April 12 2013
Go grab any homes magazine, Sunday Real Estate Edition of your local newspaper, or even the stack of real estate postcards that ended up in your mailbox this week. I bet you that you cannot get all the way through them without seeing something to the effect of:
I get it. As a REALTOR®, you are your business. So it seems logical that you need to promote yourself. In fact, many of the best REALTORS® are consistent, solid self-promoters.
I'll even take it one step further. If you have worked your tail off and reached the successful level that puts you in the top tier of your marketplace, or spent your time furthering your education to get more designations, you should be proud of those things.
The reality of it, though, is that while these things are great, and while you should be proud of them, the public does not care. When I say "does not care," I mean every time, in every circumstance, no matter what.
First off, take a look at everyone that claims they are the top 1%, 5%, or whatever. It is statistically impossible for all those people to truly be in that category. As for designations, or even the brokerage designations like "gold circle," "diamond society," etc., the typical homeowner has no idea what those things are. Again, it simply doesn't matter.
FACT: As human beings, we are all selfish people. At the end of the day, all we want to know is "What's in it for us?"
This has never been more true than when a homeowner is considering selling their home. A home is most people's most valuable asset. Because of this, they have a very clear idea in mind as to what they want. They want answers and assurances. Specifically:
Does your marketing answer questions like this, or does your marketing talk about yourself? If your marketing falls in the category of the latter, don't feel bad. Not a week goes by that we don't meet an agent that is in the "Me" marketing mode and not the "What I will do for you?" marketing mode. It's a very common mistake. The good news is that it's also one of the easiest things to fix.
When planning your marketing messages, think of things in terms of the following:
One of the easiest ways to do this without getting into the "me" area is by using client testimonials. Let one of your past clients explain specifically how your performance helped them with the sale of a home. This type of marketing will allow a potential seller to easily put themselves in the shoes of your past client and automatically understand what you can do for them.
So there you have it. It's not easy being a REALTOR®. Marketing can be just as difficult. With a little planning, and the constant mantra, "What is in it for them?" you'll be on your way to a wildly successful marketing campaign.
To view the original article, visit the Leading Agent blog.