• When honing your brand, incorporate your passion into it.
  • Instagram is a great way to let people know what you are doing.
  • Let people in, and use your community for organic connections.

NEW YORK — Persistence and relentless marketing were the themes of the Top Producer Panel: What The Big Hitters Are Focusing On This Year at Inman Connect New York. Moderator Ben Kinney grilled panelists Katherine Salyi, Nestseekers, and Michelle Hediger, SellBoston, Bushari Real Estate about what makes them successful.

Hediger said that anyone who knows her will tell you that she doesn’t take “no” very easily. Part of her ambition is driven by her zest for her niche.

“Find your passion, find what makes you happiest, and make that your niche,” Hediger said. “It’s finding what makes you want to get up and work.”

For her, it’s all about new construction, which she starts marketing the minute the project is approved. A big part of her marketing is Instagram.

“I’m not gonna lie, people love seeing construction sites,” she said. SellBoston always includes an exterior shot as well as kitchen and bathroom photos because that’s what consumers want to see.

Believe it or not, it’s really about painting the picture for the client, she said. We know what our buyers are looking for, and that’s really the key. “You will never be able to truly sell it unless you truly know it,” she said.

But it’s not just about engaging clients via Instagram or other social media but also colleagues and anyone else who loves what you are sharing. People are willing to support you. Be willing, be friendly — and let people in, Hediger said.

Salyi agreed that Instagram is an effective tool. “It’s something you have to build into your daily routine — it’s a lot of extra work,” she said.

She said getting the word out that the sale happened and sharing the details of the deal — even occasionally with the press — is a great way to build a buzz and agents should use those specifics as part of their pitch as well. When neighbors of that seller see the results you achieved, they want you to do the same for them.

Mailers, phone calls, post cards, non-stop follow-up are critical to her success. “I find that the best marketing available is good old-fashioned word-of-mouth,” Salyi said. She is part of the Ryan Serhant’s team, which is a rather large team with “Million Dollar Listing” notoriety.

Working with a well-know team can be a blessing, but it’s also a challenge when it comes to establishing a brand. Salyi said that it took her a while to figure out what her brand was — it’s that passion that Hediger mentioned. But eventually, she figured out that the most organic way to make connections was socially through being a working mom, and she has made that her brand.

She said she thinks building a personal brand and using that in marketing as well as getting to know clients in an effort to make a name for yourself is vital.

“At the end of the day, I’m responsible for my own business,” Salyi said.

Email Dani Vanderboegh.

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