I want to share a key strategy that has helped me consistently rank among the top 1% of Coldwell Banker agents for over a decade—even in a very small market.
If you’re tired of chasing cold leads and one-to-one marketing tactics that drain your time and energ
y, there’s a smarter way. You can build a steady stream of business by positioning yourself as the trusted expert in your niche market. Here’s how I learned that lesson—sometimes the hard way—and how you can replicate the same success in your real estate business.
The Power of One-to-Many Marketing
Early in my real estate career, I was still figuring things out and hustling for every listing. One day, I got a call to meet with a luxury homeowner about listing their property—a big opportunity in my market.
I did all my homework and showed up ready to impress. But when I walked into their home, I was met with crossed arms and a skeptical look from the wife. Before I could even sit down, she said bluntly, “You wouldn’t even be here if it weren’t for him,” pointing to her husband.
Caught off guard, I turned to him and asked, “Why is that?”
He replied, “I’ve been on your email list and receiving your market report for some time. I told her that when we were ready to sell, you were going to be our agent.”
At that moment, I realized something powerful: I had already earned their trust before I walked through the door. All the prep work I’d done to justify why I was the right agent suddenly felt unnecessary. So I simply asked, “How would you like to proceed?”
They asked me two questions:
- How much is our home worth?
- How long will it take to sell?
I had the answers ready in the form of a CMA, and by the end of that meeting, I had the listing. That property sold for around $2 million—one of the top-end sales in my market at the time. More importantly, the relationship didn’t stop there. I went on to help them buy and sell more real estate and even worked with their friends.
Why It Worked: Trust + Authority = Attraction
This wasn’t about a flashy presentation or a pitch. It was about a consistent system—my market report newsletter—that built trust over time. That’s the magic of one-to-many marketing. Instead of trying to win one lead at a time, I was nurturing dozens (and now hundreds) with every newsletter I sent out.
Because I positioned myself as the go-to expert with useful, relevant market information, I stayed top-of-mind. So when it was time for them to act, the decision was already made.
Your Action Plan: Build a System that Works for You
Here’s how you can apply the same principles to your own business:
Define Your Dream Client
Think about your favorite past clients. What traits did they share? What type of home did they buy or sell? Where do they live? Birds of a feather flock together—if you know who you want to work with, you can attract more just like them.
Get Clear on Your Niche Market
Many agents spread themselves too thin across a wide geographic area. Instead, become an expert in a specific neighborhood, price point, or client type. Specialization creates authority.
Use One-to-Many Marketing Tools
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- Do you have a market report?
- Are you sending a regular newsletter?
- Do you use a CRM to track and nurture leads?
These tools help you scale your efforts and stay in touch with potential clients consistently—without burning yourself out on one-on-one outreach.
Establish Authority Online and Offline
Answer the #1 question on every buyer or seller’s mind: “How’s the market?”
If you can provide that information confidently and consistently, you’ll become the agent people trust and turn to—just like that luxury homeowner did with me.
Looking Ahead
In the next post, I’ll share how you can create a steady stream of business by truly understanding and connecting with your dream clients. But for now, take a moment to reflect:
- Are you marketing yourself to your dream clients?
- Do you have systems that promote your authority?
- And are you using your time efficiently with one-to-many strategies?
I hope this gives you something valuable to think about and implement in your own real estate business. Until next time—have an awesome day.
Have an awesome day,
Chris Kopf
Coldwell Banker Agent