Why Consumers Think Being a Realtor is Easy

I hope the headline caught your attention, because it’s true. Most people think they can do what you do, and at a high level. Have you ever had a potential client say that they or their spouse is getting their real estate license to “save money” when buying or selling? If someone thought what you did was difficult, this more than likely wouldn’t happen. When it comes to being who is at fault, it’s yours, the Realtor. That’s right. For decades, Realtors have been telling the consumer how “easy” it is to do what they do. This stigma has now backfired, where you, as a top Realtor, are now competing with less-than-qualified people. Let me explain…

Marketing Problem

The majority of the Realtors I am connected to on social media do a great job of promoting what they are doing. Taking a new listing, sold a home, got a buyer under contract, and more. The issue is that Realtors let everyone know how easy it was for them to do those things. Do these phrases sound familiar?

• Sold over asking in 2 Days!
• Beat out 5 offers to Ratify!
• Sold Off-Market! No Open House!

On their face, there is nothing wrong with these posts. You are explaining to your audience the good news of what you were able to achieve for your clients. The downside is that it doesn’t tell the story of all the hard work you put into making that happen. The result of all of your work is the headlines, but there is so much you left out! What can you do in addition to these posts?

Tell The Story

The “art of storytelling” is crucial in a career where every transaction you ratify and close has a story, or multiple stories, behind it. Telling this elaborate story on a Facebook or LinkedIn post isn’t easy. Instead of a quick post on social media, shoot a 45 second to 60 second video explaining the highlights of what you did to create these amazing results. These posts can live as a “reel” on Instagram and a “short” on YouTube gathering eyes to it every single day.

The other benefit is there can be video content of you and potentially your happy clients telling the story about how you got the home ready for market, staged it, shot a video, did the pre-marketing, then got the winning offer with two days on the market over asking price. If you are going to send out direct mail, send a “Just Sold Letter” vs a postcard. Tell the story with multiple photos within the letter and add a testimonial from your happy clients.

Real Estate is Hard

We can all agree that what you do is not easy. It takes a lot of hard work and innovation to create success. Tell the story of what you do to make this happen. Creating content or sending out marketing pieces that make it sound like what you do is easy and anyone can do it, pays you no favors with consumers. If you are having issues getting over the hump of creating content or “knowing what to say” then we should talk as I help Realtors like you every day in our market.

Partner with Pruitt Title

At Pruitt Title, I help my Realtor clients gain business offline and online. We offer a value that will help you become even better at what you do! Please reach out to me at Wade@Pruitt-Title.com or fill out the form below to set up a meeting!