An Uncomfortable Truth

Let’s talk about an uncomfortable truth. If you’re not among the first three agents that readily spring to people’s minds in your market area, you’re fighting an uphill battle.

If you’re new to the industry, new to the area, or just haven’t quite built that market share, then chances are, you’re not getting called in to that all-important listing presentation.

And that’s tough. But it’s also understandable. The bigger question is, how do you turn it around? If you’re not in the top three (yet), how can you get a seat at the table?

The new kid on the block

We all get it. Selling a house is a big deal for any vendor. It’s emotional, financial and it’s something that most of us do only a few times over the course of our lives.

So it’s only natural to want the best in the business representing you. Most sellers call in the agents they know about, the names they recognise, or those who are recommended to them.

After all, from a vendor’s point of view, why should they entrust the sale of such a huge financial asset to ‘the new kid on the block’ or someone they know little about?

Why should they risk it?

Memorable trumps market share

Carving out a reputation in this industry is a funny thing. It’s a chicken and egg situation. The more you get called in, the more listings you win. The more listings you win, the more you get called in.

So what do you do to circumvent the cycle?

If you’re not first - you have to be different.

You have to stand out. Not by shouting louder, but by being more visible, more strategic, and more memorable than the rest.

You have to be 'seen' more often, and by doing so, you demonstrate you’re worth calling in.

Here’s how to be different and win listings even when you’re not #1 (or even #2 or #3)…

Knock, knock

Most agents don’t knock. You do. Doorknock the properties around your current listings and sales.

If you haven’t got any listings yet, doorknock around your competitor’s for sale and sold signs. An astounding 95 per cent of agents won’t do it. Be the one who shows up face-to-face, not just online.

Board strategy matters

Most agents slap up a standard for sale board. You won’t.

Use the biggest size possible, or go thinner and taller to stand out. Why not have unique graphics – something different that’s specific to you or bespoke and influenced by the property?

Whether it’s flags, directional arrows, open times, or graphic design, own the streetscape.

Out-drop your competition

The following isn’t new. It isn’t rocket science and it isn’t even tech dependent. It’s old school and it works.

Quite simply, out letterbox drop your competition. This needn’t be a blanket approach, you can even embrace less flyers in a drop, but do those drops at a greater frequency.

It’s interesting (and important) to note Australia Post has a whopping 90 per cent open rate, so it’s worth the investment.

Don’t forget, local always beats generic. And double down on the marketing ticks that work - personalised messages, market insight, calls-to-action.

New listing? Leverage it

Got a new listing in a new area? Congratulations. Now work the crap of it.

Create energy, visibility and momentum.

Don’t just host one open a week. Go for two and make it memorable. Bring energy, ability and an assurance you’re here to get the job done.

People remember the agent who creates a great experience.

Every successful agent…

Every successful agent you’ve envied in your area, seen on TV, heard talk at BLAC_SALT or admired from afar was once a new kid on the block.

So next time breaking into a market feels hard, remember this: If new agents couldn’t break in, we’d never see “new kids on the block” rising fast and taking market share.

But we do - all the time. Why? Because they show up differently.

So stop comparing. Start standing out.

You don’t need market share to get noticed. You need presence, purpose, and execution.

About the Author

Manos Findikakis is the CEO of Agents’Agency, Australia’s first multi-brand real estate network, ‘the only fully integrated solution for you and your people to create an unforgettable experience.’

For all enquiries and more information on how the Agents’Agency can help you take your career to the next level, click here to get in touch.