How to get noticed – in a good way

The number of agents and brokers in the real estate industry is daunting. In Calgary, the tally is over 5,200. Greater Vancouver has over 11,000. In Toronto, it has topped 40,000. The relatively small province of Nova Scotia has more than 1,600 Realtors. With figures like that, it can be tough to differentiate yourself from other real estate salespeople.

Establishing what makes you unique goes a long way toward setting you apart from the others. When considering how to get noticed, determine how you are different, incorporate it into your brand and shout it from the rooftops.

Rosie Porter, a real estate agent with Royal LePage Atlantic in Halifax, believes her brand helps her stand out. She has been using the “Rosie the Realtor” tagline since 2003. It is a take-off of the Rosie the Riveter campaign used during the Second World War.

Rosie Porter uses the Rosie the Riveter imagery in her marketing.

“It’s important that people use a brand they are comfortable embracing,” says Porter. “This brand evokes hard work, getting the job done, as well as a little bit of kitsch and a lot of humour. Not everybody realizes where this image comes from (some people think it’s a cleaning woman), but it usually makes people smile regardless.”

Porter, who was featured on REM’s cover in March 2005, also stands out because she has won The Coast’s (Halifax’s free weekly newspaper) Best Real Estate Agent in Halifax award numerous times.

Another way to separate yourself from the masses is by exceeding the expectations others have of you. By surpassing the mediocre standard and establishing yourself as a reliable professional, that alone will set you stand apart. A bonus side effect will be satisfied clients that are happy to refer you to others.

Cowboyd de La Boursodiere, broker at Cowboyd Realties in Dollard-Des-Ormeaux, Que., details how he stands out: “I am not party to the training given most real estate agents whereby our job appears to be beating up the vendor and trying to convince him that his house is almost worthless, based solely on recent sales. I don’t give a damn about the last sale and work hard at pricing my homes higher and thereby selecting better and more motivated buyers to the property.

Cowboyd de La Boursodiere

“I charge more commission than most in the industry and get it all the time,” says de La Boursodiere. “This way I can give a higher commission to the selling agents also. I represent my vendors not by just selling their house but showing them that I am prepared to work the listing with better marketing tools and more skill than the industry has experienced. I am different than all other agents because I behave differently and do not want to be like them. I also want to raise the bar for real estate professionals so the other so-called professionals realize that we aren’t all a bunch of dummies.”

An often-overlooked component when differentiating yourself is the fact that you need to be seen. Take every opportunity to get noticed. Porter ensures she is “seen” by hosting client events and attending and sponsoring a lot of cultural and LGBTQ events in Halifax.

Offer your knowledge of the real estate industry to local reporters. Consider starting your own channel on YouTube or creating podcasts. Crafting a newsletter that covers not just your listings but also what is going on in your area is another possible weapon in your arsenal. But before you do any of the above, it is vital that you first define what makes you unique so that you can emphasize that at all times.

Richard Silver leads the Torontoism Team at Sotheby’s International Realty Canada and was named one of the 100 most influential people in real estate by Inman News in 2013. Like Porter, Silver is a believer in branding. “Remember that you are your brand. Be known for working hard, your ethics and providing good service. The cream does rise to the top. Always over-deliver and try to be balanced and even-paced in your work. Don’t get too caught up in the highs and lows, just move conscientiously forward.”

Richard Silver

Silver is active in Toronto to ensure he stands out. “I am big on community so I blog about restaurants and my website has videos about all the areas I work in. They are originally written because Google likes original content. I try to be the ‘source of the source,’ offering lots of information so clients send their friends to the website or call me.”

Porter offers more suggestions on how to differentiate yourself.

“Be true to your spirit and find your community. It does help to have a memorable brand, but it is most important to be out there ‘showcasing your wares’ (as one of my friends likes to put it). Work hard, network and do open houses to meet people. Find something that you enjoy and stick with it, the key is consistency. And always have a sense of humour about yourself.”

Silver encourages agents to try everything. “Find what you are good at and become even better at it.”

Salespeople must have an open mind, says de La Boursodiere. “Be realistic. The market has been going up all the while the other agents are always crying doom and gloom. Don’t be a negative agent.”

Don’t let anything stop you from figuring out how to stand out from the masses and proclaiming yourself to the world.

More tips on how to stand out in a crowded industry

Continually work on your social media presence so it shows off your personality.
Offer events/workshops to the public.
Put your client’s interests above your own.
Never forget the importance of communication. Always call people back. Make responsiveness a priority.
Distribute promotional items.
Consider working a niche market.
Become a social butterfly.
Avoid being stereotyped.
Ignore trends and be yourself.
Don’t do what competitors are doing.
Send handwritten cards and notes.
Reward loyalty and referrals.
Be upfront and honest.
Put yourself in your client’s shoes in order to effectively help them.