How to Increase Your Buyer Agent Business

Increasing your buyer agent business is one of the many keys to success. If you have questions about increasing business, here are some answers from agent panelists who spoke during RISMedia’s Rocking in the New Year virtual educational event. 

What are you sharing with your agents? 

Panel host Amy Corr, a chief brokerage officer, asked this question to Jemila Winsey, CEO and principal broker of ERA Legacy Living, who stressed the importance of articulating your value as an agent. 

“I think the value starts in any relationship where you can articulate the value you bring to that relationship,” Winsey said. She encouraged other buyer agents to start with their database and their sphere of influence – the network of people closest to them – noting that a simple video text message saying, “Hey, how are you doing?” can make all the difference. Reaching out and keeping in touch with your database of contacts establishes you as a professional who’s valuable, personable and action-oriented. 

How are you navigating business post-NAR settlement? 

“I show them that I’ve been up to speed,” said Realtor® Mark Barter. He emphasized the importance of being able to explain the changes and new requirements articulately to help buyers understand the process. 

Additionally, Barter mentioned the value of being present in your local community by attending local events, volunteering and giving back. Being involved can be a great way to show how you bring value to your community beyond your business, establishing you as someone who knows what’s happening at the local level and as someone who cares. 

How do you initially consult with buyers to get them comfortable? 

“Building rapport always resonates with me,” Barter answered. He explained how he always encourages in-person first-time meetings, which are more personal than virtual ones. A face-to-face consult can also put buyers at ease and let them know you take your job seriously. It can help show your excitement for and interest in working with them too. 

What’s been the secret of your success, and what are you leaning into now? 

“Open houses,” Realtor® Pam Rosser Thistle said. “That is how I built my businesses and that’s how I sell a lot of my listings. That’s how I connect with people.” 

“It’s a very powerful way to build relationships and maintain relationships, and also to make business happen,” she added, stressing the way that open houses allow buyers to simply stop in and get to know the hosting agent(s).  

“Even if nobody comes, you can still have an impact,” she noted, citing open houses as an opportunity to touch and communicate with your sphere. Even if a potential buyer didn’t attend the open house, they may have seen the signs or the advertisements and reach out after the event is over. Rosser Thistle also recommended being present during open houses, taking time and care to greet everyone and speak to them. She also suggested having a sign-in so you can contact attendees later to follow up. 

What’s one thing you would tell an agent looking to build buyer agent success? 

When Corr asked for their final piece of advice, all three panelists highlighted how crucial it is to build and maintain strong relationships with buyer clients. 

Barter advised agents to embrace technology, but not to lose the mentality that this is a business based on relationship-building. 

“Be there when they need you,” Rosser Thistle said. In whatever way they need you, don’t be afraid to lend a helping hand. 

“The ‘R’ in CRM stands for relationship,” Winsey concluded the panel. “The relationship aspect of this business is not going to go away.”