Being a real estate agent means a lot of competition. In Colorado, there are more real estate agents than homes for sale. Even on the Western Slope, which is marginally less populated than Denver, I know at least 50 agents. I can walk to multiple other real estate brokerages from my office on Main Street.
That’s not to say that anyone can do real estate. It just means that as a Colorado real estate agent, you won’t get every listing. It doesn’t matter if you have the best brand and a track record of selling million-dollar homes – a seller may have a closer relationship with another broker.
I’ve learned that success in the Colorado real estate market is a two-part formula. The first part of that formula is building relationships. You can only control that to a certain extent. The second part is how you position yourself within the real estate market. You can control that part with a solid real estate marketing strategy.
Taking the Shot
Let’s talk about building relationships. You cannot control who a person chooses as their Colorado real estate agent. The decision may come down to who they’ve known the longest or who their friend recommends. However, you also cannot be afraid to try.
Wayne Gretzky’s quote, “You miss 100% of the shots you don’t take,” is just as valid in real estate as in hockey. You will never get a listing that you don’t put yourself in the running for. Even if the client chooses someone else, you tried, you increased your odds.
Getting the Listing
Now, let’s talk about making you a more attractive Colorado real estate broker to potential listing clients. This aspect of the “selling yourself” funnel is within your control.
Are you a specialist in a certain kind of property? What do you bring to the table that shines above your competition? Why are you the best fit for a specific listing?
As a real estate broker, you are your brand. Your brand messaging and image reflect your values, perceptions, qualities, and what value you can provide to clients and potential clients.
For example, at Western Land & Lifestyle Properties, we specialize in selling just that – lifestyle properties. I market the Western Colorado lifestyle because I believe our buyers are passionate about the opportunities living here provides. I prioritize listing presentations and strategic marketing to expose my listings to the widest possible pool of interested buyers. That’s my real estate marketing approach, and I believe it will attract the right clients at the right time. My only job is to be present, informative, and available.
How Can You Develop Your Brand as a Real Estate Agent?
Branding yourself as a Colorado real estate broker requires you to dig deep into who you are, what you represent, and what your clients need from you. Ask yourself the following questions:
- What qualities separate you from other real estate agents?
- How can you convey those qualities on your website, social media, and in person?
- What are the top three pain points of my target client?
However, it doesn’t stop there. You must understand that not every person values the same qualities your brand embodies.
After all, you miss 100% of the shots you don’t take. Therefore, if you want to succeed in the Colorado real estate industry, all you can do is focus on your brand and deliver the best service to your clients. You must be confident that your qualities and skills will connect you to the right listings at the right time.