Standing out as a trusted real estate agent is an ongoing process. Becoming a local expert is step one, but maintaining that status is a never-ending process. Between word of mouth from the community and online reputation, there is a lot to consider when developing a memorable professional appearance.

Whether you're a seasoned real estate agent or you're looking to join a real estate team, taking proactive steps to solidify a strong reputation is essential. This goes a long way toward turning your brokerage's lead generation into successful transactions and keeping a steady stream of happy clients. Keep reading to learn how you make an impression as a real estate agent.

1. Choose a Specialty

Clients tend to seek out people who are well-versed in what they want, regardless of product or service. Real estate isn't an exception. To establish a trusted reputation, choose a specialty and stick to it as closely as possible. The goal is to become the "go-to" person in a specific real estate area.

For instance, many agents specialize in a specific type of real estate and work primarily with vacation properties, condos, or investment properties (to name a few). This doesn't mean an agent can't dabble in multiple areas, but having a principal specialty will drive clients to agents who are highly knowledgeable about the types of properties they want to buy or sell.

Think about it from a buyer's perspective: if you know you want to buy a high-rise condo, are you going to choose someone who says they work with all kinds of clients, or are you going to choose the agent who says they specialize in high-rise condos in your area and can list potential quirks of such transactions off the top of their head?

If you're planning to work in a small town, you might not need to find a niche in order to excel. In fact, there might not be enough real estate for you to cover if you stick to one kind of transaction. But if you want to stand out as a real estate agent in a big city, you need to find a specific niche and go all-in on it.

When you're choosing a specialty, make sure it's a specialty in demand in your target area. Study local demographic trends, identify a target clientele, and tailor your message to that client.

2. Establish a Professional Online Presence

These days, it's practically impossible to succeed as an agent without a robust online presence. How a real estate agent appears online can make or break their success. Joining a large brokerage helps out quite a bit, as the brokerage already has strong branding and marketing materials for agents to benefit from, as well as an established website and online traffic flow.

With a large brokerage, you have the weight of SEO on your side; Google is already quite familiar with these brokerages and generally ranks them higher in search results. However, there are several things you can do as an individual agent to strengthen your online presence and get leads online.

Social media platforms help agents get better exposure, empower them to develop stronger relationships, and keep the brokerage team in the public eye. The National Association of REALTORS® reports that social media dominates modern real estate marketing. Their survey shows that 90% of agents use Facebook, 52% use Instagram, and 48% use LinkedIn for marketing and lead generation.

To market effectively, you need to go where the audience is, and for real estate agents, that's the internet. Create profiles for Facebook, Instagram, LinkedIn, etc. The key to a successful social media presence is to keep active—an abandoned profile does more harm than good. You also want to make these profiles separate from your personal profiles, simply to maintain professionalism.

Don't forget to take advantage of Google My Business. All you have to do is claim your business listing and verify the address, plus upload some photos for best results, but you can land yourself a spot in the Google local pack—that set of results that appear next to the map when you Google things like "real estate agents near me." Not only does this get more eyeballs on your site, potential clients can easily see ratings, reviews, and other information about your business, enhancing your ability to advertise by word of mouth.

Social media marketing is a two-way street, too. As you engage with your potential clients, you'll learn what they need and what they respond best to. You'll have a direct connection to provide fast, tailored services, which ties into the next point:

3. Be Highly Responsive

After high earning potential, one of the most significant benefits of working in real estate is working flexible hours—although it often means working nights, weekends, and holidays. While it's essential to establish a good work-life balance to avoid burnout, it's also vital to be highly responsive.

Clients don't like it when agents don't get back to them in a timely fashion. Quick responses demonstrate good organization, attention to detail, and the capacity to show high consideration and care for clients. It's OK to set boundaries, but let clients know ahead of time about availability.

And while you're honing your response times, don't forget to pay attention to the contents of your messaging. After all, one of the most important things you need to do as a real estate agent is...

4. Become a Great Communicator

Ongoing development of communication skills is one of the most important habits for real estate agents. Responsiveness is only one part of the equation—the rest includes good listening skills, the ability to adapt and compromise, a talent for making yourself understood, and a knack for making clients feel heard and appreciated. It also helps to develop a penchant for quickly addressing client concerns, perhaps even before they realize they have them.

A communication strategy should also include maintaining relationships after the transaction is over. Doing so will preserve established relationships and earn referrals from these clients. There are plenty of easy and discreet ways to maintain contact. For instance, send seasonal newsletters, offer free e-books, or send out helpful emails to clients about home ownership, decorating, or maintenance that they might find of interest.

5. Work On Your First Impression

The last thing you want is for a client to glean a poor impression of you. And when your first impression is more likely than not going to be online, curating your persona is vital. Giving the wrong impression in your social media messaging could potentially lose you a client before you even knew they were looking.

Maintaining professionalism in every interaction is key because it builds clients' trust in you as a person as well as as an agent. Keep your promises and commitments. Follow schedules you give your clients, and don't make timelines you're not sure you can keep. Prepare your talking points before you enter a meeting; you know your stuff, thanks to the requirements to get your real estate license, but you want to be sure that the client knows that, too.

However, being professional doesn't mean being stiff.

Being a real estate agent is a people-oriented job, and you'll make lasting impressions by being relatable, engaging, and authentic. People don't remember the agent trying to be the model of professional perfection; they remember the agent who made them feel seen and who had something unique in what they offered. They also remember real estate agents who offer sound, realistic advice and keep them from making costly mistakes; don't be afraid to "be real" with your clients, so long as you're also respectful.

Before you start your business, take some time for self-reflection and identify your strengths as a person, not just your strengths in real estate. Build off your strengths to develop your unique approach to serving home buyers and sellers.

5. Offer Something Your Competition Doesn't

Just like making a property listing stand out on the MLS, going above and beyond what your competition is doing will make you stand out as a real estate agent. Spend some time researching other real estate agents in your area. This can relate to everything from specialties to online presence to services.

Is there a specialty that's underserved in your area? Do your competitors offer services like 3D video tours on listings? Do their websites include videos, blogs, or other special features? Once you've analyzed your competition, research highly successful agents in your niche (whether in your area or not) and analyze what they're doing that your competition isn't.

Anything you offer clients above and beyond what other real estate agents are doing should be prominently advertised to your potential clients as a selling point.

6. Invest in Networking

Like any other industry, it's not about what you know but who you know. Agents with solid reputations didn't get that way by idly standing by waiting for clients to find them. Networking involves a fair amount of hustle and a willingness to go the extra mile to make connections.

Family and friends are a great place to start, but plan to attend seminars, community events, and small business gatherings. Essentially, just talk to people everywhere, whether at the gym, coffee shop, or park. If someone has an electrical issue, recommend a good electrician.

Networking with professionals in related industries, such as mortgage lenders, home inspectors, and general contractors, will help you enhance your clients' experience. If you can offer your clients recommendations for local professionals you trust, you're taking some of the stress off of your clients' shoulders. If those professionals do a good job, your clients will remember you as a reliable agent who goes the extra mile when they post online reviews or tell their friends about their experience.

You can also get your name out there in ways that don't involve real estate. Become involved in your community; donate to or volunteer for local causes, sponsor community events, etc. The first step of getting clients is making them aware you exist, and if they see your name repeatedly, it's more likely to spark recognition when they start searching for a local real estate agent. Sponsoring events also gives the impression that you're a big name in the real estate scene, which is always a plus for building consumer trust.

While there's a lot to do when you're getting started as a real estate agent, the sooner you start networking, the sooner it'll start paying off.

7. Build a Reputation For Quality

This is a longer-term process, but one you need to start from day one. The key to success is to steadily build a reputation—once that foundation is established, build upon it. Real estate agents who actively stay involved in their communities and preserve relationships will find the trust factor increases tenfold. Over time, they can become the "go-to" person everyone turns to for their real estate needs.

Getting a Foothold in the Real Estate Industry

In a fiercely competitive industry like real estate, standing out as an agent is crucial for success. To differentiate yourself, cultivate your network, leverage the power of social media, and prioritize exceptional customer service. Building strong relationships within your community and consistently delivering value will establish your reputation and attract more clients. Remember, success in real estate isn't just about making sales; it's about being a trusted advisor to your clients. By embracing these strategies, new real estate agents can not only stand out but also build a sustainable and thriving career in this dynamic field.