Morris Massre is a Realtor with Berkshire Hathaway HomeServices Florida Realty working in Miami.

Every week, we ask a real estate professional for their Short List, a collection of tips and recommendations on an essential topic in real estate. This week, we talked with Morris Massre, a Realtor with Berkshire Hathaway HomeServices Florida Realty, who shared his top ways for explaining your value to customers. 

Sometimes simply explaining your value to a client is not enough – you have to actually show them, vis-a-vis by example. They have all been to the rodeo and seen the show, so it is not unusual that they would be a bit suspicious of everything you are selling.

7. My strategy is to focus on my service, knowledge, and experience. This cannot be explained on a postcard or bus stop bench. Sometimes it cannot even be explained in words.
It has to be face to face. You have to look your potential client in the eye and without flinching, communicate your resume to them. Then back it up. My first strategy is one I learned as a rookie from my first partner who had 30 years of experience in the business.

Simply take a stack of your HUD statements, in my case I have 17 years worth, and throw them down on the kitchen table. Then simply tell them that these are all of the transactions you have closed. Believe me, it speaks volumes.

6. The second tip I actually learned from the TV show “The Office.” Dwight and Michael are complete idiots, but ironically they are also the two top salesmen in a failing paper supply business. At your next listing appointment, it is highly probable your potential client will have several other agents in mind to hire. Ask who they are. Odds are you will know them and their weaknesses if you have been in the business a while.

When these competing agents are brought up, and if not by them go ahead and ask who you are up against, simply grab a phone and dial their number. Odds are you will get a voicemail or an assistant will answer. Either way, it’s a jackpot for you. Hang up and state that every time they call you will always answer the phone. It’s about your personal service. Yes, it’s risky, but the odds are heavily in your favor.

5. My third tip is to communicate not just your knowledge of real estate, but of life and history in general. The smarter you come across, the more intrigued a client will be to hear everything you have to say. That is why it is so important to talk about other subjects when you meet or are just talking on the phone.

I like to teach my clients about the history of the city they will be moving to. It fascinates them because most people do not know a thing about where they come from. I drive through neighborhoods and describe who founded the city and what it is known for. Once you have cemented the relationship with this knowledge you are ready to jump into the real business of buying or selling a home.

4. My fourth tip is probably the simplest. If you are as active on social media as I am, this should be a walk in the park. I like to Google my name, and when all of the sites I am associated with pop up, I point them all out to my potential client.

And not only will the sites come up, but the number of hits I receive and all of the interest I have accumulated will as well. What is important here is that they know you are an active social media user for business, not partying. You must come across as relevant. This strategy works best with millennials. But, it doesn’t mean that baby boomers won’t get it. It just means you have to explain its importance a bit more.

3. I like to give my clients a resume and list of references. After all, you are applying for a job. Your resume should not just ring with a bunch of numbers of how much you have closed, etc., but it should resonate with words about you, the person.

People want to know who you really are. If you were a dental assistant before becoming a Realtor, odds are it’s not going to look very good. But if you have a strong business background, then it will. In the case of the former, simply focus more on your skills then. In the case of the latter, focus on both.

Your references should only include those clients you have closed deals for with a phone number and email. Show people that you are not afraid of them checking up on you.

2. I also like to ask my former clients for a letter of reference. Unlike a list of references, these letters serve as tangible proof that somebody admired you. Besides, some people just don’t feel comfortable following up on a Realtor. And believe me, Facebook likes do not count as references. You want it on paper with company letterhead.

1. And finally, do not be afraid to go the extra mile with a client. I am not talking about buying them lunch either. What people like to see is that you personally care about their well being.
This is a big step for most people and they like those who genuinely care about their issues and want to help. Assisting in finding a babysitter while they are moving in , for instance. Or, placing calls into the local schools for appointments for them to take a tour.

You can’t do this on a website. This takes a genuine professional. And this is also what sets you apart from the rest, including online companies.

Morris Massre has more than 20 years experience in sales, working in both retail and real estate. He specializes sales, leasing and discounted property management. Massre has written blogs for Miami Agent magazine in the past and can be found on Twitter at @Shoelessmoe.