It’s no secret the world of real estate is competitive. The reality is that REALTORS® are all vying for the same clientele — a notion that can leave any agent feeling like the odds are stacked against them when it comes to earning the trust and commitment of a buyer or seller.

Yet all hope is not lost. In fact, standing out amongst your peers in the eyes of clients is simply about being yourself. 

Sound too good to be true? Think again. Here are six strategies and tangible action steps that will help you maximize your network and relationship-building efforts. 

1. Be Authentic and Personable

Strategy: People want to work with agents they trust and feel comfortable with. Authenticity builds rapport and fosters lasting relationships.

Action Step: Share your personal story — why you became a REALTOR® and what drives your passion for the industry. Letting people in on the heartfelt side of why you do what you do turns strangers into clients, and clients into meaningful connections. 

2. Engage in Your Local Community

Strategy: Being visible and engaged in your community isn’t just part of being a good neighbor — it allows you to meet potential clients organically while showcasing your commitment to the area.

Action Step: Attend local events such as charity fundraisers, school functions and neighborhood gatherings. Frequent your local coffee shop or restaurant. Consider sponsoring a local event or hosting a community meet-and-greet to establish your presence as a real estate professional who is invested in the well-being of the community.

3. Thoughtfully Leverage Social Media 

Strategy: When used strategically, social media is a powerful networking tool. It allows you to build brand awareness and showcase your expertise, and offers another avenue to connect with potential clients. 

Action Step: Create content that focuses on value first: market updates, home-buying tips and client success stories are all ways to better serve your clients and give them a sense of what working with you is like. Further, engage with your followers by responding to comments, answering questions and showing genuine interest in their needs.

4. Prioritize Consistent Communication

Strategy: Following up after meetings and transactions keeps you top-of-mind with clients and helps build trust over time.

Action Step: After meeting a potential client, send a personalized follow-up thanking them for their time. Periodically check in with past clients through an email newsletter that offers the latest industry news or by giving them a call to check in and say hello.  

5. Be a Connector, Not Just a Seller

Strategy: Building relationships isn’t just about selling homes — it's about connecting people with the right resources. Clients will remember you for the value you provide beyond the sale.

Action Step: Establish a network of trusted professionals such as contractors, mortgage brokers and interior designers that you can refer to clients when they need them.

6. Engage with Industry Peers

Strategy: Networking with other real estate professionals can open doors to new opportunities and collaborations that benefit your clients.

Action Step: Attend industry mixers and participate in groups where you can exchange knowledge, tips and referrals with your peers. Having quality relationships with fellow agents also benefits you in the field. For example, when competing for an accepted offer, knowing the listing agent might make your client’s offer more appealing.

Building Quality Client Relationships is Good Business Practice

Building and maintaining strong client relationships is key to driving long-term success in real estate. By being authentic and engaged, and going into relationships to add value — not just land a sale — you’ll create a network that supports your business and boosts your bottom line.