With inflation causing low inventory and higher interest rates, the prospect of homeownership is growing difficult for many. But that means for those interested in buying, having a capable real estate agent is more necessary than ever. It could even be their only hope.

Your marketing as an agent should illustrate the benefits you can bring to buyers, no matter how challenging the market. To make your value known to potential customers, you have to not only recognize what you bring to the table but then effectively communicate that value to your sphere of influence.

Here are some ways to show buyers the value you can bring to them during challenging economic times.

1. Give Them Access to More Listings

Today many buyers think they have access to every home on the market due to the digital world being full of apps like Zillow, RedFin, and Trulia. However, when inventory is low, they want to know that you can provide them with more listings than just the ones they see online. 

A simple way to share homes currently on the market with leads and customers is by sending them a My HomeFinder Report. These reports enable you to automatically share the latest listings from a local MLS in the specific neighborhood or city someone is looking to buy in.

You can also reach out to a buyer one-on-one and share the newest pocket listings from your brokerage. This will not only inform them of listings they previously weren't aware of, but it will also make them feel special. This kind of personalized service isn't something they're going to get from simply shopping online.

2. Share Your Market Knowledge

While there is some information about the market that buyers will be able to find on their own, it doesn't compare to the knowledge you possess as an agent. So, you need to share this knowledge with your customers and let them know how it can come in handy in the home-buying process.

One way you can share your market knowledge is through your blog on your website. Delta Media Group® makes it easy to upload new content regularly and even share it directly to your social media. 

Another great way to share your knowledge is through video. It doesn't have to be long. A one to two-minute video on Instagram is enough to show your followers that you're keeping up with the latest market trends. 

Lastly, you can share your market knowledge by sending your customers Market Watch Reports. These reports, which are used to share the latest information on housing market trends with prospective buyers and sellers, can be created in seconds, pulling public data such as average home listing prices, recent sales, and more.

3. Talk About Your Skills and Accomplishments

If you want your prospects to know about your skills and greatest accomplishments, you can't be shy about putting them out there.

An excellent opportunity for sharing your skills and accomplishments is through your bio on your real estate website. Buyers first want to know that you have the proper licenses and skills to do the job. These skills may be your ability to help buyers find what they are looking for, negotiate a better price, or help them through the closing process. Then, they want to know what sets you apart, such as what awards you have won for your performance and what you have done for your clients in the past.

Another great way to display your skills and accomplishments is by sharing client testimonials on your website and social media. Nothing makes people see your value more than hearing about how you helped someone else.

4. Show Them You're an Expert

Customers don't just want to know that you have the skills needed to do the job; they want to feel like you're an expert. 

So how do you show them you're an expert? One way is through content, which you can share through your blog, social media, email, and more. Whether you're sharing tips for getting a mortgage loan or advice for deciding on a location to buy in, by giving customers even a glimpse of your knowledge, they will start to build trust in you as an expert they can turn to for advice.

Sharing expert advice can also be done by offering your followers and customers a chance to ask questions. Let them know through an email, text, or Instagram story that you're available to answer any questions they may have. Then respond promptly to any they ask.

5. Give Them Referrals to Others in Your Network

You know that when a customer chooses to work with an agent, they aren't just getting the agent, but rather access to an entire network of industry professionals — from contractors and landscapers to real estate attorneys and mortgage lenders.

A simple way to provide referrals and show customers that you have experience working with various professionals across the industry is through a page on your real estate website. All you have to do is add their contact information and a link to their website. And by referring your customers to these businesses, they will likely do the same for you.

6. Let Them Know They're Getting a Real Estate Agent For Life

What many buyers don't realize is that when they sign with a real estate agent, they aren't just getting an agent for one transaction — they're forming a relationship with an agent that they will have for life.

You can show customers that you're an expert they can always turn to by subscribing them to My Customer for Life automated newsletters. These weekly published newsletters feature tips and information for buyers, sellers, and homeowners alike.

You can additionally keep in touch with customers through email drip campaigns. Just like the newsletters, email drip campaigns provide value in any phase of the homeownership process and are a great way to stay connected for life. 

Lastly, consider providing them with regular market updates to keep them informed. This way, they know when the next best time to make a move is. Plus, by never losing touch, they will likely return to you for help navigating that transaction.

Start Highlighting Your Value

Given the current state of the housing market, there are plenty of customers in your area who could use your expertise. Whether they realize it or not, you could be the key to them purchasing the home they have always dreamed of buying. So, start highlighting the value you bring through your marketing and communication efforts and make those in your community aware of all the ways you can help.