Can you name 20 things you do as a listing agent?  50?  100?  How about 180??

One of the most difficult things to do when you’re operating a real estate consulting practice is to figure out how to market your services.  It’s a forest vs trees thing.  You usually do what you do without thinking about it.

That’s why clients enjoy the process of developing a brand.  It gives them a new perspective on themselves.  One of my clients, Joe Smith (names have been changed to protect the innocent), made an interesting comment after reading the marketing copy written for his “About Me” page, based on his brand.  He said:

“As I was reading this page, I found myself thinking:  ’Joe Smith, meet Joe Smith!‘”

That may be the feeling you get when you read this report entitled, The Critical Role of the REALTOR® in the Real Estate Transaction.  The report was published by the Orlando Regional REALTOR® Association.  It’s been around for a while, but if you’ve never seen it, or haven’t read it recently, I think you’ll find it pretty useful.

The report lists 180 things that a listing agent does to list, market and sell a home.  Wow.  Not just 20 things, 180.  The report would be a great tool to use the next time you update your listing presentation. 

Of course, you probably wouldn’t include a list of all 180 things in your presentation, but it will give you ideas on how to explain your role in the real estate transaction.  You can use the entirety of that list to identify the benefits your clients will realize when they have a professional managing the transaction.

I found out early in my career that you can’t sell something unless you can explain it.  That may sound ridiculously obvious.  But, people who are struggling with a marketing message often need to go back to the basics and make sure they have a very clear definition of what it is they are selling.

This is especially true in the service industries because very often those things that are so familiar and automatic to you relate to issues your clients have never thought of.

So, don’t sell yourself short.  After reading this list, you can start on writing one for the things you do as a buyer’s representative!