How to be an effective real estate service professional? | Inquirer Business
Broker’s Report

How to be an effective real estate service professional?

Like any business, the practice of real estate has challenges. Nevertheless, like any challenge, it can be surpassed.

In a highly competitive industry like real estate, the role of a lead broker is crucial in managing sales teams and ensuring the growth of a real estate organization.


Service professional

With the implementation of Republic Act No. 9646, the act of regulating the Real Estate Service in the Philippines, it has given a benchmark on the skills and competencies of a real estate service professional.


These include broad knowledge in marketing, selling, negotiations and laws covering real estate transactions.

One major objective also is to raise the ethical standards in the real estate industry that is why values such as fairness, transparency, accountability, and honesty are being greatly espoused.

Aside from the abovementioned qualities, a lead broker is both a leader and a manager.  A sales team’s life blood is its people and recruitment is a lead broker’s way of life. Similar to other marketing networks, real estate structure is dependent on the number of people actively selling for you.

A lead broker’s primary function is to have a highly performing team.  This is usually comprised of a network of individuals that can extend up to three or more levels down the line.

Thus, a lead broker is an organizer, motivator, effective communicator and an expert on human behavior.  He is an individual who has made a commitment to make himself available almost round the clock simply because real estate service is not an 8 to 5 job.


Market the property or market the real estate agent?


Typical of any service industry, real estate marketing is primarily selling the properties but the customer service experience you provide them is equally important. If you are already in partnership with a well-established developer, it is definitely an advantage.

However, the added value that you will be able to create for the project by being the professional who is offering the client a very significant investment is what you should aim for.  It will spell the difference in the completion of the transaction and garnering repeat business or referred business in the future.

Adhering to professional practices is exhibited in the way you conduct meetings, presenting yourself and your over-all knowledge of the project.

One pitfall of some sales professional is neglecting the client after the commission has been received. They are more concerned about client acquisition rather than retention.

Real estate is a tough business and in the practice of the profession, one should always remember that we have a commitment to our fellowmen to serve their needs and aspirations of being in a secured community, residing in a home that is a testament of their hard work and realization of their dreams.

The passion to serve the clients must always be in mind.  Most notably in the Filipino culture, the relationship between a buyer and the seller can easily extend to long-term friendships.


Spirituality as a source of strength and motivation

A lead broker is a highly influential individual most especially to his downlines.

It is important that he will be the inspiration of his team in the way he conducts businesses and solicit sales.

This moral obligation is even extended in providing spiritual guidance to other members of the team who are feeling frustrated by the inability to hit sales targets or disappointed because he has been repeatedly turned down by potential clients.

A lead broker must initiate spirituality at work by constantly inspiring courage and hope.

This can be through a simple prayer, messages of encouragement and a positive attitude reinforcing one’s faith that a strong relationship with God will always be possible and in the practice of the real-estate profession, this is where all good and righteousness emanates.

Managing the challenges of a highly competitive environment

The marketing mix (product, place, promotion, price) may have been constant through the years but the marketing strategies are evolving and there has been a growing number of trends.

In the age of social media, a real estate professional should also take advantage of the available marketing innovations.

Digital sites offer platforms to advertise one’s skills and experiences.  Others create their own websites and engage in social media and paid digital advertising to garner more prospects.

A good lead broker also keeps himself abreast of the current market trends as he joins professional groups or enroll in seminars and continuing education.

Real estate marketing is always dynamic and rest-assured that a real estate service professional will always be characterized by a vibrant personality.  This is one of the most democratic industry because anybody can achieve personal success whatever your background maybe as long as you have the passion and determination to win.

Ma. Melinda A. Bernardino is the executive vice president for finance and administration of Royale Homes Marketing Corp. (RHMC), a marketing arm of Sta. Lucia Realty and Sta. Lucia Land Inc. She has been in the real estate industry for almost four decades now, majority of which were spent at RHMC.

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TAGS: Lead Broker, property, Real Estate, Real Estate Service of the Philippines
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