BY LEE NELSON
Lee Nelson is a freelance journalist from Illinois. She writes for REALTOR® Magazine, several state  REALTOR® Magazines and websites, and loanDepot.com.

In the ever-changing and complex world of real estate, brokers  emphasize that showcasing your worth and skillset to clients is  key to continued success.

“Showing our value to clients and potential clients in today’s challenging market is essential for building trust, standing out in a  competitive landscape and ensuring successful outcomes,” states  Magda Esola, vice president of sales at Brookline Homes in Concord, NC.

Perfecting customer service and going above and beyond can also significantly enhance the buying  experience for clients. This approach not only leads to more rewarding transactions but also helps  elevate the perception of the real estate industry as a whole.

Kristine Holm, broker-in-charge and director of operations at Bold Real Estate & Governors Club  Realty in Chapel Hill, NC, agrees. “At the end of the day, real estate is truly a service-based industry  with a focus on sales,” she says. “Discipline and serving your clients will always be revealed in your  results.”

Jeff Lynch, partner at The Premier Team at RE/MAX Executive in Cornelius, NC, emphasizes the  importance of clear communication from the outset. “REALTORS® need to do a better job of  explaining the benefits of hiring a REALTOR® during the initial contact with a customer,” he says.  “This is crucial because buying a home is the most expensive and likely the most important purchase of their lives.”

Additionally, he believes many people think REALTORS® only show homes, list properties and collect compensation, but navigating a sale without professional assistance can be risky. “If clients  attempt to navigate a sale alone, they risk being taken advantage of, suffering major financial losses  or even facing lawsuits,” Lynch warns. “Real estate transactions are complex. If someone isn’t  familiar with all of the terms in our contracts, it can be detrimental. It’s like trying to go to court without an attorney. You can do it, but it’s not advisable.”

To support agents in demonstrating their value, the National Association of REALTORS® provides a  free download of “179 Ways Agents Who Are REALTORS® Are Worth Every Penny of Their  Compensation” on the competition.realtor website. This resource covers a range of topics, from relationship building to showing properties.

Esola, Holm, and Lynch offer their top strategies for how agents can effectively showcase their value  to buyers:

1 – Update Your Presentations With Brochures
“Have extensive buyer and seller brochures that outline everything you are providing for that potential client,” advises Lynch. “Communication and full disclosure are missing in our industry, and now as a  result of the NAR settlements, it will be better moving forward.”

2 – Let Others Rave About You
“In my experience, the best way to show your value is through reviews from past clients,” states  Holm. “Think about how many times you have vacillated on an Amazon purchase between two  products, and typically what pushes you one way or the other is the product reviews. Reviews are  such a great testament to your performance and professionalism. It is definitely a missed opportunity  if you are not asking for them.”

3 – Toot Your Own Horn
Real estate designations and certifications demonstrate a broker’s comprehensive understanding of  the complicated industry. “Effectively communicating the significance of our designations to clients  involves explaining what they mean, how they benefit clients and showcasing our commitment to  professionalism and specialized knowledge,” states Esola.

Holm adds that having a thorough biography on all your websites and social media gives you an  opportunity to not only say what the acronym of your designation/certification is but also what it took  to earn it and how it translates as a benefit to your future clients.

4 – Give It All You Got
“The main goal of an agent is to create ‘Raving Fans,’ a great book by Ken Blanchard,” says Holm.  She emphasizes that the key to success in real estate is to perform so well for your clients that they  not only become your clients for life but also advocate for your business to others. “This level of  operation and performance is imperative regardless of inventory or interest rates but becomes even  more crucial when faced with those industry challenges.”

5 – Be A Fountain Of Information
REALTORS® possess deep knowledge of market conditions, interest rates and vendor information,”  states Esola. “This expertise equips them to provide their clients with the most informed and strategic advice, guiding them through the complexities of the real estate market with confidence and  precision.” Lynch’s agents help connect clients with a reputable lender and a thorough inspector. “These are important steps to helping clients have the best outcome,” he says. “We have an  extensive preferred partners’ list with lenders, attorneys, inspectors and every trade they may need  through the process.”

6 – Start A Client Loyalty Program
Lynch’s company created the Diamond Insider Client Loyalty Program, designed to enhance new  and former clients’ experiences and show appreciation. For example, they provide complimentary  access to a 15-foot truck with a dolly, available to clients even if they don’t have a current property  under contract with the company.

They also receive an insider newsletter and are given invite only access to the Diamond Insiders  Facebook Group to connect with other clients and get exclusive content.

7 – Use Your Determination And Experiences To Excel
Holm got her real estate license in 2001 in New York City. “I had grown up around the industry having a father who was a builder, and I would parlay those life exposures into experience whenever  possible to sound even more seasoned,” she states. “For seasoned agents, knowing your sales  statistics is crucial, but it’s equally important to weave them into conversations naturally, avoiding the  impression of reciting a spreadsheet at the wrong moment.”

If you’re newer to real estate, emphasize your dedication to service and rely on your firm’s expertise  when discussing your years in the field.