What Makes Customers Choose One Realtor Over Another?

Why do your customers choose one real estate agency over another?

Sure, you know that you run a great business, give your clients quality advice throughout the process and offer service with a smile. But your potential customers don’t know any of that: you’re just another realtor in their eyes.

So, what makes customers choose one realtor over another? If you know what influences a home buyer or seller’s decision when it comes to choosing a realtor, you can optimize your sales and marketing efforts to attract more business.

What does the research say?

There have been numerous studies carried out with buyers and sellers to understand the customer’s decision-making process when they choose to work with a realtor. But, one of the most dependable studies comes from the National Association of Realtors (NAR) who ask thousands of home buyers and sellers every year about how they chose their realtor.

The power of referrals

Referrals are consistently the top reason that people choose one realtor over another – over 40% of customers find a realtor this way. If a friend, family member or neighbor recommends your agency to a customer, you have a very good chance of winning that new business.

How to increase referrals

Make it as easy as possible for existing clients to refer you. Provide shareable emails and social media messages to happy clients and ask them to share them. You might even consider offering promotions, discounts or gifts to clients who refer business to you.

The importance of return business

The NAR’s research also shows that around one fifth of customers choose a realtor because they have bought or sold a home with them before. Ensuring you give a great service means customers will want to come back and use you again in future.

How to increase return business

It’s so important to keep on your existing customers’ radar. Even something as simple as a quarterly marketing email or a yearly catch-up call can make all the difference.

A great website

Having an attractive, well-designed website will play a key part in boosting the amount of new business you receive. Remember that return customers and those who have been referred will also check out your website first to make sure you’re still in business.

How to create a successful realtor website

Keep it clean, professional and regularly updated with new listings and other content. And of course, make sure your contact details are easy to find!