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In the recent editions of “Marketing So Useful, People Would Pay For It,” Homes.com has highlighted the importance of radical transparency and self-serve information, only two of the marketing strategies that Jay Baer highlights in his book “Youtility: Why Smart Marketing Is About Help, Not Hype.” As the final addition to this three part blog series, we would like to provide a little insight into “Real Time Relevancy.”

How are you marketing your business? What type of resources do you provide for your clients during the home buying process? Do you have a strong social media presence? Okay, the real question here is what makes you better than your competition? You can’t be everything to everyone, which is why real estate professionals should be concentrated on perfecting a single or a few small areas that will help you own your local market.

Steve Jobs once said “Quality is much better than quantity. One home run is much better than two doubles.” Now you may be wondering how this applies to real estate, right? If you are simply awesome at one aspect of your job, for the sake of the argument let’s say that it’s customer service, then you should base everything you do around that strength. This will allow you to standout from the competition much more than if you were mediocre at customer service AND marketing. The age old saying “divide and conquer” doesn’t apply to real estate. To be successful, you must find what you are better at than everyone else and direct all of your efforts to that category.

The goal of real time relevancy is to own one category and to provide relevant content in that area. Follow-up surveys, requests for online reviews, and even checking up on clients weeks after a purchase to see how they’re adjusting to their new home will all illustrate that you provide better customer service than anyone else. By doing this, clients and prospects will remember you as someone who is genuinely concerned about their experience and it will help build their trust in you, and as a result, more business will be produced. It’s no secret that consumers are paying attention to what people are saying online, as 97% of people who made a purchase based on an online review found the review to be accurate. If you can build your reputation around the strengths of your business and use past clients to spread the world, future customers that value that specific quality in a real estate professional will be more compelled to contact you.

Baer says, “Don’t worry about being amazing, just be useful.” There are very few people, if any, that provide the absolute best service in every category. As you already know, the real estate industry is a competitive one, so it’s necessary for agents and brokers to find their niche and use it to become the standout of their local market. Consumers are doing their research before selecting someone to help them make the biggest financial decision of their life, be sure that when they stumble across your business online, you have that “one thing” that will win them over.