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  • Deanna Coffey

Build a quality prospect list by first building a strong and differentiated real estate brand

The residential real estate market is highly competitive, and for real estate agents - particularly newer agents - its often challenging to stand out with a distinguished and differentiated brand.

That’s why it’s critical to understand what makes you stand out, market your services consistently and target the right prospects for your services. Here are some strategies you can implement use to compete in today's tough residential real estate market:

Own a niche: Focus on a specific market or niche, such as luxury properties, first-time homebuyers, or a specific neighborhood. By specializing, you develop a reputation as an expert in that niche and attract more clients who are interested in that market. Promote your specialty by freely offering prospects details about the neighborhoods you specialize in, or how-to information on selecting a home in a specific niche (e.g., luxury, first time homebuyer, etc.). Let your brand and expertise work for you.

Build a strong online presence: In today's digital age, it's essential to have a strong online presence to reach potential clients. This goes beyond just having a website or posting random things on social media for "likes."

Here are some critical elements to building a strong online presence:

  • Geo-target the right prospects with your digital marketing - people who have expressed an interest in your niche or in the market you serve. Don’t waste digital marketing investment on the wrong audiences. One of the advantages of digital marketing is the ability to target the right audience at the right time.

  • Don’t wait for prospects to come to you. According to Pew Research, 93% of American adults use the Internet – for news, information, entertainment and more – not just for real estate. Utilize digital marketing strategies, such as retargeting, to reach the right prospects wherever they are online.

  • Promote your unique attributes that prospects care about. Being the top sales performer in your office will certainly impress your colleagues and competitors. But how much does that matter to prospects? Think about what's important to prospective buyers and sellers:

Were you recognized for outstanding customer service? Have you earned designations such as Certified Residential Specialist, or Accredited Buyers Representative, or Luxury Homes Certification? These designations speak directly to the value to deliver to prospective clients.

If you specialize in specific neighborhoods, promote that! For example, instead of simply "Sarasota Area Specialist," call out the neighborhoods you serve, such as "Harbor Acres Expert." This helps you stand out as the go-to agent for that neighborhood.

And as often as possible, include testimonials in your marketing.

Be persistent and adaptable: It take at least seven “touches” or interactions with a prospect before they remember your brand. Consistency is key!

Real estate markets are unpredictable, so it's essential to be persistent and adaptable in your digital marketing. Market your brand, expertise, and your services, even during slow periods, and be willing to adapt your approach as the market changes.

By following these strategies, you will compete effectively not only in today's tough residential real estate market, but any market, and build a successful pipeline of quality prospects.

If you'd like to learn more about how Best Agent Today helps agents and brokers promote their brand through geo-targeted, omni-channel digital marketing, visit

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