Kerry Dimmer
Positioning yourself as the go-to property practitioner in an area is about more than just having knowledge about real estate. Having a database of local contractors and facilities that you are prepared to share with your client base may not be a requirement to perform your role, but it is a value-added effort that makes your personal brand stand out.
We’ve compiled a list of 19 ideas to make you a treasured resource in your community.
1. Align to suppliers
Approach suppliers in the area and see if they are prepared to offer a discount directly to anyone that you refer to them. It doesn’t have to be much – anywhere up to 5%, for example. Such a list includes plumbers, electricians, hardware stores, retail furniture shops, cleaning experts, contractors like builders, developers, landscapers and plant nurseries, children’s entertainment spots, etc. Similarly, maybe once a month, you can secure a free or discounted meal at a local restaurant for one of your clients – buyer or seller!
2. Mixing and mingling
Don’t ignore invitations to local launches, whether for new businesses or new product events. Also included are rallies that have a good cause. These events give you a chance to get to know people in your area and make new friends, let alone increase the potential for a mandate.
3. Supporting charities
Whether through financial or physical effort, supporting your community drives gives you an opportunity to immerse yourself in the spirit of the neighbourhood and do some good at the same time. It also shows that you are concerned about a particular issue that people relate to.
4. Drive an initiative
If you want to be noticed, organise a clean-up or maintenance campaign such as removing trash from a scenic area. Raising money for charity through an event also gets your brand out there, and as you become more well-known, you may find yourself being approached to host other events.
5. Speak out
Consider speaking at local events and informing the community of your services and your business approach. You have an opportunity to really make an impression and secure new clients.
6. Sports
Consider supporting sporting events, either as a spectator or a player. Also supporting school sports is another way to elevate brand awareness. In return for sponsoring T-shirts for example, you may be allowed to put up banners.
7. History
Do some thorough research about your neighbourhood. Speak to those who have lived in the region for decades and understand how the region has developed. There may also be some reveals about some of the older buildings and properties in the area.
8. Blogs and WhatsApp’s
Use these to promote local events, activities, and sales. Don’t overwhelm your database, though; rather, do a weekly or monthly update.
9. News
Get to know the local reporters and editors of news journals, papers and online platforms. If you are considered an opinion-shifter or thought leader, they may depend on you to comment on their features.
10. Align with the local municipality
Make a few good contacts at your local municipal office. This also includes people who are clearly able to sort out challenges, the urban planning department, and building inspectors.
11. Run for Mayor
You may scoff, but once you have a high profile and you are immersed in your small community, you may find that you have a good take on what works and what doesn’t. If you can handle both your role as a property practitioner and a Mayorship, you will most likely have the edge over your competition.
12. The law
Get to know your local police and the legal experts in the region. Ensure you have a number of conveyancers to recommend to sellers and buyers.
13. References
Ask previous buyers and sellers with whom you have worked for references and whether they will allow new clients to view their homes. This works especially well when selling sectional title properties requiring renovations. In this way, your potential buyers can visually see how a renovation can transform the sectional title unit they are interested in.
14. Staging
Get to know a professional stager, do research, or take an online course that will provide you with the skill set needed to stage a home for sale.
15. Walk the talk
Do regular walkabouts around the neighbourhood to see if the dynamics are changing. Look out for renovations, infrastructure, and other developments. Get others to join, perhaps walking your dog or a local SPCA animal.
16. Body Corporates
If you get the opportunity, introduce yourself to local body corporates of estates. These can supply you with great referrals, and you’ll also have a more in-depth understanding of the rules of a complex in which you may be selling a property.
17. Commutes
Understand the different types of transit options, main freeways and byways, and other public transport systems. Producing timetables can be very handy.
18. Education, medical, emergency, and retail
Know how these facilities operate and the distances from the homes you sell. Note the number of emergency vehicles available in the area, school transport options, including the privateers, and types of retail offerings.
19. Live local
When you live in the area, you are endorsing the neighbourhood. This means you can share from personal experience why the area will be a great fit for a certain type of client seeking a similar lifestyle.
Building connections, both online and offline, will keep your business thriving and succeeding. The main goal is to be a trusted resource, and while it may encroach on your time somewhat, people never forget how you helped.
