Establishing Yourself As A LOCAL AREA EXPERT
BEYOND CLEANING AND DECLUTTERING: What Improvement Expenses Make the Most Sense? Is Finding a NICHE MARKET Right for You? Agent Strategies To GROW
3 Ways to Make Your Workspace Work for You
Productivity experts agree that a curated workspace positively impacts productivity and mood, but oftentimes we settle for bland desks and cubicles that lack personalized details or considerations for workflow. Why miss out on the opportunity to optimize your surroundings when it could brighten your day—and boost your performance? Keep in mind some of these tactics to make your workspace your own and reap the benefits along the way.
DETERMINE YOUR WORKING STYLE AND DECORATE ACCORDINGLY
For the creative set, a colorful and art-filled workspace can inspire fresh ideas and reduce stress. Likewise, casual yet aesthetically pleasing furniture, accessories, and décor set an inviting yet functional mood. A pop of color from an office tool—even something as basic as a stapler—can inject a sense of fun and modernism into your daily tasks. For the more analytical, right-brained worker, clean
lines and zero clutter go a long way. A few well-chosen personal photos in tasteful, unassuming frames can provide a motivating connection to the world beyond the office, while accessories and supplies that are sleek, monochrome, and contemporary inspire a sense of calm efficiency.
BUILD A WORKSPACE WITH YOUR DAILY ROUTINE IN MIND
If you find yourself spending hours on the phone per day, or assembling stacks of documents and brochures, or even coming and going from the office with frequency—there are simple adjustments you can make to your workspace that will save you time and energy. If you sit for long hours—responding to e-mails or making calls—try incorporating an ergonomic chair or keyboard wrist-pad to maximize comfort. If you spend a long time assembling presentation materials, then file organizers, trays, and easy-to-pull labels can shave valuable time off your efforts. Lastly, those who step out for frequent meetings can reduce the hassle of being on-the-go by making your space mindfully organized—a coatrack and a dish for your keys by the door, an auto-brew coffeemaker, or an easily edited whiteboard calendar can make jet-setting simpler.
ADD EASY DETAILS THAT ENRICH YOUR WORKING EXPERIENCE
While organization and décor can rally productivity and mood, there are also a few extra details you can introduce to your workspace to improve the quality of your working life. Healthy, easy to grab-and-go snacks—think nuts, homemade trail mix, and fresh fruit— can keep your energy up without the sugar crush or guilt. If there’s a window nearby, a hard-to-kill plant like a philodendron or a fern not only cleanse the air around you, but also provide a welcome connection to the natural world. Being prepared in a pinch is another great way to make your workspace work for you: a spare tie, a tube of lip balm, hand sanitizer, or a box of Band-Aids can save you a trip to the store when an unexpected need arises.
While we take great pains to make our homes our sanctuaries—complete with the decorations, furniture, and food we favor—we often overlook our work areas, even though we spend a sizable portion of our week sitting at the same desk. Challenge yourself to add a few of these personalizing, productivity-boosting details to your work area and bring the comfort of home to your working life.
AGENT STRATEGIES TO GROW YOUR SOCIAL MEDIA PRESENCE
In real estate, where connections and maintaining relationships with clients are crucial, having a strong social media presence is essential for any REALTOR®. A wellcrafted agent profile on social platforms can not only showcase your expertise but
also help you connect with a wider audience, build trust, and ultimately grow your business. Here are some comprehensive agent-profile tips to elevate your social media presence and establish a strong online persona:
1CREATE AN ENGAGING AND INFORMATIVE BIO
Your bio should introduce you as a real estate expert and spotlight your specialties, service areas, and what makes you unique. Include relevant keywords so you will rank high in a Google search.
2 HAVE A PROFESSIONAL APPEARANCE IN PROFILE PICTURES
It’s important to have a clear, high-definition photo of yourself. You should look professional, but at the same time approachable. Wear clothes that align with your brand, and keep the background simple.
3 SHOW OFF YOUR ACHIEVEMENTS
Share your professional success, accomplishments, accreditations, and awards. This will enhance your credibility and make you appealing to potential clients. Those who visit your social media site will know you’re an expert.
4 MAINTAIN A PERSONAL CONNECTION THROUGH POSTS
Buying and selling real estate is a highly personal experience. It’s vital that you showcase your personality and relatability. Clients want to work with someone who they feel comfortable with. Incorporate your hobbies, personal anecdotes, and interests in your posts.
5 HIGHLIGHT YOUR COMMUNITY WORK
Whether you’re sponsoring an event, volunteering, or supporting local businesses, it’s beneficial to show your followers that you care for your community. It will help portray a positive brand image, and demonstrate a dedication to the areas you serve as a REALTOR®.
6 CREATE CONTENT THAT CAPTIVATES
Produce varied and interesting content, balancing listings with insights into the market, news, and tips for buyers or sellers. This will keep your followers engaged and help solidify your status as a top expert in the field.
7 ENGAGE FOLLOWERS
When people comment or message you, it’s important to respond. It’s also great to get conversations going on your social media pages by posing questions with your posts, running polls, or asking for opinions.
8 KEEP TO A SCHEDULE
Post regularly on social media, at times when your audience is most active. This will ensure your posts are being seen by the largest audience possible. And when your followers know when to expect your posts, they will remember to check it out.
9
POST BEHIND THE SCENES INSIGHTS
Offer a look into your everyday life in the real estate world, including preparing for open houses, client meetings, or your office setup. Maintaining an authentic presence will help you connect to your followers.
10 DON’T FORGET ABOUT STORIES AND REELS
Take advantage of Instagram and Facebook’s Stories and Reels. This is where you can post more spontaneous and creative content. Some of the highest engagement on social media happens on these platforms.
11STRATEGIC HASHTAG USE
Use hashtags that are relevant to what you’re posting. You can even create your own hashtag that reflects your brand. When you use a mix of the two, you’ll reach a larger audience.
12 COLLABORATE WITH PEERS
Don’t be afraid to partner up with local businesses, industry influencers, and other professionals. You can cross-promote content and create content together. This will introduce you and your brand to new audiences.
13 CREATE EDUCATIONAL CONTENT
Establish yourself as an expert by sharing knowledge about the real estate market,
process, or regulatory changes. Educating your audience not only demonstrates your expertise but also provides them with valuable information.
14 POST CLIENT FEEDBACK
Feature positive feedback from satisfied clients. Testimonials build trust and provide social proof of your skills and commitment to client satisfaction. Consider creating visually appealing graphics or dedicated posts to showcase these testimonials.
15 QUALITY VISUALS ARE KEY
Invest in high-quality visuals for your posts. Clear and appealing images are crucial in the real estate industry, whether you’re showcasing a property, sharing a personal story, or promoting your services. Professional visuals make a significant impact on social media platforms.
Remember, building a strong social media presence is an ongoing process that requires a blend of creativity, consistency, and genuine engagement. Regularly assess your analytics to understand what resonates with your audience, and adjust your strategy accordingly. By incorporating these agent-profile tips, you can effectively grow your social media presence, establish a meaningful connection with your current and potential clients, and differentiate yourself in the competitive real estate landscape.
ARROYO
MIRTA
Top Agent Mirta Arroyo is a solo agent—recently joining Monarch Group Realty where she serves Cabarrus, Mecklenburg, Rowan, and Stanly Counties.
Mirta Arroyo, of Concord, North Carolina, combines her deep understanding of construction with a commitment to education and a passion for building meaningful relationships, all of which fuel her thriving real estate business. “I’m a teacher at heart,” Mirta shares. “I love helping my community and guiding people along the path toward homeownership and investing. Every day, I meet people who believe it’s impossible for them to own a home. I get to teach them about credit and loan opportunities, and seeing their faces light up when they realize it’s possible is the best part of my job.”
More than just a Realtor, Mirta is also a home remodeler & investor, using her knowledge of the industry to help clients build wealth through the purchase of their first home. Entrepreneurship runs in Mirta’s family, and it’s more than just a vocation for her. “I come from a lineage of business owners,” she recalls. “Eight
years ago, my husband and I launched a home remodeling and maintenance business. Through that venture, I discovered my passion for real estate.” After establishing their renovation business, Mirta expanded her expertise, becoming a solo agent and recently joining Monarch Group Realty, where she now serves Cabarrus, Mecklenburg, Rowan, and Stanly Counties.
In 2024, Mirta’s business continues to thrive, with over eighty-five percent of her clientele coming from repeat customers and referrals. “I focus on building strong
relationships with everyone I meet,” she says. “I’m always available for my clients and make sure they know that my knowledge is theirs. When you help someone achieve their dream of homeownership and make it a reality, they become clients for life.” Mirta’s dedication to fostering deep connections has earned her a reputation as a trusted advisor and educator within her community.
Outside of real estate, Mirta and her husband are active in their local church, and they take pride in their volunteer work, repairing homes and improving
As a longstanding member of Fix & Flip en Español Academy, Mirta has been invited to speak at the Fix & Flip en Español conference for the past two years, sharing her niche expertise in the profitability of manufactured homes.
neighborhoods for the elderly and people with disabilities. This commitment to giving back, paired with Mirta’s growing digital presence, has allowed her to balance a flourishing real estate business that generates wealth for the people she serves.
In addition to her work in Concord, Mirta helps guide others in their journey toward real estate investment. As a longstanding member of Fix & Flip en Español Academy, she has been invited to speak at the Fix & Flip en Español conference for the past two years, sharing her niche expertise in the profitability of manufactured homes. In August 2024, Mirta co-authored a book “Mas Alla Del Sueño Americano” on the subject: Latinos who transform dreams into financial freedom
through investments in real estate, sharing her knowledge and experience. “I wanted to pass on what I’ve learned, but more importantly, I wanted to tell my story—from Puerto Rico to North Carolina—and express how much joy this path has brought me. I’ve been fortunate to meet people from all walks of life, and we feel blessed to give back.”
With the constant support of her husband—who, as Mirta fondly notes, “pushed me to get my license and did
one hundred percent of the cooking and cleaning while I was studying”—Mirta is now planning to launch her own firm in the future to further support her growing enterprise. In 2025, she will serve on the Board of Directors for the National Association of Hispanic Real Estate Professionals, bolstering her impact on leading industry experts and blossoming clientele. “Every one of my clients meets my family at some point, and that’s when they truly see that we’re all in this together.”
Photography by Larry Laughter with Next Agent Up
Establishing Yourself as a LOCAL AREA EXPERT
For real estate agents and local business professionals, carving out a reputation as a go-to local expert is invaluable.
Below are tailored strategies for real estate professionals eager to become their community’s trusted authority.
Deep Dive into Local Insights
Gain an intimate understanding of your community’s pulse—its history, cultural nuances, and what makes it tick. Keep abreast of housing trends, economic shifts, and unique local attributes that influence the market.
Hone Your Specialty
Pinpoint a market niche that aligns with your community’s specific needs. Whether it’s a focus on historic homes, luxury properties, or first-time homebuyers, specializing sets you apart.
Forge Local Connections
Immerse yourself in the community by attending events, joining local organizations, and engaging in activities that matter to your neighbors. Cultivating relationships with fellow businesses and professionals enhances your network and referral potential.
Boost Your Digital Footprint
Craft a compelling online presence with a professional website and active social media channels. Share insights on local happenings, market updates, and valuable content that positions you as the local expert.
Collaborate with Neighborhood Businesses
Partner with area businesses and groups for mutual promotion. These partnerships can broaden your visibility and reinforce your community ties.
Commit to Community Service
Demonstrate your dedication to your area through volunteering and supporting local causes. Authentic engagement with your community can significantly bolster your personal brand.
Educate Your Audience
Offer your expertise through informative content that addresses the local market’s nuances. Publishing guides, articles, or videos can make you the go-to source for real estate advice in your area.
Leverage Client Success Stories
Utilize testimonials from local clients to underscore your impact. Encouraging satisfied clients to share their experiences online can further solidify your reputation.
Engage with Local Media
Position yourself as a local real estate authority by contributing to local publications and websites. Offering insights on real estate trends or market forecasts can increase your visibility and credibility.
Maintain Cohesive Branding
Ensure your branding is consistent across all platforms. A recognizable brand identity makes you easily identifiable and strengthens your market presence.
Stay on the Pulse of Your Community
Keep informed about local developments, news, and events. Sharing your perspective on how these could affect the local real estate scene showcases your expertise and keeps you relevant.
By diligently applying these strategies, you can establish yourself as the definitive real estate authority in your local market, enhancing both your credibility and your opportunity for growth within the community.
Beyond Cleaning and Decluttering:
What Improvement Expenses Make the Most Sense?
Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.
Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress
neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.
Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.
Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?
In general, some improvements are required, others are low-cost and others pay for themselves
with lower time on the market, competing offers or higher sale price.
Landscaping & Exterior
First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.
While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.
Walls, carpets, ceilings and trim
Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it. “I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.
Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.
Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings! A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.
Kitchens and baths
Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.
Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.
Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.
Is Finding A Niche Market Right for You?
A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.
If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.
Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.
You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market. If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:
There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market
In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams? Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.
Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures. When things pick up, you may take your innovative approaches and start applying them to luxury homes.
Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.
Fill a void in your market
Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There
are numerous demographics that truly need expert real estate advice. Be the one to fill it.
You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.
Are you already serving a niche?
Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official. Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.
Find ways to really sell your expertise
Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.
There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.