In this solo video, Evan Carmichael answers a viewer’s question about how real‑estate agents can attract clients in an ultra‑competitive market. He argues that agents cannot win by merely displaying their face or lowering commissions because they all sell the same product. Instead, he advises agents to differentiate themselves by telling a personal story and by blending real‑estate work with a genuine, outside passion. He illustrates the concept with a financial‑advisor friend, Steve, who loves hockey; Steve combined his love of the sport with his advisory practice, attracting NHL players as high‑net‑worth clients. Carmichael stresses that the passion must be authentic—not a marketing stunt—and that sharing this combined story creates trust, referrals, and rapid business growth. The video ends with typical YouTube calls to like, comment, and subscribe.
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How to attract clients in real estate. I got a great question from one of my newsletter readers, love you guys, Harrison, who wrote in to say, "Hi Evan, please, how can I attract clients in real estate marketing? Kind regards and thanks." Here's the thing, okay, real estate is one of the most competitive businesses to get into. If you're a real estate agent, it's so hard to stand out because you're all selling the the exact same product. There's tons of people out there and you're all selling the same thing. You're being crunched down by online resources, by agents who would just sell on like 1% commission or flat fee. So how do you stand out? The way to do it, this is really important, the way to do it is to make it personal and combine your passions. It's funny, of all the real estate agents that I know, Nobody does a good job of this. Real estate agents are so happy to put their face on business cards and put their face on signs and put their face all over their website, and yet nobody tells their story. Who are you? People need to know who you are, what you stand for, why are you interested in real estate? Tell me your story, make me feel something besides just looking at your face. Why are people gonna refer you? Why are people gonna work with you? Because they like you, they know you, they trust you. People will watch. So here's a great example. I'll use me. People come up to me on the street, or they come up to me at conferences, they write to me on email. They feel like they know me. They ask me about how this thing was that happened in my life. Like, I don't even know who this person is, but they feel like they know me. And that's what the— that's the relationship you need to create with people. You want people to feel like they know who you are. They know your passions, they know what gets you excited, they know why you started in the real estate business. Who talks about that? Nobody. That's how you stand out. On top of that, I'd combine a passion because real estate alone isn't enough. Find something else that you love. It could be from your personal life, something else that you love, and combine those passions together. That's where you're gonna have a lot of success. A great example is not in real estate, but from a financial services perspective. So a buddy of mine, his name is Steve, he's a financial advisor. And financial advisors are the same as real estate agents. Same in that you have tons of competition, you're all selling the same product, so how do you stand out? It's gonna be through service. So with him, we spoke about it and he loves hockey. That's his other passion. He loves financial planning and he loves hockey. Good old Canadian. And so how do you use hockey, right? Like, he's the kind of guy who will watch the highlights on TV and watch the same goal scored 10 times and not get bored of it. He just loves it. It's part of what he loves, and that's important. And he's like, well, how do I combine hockey with financial advisory services. And what he did was he started working with NHL players, with hockey players as clients. And now he is the guy who a lot of NHL stars go to for financial advice. It's the dream goal of every financial advisor to work with the high net worth clients, right? It's the dream of every real estate agent to sell the multimillion-dollar homes, not the $300,000 ones. And here's how he did it. He combined his passion, and the hockey players love working with him because they love hockey too. They have a common interest. So you have to find out who it is who's in your target market who loves what you do, who understands your story and says, "This guy, I love this guy. I believe in the same thing he does." So find another cause that's close to your heart. And this isn't a marketing thing. It's not just, I'm gonna, I'm gonna join this church group, or I'm gonna join this, this charity because it's gonna help my business. Steve didn't go off watching all those hockey clips because it's gonna help his business. He did because that's what he loved. That was a deep passion of his. So you have to find out what that is for you. What's another passion of yours, and how can you bring it into real estate and start attracting other clients who need to buy a home, which is going to be everybody at some point, but they also have that other shared passion of yours. What is it? When you do that, when you combine your passions and you tell your story in a way that makes me feel something towards you and I feel like you're a genuine person who I can relate to, then I'm going to hire you and I'm going to talk about you. I'm going to spread the word about you and your business will explode. That's how you attract clients like crazy in the real estate business. Believe. For those of you watching, like the video, give it a thumbs up below. Let me know what you think, leave a comment below. The comments always make my day. I love starting my day eating my lentils and reading your comments. You have a question for me, leave it below, and you can click on my face to subscribe to the channel. Thank you so much, and I'll see you soon.
