Hey, I’m Chris Kopf, a fellow Coldwell Banker agent—and if there’s one thing I’ve learned from spending over a decade in the top 1% of agents nationwide, it’s this: the cornerstone of success in real estate is trust.
We all know this as real estate agents, but something most agents miss is they’re focusing on marketing and promotion around themself instead of the client. Our expertise, authority, and credibility will build trust, but only if you do it with Client Value driven systems first. Then,
when you build unshakable trust and establish yourself as a go-to expert in your local market, your dream clients begin to seek you out—not the other way around. But the secret is this only happens when you leverage trust-based proven marketing principles, and put systems in place that position you as a credible authority, before you ever show up to a seller or buyer meeting.
A Hard Lesson in Client Mindset
Years ago, I was referred a luxury buyer couple from Dallas. They checked every Sphere Of Influence box—same country club, same tennis leagues as my wife, knew of my previous business success, and even had a connection through my sister-in-law.
You’d think it was a sure thing, right?
Well, they ended up buying a $2.2 million home… with another agent.
Why? Because I made the mistake of focusing on me—why I was the best, why they should choose me—rather than focusing on them and how I could serve their specific goals with my expertise.
That moment was a turning point. I realized that being known isn’t the same as being trusted.
From Missed Opportunity to Long-Term Win
Even though I missed that initial sale, I added them to my market report and newsletter list. I nurtured the relationship, pr
ovided value, and stayed consistent. Eventually, they reached back out—first to sell an adjacent parcel, and later to help them purchase another property. That second opportunity? It turned into nearly $2 million in business.
The difference? I positioned myself as a trusted advisor, not just another agent.
The Big Shift: Why Should They Choose You?
Most agents know who their dream clients are—but they forget to ask the key question: Why would those clients want to work with me?
It’s not enough to want listings in a gated community or aspire to work with high-end buyers. It’s not enough to outbound solicit and tell them you’re there. You need to clearly communicate why you are the best person to help them achieve their real estate goals in a non-threatening way that gives them value.
That’s where authority, trust, and client-focused marketing come in.
Action Steps for Building Trust and Growing Your Business
Let’s turn this insight into action. Ask yourself:
- Where is your business really coming from? Look at the past 12–24 months. What lead sources brought in your best clients? Is it time efficient?
- What trust-based systems are you using to attract leads? Are they consistent? Scalable? Do you feel they give value to the client before ever meeting? Are you happy with the results?
- How are you nurturing your leads and past clients? Most agents let leads die on the vine because they’re not following up. Don’t be that agent.
In today’s market, the most powerful thing you can do is become the expert your dream clients trust. Simple, repeatable systems grounded in marketing fundamentals will help you get there—online and offline.
What’s Next?
In the next edition of this series, I’ll be sharing the #1 secret to attracting and nurturing your dream clients consistently. It’s the same strategy that’s helped me stay at the top of my game for over a decade—and I can’t wait to share it with you.
Until then, remember: you’re in the client satisfaction business. Build trust, stay visible, and success will follow.
Have an awesome day,
Chris Kopf
Coldwell Banker Agent