With thousands of other real estate agents operating in your local market, there is something you need to do to stand out. It is not enough to have a license and a few contacts in your back pocket. You need authority. And the only way to establish the kind of authority that produces a constant flow of leads and customers is to implement a proactive strategy.
In this article, we’ll give you several methods you can use to start moving the “needle” of authority in the right direction.
Why is authority important?
Authority can be a difficult concept to define in specific terms. It is something that is felt more than it is actually established. That being said, it can best be described as a status the market assigns to you based on how they perceive you (rather than something you give yourself). For all intents and purposes, this is about your reputation and how reliable you are in your niche.
An agent with high authority is someone people respect and trust in important financial decisions (like buying or selling a house). A low authority officer is someone who is unknown and / or has not proven capable of being trustworthy. (This doesn’t necessarily mean they’re considered “unreliable” – just that they’re an unknown commodity.)
Authority is the heart of lead generation. It sets the tone for the relationship. If you have a lot of authority, it’s easy to establish preeminence and gain the benefit of the doubt. If you lack authority, you’ll have a hard time finding good clients (which, ironically enough, makes establishing future authority even more difficult). Authority and lead generation are two parts of the cycle – you need one to fuel the other.
3 tips to build authority
There is a saying in the real estate world that business breeds business. Well, the same is true here. Authority breeds authority. Step in the door with a few basic strategies for building authority and you will find that it can be multiplied many times over. That being said, here are several tips that you might find helpful:
1. Get featured in the media
One of the fastest ways to generate authority is to align yourself with other individuals and entities who already have authority. It basically gives you authority by osmosis.
Look for opportunities to be featured in local media or online. For example, if you have a good knowledge of your local market, you can suggest an article idea to a local news station or an online publication like Inman or BiggerPockets to see if they will let you write an article. guest blog.
Once you are featured in the media, you can use the publication’s logo and put it on your website, email signature, social media profiles, and business cards to show that you have been “featured” by them.
2. Show your activity
As mentioned earlier, activity is the best signal of authority there is. If people see that you consistently represent their friends and neighbors in real estate transactions, they automatically assume that you are someone they can trust. (That’s the psychology of social proof in action.) The key is to show your business.
One way to show your business is to print real estate “just sold” postcards every time you make a transaction. These postcards can be sent for as little as 70 cents per postcard, making them a very worthwhile investment.
3. Write a book
You’ve probably never dreamed of writing a book, but it’s a lot more convenient than you might think. With easy self-publishing tools, anyone can write several thousand words, design a simple cover, and have a book printed and sent on demand.
As a real estate agent, a book is basically a glorified business card. You can distribute it to prospects and clients as a way to amplify your authority and show people that you are an expert in your niche. It doesn’t have to be a bestseller (and you don’t even have to sell a single copy). The goal is to show people that you are an established and trustworthy voice in your niche.
Put it all together
If you want to be a successful real estate agent who has access to a constant flow of qualified leads, you need a basic level of authority to drive that traffic. By implementing many of these tips and techniques, you can begin to shape your reputation and strengthen your image in your local market and niche. It won’t happen overnight, but if you give it time, the results will follow.
Darren Wilson story