Ohio Realtors’ President Michelle Billings on building client relationships

In this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Ohio Realtors President Michelle Billings, an agent at Coldwell Banker Realty in Montgomery, Ohio. They explored affordability issues in today’s real estate market and how agents should leverage their knowledge for success. Billings has over 23 years of experience as real estate professional.

This conversation has been edited for length and clarity purposes. After an ice-break segment, the pair dove into the first topic: major trends in the real estate market.

Tracey Velt: I’m sure you’re seeing a lot that’s going on in the industry right now. What are you seeing as some of the major industry trends?

Michelle Billings:  The biggest thing we’re seeing is affordability, and we’re watching how that plays out. The gap between housing costs and income growth has created some market pressure. This drives the need for more policy changes and interventions.

Also, because consumers have unprecedented access to market data, the role of the real estate professional has changed. The acceleration and adoption of technology also changed everything from how properties are shown and marketed to transactions.

Velt: What are some tactical strategies or habits that you recommend to help real estate professionals thrive in this competitive market?

Billings: I’ve been telling people to get back to the fundamental basics like making sure you’re building those relationships. I understand that we were in a very fast moving market over the last several years. That has calmed quite a bit. So, building those relationships and being proactive and communicating with them at an early stage of the transaction is key.

From a marketing standpoint, build your content around life transitions. Now, people don’t wake up and decide to move. They have things going on — they’re getting married, having kids, or changing jobs. Create content that speaks to those moments.

Velt: What are some tips for agents who are struggling to move further from the transaction to a relationship?

Billings: Social media is very important. Often, I’m looking at social media and I’m taking those conversations off social media. If I see a client that is getting married, had a baby, or if someone’s sick in their family, I’m taking those conversations off social media. I’m fostering that by picking up the phone and calling.

You really have to be intentional. You must time-block and you just have to make a choice. Either you’re going to stay focused and be consistent, or you’re going to allow these distractions to move you in a different direction.

At the conclusion of the conversation, Billings offers advice to agents looking to differentiate themselves and communicate value in today’s evolving real estate market.

Billings: Be authentic in your approach, and share real outcomes. Instead of talking about how many houses you sold, tell a specific story about how you helped a seller navigate multiple offers or an appraisal issue. Leverage your past clients more effectively. Share specific problems you helped them solve.

And, ask them to share that — because their perspective will always be a lot more credible than you tooting your own horn.