Keller Williams Capital Properties, Fairfax, Virginia
How did you decide to get into real estate?
It’s a basic need, and it’s easy for me to understand—everyone needs a place to live. I originally intended to create wealth through investing in real estate, and I saw tremendous opportunity in it. Also, so many wealthy people had the foundation or diversification of their wealth in real estate, and it has helped them to grow their wealth stably and steadily over time.
When did you learn about the CRS Designation?
I went to classes and got so many designations—some of those instructors mentioned that CRS was worth pursuing beyond all the others. I was impressed by the fact that it was the only designation for which you actually had to sell some houses and not just take a half day of classes. I felt that it was a more exclusive group.
Did your selling or listing tactics change after you got the designation?
Absolutely. I think all the best CRSs I’ve met, whether they’re designees or instructors, are passionate about being lifelong learners. And I think that’s huge. Real estate is such a people business, and yet, there are so many things that have an impact on it, such as technology, the economy and social factors. But I feel like being committed to learning is the one constant we can control.
And the value that CRS offers is fantastic, whether it’s through the brainstorming within your network, the events, the magazine or even taking a couple of classes every year to be among those people and in that learning environment.
What is going on in your market right now?
I’m based in Northern Virginia, and I have a heavy focus in Tyson’s Corner in Fairfax County, Arlington County and Loudon County. I’m licensed in Maryland and Washington, D.C., as well. When people come here, they may work in the city and not necessarily know where they want to live, so having all three licenses is beneficial. The market is very robust right now. I would say we’re lucky; I don’t feel like a lot of people here have lost their jobs. The home prices continue to rise because there’s low inventory. And it’s just fascinating to see how COVID-19 has caused people to reevaluate their lives. With this situation, buyers want a home office, a home-schooling space, a home gym and more outdoor space. Before, people were more minimalist—now, they want more space.
Has the pandemic caused you to change your marketing approaches?
We have some enhanced marketing efforts that weren’t always a part of our business, like digital pre-listing packages and digital listing presentations, as well as Facebook ads and different things on YouTube. But we’re not letting go of the tried-and-true components like getting face-to-face with a client to understand their needs, whether that’s on Zoom or in person, or using snail mail postcards to cut through the clutter.
How are you using digital media in your marketing now?
I like to bring attention to other businesses. I interview them on Facebook Live, or maybe we create a video for them, and they promote it to their clientele, and we become associated with that neighborhood or that city. It’s a layering effect. I had a man at my church ask me why he saw me in a video about a sushi place. And I said, “Well, I did a video about great features in the town and why people move there.” And simply the fact that he saw me helps me know it’s working. I don’t expect the video about the sushi place to mean that he’s going to call me to buy a house. But I expect that when he thinks about that city or that town, that
I’m in that thought process.
Jeff Wu, CRS, achieved the CRS Designation in 2010. He can be reached at Jeff@AgentKnowsHomes.com or 703-436-8000.
Photo: Adam Auel
