Coaches Corner | Real Estate Marketing Tips

Coaching is all the rage. In fact, this time of year is often regarded as musical chairs prime time for coaches when it comes to the game of football. Whether it’s sports or business, coaches are important.

I’ve attended sessions with several different real estate coaches. While the coaching concept is great, it’s how agents are being trained to focus their efforts that should be important to consumers. Coaches help evaluate businesses and keep agents on track. Controlling marketing expenses is one area where REALTORS® routinely struggle.

Pass the Print?

Coaches regularly advocate that we spend very little on print advertising. I doubt sellers will be very excited with an agent who isn’t willing to run ANY print ads, but the concept actually makes a great deal of sense. Watch this. The logic starts with the 93% (probably higher in Hawai`i) who currently begin their property search on-line. It’s not just the fact that buyers are searching online, but that referrals start there as well.

I constantly receive referrals from mainland REALTORS® who find my blog online. They also find me on social media and Yelp! I constantly reach out electronically to other agents and my sphere of influence as well. Pretty impressive, but even more effective are referrals from previous clients, friends, or those generated because of professional reputation.

Coaches suggest that fostering past relationships, when coupled with an enhanced online presence, makes more sense than randomly placed and costly print ads. Personal buyer referrals are highly qualified, which increases efficiency.

Referrals = Touchdowns

But how does a referral help sell a listing? Good question. Part of the answer lies in the fact that referrals, a great listing portfolio, and a strong web presence help us “capture” incoming buyers. Equally important is having a realistic seller and marketing directly to other agents. Coaches tell us that listings should sell in 30 days, a bit optimistic considering our remote location, but none-the-less valid because a seller unwilling to list at a competitive price may well sit on the market even in today’s busy market.

Pricing Offense, Not Defense

Truth is, sometimes REALTORS® allow sellers to be the better salesperson. At times, unmotivated sellers talk us into a listing price we don’t really believe in. Well-priced properties should be snapped up quickly! I doubt print advertising will suffer because of this new thinking, but it certainly helps illustrate why referral business is big business.

Trading Teams

And, by the way, if you aren’t feeling loved by your past agent…Red Rover, Red Rover, just come on over!

Pro Tips

P.S. If you missed our last Wine’d Down, our visit with my personal financial “coach,” Boaz Young with Edward Jones, was a lesson I wish I had heeded much earlier in my life. Just email him. He’s certainly on my trusted Financial Coaching list! Want to sit in our next online meetup? Just email me for the Zoom invite!

About the Author

Denise Nakanishi

Denise Nakanishi is a REALTOR Broker with Hawai'i Life. Denise Nakanishi is one of Hilo's most acclaimed real estate agents. She reached the rank of Major in the US Army and is now known by many as "Major Mom." The nickname fits–not only does Denise bring the discipline and mission-oriented attitude you'd expect, she's also caring and compassionate, always looking out for her clients like they're her own family. Having made the Big Island her home since 1987, Denise combines her extensive knowledge of the area with a sharp focus on customer service and the results speak for themselves. She's the recent recipient of the Best East Hawai`i, Best of Zillow, Chairman's Circle Award, President's Circle, Top Producing Agent since 2001, and Realtor of the Year awards. Denise stays ahead of the curve because she's passionate about education–she served as Education Chair for Hawaii Island REALTORS® for many years. She's one of Big Island's best real estate resources, known for her weekly article in the Hawaii Tribune Herald. Denise leads Team Nakanishi for Hawai`i Life, who is committed to their family, work, and community. In her little time away from work, Denise is a committed runner and Grandy. She also devotes many hours to various Veterans' Organizations, the East Hawaii Cultural Center, and the Hawaii Island REALTORS®. You can email me at or via phone at (808) 936-5100.

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