How to Redefine Your Value as a Realtor and Stand Out in a Challenging Market
The role of a Realtor is being redefined, and not always in ways we’d expect. With a sluggish real estate market and industry-changing lawsuits stirring things up, even seasoned agents are left questioning their staying power. This isn’t just isolated doubt—it’s a feeling sweeping across the industry as agents try to understand how to get real estate clients in a challenging market.
Here’s the thing: before you can expect clients to see the value you bring to a transaction, you’ve got to find that value in yourself. By reconnecting with what makes you stand out, you’re not only adapting to the market’s new demands but setting yourself up to thrive in them.
Tip #1 - Conduct a SWOT Analysis to Identify Your Strengths, Weaknesses, Opportunities, and Threats
One of the best ways to pinpoint your unique value as a Realtor is through a simple but powerful exercise: a SWOT analysis. This tool helps you take an honest look at your Strengths, Weaknesses, Opportunities, and Threats—four areas that evolve as you grow in your career.
Over time, the strengths you leaned on when starting out may no longer be what sets you apart, especially as new real estate marketing strategies and real estate technology tools continue to shape the industry. Taking the time to revisit your strengths, address any weaknesses, and uncover fresh opportunities can give you a sharper edge.
There are plenty of free SWOT analysis tools available online to guide you through each section and get your insights organized—sites like Canva, HubSpot, and MindTools offer user-friendly templates that Realtors can quickly adapt.
Tip #2 - Build Customer Profiles to Target the Clients You Want to Serve
After analyzing your strengths and market position, it’s time to envision the type of client you want to work with by building Customer Profiles. This goes beyond simply attracting anyone looking to buy or sell—it’s about creating a profile of your ideal client.
Start by considering how they prefer to be communicated with: are they more responsive to texts, emails, or phone calls? Next, think about what’s most important to them in terms of service and knowledge. Are they looking for a Realtor skilled in real estate personal branding who can offer a polished experience? Or are they value-driven, seeking a knowledgeable expert who can keep them informed and organized?
Finally, ask yourself, how can you reach these clients proactively? Would they be drawn to your social media, a community event, or perhaps some relevant real estate content ideas shared through a blog or newsletter? By building profiles around the clients you want, you can focus your messaging, marketing, and overall approach to attract the right people from the start.
Tip #3 - Offer the Right Value to Each Customer Profile
Once you’ve defined who you want to serve, the next step is to consider the unique value you can offer each customer profile. Offering the right value is about understanding what matters most to your ideal clients and building authentic relationships around these needs.
For some clients, this might mean providing extra guidance and availability to help them feel comfortable with each step in the process, using a CRM for real estate to keep communication seamless. For others, it could be insider knowledge on local market trends or a network of trusted contractors and service providers.
Tailor your interactions to show you genuinely understand their needs—like sending timely updates for those who appreciate transparency or offering faster response times for efficiency-focused clients. By consistently delivering the right value, you not only meet client expectations but also reinforce your position as a Realtor they can rely on.
Tip #4 - Become More Valuable by Investing in Continuous Learning
Too many Realtors get caught up working in their business rather than on it. To stand out in today’s market, it’s essential to expand your expertise beyond the basics and keep up with time management for real estate agents and other efficiency-focused skills.
If your knowledge of homes, technology, selling techniques, or financing hasn’t been a focus lately, it’s time to become an expert in each. This might mean diving into video courses, reading industry reports, attending seminars, or challenging yourself to try new strategies outside your comfort zone.
By constantly expanding your skill set, you’re not just building a successful business—you’re also providing the best possible guidance to your clients, which ultimately strengthens your reputation and client relationships.
Defining and showcasing your unique value as a Realtor is more than a one-time effort—it’s an ongoing journey of self-discovery, relationship-building, and skill development. By regularly revisiting your strengths, aligning with the right customer profiles, offering tailored value, and expanding your expertise, you’re setting yourself up to thrive no matter how the market shifts.
Take these steps seriously, and remember that each action you take to refine your approach brings you closer to the clients who truly value what you offer. Start today—your next level of success is waiting. After all, if you’re not willing to put in the work, someone else will… and you’ll have to hear about it at every Monday brokerage meeting, forever.