Whoever read the title carefully, probably thought about real estate, but the truth is that the title can also be adapted to real estate agents.In general, in Portugal there is still a market phase for strong imbalance between supply and demandwith demand much greater than supply. It is not only demand that maintains an upward trend, real estate agents also increase in number in these market phases because they are stimulated: by the greater ease of attracting potential buyers; by the speed in the transaction; and by the greater chance of obtaining quick results.
The importance of the human component
In addition, we can add as a final ingredient to guarantee the attractiveness of this activity to absence of a license to operate, which, once again, means that all people, from one day to the next, can practice the profession, as long as they are working with a company that, indeed, is obliged to carry out activities under the AMI license. That’s why when I talk about the challenge of standing out in a booming market, I am referring to people and mediation professionalsand not just to real estate. Assuming that people do and like to do business with people, the human component (at least in real estate), still has a fundamental role in the decision of great emotional and financial involvement that the real estate transaction represents. Weighing in on two crucial aspects for this human relationship to take on a professional scope: trust, I do what I am committed to; credibility, I understand the subject to be addressed. It is:– “As a professionalreal estate agency, how do I stand out?”Also read: Real Estate: If you were already a Broker in 2012, you know what to do, right?
Know the target. As good as the competition
Inevitably, the answer to this question will be much simpler if you have training, action strategy and specializationfor example, in geographic area, market niche, type of product and especially, in a target or, if you prefer, in a target audience. Knowing how to define the various personas that are your target to be able to understand them and obtain information about what worries them, about their wants and needs It’s an essential step on your way to standing out.Know how, where and for whom to stand out will also help you to understand who you will have to compete with, that is, it will help to make the analysis of your direct competition. And I’m not talking about companies here, I’m talking about other professionals that you will have to analyze to highlight a more appealing and direct way of communicating, a better service offer and, who knows, even more innovative, however, in line with what your target needs it and doesn’t even know it may need it! Without having this roadmap to stand out, it will be difficult to come or stay afloat. I still have a reflection: the temptation to copy those who do well is great, but people notice the copy. Get inspired, but don’t copy. Overcome yourself, but never discredit or devalue your competition. This role belongs to the evaluating client, not yours. Do your job well, be smart and timely and the results will appear.
Communicate online or offline? Both
After reflecting on this, it is important choose the channels that make sense to you to communicate your value offering, and there are countless ways to communicate what you want to highlight. There are those who argue that today everything is online and that, therefore, digital marketing is the only prominent way to obtain many leads. But there are also those who defend the opposite, precisely because today most of them are online.Online or offline, I sayI would say that everyone is right, as long as they are aligned with your brand, strategy and your results. Knowing how to distribute presence in an omnichannel logic, having the ability to create synergies between all channels is where I think you should be focused without devaluing the most effective channel of all, word-of-mouthyour network of contacts and your networking that works for you like no other means!No need to master all channels. Look for training or specialists who can help you work out the best way to stand out and become the pillar of someone who stands out in any market: stand out as an authority in your field. In other words, in this case, standing out because you are recognized as the reliable and credible person to handle the process of selling or buying a property from the beginning to the end. Based on the teachings of the copywriter of the Wall Street Journal, Martin Conroy , I leave you some tips:
Stimulate the emotions and not just the logic of the intellect
In a communication for the sale of services or products, there must be a logic that supports your proposal, but the guiding thread of the entire communication structure must be based on emotionsthen yes, and in the end, logic may emerge;
create a story
Whenever possible, and in any written or unwritten communication, tell a story that people perceive and, above all, with which they identify, will certainly make them gain their attention and commitment to follow it;
Use words to create perspective
The words used in the story are extremely important to make your potential customer able to project themselves into the future. Avoid talking only about features, market data analysis and prices;
Your offer must be clear
What are the benefits for your potential customer? What can you get? What will you miss?
Put the evidence on the table
The experiences of those who have already tried it? How has people’s lives changed? Testimonials from people who have experienced your service will make your recipient make a safer decision. there is no strategy or channel built in series that works flawlessly. There is indeed a person who has to stand out by intelligently choosing the strategy and channels that make the most sense for you, for your brand, specialization and, of course, for your target. And nothing, even nothing, stands out too long without knowledge, professionalism and dedication.Also read: I am selling my house. Should I hire a real estate agent? 
“Real estate is my life and my life is dealing with people.” Living in Lisbon and working in Portugal, Spain and Italy, Massimo Forte is above all passionate about real estate, a business he considers to be for people for people. With more than 25 years of experience in the largest real estate companies, he is now dedicated to consulting, training and knowledge sharing as one of the largest Real Estate Influencers in Portugal. Tags #real estate, #real estate