Pop-quiz: What do you sell!?

You might respond that you sell “yourself.” Honestly though – what does that even mean? Alternatively, you may reason that you sell houses. Hmm… kind-of, sort-of. Technically speaking, you provide brokerage services to people who are doing the buying and/or selling. There’s a difference.

Fundamentally, the reason folks hire you boils down to your expertise (and how you impart it). That’s what you sell‼️And, bear in mind, EXPERTISE is a distinctive term. It’s not one-size-fits all. Like I’ve said before: “Nobody does YOU better than Y-O-U.”

Real estate is a know-you, like-you, trust-you business—that’s the winning combination with consumers. Question is, when prospective clients look you up on social, for instance, does your page adequately showcase your expertise?

Take Jeffrey Sabel, for instance. Just over a year ago he started posting Reels almost every day in which he deftly demonstrated his competence. No surprise, his page started to gain new followers quickly. Why? Because folks follow accounts that confer value.

What’s more, his Instagram efforts kindled a frenzy of REPEAT and REFERRAL business from his sphere-of-influence contacts—most of whom were already following him. That’s the secret sauce, right there!

Lots of conflicting messages about the state (and future state) of the marketplace are competing to win consumers’ confidence. If headlines say X and you say Y, for instance, who are buyers and sellers in your market gonna trust?

That, my friends, depends on the strength of your agent-brand.