Expert Tips for Serving Military Buyers and Sellers
With military credentials in hand, this real estate professional offers tailored support for relocating military families.
Sometimes the most effective marketing strategies are the simplest.
Retired Army Sgt. Maj. Clarence Zarnes is a broker-associate with Florida Realty Investments and a real estate instuctor, and he always includes the tagline, “vacant land and military specialist,” on his website and in his social media profiles.
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Plus, he never fails to highlight his Military Relocation Professional (MRP) and Florida Military Specialist (FMS) certifications and his 28 years in the U.S. Army. “People find me on LinkedIn and Facebook,” he says, adding that his real estate and military credentials help him appeal to this market.
Although Zarnes’ military background is a major plus when working with relocating military families, it’s not required, he assures.
To gain experience in this niche, consider shadowing a military real estate professional, he suggests.
“Ask to tag along on their transactions and learn from them. Tell them you’ll refer military [buyers and sellers] to them if they let you shadow them.” Here are more of his tips so you can build a business successfully serving military buyers and sellers, even if you’ve always been a civilian.
Be respectful
To appeal to service members, it’s helpful to understand values many of them possess, explains Zarnes.
First, be honest.
“If you don’t know something, tell [them] you don’t know but will follow up as soon as you can. If you start blowing smoke and tap dancing, they’ll see that quickly and look for another agent.”
Second, show up a few minutes before appointments, because to service members, being on time means being at least 10 minutes early, he adds.
Finally, address service members respectfully, with “yes, ma’am” and “no, sir” he suggests. Although “most military folks don’t require people to call them by their rank, ask them how they’d like to be addressed,” he counsels.
Create a resource guide
“Relocating military families are often in a new location and completely lost,” he says. “The only person they might know is their Realtor®, and they don’t know them well.”
To help them acclimate as quickly as possible, ask questions to understand their requirements.
For instance, along with learning their home wish list, ask whether they need to find a special school for their child or a job for a non-military spouse. Then, compile lists of local schools and career resources, he says.
Prepare for a whirlwind tour
Showing homes to active-duty personnel often takes an entire day, explains Zarnes.
“An active-duty military family might fly or drive in Friday night, be there Saturday to look at as many houses as possible, then leave on Sunday,” he explains. “Figure out how to be 100% available to them during that time. Find someone who can cover your other calls and messages that day.”
In case there isn’t time to stop often, bring drinks and snacks and plan a quick lunch break, he adds.
Include absent spouses
Often, service members aren’t available to tour homes, Zarnes says.
To accommodate them, be prepared to take videos of homes or give home tours via FaceTime, asking sellers’ agents for permission, he advises. Also, include both members of the couple on messages and, if the service member is unable to attend the closing, remind their spouse to get power of attorney so they can sign the papers on their behalf.
Door knock
Google “military near me” to learn about local military recruiting offices, veteran councils and VFW, American Legion, National Guard and Army Reserve centers, Zarnes recommends. “Walk in, introduce yourself, and set up a time to come in and talk about how you can help people find a home.”
Work events
Consider investing in a float or banner at military events, like Veteran’s Day parades. Plus, once you’ve established relationships with local military personnel, propose joining forces to set up tables at fairs and events. While they reach out to vets or recruit, you can spread the word about how VA loans could help them purchase a home.
Helping military families find homes in a new or current location can be incredibly rewarding. By offering tailored support, understanding their unique needs, and demonstrating respect and empathy, you can create lasting relationships and make a real difference in their lives.
In the end, it's all about respect, responsiveness and dedication. Whether you're helping them relocate across the country or settle in a new neighborhood, your expertise and support can make the transition smoother for military buyers and sellers. And as you develop your knowledge and connections within this niche, you’ll find it not only a business opportunity but also a way to give back to those who’ve given so much.
Dina Cheney is a Connecticut-based freelance writer.