What to do if you are struggling in a small town as a realtor.
A couple of weeks ago, I was reading posts and comments in one of my favorite Facebook groups. I don’t want to be one of those out-of-touch coaches, so I have made it my mission to stay connected by reading about other’s ups and downs. I came across a woman in the comments who might have to quit.
She shared her real estate journey, and it’s quite the tale. She jumped into the field after seeing all those TikTok videos that made real estate seem like an easy goldmine. She aced her exams and breezed through her courses, but progress has been painfully slow since then. Despite dedicating 40 hours a week to her new career, she needed to waitress on the side to get her business cards out there — a creative hustle, but not what she signed up for.
Living in a small town crammed with established realtors hasn’t helped her case. Her social circle was tight-knit to begin with, essentially her mom and husband, which barely scratches the surface of what’s needed for a thriving real estate business based on referrals and a broad Sphere of Influence (SOI).
She shared that she might have skipped the whole endeavor if she had known the real weight of SOI and referrals in this industry. The costs have been daunting, pushing her to work that second job to keep her real estate dreams afloat. Weekends, which should be reserved for family time, are now consumed by open houses, and frustratingly, everyone already seems to have a realtor.
She’s torn about quitting. Giving up feels like becoming just another statistic, yet she’s not convinced this career is her calling. Her sister, who embarked on this journey with her, has managed only two transactions — both within her personal circle, and neither was smooth sailing. Her story made me stop in my tracks. Seeing real estate from her perspective was new to me. And it got me thinking, how can I help her?
So this blog post is for her: the wife and mother living in a smaller town who wants to be successful in real estate without sacrificing time with her family.
The most important factor to success is to believe you can be successful. Reading between the lines, I could tell her mindset didn’t expect there to be hard work. All great things come with a little hard work, but they are always worth it. So, having the right mindset is the first step in becoming a successful real estate agent.
STEP ONE // AQUIRE THE RIGHT MINDSET
How do you acquire the right mindset to be a successful real estate agent?
Acquiring the right mindset is important for success in any field, especially in real estate. Here’s how you can cultivate a mindset that propels you toward becoming a successful real estate agent:
1. Reading the Right Books
Knowledge is power, and reading is one of the best ways to gain knowledge. Books on real estate strategies, personal development, and success stories can provide valuable insights and inspiration. Look for titles that industry leaders highly recommend and that focus on the business’s technical and emotional aspects. You can find my favorite books here.
2. Seeking Out a Mastermind
A mastermind group consists of individuals who come together to share ideas and strategies and support each other’s goals. This collective brainpower can help you navigate challenges, stay motivated, and gain new perspectives on growing your business. Look for local or online real estate mastermind groups where you can contribute and learn from peers. If you can’t find one, consider starting one. Meetup.com is my favorite platform for forming in-person communities.
3. Finding a Mentor
Mentorship is invaluable. A real estate mentor who has achieved success can guide you through the early stages of your career, offer advice based on real-world experiences, and help you avoid common pitfalls. Whether through your brokerage or professional networks, seek out a mentor you respect and whose career path aligns with your aspirations. Group coaching might be your best option if you are on a budget. You can learn more about my community here.
4. Learning New Skills
Skills like social media marketing and creating engaging YouTube videos can significantly enhance your visibility and attract clients. Invest time learning these skills through online courses, workshops, or studying successful real estate agents who excel in these areas. These platforms offer an excellent way to showcase properties, share your expertise, and attract potential clients. You should pick the one you feel most comfortable with and lean into that one. Once you feel comfortable with that one platform, most of what you learned can be transferred over to a new platform. I teach blogging, Pinterest, YouTube, content syndication, and more in my new course, How to Conquer Google in Baby Steps. You can learn more by clicking here.
5. Identifying Your Brand
Knowing what you want to be known for is key to setting yourself apart from the competition. Your brand should reflect your values, strengths, and the unique services you offer. Consider what makes you different and how to communicate this through your marketing materials, online presence, and personal interactions. Whether it’s your unparalleled knowledge of a specific neighborhood, your expertise in luxury homes, or your commitment to sustainability, make sure your brand resonates with your dream client.
Cultivating the right mindset is a journey that involves continuous learning, self-reflection, and adaptability. By focusing on these key areas, you will quickly rise above your competition. I know you have it within you.
STEP TWO // DEFINE WHAT YOU ARE KNOWN FOR
How do you define what you are known for?
Identifying what you want to be known for as a real estate agent is pivotal in differentiating yourself in a competitive market. Your brand is essentially your promise to your clients — it tells them what they can expect from you and distinguishes you from your competitors. Your brand reflects your personal values, strengths, and the unique services you provide. To carve out your unique niche, answer these questions…
What are my core values?
Consider the principles most important for conducting your business and interacting with clients. Are they integrity, transparency, or diligence?
What am I passionate about within real estate?
Pinpoint what drives you in this industry. Is it helping first-time buyers, focusing on green living and sustainability, or perhaps the luxury market?
What unique skills or knowledge do I bring to the table?
Reflect on what sets you apart from others. Do you have an uncanny knack for visualization and staging homes, or perhaps a background in finance that enables you to offer exceptional investment advice?
Who is my ideal client?
Defining who you are trying to reach is crucial. Are they young professionals, families, investors, or individuals looking for vacation homes?
How do my clients describe their experience with me?
Think about the feedback you’ve received or would like to receive. Are you described as attentive, innovative, or a strong negotiator?
What message do I want my marketing to convey?
Your marketing materials and online presence should clearly reflect your brand and appeal to your target demographic. Are you presenting yourself in a way that aligns with your values and appeals to your ideal client?
Answering these questions can help you define your personal brand, ensuring it resonates with your dream clients (target audience) and genuinely reflects who you are and what you stand for in the real estate market. Remember, a strong, authentic brand is key to standing out and attracting your ideal clients.
STEP THREE // PICK YOUR PLATFORM AND PLAN YOUR CONTENT
What are the best platforms for generating organic leads?
I succeeded by showing up and leaning into having a presence on a platform. First, it was the Facebook group of my first brokerage. We had 200 real estate agents, and I was very active, always lending a hand within the Facebook group. This gave me rapid experience and opened me up to new opportunities. Simultaneously, I leaned into advertising on Craigslist. This taught me a lot, and while it didn’t lead to me connecting with my dream clients, it allowed me to buy my first set of living room furniture. Once I discovered Yelp.com, things started to change for me. During my last year, leaning into Yelp.com through organic Yelp leads, I generated $300,000 GCI, with 80% coming directly from Yelp. The two platforms I leaned into next are the ones I dominate today. They are YouTube and Google Search (blog post content).
There are so many platforms that can help you generate leads organically. My favorites are Yelp.com, Google Business Profile (this is where people leave Google reviews of your business), Pinterest, YouTube, Google search results (blog content and YouTube videos), Instagram, and YouTube. With the right strategy, you can easily post on these platforms. My favorite ways to streamline this process include hiring an affordable virtual assistant (VA) and the scheduling (auto-posting) platform, Loomly. You could also post on LinkedIn, TikTok, X, and Threads.
So, what platform will you lean into first?
Here’s a brief overview of each platform:
Audience: Professionals, business-oriented users.
Content Type: Professional content, articles, business updates.
Engagement: High with quality, industry-relevant content.
Ease of Use: User-friendly for professionals familiar with social media.
Lead Generation Potential: High for B2B and services targeting professionals.
TikTok
Audience: Younger demographics, wide-ranging interests.
Content Type: Short-form, creative videos.
Engagement: Very high, with a potential for viral content.
Ease of Use: Requires creativity and an understanding of current trends.
Lead Generation Potential: High with creative, engaging content that resonates with a broad audience.
X (formerly Twitter)
Audience: Broad, with a mix of professionals, celebrities, and general users.
Content Type: Short messages, updates, news.
Engagement: High, especially with timely, relevant content.
Ease of Use: Straightforward for sharing quick updates and engaging with others.
Lead Generation Potential: Moderate, better suited for brand awareness and driving traffic to other platforms.
Threads (by Instagram)
Audience: Users seeking an alternative to Twitter, Instagram users.
Content Type: Short messages, updates, some visual content.
Engagement: Potentially high as the platform develops.
Ease of Use: Expected to be user-friendly, similar to Instagram.
Lead Generation Potential: Unclear at this early stage but could be significant for early adopters.
Google Business Profile
Audience: Anyone searching on Google for local services or businesses.
Content Type: Business information, updates, link sharing, reviews.
Engagement: High with customers looking for specific services.
Ease of Use: Simple to set up and maintain.
Lead Generation Potential: Very high for local businesses and services.
YouTube
Audience: Broad and diverse, all age groups.
Content Type: Video content, tutorials, tours, advice.
Engagement: High, especially for informative and entertaining content.
Ease of Use: Requires more effort for content creation and editing.
Lead Generation Potential: High, with good SEO and engaging content.
Audience: Predominantly female, interested in DIY, decor, lifestyle, and more.
Content Type: Images, infographics, visual inspiration.
Engagement: High for visually appealing and useful content.
Ease of Use: User-friendly for sharing and discovering content.
Lead Generation Potential: High, especially for visually-driven industries.
Blogging
Audience: Broad, depending on the content focus.
Content Type: Articles, guides, advice, personal stories.
Engagement: High with quality, informative content.
Ease of Use: Requires consistent effort and SEO knowledge.
Lead Generation Potential: High, especially with targeted content and SEO.
Audience: Broad, younger demographics, high engagement with visuals.
Content Type: Photos, videos, stories.
Engagement: High, particularly with visually appealing content.
Ease of Use: User-friendly, with various tools for creative content.
Lead Generation Potential: High, especially with influencer partnerships and engaging content.
Yelp Reviews
Audience: Customers looking for local businesses and services.
Content Type: Business information, customer reviews.
Engagement: High with customers actively looking for services.
Ease of Use: Easy to set up, but managing reviews requires attentiveness.
Lead Generation Potential: Very high for businesses with positive reviews.
Each platform has its strengths and can be more or less suitable depending on your target audience, content creation abilities, and marketing strategy. If you are new to real estate or new to social media, focusing on a platform that requires lower effort with higher engagement and lead potential could be key. For example, a Google Business Profile for local search visibility, Instagram for showcasing properties and personal branding, and YouTube for detailed property tours and real estate advice might be the best initial focus. As your brand and online presence grow, you can then expand to other platforms.
Here are some great questions to help you decide which platform aligns with your current goals…
To help real estate agents decide which platform to focus on for their marketing efforts, they can ask themselves the following questions. These questions are designed to align their strengths, preferences, and target audience with the most suitable platform:
Who is my target audience, and where do they spend most of their time online?
Understanding the demographics and online behaviors of your target clients will help you choose a platform where your efforts will have the most impact.
What type of content do I enjoy creating, and what am I good at?
If you enjoy making videos, YouTube or TikTok might be the platforms to start with. If you prefer writing detailed guides or stories, blogging could be more suitable.
How much time and resources can I dedicate to content creation and engagement?
Some platforms require more time and effort than others. Consider your current workload and how much you can realistically commit to maintaining your chosen platform(s).
What are my marketing goals? (Brand awareness, lead generation, community building)
Different platforms serve different marketing objectives more effectively. For example, Instagram and Pinterest are great for brand awareness, while Google Business Profile and Yelp are excellent for lead generation.
Am I comfortable on camera, or do I prefer writing and still images?
Your comfort level with different types of content creation will affect which platforms you can utilize most effectively. Video platforms require a level of comfort on camera, whereas blogs and Instagram can rely more on writing and photography.
What is the competition like in my area on each platform?
Research your local competition on various platforms. A platform with less competition but a reasonable audience size might offer better opportunities for visibility.
How do I want to interact with my audience?
Consider whether you prefer real-time interactions, such as live videos and quick responses to comments, or if you prefer creating evergreen content that attracts viewers over time.
Which platform aligns best with my brand image?
Your chosen platform should resonate with your brand’s image and values. For example, if your brand emphasizes luxury real estate, platforms like Instagram and YouTube might better showcase high-quality visuals and videos.
Can I consistently produce content that meets the platform’s standards and audience expectations?
Consistency is key to building an audience and generating leads. Ensure you can regularly produce content that aligns with your chosen platform’s format and your audience’s expectations.
Am I willing to learn and adapt to a platform’s changing dynamics?
Social media and online platforms evolve quickly. Being willing to adapt and learn will be crucial to your long-term success on any platform.
By answering these questions, you can get a better understanding of your strengths, preferences, and where you can most effectively reach your target audience.
STEP FOUR // CREATE CONTENT
What are the steps you must take to create content?
Once you have decided which platform you want to create for and post on, it’s time to execute. Years ago, I stumbled upon an entrepreneur who quickly became one of my favorites. It was Gary Vaynerchuk, also known as Gary Vee. His show, #ASKGARYVEE, was one I frequently watched. I wanted to ask Gary a question, but I could never muster up the courage to do so. I knew him well enough to hear his answer in my mind. His answer was, “Just do it.” I had this conversation with my mom, and she added a word, “Just do it now.” So that is my advice to you.
When it comes to content creation, you need to dive in and get messy. This is how you learn: through trial and error, because what works for me and my audience might not work for you and your audience. The mantra “Just do it now” is not just about starting; it’s about embracing the process of learning, experimenting, and refining your content strategy as you go. Here are some steps to guide you through this process:
1. Understand Your Audience
Before creating content, you need to deeply understand your audience. What are their interests? Their problems? Their aspirations? This understanding will shape the content you create, ensuring it resonates with and provides value to your audience.
2. Plan Your Content
Create a content calendar. This doesn’t have to be complex; it can start as a simple spreadsheet. Planning helps you maintain consistency, cover various topics that interest your audience, and prepare for key real estate seasons and events.
3. Create with Authenticity
Your content should reflect your real self and your values. People connect with people, not faceless brands. Share your stories, experiences, and lessons learned. Authenticity builds trust, which is crucial in the real estate business. The more genuine you are, the more you will be attractive.
4. Focus on Value
Each piece of content should provide value. Whether it’s educating your audience about the real estate process, sharing market insights, or giving tips on home staging, make sure your audience walks away with something useful.
5. Experiment and Analyze
Don’t be afraid to try different types of content to see what resonates most with your audience. Use analytics tools available on most platforms to track engagement and performance. This data is invaluable for refining your strategy over time.
6. Engage with Your Audience
Content creation is not a one-way street. Engage with your audience by responding to comments, asking for feedback, and participating in discussions. Engagement builds community and loyalty, encouraging your audience to return for more.
7. Leverage Multimedia
Depending on your chosen platform, don’t shy away from using a mix of media — videos, images, infographics, and text. Multimedia content can make your messages more engaging and accessible to different audience segments.
8. Consistency is Key
Consistency doesn’t mean posting every day — it means creating a reliable schedule your audience can expect. Whether it’s a blog post every week or a video every two weeks, stick to your schedule to keep your audience engaged.
9. Iterate and Improve
Content creation is an evolving process. What worked yesterday may not work tomorrow. Stay open to change, listen to your audience, and be willing to adjust your strategy as you grow.
10. Remember Your Why
When the going gets tough, remember why you started. Your passion for real estate and desire to help others navigate this complex market are what will keep you going. Let that passion shine through your content.
11. Always Have a Call to Action
Regardless of the content, always include a clear call to action (CTA). This can be anything from encouraging comments and shares to inviting your audience to check out a new listing, signing up for your newsletter, or contacting you for a consultation. A CTA serves multiple purposes: it guides your audience on what to do next, helps convert your content into leads, and fosters a stronger relationship with your audience by moving them through your sales funnel.
Here are a few tips to make your CTAs more effective:
Be Specific and Direct: Your audience should know exactly what you want them to do next. Whether it’s to “Leave a comment below,” “Share this post if you found it helpful,” or “Contact me today for more information,” make your instructions clear and straightforward.
Keep It Relevant: Your CTA should be relevant to the content of your post. If you’re discussing how to prepare a home for sale, a CTA inviting readers to download your free home staging checklist would be highly relevant and valuable.
Create a Sense of Urgency: Encouraging your audience to act now rather than later can increase their likelihood of taking the desired action. Use language that conveys urgency without being pushy, such as “Schedule your free consultation today” or “Download now to get started.”
Make It Visually Stand Out: Especially important for written and visual content, your CTA should be easy to find. Use buttons, contrasting colors, or special fonts to make sure it catches the eye.
Test and Refine: Not all CTAs will perform the same way. Experiment with phrases, formats, and placements to see what works best for your audience. Use analytics to track performance and refine your approach accordingly.
Remember, a well-crafted CTA is the bridge between your content and your business goals. It’s not just about creating awareness; it’s about encouraging your audience to take the next step in their journey with you. By integrating a compelling call to action in every piece of content, you’re not just sharing information — you’re inviting your audience to engage deeper with your brand and services.
Creating content is an adventure with highs and lows, but by committing to the journey, embracing experimentation, and focusing on providing value, you’ll build a powerful connection with your audience. This connection is what will ultimately set you apart from your competition.
STEP FIVE // CREATE THE SYSTEMS TO SUPPORT YOUR LEAD GENERATION
How will you organize and manage the new leads?
With your content creation in full swing and calls to action guiding your audience on what steps to take next, it’s imperative to have systems in place to capture and nurture these leads. Efficient systems ensure that no lead falls through the cracks and that you can effectively convert interest into business opportunities. Here’s how to build those systems:
1. Lead Capture Mechanisms
Your online presence should be designed to capture information from potential clients. Whether through contact forms on your website, subscription sign-ups for your newsletter, or registration for a free webinar, ensure you have mechanisms to collect leads. Use tools like CRM (Customer Relationship Management) software to organize this information effectively. I stay organized using Monday.com, Sierra Interactive (SI), MailChimp, Follow Up Boss, and Zapier.
2. Automated Responses and Follow-ups
Speed is crucial in responding to potential leads. Automated email responses can immediately engage someone who has taken action on your CTA, letting them know their inquiry is important and will be addressed promptly. Plan a follow-up sequence to keep the conversation going and to provide additional value, keeping you top of mind. My favorite auto response platform is ManyChat. You can see all of the automations that I have built into my business by reading this blog post.
3. Segmentation and Personalization
Not all leads are the same, so they should be treated according to their interests and where they are in the buying or selling process. Use your CRM to segment your leads (e.g., buyers, sellers, first-time homebuyers) and tailor your follow-up communications to meet their specific needs and questions.
4. Content Diversification for Nurturing
Develop a content strategy for nurturing leads at different stages of their journey. Consider a mix of informative blog posts, market updates, how-to guides, and personalized emails to provide continuous value and encourage engagement.
5. Tracking and Analytics
Implement tracking systems to monitor the performance of your lead generation and nurturing efforts. Analyze which content pieces drive the most engagement, which CTAs are most effective, and where leads are dropping off. Use this data to refine your strategies and improve conversion rates.
6. Continuous Improvement and Adaptation
Regularly review and update your lead generation and nurturing systems to adapt to new trends, technologies, and best practices. This proactive approach will keep you ahead of the curve and ensure your systems remain effective.
Creating and maintaining a robust system for your lead-generation efforts is not a one-time task — it’s an ongoing process of optimization and adaptation. By paying attention to these areas, you ensure that the leads generated by your valuable content are effectively captured, nurtured, and converted, driving the growth and success of your real estate business.
STEP SIX // NEVER STOP GROWING
Real estate and digital marketing are perpetually evolving, and success in this environment demands an ongoing commitment to growth and adaptation. “Never stop growing” is more than a mantra; it’s a strategic approach to ensure you stay ahead in the competitive real estate market. Here are key areas to focus on for continuous growth:
1. Embrace Lifelong Learning
The most successful real estate agents are those who view education as a continuous journey. Stay updated with the latest trends, technologies, and strategies in real estate and digital marketing. Whether through online courses, webinars, or industry conferences, dedicating time to learning will keep your skills sharp and your business strategies relevant.
2. Solicit Feedback and Act on It
Feedback from clients and peers is invaluable for growth. Actively seek out feedback on your services, marketing efforts, and overall client experience. Be open to constructive criticism and use it as a basis for improvement. Regularly reviewing and adjusting your approach based on feedback ensures you’re always providing the best value to your clients.
3. Experiment with New Technologies
There are a plethora of tools and technologies designed to streamline operations, enhance marketing efforts, and improve client engagement. From virtual reality home tours to AI-driven CRM systems, staying abreast of technological advancements and being willing to experiment can set you apart from the competition.
4. Expand Your Network
Networking is a powerful tool for growth. Building relationships with other real estate professionals, local business owners, and community members can open doors to new opportunities, referrals, and insights. Participate in local events, join professional organizations, and leverage social media to broaden your network.
5. Refine Your Personal Brand
Your personal brand reflects your values, expertise, and the unique value you provide. As you grow, your brand should evolve, too. Continuously refining your brand ensures it accurately represents who you are and appeals to your target audience. This may involve updating your marketing materials, enhancing your online presence, or shifting your focus to niche markets.
6. Monitor Industry Trends
Keeping a pulse on the real estate market and broader economic trends is crucial for anticipating changes that could impact your business. This knowledge allows you to adapt your strategies proactively, whether it’s adjusting to market shifts, capitalizing on new investment trends, or tailoring your services to meet emerging client needs.
7. Invest in Yourself
Finally, remember that investing in your personal and professional development is your best investment. Whether improving your negotiation skills, learning a new language to serve more clients, or practicing mindfulness to enhance your well-being, growth in all areas of your life contributes to your success as a real estate agent.
“Never stop growing” encapsulates the essence of a thriving real estate career. It’s about constantly pushing boundaries, exploring new horizons, and improving oneself. By committing to growth, you not only enhance your capabilities but also ensure you’re providing the highest level of service to your clients, today and into the future.
Ready for the next step?
I invite you to learn more about my brand new course, How To Conquer Google in Baby Steps. It is the course you have been waiting for you, and it will change your life. Click here to learn more.
I cannot wait to meet you and hear your story. Hugs, Jo.
What’s next? Are you seeking both personal and professional growth without sacrificing? We are looking to work with those who are building a business while seeking a balance between family and work, and they don’t want to do it alone. We provide coaching, build-outs, training, step-by-step guides, mentorship, and one-on-one consultations.
Empowering you to build a successful business that complements, not complicates, your family life, offering you the tools and support to make it happen,
With love,
Jo
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