SANTO DOMINGO.- Nadia Tolentino recommended that real estate agents, as marketing strategies to support their work, focus on offering real solutions, projecting trust, and embracing values as their guiding principle.
“Nobody does business with someone they don’t trust,” the marketing specialist stated during her presentation at the “Master Agent 360” event, held last weekend at a hotel in the Dominican capital, which was attended by more than 100 representatives of real estate firms
Another ingredient he added was focusing on what makes him authentic. “Authenticity is the differentiation strategy; the first is being yourself, that which makes you unique. The other is targeting a niche market; it’s not the same to sell a regular apartment as it is to sell a luxury one. Identify what will differentiate you,” he pointed out
He insisted that it's essential to identify the target niche. “Your client knows what they want; more than a dream, they have needs. Find out what solutions that property offers your client. Selling dreams isn't strategic; selling realistic solutions for clients with real needs is,” Tolentino emphasized.
Nadia Tolentino. (Fidel Pérez/El Inmobiliario).
He said that values, experience, and consistency are three pillars that help professionals stand out. “Experience also comes with knowledge, and finally, consistency—if you tell them the property is in a prime location, they have to live up to that expectation when you show it to the client,” he pointed out.
Positioning
“Search engine optimization is a daily effort, and your content should be focused on that potential client who is willing to invest,” the strategist emphasized.
He emphasized that the positioning a real estate agent achieves with a client depends on themselves. “If you don't build on these pillars, when you go on social media, you'll just be one more among many. There are marketing pillars that can be developed to become a strategic real estate agent.”.
According to Nadia Tolentino, valuable content lies in addressing customer objections. "Think about the objections and create valuable content, with strategic and simple promotions like the ones the customer would look for to find information," she recommended.
He advised directing the advertisement to the possible places "where your ideal client is located," after explaining that if it covers too much, it will not reach the client, so in his opinion, it should not exceed three territories that have three common interests.
Four recommendations
Tolentino gave the real estate agents who participated in the training meeting four final recommendations: “Don’t sell dreams, sell properties, the eight-word title rule, and produce content with the 3 Ds: digestible, direct, and dynamic.”.
“More than virality, focus on your growth and positioning,” the expert concluded.
