Try a New Perspective!
By Six Figure Real Estate Coach Roberta Ross
Branding. It’s a buzzword that seems to be everywhere we turn these days. And it’s no doubt an important part of your business. But branding by ITSELF is not really effective. One of the biggest errors agents make is they rush to develop branding that feeds their EGO but not their business. Here’s what I mean. Ever see those branding packages that are high gloss, have the agent’s picture larger than life, and the copy is all about how WONDERFUL the agent is, right down almost to their grade school award for perfect attendance? (All right, that last part is an exaggeration – but you get the picture.)
While that looks great, and it makes an agent feel pumped up and excited about their cool new marketing materials – what it DOESN’T do is tune into the WIIFM (What’s In It For Me) channel that today’s sellers and buyers are tapped into. Frankly – they don’t care if you had perfect attendance – or much else about YOU other than what you can do for THEM. In order to do that, you need to know what’s IMPORTANT to THEM. Or as I like to call it, you need CLARITY.
Before you dive headlong into the fall market for even a minute more, take some time to really think about WHO you want to work with. Are they move-up marketing candidates? Are they seniors? Are they golfers? Boaters? Horse breeders? Harley owners? A hybrid of a few? Get CLEAR on who your I.C., or your Ideal Client is.
Next…What are their hot buttons? Where can you find them? How can you position yourself as THEIR expert? What do they want from a real estate professional? Why are you a good fit for them? Ask yourself these questions and get the answers crystal clear in your mind. THEN wrap your branding and marketing around those things and you’ll discover that you’ll find their hands raise a whole lot faster – and you’ll be a whole lot happier. Why? Because you’ll be working with the people you WANT to work with – and that just makes life exponentially better, don’t you think?
Here’s to clarity! And here’s to you! Watch this quick clip for more on why clarity is a key to your success…
http://youtu.be/fPiQTGyDvTQ?list=UUMlnMjZZS5_Adj2ptmZTu8A
I’d love to hear your thoughts! Leave them below – and happy listing this season!