Become a local guru
9 April 2019
These days, clients expect agents to offer them not just expert market information, but also local knowledge. Of course, all agents can provide general information, but it takes a local expert to have the ‘inside’ scoop.

So how do you position yourself as a local expert? There are some simple things you can do to make sure you’re top of mind in your local area and position yourself as a trusted advisor with potential clients.

Learning as much as you can about your local area will work wonders to position you as a local expert. Your clients expect information, so make sure you can give it to them.

When dealing with vendors, make sure you know all the latest data applicable to your area (including median prices, auction clearance rates and vacancy rates), and information about recent sales and buyer behaviour.

Potential buyers also expect this information and more, so make sure you know as much information as possible about the area. Where is the closest bus stop? How far away is the nearest supermarket? Is there a park around the corner? Being able to demonstrate an intimate knowledge of the area will impress your clients and potential clients.

Real estate is always in the news, so get to know the reporters at your local newspaper, radio station and other media outlets. Find out how they work, what their deadlines are and how they like to receive pitches. Once you know these things, you can start to build a solid relationship and feed them story ideas.

Think about how you can localise national and state level real estate news. How does it impact your community? Remember, local media is always looking for news with a local angle. And see who’s currently providing expert real estate commentary. You can be that expert! Once people start to read your opinions in local media, they’ll begin to see you as the local expert.

Don’t just advertise in your local community, get active in it. Smiling faces on billboards, bus shelters and letterbox brochures are one thing, but showing you really care about the community you work in is another.

Pick a local cause – or two, three or even more! – and support it. A real estate agent supporting the local sporting team, school, hospital or charity will turn heads in a way traditional advertising does not. This is all about showing you’re more than just the local real estate expert; you’re actually a part of the community you care about.

One of the best things you can do is build your network of other local experts.

Who are the solicitors, accountants, doctors, plumbers, electricians, tradespeople and other businesses that can provide valuable input into your network? Think about all those businesses that can provide your sellers, buyers, landlords and tenants with the services they need.

Interacting with a network of professionals who provide services and trades to the local community can work a treat for you. Not only will you be able to provide valuable referrals to your clients, but those in your network want your business as much as you want theirs.

Once you've done these things, you must ensure you're providing the right information to the audiences you've built.

There's no point updating your tradespeople on your recent listings or talking the ear of another volunteer at a kids' soccer game about the last five houses you've sold over reserve. You have to pick your target and tailor every message to suit the relationship and what you both expect out of it.


If you are all take, your community relationships, local area knowledge and media connections count for nothing (because no one will want to talk to you... Brutal, but true).

Take the time to understand what each connection wants, needs and feels, and work to meet their expectations. In doing so, you'll build a reputation for always delivering on your word. And that trust is worth a million listings.


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