Standing Out in a Crowded Market: How Real Estate Agents Can Differentiate Themselves Amid Changing Compensation Structures
As the real estate industry adjusts to the ramifications of the NAR settlement, one of the most significant outcomes is the increased competition among real estate agents.
With commissions poised to decrease in some cases and buyers potentially responsible for paying their agent’s commission, real estate professionals need to find new ways to stand out in a crowded market. Gone are the days when simply having a license and access to listings was enough to succeed.
To thrive in this new post-NAR landscape, agents must focus on adding tangible value, leveraging technology, and differentiating themselves through unique service offerings.
Table of Contents
Here are nine ways real estate agents can differentiate themselves in a more competitive post-NAR settlement commission environment.
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Enhance Your Digital Presence
In today’s digital-first world, having a solid online presence is critical for differentiation. Buyers and sellers often research agents online before deciding whom to work with, and your digital footprint plays a major role in their decision-making process. Investing in a professional real estate website that showcases your expertise, testimonials, and listings can help you make a great first impression and control the narrative of your brand.
INSPIRATION
Visit this page to see the real estate websites of 50 of the top agents in the world.Beyond your website, leveraging Google My Business and social media platforms allows you to engage with potential clients, showcase your personality, and provide value through content such as reviews, market insights (for example, updates on the NAR settlement), tips, and success stories. Consistency is key here—by regularly posting high-quality content, you stay top-of-mind for your audience.
Social media is crucial for brand growth and audience engagement.
Pro Tip
Invest in search engine optimization (SEO) strategies to ensure your website ranks high in search results for key terms that matter to your business, like "top real estate agent in [your city]" or "luxury home communities in [your area]." This can drive organic traffic to your site and increase your visibility among potential clients. If you can’t carve out enough time to execute an effective SEO strategy that generates traffic and leads to your real estate website, Agent Image can help. We offer four solutions to choose from based on your budget and goals.
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Provide Exceptional Client Service
With buyers potentially paying their agents directly, client expectations will likely rise. Agents need to go above and beyond to deliver a level of service that justifies their fees. Focus on providing a seamless experience from start to finish.
Exceptional client service can take many forms—whether it’s being readily available for questions, offering virtual tours for out-of-town clients, or providing detailed market reports. You can differentiate yourself by being responsive, proactive, and genuinely invested in your client’s success. The small touches, like remembering small details of their preferences in a property, personalized gifts, or handwritten thank-you notes after a transaction closes, can leave a lasting impression and build client loyalty.
The key here is to think about how you can add value at every stage of the transaction. When clients feel like they are getting more than just a real estate agent, they’re more likely to refer you to others and work with you again in the future.
Pro Tip
Post success stories on your website that describe how you created a winning experience for your client using the SAR formula—situation, action, and result. -
Specialize in a Niche Market
One of the most effective ways to stand out in real estate is to specialize in a specific niche.
Here are some ideas:
- Luxury Homes
- Second Homes
- Golf Course Homes
- Ocean Front Homes
- New Construction
- Condominiums
- Rentals
- Retirees
- Athletes
- Historic Properties
- Farms and Ranches
- International Property
- Architectural Homes
- Islands
- Celebrities
- Veterans
- First-Time Buyers
- Investors
- Relocation
- Empty-Nesters
Focusing on a particular market allows you to become the go-to expert in that area. By narrowing your scope, you can tailor your marketing and services to meet the specific needs of your clients.
For example, if you specialize in working with luxury buyers, you can offer concierge-level services that go above and beyond what general agents provide. Or, if you focus on first-time homebuyers, you can develop educational content and step-by-step guidance that helps them navigate the often overwhelming process of purchasing their first home.
By honing in on a niche, you position yourself as an authority in that space, making you more attractive to clients seeking specialized expertise.
David Siddons Group specializing in luxury condo real estate in Florida.
Pro Tip
Some agents have multiple websites to support their general business, team partnership, or niche specialty. Reach out to us if you would like to see some examples. -
Leverage Technology for Efficiency and Client Convenience
Technology is constantly evolving the way real estate agents do business, and those who adopt the right tools can create a significant competitive advantage.
Additionally, customer relationship management (CRM) systems and an IDX feed connected to your website can help you stay relevant, organized, and in constant contact with your clients. By using technology to automate parts of your business, like client follow-ups and marketing, you can focus more on providing personalized service and less on administrative tasks.
Another technology-driven advantage is using data to provide clients with deeper insights into local market trends. Being able to offer up-to-date, data-backed advice gives you an edge, showing clients that you are not only knowledgeable but also leveraging the latest tools to help them make informed decisions.
Agent Image builds on WordPress, allowing you the most flexibility to create a custom real estate website with a technology stack that works best for your business.
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Develop a Strong Personal Brand
In a highly-crowded marketplace, your personal brand can be one of your most powerful assets. Clients want to work with agents they trust and relate to, so it’s essential to cultivate a strong personal brand that reflects your values, expertise, and personality.
Think about what sets you apart from other agents—whether it’s your in-depth market knowledge, your commitment to client success, or your passion for community involvement. Then, reflect these qualities in your marketing, social media, and client interactions.
Your personal brand should also communicate what clients can expect from you. Are you known for being meticulous and detail-oriented? Or do clients turn to you for your negotiation skills and problem-solving abilities? Whatever your strengths, make sure they are clear and consistent across all touchpoints, especially on your website.
Agent Image has helped some of the most recognized real estate agent brands in the industry like The Altman Brothers.
The Altman Brothers real estate website displays their expertise in high end listings.
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Build Long-Term Relationships
Real estate is a relationship business. While winning new clients is essential, maintaining strong relationships with past clients can lead to repeat business and referrals. After all, satisfied clients are more likely to recommend you to their friends and family.
To differentiate yourself, focus on building relationships that go beyond the transaction. Stay in touch with your clients after the sale by calling once a quarter to check in and sending them market updates and trends, recently closed transactions or reviews from other clients noting your exceptional service. Small gestures like these keep you top-of-mind and help you build a loyal client base.
Trust and long-lasting relationships are the foundation of a successful real estate business.
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Educate and Empower Your Clients
Clients today expect their agents to be more than just salespeople—they want a trusted advisor who can guide them through the complexities of real estate transactions. To stand out, focus on educating your clients at every stage of the process.
This could be as simple as creating educational content, like blog posts or videos, that explain the home buying process following the NAR settlement and Realtor commission changes or as detailed as offering one-on-one consultations to walk clients through market trends and data. By empowering your clients with knowledge, you establish yourself as a valuable resource they can rely on.
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Network with Other Industry Professionals
Collaboration is a powerful tool for standing out in the real estate industry. By building a strong network of other industry professionals—such as agents in your key feeder markets, lenders, contractors, and title companies—you can offer your clients a seamless, full-service experience.
When you have a trusted team in place, you can handle any challenges that arise during a transaction, adding value to your services and helping clients feel supported throughout the process.
Your success in real estate is powered by the strength of your network.
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Stay Informed and Adapt to Changes
The real estate industry is constantly evolving, and the recent NAR settlement update is just one example of how quickly things can change. Staying informed about industry trends, market conditions, and new regulations is essential for differentiating yourself as a knowledgeable and reliable agent.
Attend industry conferences, participate in continuing education, and stay connected with industry news. The more informed you are, the better equipped you’ll be to provide value to your clients and stay ahead of your competition.
Frequently Asked Questions
The NAR settlement will lead to shifts in how realtors handle commissions, with buyers potentially paying their agents directly and more transparency required on commission rates. This increased transparency will create greater competition. To succeed, realtors will need to differentiate themselves through exceptional service, specialization, and the use of technology, while focusing on building strong, long-term client relationships in this evolving landscape.
Yes, the new NAR settlement can potentially help real estate agents by fostering a more transparent and competitive marketplace.
To make more commission in the post-NAR settlement world, real estate agents will need to shift their focus towards demonstrating exceptional value and finding new ways to stand out. Follow the nine strategies outlined in this article to build on the value you provide in your market.
Final Thoughts: You Can Thrive in a Competitive Market
In a post-NAR settlement world, real estate agents must adapt to increased competition and evolving realtor commission changes. By differentiating yourself through specialized services, leveraging technology, and building strong client relationships, you can position yourself for success in this new landscape. Remember, this is your opportunity to stand out and show clients why you’re worth the investment.
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