Real Estate

Positioning Strategies for Real Estate Agents

I was recently asked to give a talk for my good friend and co-author

from our best selling book in Singapore titled Get Rich Now: 15

Strategies of a self-made millionaire, Dr. Dennis Wee. (Dr. Wee is one of

The most famous businessmen in Singapore. Despite not having completed his

secondary education, managed to start and build his own true

real estate agency, Dennis Wee Group, to become one of the leading real estate companies in Singapore.

real estate companies generating sales of S$3.8 billion in 2006).

He wanted me to share some marketing secrets with his realtor.

agents and I was more than happy to oblige because I think there’s a lot

more than agents can do to position, brand and market their services.

Unfortunately, most agents, whether in real estate or financial services

(insurance) or any other industry, they tend to see themselves as a

salesperson This perception of themselves is limiting their growth and income!

Thinking that they are just sellers, they do not see the

possibilities to grow their careers into full-fledged businesses. exist

many more benefits for someone to think big and build a great business,

compared to just existing and making a living. Donald Trump said: “Yes

you’re going to be thinking, you might as well think big.” But that’s

Another topic for another session.

Here, I’ll show you some detailed examples of how an agent can

differentiate yourself using simple positioning and branding

strategies that I have used with other clients with great success.

Many people perceive that being an agent in any industry is like being

a salesman. Someone who is always competing with everyone else.

Thousands of vendors in the industry. To some extent it is correct.

Those other agents are also looking for the same deals you are. That

it’s a matter of who gets the deal first. so they go relentlessly

out there in cold perspective.

Now, I’m not a fan of cold prospecting. For me cold prospecting is

like banging your head against the wall, hoping it will crash down on you

it starts to bleed… most people end up very disappointed. Why

Do you think that new agents do not last long? I strongly suspect that it is because

they realized that their heads cannot go against the wall.

But there are ways to turn the table around. In my talks I like to ask

the audience: Would you rather work hard and prospect, OR

Would you rather let your prospects search for you?

The answer is obvious.

But more than having less work and an easier time, there is

deeper psychological advantages of being able to let your prospects seek you out

instead of cold prospecting them. Simply said, when you search

someone, you will be open to the person’s ideas, advice, and experience.

That’s the reason you’re looking for it in the first place: to be an expert.


There won’t be the wall of resistance you’ve grown used to when

cold prospect. In fact, now they are the ones who are jumping through hoops to

look for you in your domain. Man, it’s always exciting to talk about


Trust me, it’s a whole new paradigm. Imagine you become a celebrity

overnight and people are doing everything they can to get in touch

with you. Think reality TV stars like Survivor and American

Idol… It’s that powerful!

So how can you achieve that?

Let’s look at a typical scenario:

You have probably opened your mailbox day after day just to

find it littered with stacks of brochures from various estate agents. Just

take a closer look. You will realize that they all claim to be the

“specialist” in the area. Now if everyone is a specialist then he does

does it matter who you call? Absolutely not!

“But I am different from the rest. I have more experience, quality,

etc…” protests.

Let me be honest. It doesn’t matter who you are or what your

background is. If prospects don’t recognize it right away, you’re just

like everyone else. It doesn’t matter how different you think you really are.

Repeat after me: if you’re like everyone else, you’re a nobody.

Remember: this is their perception, not yours.

So instead of being just another specialist in the area, be different. so far

I have not come across any agent who positions himself as the

specialist to serve “first time homebuyers”. Do you think that is powerful?


First-time homebuyers are inexperienced. they don’t know what to do

wait, how will the entire purchase process be, how long

take, what possible setbacks can occur, etc. they are in a place where

they don’t know what they don’t know. Do you think they have different?

needs/concerns compared to those who have bought a home before? Of

the race! If you can win their trust, do you think they will seek

for someone else?

The point is this: you have the information that first-time buyers are

looking (in fact, all real estate agents should know these

information). But letting them know that you are the expert who can guide them

them through the entire process safely, in itself, will earn a closed


You may need to make some minor changes to the way you do things,

such as explaining the buying process in more depth, going through the

Essential details you won’t normally need with experience

buyers, etc. But all this will help to consolidate its positioning and

brand as the expert to serve first time buyers. And once your mark

comes out, you will be busy with so many referrals for other people for the first time

buyers Is the first-time buyer market big enough for you?

Once you’ve established your brand, it’s easy to market your

services. You can easily get the advertisement which was impossible before

for you. If the media wants to get an opinion on what first-time buyers

Think of a new housing policy, who are you looking for? They are going to

interview the expert (you). And after appearing in the media, you will have

it gained even more credibility. Can you see how this will snowball?

your earnings?

It all starts with creating a powerful positioning, branding and

marketing strategy that’s right for you.

What other positioning can differentiate you? What if:

o The real estate investment expert (investors love working with those

who understands your investment needs, someone who is not just another

agent); Prayed

o Divorce Specialist (they definitely have different needs like

compared to regular buyers); Prayed

o Enhancers or downgrades; Prayed

o Serve only those who are looking for luxury and high end homes with a value of $XX

quantity and above (your service, of course, should reflect that); Y

Many more!

As you can see, it is essential to create a powerful positioning to obtain

your prospects to start searching specifically for you. I assure you that I am

He is not an expert in the real estate industry. But I’m an expert

positioning, branding and marketing. These same principles can be applied in

other industries, such as the financial services industry, perfectly

all right.

So start ranking today!