business come easily after that.”
Tran offers strategies for connecting with local businesses:
- Create a networking opportunity through outreach and events with business owners and managers—perhaps via the Chamber of Commerce.
- Host a networking group, class or event at their establishment.
- Offer exposure through a marketing campaign, social media feature or blog post.
- Support the business by purchasing what they offer and by referring others.
- Sponsor an upcoming community event they are hosting.
Giving back to the communities you serve is another way to grow your team’s profile in the community, Tran says. Charities large and small have followings and supporters. Learning their needs and deciding how your team members can best help sends a laudable thank-you message—and tapping into their audience can help you gain exposure for your brand.
Here are Tran’s strategies for working with local charities:
- Hold community drives to gather food, toys or other needed goods to be donated to local organizations. Don’t wait for the holidays, because the need is ongoing—and hosting a tea or popcorn party or a summer picnic to raise funds is a great way to fill the need and gain exposure in print and social media.
- Host fundraising events that focus on community needs. Kids’ sports teams need equipment in the spring. Hospitals, senior centers and after-school programs need all sorts of goods all the time.
- Donate a portion of every commission to a specific charity on behalf of your entire team. If you choose a specific charity to support, you may want to highlight that fact by posting their logo on newsletters and client materials.
- Sponsor annual events, either monetary or through volunteering or other collaboration.
- Volunteer on the board of a local charity and form connections inside the organization.
In short, working with local charities is not only a way to give back, but also to demonstrate your commitment to your community and its residents. By building relationships with local charities and foundations, you will increase your visibility, improve your reputation as a caring local expert and open valuable networking and partnership opportunities.
“As a local business, Sereno understands and respects the importance of serving and giving locally,” says Philip Watson, co-founder of the Watson Marshall Group with Christie’s International Real Estate Sereno in Los Gatos, California. “We are proud to be part of the company’s 1% For Good charitable foundation, investing in our local nonprofit partners who work to create positive change in our communities.”
