In real estate, success is built on several things that usually depend on each other for strength, validity, and value – fruitful transactions can’t exist without meaningful relationships to align the potential, and vice versa. Whether nurturing connections with other agents, clients, or industry professionals, effective networking ensures agents stay ahead in a competitive field. Here are creative ways to build solid relationships and keep your network thriving, featuring insights from industry leaders.
Think bigger with digital presence
Claire Groome, a seasoned luxury real estate agent with Sotheby’s International Realty, recommends that agents go beyond basic platforms like LinkedIn. “Is your website up to date with compelling content that showcases the properties you represent and the unique expertise you bring?” she asks. Creating a blog, vlog, or unique online content is essential to establishing a recognizable brand and rapport with other luxury agents. Virtual meetings and digital networking make follow-ups with colleagues and clients more convenient, she adds.
Additionally, Mo Bunnell, in Give to Grow: Invest in Relationships to Build Your Business and Your Career, emphasizes the role of generosity in networking. Building your network involves “investing in relationships and helping others succeed.” Offering insights through online platforms like podcasts or TikTok can foster goodwill and grow connections organically.
Optimize in-person networking with strategy
Networking events can be overwhelming if approached without a plan. Groome advises being “tactful and tactical” at such events by targeting specific connections. “I pay attention to the guest list and make a point to get acquainted with three agents from each city,” she says. This allows agents to create intentional connections, matching the right agent with the right client when making referrals.
Verl Workman, founder of Workman Success Systems, further highlights that cultivating trust-based relationships builds long-term success. “The Law of Reciprocity is a game-changer in business relationships,” he notes. Agents should focus on providing value through referrals or market insights without expecting anything in return. This fosters trust, encouraging others to reciprocate and build mutual success.
Create a unique platform
Developing a distinct voice or platform can differentiate agents from their competitors. As Groome suggests, unique online content – whether through a podcast, show, or social media presence – attracts a broader audience. Her online series, Beyond the Door, brings together real estate professionals to discuss market trends, demonstrating how creative content can engage peers and potential clients.
Agents should also be strategic with self-marketing efforts. Groome recommends platforms such as Instagram, X (formerly Twitter), and LinkedIn to reach luxury lifestyle consumers. “Social media channels are just as important as your website in marketing yourself to would-be buyers,” she says.
Education as a networking tool
Professional development presents dual benefits: gaining expertise and building connections organically with other agents attending the same courses. Groome mentions Ninja Selling as an excellent course for agents looking to sharpen their skills and improve networking. Investing in education ensures agents grow personally and professionally while organically expanding their networks through shared learning experiences.
Nurture relationships with intention
Networking isn’t just about making new connections but maintaining existing ones. Groome recommends sending thank-you cards, tracking critical milestones like closing anniversaries, and hosting yearly events or dinners for clients. These thoughtful gestures help build rapport and maintain relationships over time.
Meanwhile, Workman emphasizes the importance of trust as the foundation of long-term relationships: “Start by being honest and transparent in every interaction. Keep your promises, communicate openly, and show empathy.” Consistently prioritizing clients’ needs fosters loyalty, which is essential for building a sustainable business.
Combine strategies for long-term success
Successful networking requires a blend of strategies. Groome advises agents to engage clients and colleagues across various channels – sending personalized emails through CRM systems, participating in virtual tours, and setting coffee meetings with potential partners. “It’s a lot,” Groome admits, “but it’s a necessity in luxury real estate today. It’s incredibly rewarding to witness your integrated networking strategies achieve success for you and everyone you impact with your work.”
Real estate agents can build a robust network that fuels career growth and business success by combining generosity, creativity, and professionalism. Whether online, in person, or through shared educational experiences, cultivating meaningful connections is the key to staying competitive and delivering exceptional service in today’s real estate market.
