7 Ways to Succeed at In-Person Networking in Real Estate

As concern over Covid fades, in-person networking is making a slow-but-sure comeback. Depending on how you feel about networking, this can arrive as welcome news or spur some social anxiety. But done right, networking can be a huge benefit to your business. Let’s take a look at seven top tips for networking in real estate.

1. Just be yourself

It’s that simple; don’t try to be someone you’re not. People are smart, and they can quickly spot insincerity.

People will better relate to you if you can laugh at yourself or tell an interesting story. Position yourself and your business factually and honestly so your peers can see themselves in your story and make a connection. By being authentically you, you’ll gain more respect and make better connections.

2. Start a conversation with someone

The easiest way is to start small with questions that invite the other person to share something:

• What do you do?
• How did you get started?
• What’s your favorite thing about what you do?
• What’s your typical day like?
  

Once you’ve broken the ice, let the conversation flow naturally. Find common ground. Pay attention to what they’re sharing, and watch for where you can connect them to other resources or help them find the missing solution for a problem they mention.

Ultimately, what you’d like to do is help the person buy or sell a home. But it’s highly unlikely that someone at an event will walk up and say: “Are you a real estate agent? I need to sell my home.”

But real estate is something people all have in common and love to chat about. Whether they're buying, selling, renting or working as agents, your small talk might naturally flow in that direction. The rapport you build might stay top-of-mind when your new contact decides to move in six months.

3. Be a pleasant person, not a pushy one

If you were suddenly dropped into a room where you didn’t know anyone, would you run around passing out business cards, saying, “Hi, I’m a real estate agent! Know anyone who wants to buy or sell a home?” Of course you wouldn’t. The hard sell is out of style. Avoid coming across as pushy . Don’t complain about the market. Don’t talk about “amazing deals” or try to push sales. You’ll stand out in a positive way by avoiding an aggressive pitch.

It’s also a good idea to let the other person direct the conversation so they become more comfortable sharing their hopes and concerns with you. The easy give-and-take of a naturally flowing conversation can make it feel like a chat between trusted friends.  

When you’re with colleagues, ask for their thoughts on clients, running their business, daily operations, or any shared interests you might have, and listen to what they say. Whether they’re a rookie or an old hand, give them a new audience to share their opinions or fears with.

4. Find the wallflowers 

For some, it’s easy to hover in the yammer of a networking event or engage with the extroverts. But next time, try engaging the people who are watching from the outskirts — they could turn out to be new friends or clients. Ask them why they attended the event. You might be surprised by their responses. Try asking about their top takeaway for the day, why it matters to their business or job, and how they’ll apply it when they get home. You can always learn something new.

Of course it’s still important to work the room, but the truth remains that the more people you meet, the more successful the event can be for you.

5. Thoughtfully listen to people

There’s an old saying: “We have two ears and one mouth so we can listen twice as much as we speak.” Keep that in mind. It’s easy to make a conversation all about you, but you’re there to connect to others, so try to practice active listening. 

People really like talking about themselves, so invite them to do so. When there’s an opportunity to ask a question, ask it, but be patient and try not to interrupt. If you listen well, chances are you’ll discover common ground, and that’s something you can mention when you follow up with them.

While you’re practicing good listening habits at an event, consider finding a mentor. Look for an industry veteran to engage with, and ask them for their top three pieces of career advice, or a similar question. Then use that story as fodder for conversations with the next people you meet.

6. Be helpful to your new contacts whenever possible

Clients want to do business with people they like and who are helpful. You're already on your way to making friends at your networking event. You’ve asked them about their challenges. Look for a way to help.

Maybe someone is struggling to build and maintain a website, and it turns out you were just chatting with a developer five minutes before. Consider introducing these new contacts to each other. Neither may need an agent right away, but when they do, your name could be in the running. 

Remember that networking in real estate isn’t all about nabbing buyer and seller clients. It’s about meeting people, learning from them, and paying it forward when you can. Adopt this mindset, and you’ll likely learn things completely unrelated to real estate. Maybe you’ll even meet a future good friend.

7. Follow up after the event

While you’re sorting through your new contacts, add them to your database and categorize them. If you don’t have a category called something like “People I’ve Met But Don’t Know How to Categorize,” create one. You can finalize their category after a few more conversations.

A note on email lists: Don’t assume everyone you meet wants to subscribe to your newsletter. Adding someone to a mailing list without permission can come off as spammy and undermine the rapport you’ve established.

Instead, follow up with a thoughtful, personalized message within 24 hours. If it’s via email, make sure you have a solid signature that cleanly links to all your online channels. Reference where and how you met and what you talked about. Some people find it helpful to jot down notes soon after the conversation when the details are fresh.