Building a Professional Platform in Your Real Estate Sales Practice

Published on November 9, 2012

One of the most powerful and valuable assets overlooked by REALTORS® is that of the business to business relationship (B to B).

Not only are B to B relationships key in fulfilling the client service role, but it is also critical in developing reciprocal opportunities for longterm marketing, lead generation, and sales.

In our real estate coaching programs, we often find that agents have focused largely on their Personal Platform, but have left out the Professional Platform component. And when they have begun building a B to B network, they have centered their efforts around professionals closely tied to the real estate industry rather than branching out into areas that compliment their particular niche or specialty.

Developing a Professional Platform

Of the 3 strategic platforms making up the real estate agent’s overall business platform, the Professional Platform is second only to the Personal Platform.

Made up of intentional business to business connections with other like-minded professionals, strategic alliances can have a significant impact on long-term business growth.

Things to consider in professional platform growth

  • More time, effort, and consistency is required to create meaningful relationships
  • Experience, skill, and knowledge are more heavily weighted
  • There is an expectation of value reciprocity
  • Validity comes with personal proven track record
  • Corporate structures can hamper cooperative efforts
  • Agents may need to learn new nomenclature and industry specific idiosyncrasies.

Benefits of a Professional Platform

Despite the initial time and effort required to establish a solid professional platform, the benefits are great. Here are a few of the advantages:

  • Professional contacts create leverage
  • Cooperative efforts often expand marketing exposure and reach
  • Strategic partners enhance your value proposition
  • Collaboration with like-minded people creates synergy and enhances creativity
  • Resources service are made available with a higher sense of urgency
  • Lead conversions ratios improve when referred by trusted advisors
  • Referral sources are often positioned to refer more leads into your lead funnel
  • B to B connections can be a springboard for your Public Platform

Just as their are subcategories of the Personal Platform, a person’s Professional Platform will also include relationships with varying levels of priority. As you build your platform, you will want to begin to identify those who are most critical to your network and those who are less so.

You will spend the majority of your time and resources maintaining high priority relationships while cultivating new ones and strengthening those with the most potential.


Nikki Buckelew is the Founder and CEO of the Seniors Real Estate Institute, a coaching and training company for real estate and senior housing professionals committed to serving senior adults, and Co-Founder and President of Coaching and Training, a coaching and training company for real estate agents, brokers, and leaders with SoulFire.

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