Lately you’ve likely heard your listings referred to as bait. Your listings are the one thing you have to attract buyers. They are the driver to your business and the things that will help you catch the big fish.

That’s only somewhat true. In keeping with the fishing metaphor, it is not just about the bait. It is about the skill of the fisherman. If all it took was good bait, we’d all be able to reel in the 17 foot Marlin like the one caught off the coast of Hawaii in 2000.

So how do you show your skill as a fisherman? How can you differentiate yourself in this competitive market? Over the years, technology has expanded your reach. The ability to aggregate your listings through companies like Trulia, Zillow and ListHub has made small real estate brokerages with a good web presence global. However, real estate still is, and always will be, a local business.

The formula is simple; you need to develop your brand through your technology and marketing. Offering a paperless solution with e-signature capabilities can make it easy to service your busy buyers and sellers who don’t have time to come visit an office to review documents. More importantly in the expanding market, these tools will work to service the out of state or international investor making it possible to transact with you simply and efficiently.

But that’s not all. Changing your marketing focus and creating your social media strategy will establish you as the most knowledgeable real estate brokerage in your market . Don’t allow your social media strategy to be insular, it’s not about who was promoted in your company, it’s about what great things events happen in your market. It is also a mistake to use Social media as an outlet to advertise your listings. Leave that to your website and other online listing sources. Always keep in mind Facebook, Pintrest and Twitter are great tools but should be used to establish yourself as the go to company for local news and events. Thus organically, you’ll attract business both locally and outside of your market.

The time to reinvest in your technology infrastructure is now. This will not only serve to attract clients, but your future cadre of Agents, the Millennial, who is familiar with and searching for the innovate real estate office to hang their license.

Your listings, the bait in this debate are important, but thinking this is the only thing is a little like assuming a fishing pole is all it takes to catch that big Marlin.

Enjoy this upswing in the market and happy fishing!!

[Photo via http://www.aliexpress.com/]