In most of metro Atlanta, the days of planting a sign and receiving a slew of offers are long gone. As the real estate industry rocks on, we are faced with unique opportunities to showcase who we are and how to differentiate ourselves, our services and show our value.

Agents are coming and going in record numbers. The consumer is bombarded with parroted messaging: “I can get you the highest price, I sell faster!” or some variation and combination of that message. Not to mention the steady stream of “I pay cash today” the consumer sees on social media, billboards and commercials. It’s no wonder some consumers just stay put and choose to avoid selling and buying altogether.

I believe the successful agent will fine tune their value proposition and communicate it clearly to their customers and clients. This takes a deep look into who you are and how you do business. What is special about your way of serving the consumer which is innovative enough to make you stand out from the crowd?

Your value proposition, your personal “brand” if you will, is the tone of how you do business: the systems you have developed, how you distinctly help the client achieve their goals, the training you take, the time you spend in your community absorbing every aspect of what’s happening in real estate, your engagement in your local board or REALTOR® association and the Georgia Association of REALTORS®. Are you IN the real estate industry or ARE you the real estate industry? Look deep and answer yourself honestly.

It is this introspective view, your brand creation, which I firmly believe will help you win more opportunities. You are not a sign installer and MLS data entry person. You are a trained professional who helps consumers through one of the most difficult and confusing processes they will face. Right?
As professionals, we need to do a better job of telling the world what we do to earn our commissions. Many believe we are a sign planter and data entry person. Historically, we have not done a good job of telling OUR story … and it’s a good story!

One of the most important things we do as REALTORS® is advocate for wealth building through homeownership. Anyone who is able to buy a home should have the opportunity to do so in the community of their choosing. We champion property rights, fight government regulations that hinder homeownership and challenge those governments who engineer socioeconomics though complex and unfair laws. REALTORS® create an efficient and transparent marketplace for home buyers and sellers which fosters competition in the marketplace.

The National Association of REALTORS® sums it up as follows: “REALTORS® are mostly small business owners who ensure buyers and sellers experience the greatest transparency, choice and efficiency through independent, local broker marketplaces that level the playing field for all types and sizes of residential real estate brokerages.”

WOW, we do all that? In one word, yes, and we need to be shouting it from the rooftops.
Let’s all take a little time in the coming days for that inward-looking assessment, to develop our value proposition and rebrand ourselves to be the best of the best. It is then we can provide exceptional service to the consumer and, ultimately, build a better business.

Patrick Bell is president of the 400 North Association of REALTORS® and an associate broker with Coldwell Banker Commercial Metro Brokers.

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