Texas REALTOR® magazine asked: “How do you use creativity/innovation in your real estate business?” Members wrote in to describe how they put their own spin on the real estate business.
Each was unafraid to challenge the way things are usually done. Their risks paid off with happier clients and more professional success. As you read their stories, ask yourself: “Where could I innovate in my own business?”
Unique Marketing
A Unicorn in the Market
In Bridge City, Brandi Leatherwood is known as a unicorn, not because she is so unique—although she is—but because the B&L Realty Group Team Leader wears an inflatable unicorn costume to closings.
“It started as a surprise for one client, then others started asking me to wear it, and it just became my brand,” she says. “Everyone thought it was funny and made closing day so much fun. Title companies love when I wear the suits; it breaks up the monotony of their days.”
Some agents consider her unprofessional for being different, Leatherwood says. “But it’s made me successful in my career, so I wouldn’t change a thing. Do what makes you happy and be who you are! There are enough people out there who will love you even if others don’t.”
Finding a Perfect Match
Kyle Davis emphasizes his wedding industry experience in his marketing. The Carrollton-based agent with Crawford and Company, REALTORS®, pitches himself as the agent for newlyweds, and he participates in bridal expos.
“This approach has allowed me to stand out in an industry full of seasoned veterans,” he says. “Any time I introduce myself to a wedding-related business, the feedback has been great.” The people he meets don’t assume he could use his previous job experience until they hear about his branding and business model.
While Davis specializes in newlyweds, he makes sure to tell everyone he welcomes all potential clients who want to buy and sell homes.
“Don’t be afraid to be different,” Davis advises. “When folks are getting married, the odds are good that someone is either buying or selling a home. I want to be who they think of first.”
Innovative Processes
Programmed to Succeed
Why risk missing important dates in the real estate transaction when the computer can track them for you? Over the past two years, Brad Crumpecker developed an Excel workbook that tracks the dates and performance deadlines of the six main TREC contracts and related addenda.
“I have built algorithms that emulate the language of the contracts,” says the Robinson Clay Team Lead for Keller Williams Dallas Midtown. “It creates a timeline for all the critical dates.”
Crumpecker generates reports he sends to clients after key deadlines or important changes.
“It keeps us on track to be sure nothing is slipping through the cracks,” Crumpecker adds. “If the agent on the other side misses something, we know it right away. Our clients appreciate seeing the contract progress and how things can change with each milestone. I have demonstrated it to other agents and brokers. No one has seen anything like it.”
Low Inventory? No Problem
Back when interest rates were low and inventory was even lower, Cindy de la Garza came up with a successful strategy for her buyer clients by focusing on properties that had been on the market for at least two weeks. She could tell many of these properties were overpriced.
“I was then able to negotiate a fair sale price for my client, who did not get caught up in a multiple-offer situation and therefore did not overpay for the property,” says the Broker/Owner of DLG Realty Advisors in Dallas. “My clients were thrilled with my creative approach.”
De la Garza says it was challenging to negotiate with sellers who weren’t ready to drop their prices.
“After negotiating back and forth, it is always nice to have a meeting of the minds and eventually get the property under contract for your client, and most importantly, at a fair price,” she says. “Always adapt to the current market by thinking outside the box.”
Memorable Customer Service
Always Be Showing
When Bill and Gay Penak founded Penak Group Realty in Kerrville roughly two years ago, they promised to be present at every property showing. “The clients love the idea and feel more secure at having their property listed for sale,” Bill Penak says.
They got plenty of pushback from other agents who wanted to see properties on their terms, as well as their own agents, who thought there wasn’t enough time for that kind of commitment. Penak understands these concerns, but his firm is rarely unable to accommodate a request. “It may not work for everyone, but it certainly has worked for us,” he says.
Penak says being there in person lets him highlight home features and quickly answer questions. He also finds this to be an opportunity to network with local agents. “Our sales results speak for themselves, and the number of referrals we receive from our clients speaks volumes about our different way of doing business,” he adds.
Success By Design
Georgette Bisteni Adam likes to bring her own flair to the process of buying and selling real estate. While she often applies what she learned from earning her master’s degree in business and marketing, she also relies on her creativity to design closing presents for clients.
The San Antonio-based agent with Central Metro Realty once gave her buyer clients a stone with an image of their new home engraved on it. She drew the picture and sent it to an engraver. “They loved it,” Bisteni Adam says. “It is something they will keep forever.” The engraving matched the clients’ farm style decor. It was a time-consuming project, but well worth the effort, she says.
“We all have talents. We just need to use them to better serve our clients and customers,” she says. “It makes our lives more meaningful and joyful to combine all of our gifts from the real estate professional and the artist we all have inside.”