Just a quick note to make sure you've heard about www.mailprint.com/mystyle, Mail Print's new Web site that helps you identify your unique personal branding style. Just pick your favorites from different color schemes, fonts and design styles, and the page will show you examples of brochures that may match your personal style.
Try it out!
Showing posts with label Personal Branding. Show all posts
Showing posts with label Personal Branding. Show all posts
Real Stories of Real Estate Success.
In case you haven't seen the new http://www.mailprint.com/ yet, I want to encourage you to check it out... especially the Case Studies page. This is one of my favorite parts of the new site because it shares real stories of real estate agents and other business people who we've helped overcome their challenges and achieve real results. I want to share some snippets from just a few of the case studies:
Beth Franklin is a broker and office owner who came to Mail Print for help with her prospecting efforts. Within just a couple of months of using one of our monthly mailing programs, she was already seeing results... two listing and a sale. Over the following months, she continued to see similar results.
Scott Thompson came to Mail Print as a newer agent who was trying to establish himself and target an up-scale audience. We created a personal branding package for Scott that gave him a professional logo, look and a bevy of marketing materials with his unique design. Within six weeks of starting to use his new materials, Scott had seven listing, two sales and two referrals as a result.
Teresa Grindinger is a successful real estate team leader who found herself spending too much time on her Just Listed/Sold mailings. When Teresa came to Mail Print, we helped her out by creating a custom postcard template and automating her mailings for her. No more applying stamps and lables! Within six months, the new program had already generated three listings for the team.
Beth Franklin is a broker and office owner who came to Mail Print for help with her prospecting efforts. Within just a couple of months of using one of our monthly mailing programs, she was already seeing results... two listing and a sale. Over the following months, she continued to see similar results.
Scott Thompson came to Mail Print as a newer agent who was trying to establish himself and target an up-scale audience. We created a personal branding package for Scott that gave him a professional logo, look and a bevy of marketing materials with his unique design. Within six weeks of starting to use his new materials, Scott had seven listing, two sales and two referrals as a result.
Teresa Grindinger is a successful real estate team leader who found herself spending too much time on her Just Listed/Sold mailings. When Teresa came to Mail Print, we helped her out by creating a custom postcard template and automating her mailings for her. No more applying stamps and lables! Within six months, the new program had already generated three listings for the team.
Eleven Ways to Make a Better Brochure
Your personal brochure is an important part of your marketing plan since it serves as an introduction to prospective clients. Your brochure should clearly state your business’s name, the services you supply, and contact information. It also works as a reminder to past clients that you are still there when they need you.You want your brochure to be visually attractive and up-to-date. If it is outdated, simply ugly or shoddy looking, the customer will have a negative impression of your business. If you want your clients to see you in a professional light, then you need to present a professional appearance.
Here are some simple rules to follow when creating a brochure:
1) Determine what you want your brochure to achieve. The look, feel and content of your brochure should be determined by the job it must do. Your brochure can be a company overview, a door opener for sales calls, or a reminder to past clients.
2) Keep it simple. Copy should be to the point. It should also be written at a difficulty level appropriate to the audience, erring on the side of simplicity. For general purposes, a 5th grade level is sufficient. When speaking to a group that utilizes jargon, such as lawyers or engineers, the vocabulary of the profession is appropriate.
3) Sell the benefits. Assume the reader is saying, “So what?”Always focus on what you have that benefits the user. Benefits sell; features don’t.
4) Promote service promises. Do you make a unique promise to your clients, such as "we'll sell it in 40 days or but it ourselves"? Promote that promise, relating it to reliability.
5) Include a brief personal history. Establish credentials and credibility.
6) Include testimonials. Good references work wonders. A good testimonial gives your company instant credibility, shows you have an established clientele, creates a common bond with the user, promotes you in a voice not your own, and overall raises you to a higher level of expertise.
7) Promote your unique and special expertise. What do you do that no one else does? In what ways do you lead your industry? What makes you special or different?
8) Avoid clichés and trendy buzz words. All corporations today are “committed to excellence.” Speak plain English and stick to information that means something. People will tune out the business buzz words, so don’t waste the space in your brochure on them.
9) Avoid showing pictures of your staff. A staff picture may look nice, but it does little to show why someone should do business with your company. It also becomes outdated once someone makes a career change, you bring on new staff, or when hair and clothing styles change.
10) Be politically correct. Unless you want to field constant complaints, be sure your brochure is politically correct. There are many people out there just looking for a chance to complain about a real or imagined slight. Do not attract their attention. Remember that your brochure is a tool for generating business, not for expressing political, social or religious views.
11) Keep your brochure focused on your main points. What exactly do you want your prospect to know about your company? Tell them that. Let your sales people fill in the details.
Check out samples of brochures and other personal branding pieces created by Mail Print.
-Gina
8 Tips for Effective Newsletters
Newsletters are a great way to keep in touch with clients and to keep your name fresh in their minds. A good newsletter also builds credibility, image, and relationships. Follow these 8 guidelines to have an enjoyable newsletter for your clients.1. Have a Plan
Your newsletter should have a purpose. Set objectives and have a defined audience. These will help you frame the type of material to include.
2. Stick to a Schedule
Decide how often the newsletter should be published. Be realistic. It’s better to increase the number of issues than to decrease it. It is wise to begin with a quarterly or bimonthly piece.
Stick to the schedule you’ve decided on. Set deadlines and make sure you hit them. Give yourself some cushion time just in case. After just a few issues, your audience will start to expect and look forward to your piece.
3. Choose Your Offering
There are two ways to produce a newsletter. You can produce it yourself, or you can hire professionals to do it for you. Doing it yourself of course gives you more direct control over content, but also takes up more of your time. You will need to balance the benefits of time saved using professional quality writing against costs.
4. Gather Information
If you are producing your own content, there are numerous sources for material. Solicit information from customers, suppliers, consultants, and employees. Look in business, trade, professional, and government publications.
5. Have Relevant Information
Don’t waste your clients’ time with puffed-up sales hype. Include useful facts and advice that will help your clients be well-informed consumers.
Things to include: case studies on clients using your product or service (get their permission first), trends in the industry, new product/service information, quizzes, humor or cartoons, quotes, quick tips and information on how to obtain a free consultation or more information.
6. Stimulate Feedback
The newsletter is a one-way communication tool. It is important to stimulate feedback to help make the piece more useful. Write about items that require people to call you for more details. Offer free advice. Make it easy for them to respond. Have an 800 number to call, an easy to use fax form, or e-mail and web addresses.
7. Keep It Friendly and Brief
Your writing style should be personal and relaxed. Keep stories short at less than half a page each. If the reading is easy and enjoyable, your customers will read the newsletter.
8. Make It Mandatory
Make sure any staff members read the newsletter. They need to be current with any information written, especially when customers may call for more information.
Newsletters are most successful when they offer practical information. They should not be viewed as advertising pieces. Keep the newsletter’s purpose in mind: building your image and causing people to want to work with you.
At Mail Print, we have several types of newsletters so you can decide the amount of time you want to devote to your newsletter. Our bimonthly Home Talk newsletters have an eye-catching design and content focused on home maintenance and beautification. We also have many newsletter templates that allow you to insert your own text for more involved newsletters. Please give us a call at 1.800.660.0108 for samples or more information.
Gina
Top 10 Ways to Make a Better Brochure
Your personal brochure is an important part of your marketing plan since it serves as an introduction to prospective clients. Your brochure should clearly state your name, the services you provide, and your contact information. It also works as a reminder to past clients that you are still there when they need you.You want your brochure to be visually attractive and up-to-date. If it is outdated, simply ugly or shoddy looking, the customer will have a negative impression of your business. If you want your clients to see you in a professional light, then you need to present a professional appearance.
Here are some simple rules to follow when creating a brochure:
Determine what you want your brochure to achieve. The look, feel and content of your brochure should be determined by the job it must do. Your brochure can be a company overview, a product introduction, a door opener for sales calls, or a reminder to past clients.
Keep it simple. Copy should be to the point. It should also be written at a difficulty level appropriate to the audience, erring on the side of simplicity. For general purposes, a 5th grade level is sufficient. When speaking to a group that utilizes jargon, such as lawyers or engineers, the vocabulary of the profession is appropriate.
State the Benefits. Assume the reader is saying, “So what?” Always focus on what you have that benefits the user. Benefits sell; features don’t.
Include a brief history. Establish your credentials and credibility.
Include testimonials. Good references work wonders. A good testimonial gives you instant credibility, shows you have established clientele, creates a common bond with the user, promotes you in a voice not your own, and overall raises you to a higher level of expertise.
Promote your unique and special expertise. What do you do that no one else does? In what ways do you lead your industry? What makes you special or different?
Avoid clichés and trendy buzz words. All corporations today are “committed to excellence.” Speak plain English and stick to information that means something. People will tune out the business buzz words, so don’t waste the space in your brochure on them.
Avoid utilizing pictures of your staff. A staff picture may look nice, but it does little to show why someone should do business with you. It also becomes outdated once someone makes a career change, you bring on new staff, or when hair and clothing styles change.
Be politically correct. Unless you want to field constant complaints, be sure your brochure is politically correct. There are many people out there just looking for a chance to complain about a real or imagined slight. Do not attract their attention. Remember that your brochure is a tool for generating business, not for expressing political, social or religious views.
Keep your brochure focused on your main points. What exactly do you want your prospect to know about your company? Tell them that. Let your sales people fill in the details.
Want to know more? Click here to enroll in "Personal Branding Made Easy," a free training webinar presented Tuesday, July 24th at 10 am. (CST) You'll learn how to determine your personal brand and hear about other agents' success with personal branding.
-Gina
How to Choose the Right Colors for Your Message
As we'll be discussing in our upcoming webinar on Personal Branding, color is an important part of your real estate brand. More important than merely having color for color’s sake, however, is to identify and use the right colors. But with so many choices, how do you choose?Colorful Meaning
When choosing colors for your marketing, make sure you first identify your message and what you want to convey. Everyone has a favorite color, and colors they don’t like, but colors also have easily identifiable meanings that can help you choose which to use – and which not to use – when creating your image and marketing materials.
Red – An emotionally intense color associated with energy, danger, strength, power and determination as well as passion, desire and love. Brings text and images to foreground and works well as an accent to stimulate quick decisions.
Yellow - Associated with joy, happiness, intellect and energy, and produces a warming effect, arouses cheerfulness, and stimulates mental activity. When overused, may have a disturbing effect. Very effective for attracting attention and to highlight important elements.
Orange - Combines the energy of red and the happiness of yellow, and is associated with joy and sunshine. Represents enthusiasm, fascination, happiness, creativity, determination, attraction, success and encouragement. Provides high visibility when used for highlights.
Green - Symbolizes growth, harmony, freshness and fertility, and is the most restful color for the human eye. Suggests stability and endurance, and is commonly associated with money, finance and wealth.
Blue - Often associated with depth and stability, and symbolizes trust, loyalty, wisdom, confidence, intelligence, faith and truth. Strongly associated with tranquility and calmness, and is linked to consciousness and intellect. Works well for stimulating decisions.
Purple - Combines the stability of blue and the energy of red. Often symbolizes power, nobility, luxury and ambition, and conveys wealth and extravagance. A very rare color in nature.
White - Means safety, purity and cleanliness and has a positive connotation. Associated with light, goodness, innocence and purity, and is considered the color of perfection.
Black - Associated with power, elegance, formality and mystery, and denotes strength and authority. Considered to be a very formal, elegant and prestigious color, and gives the feeling of perspective and depth.
Make Your Choice
Finding the colors that are right for your business is personal – you want to like what you use – but should also be professional – you want to use colors that will get desired results. The key is to find a balance between the two.
Once you choose the colors for your marketing, use them consistently to build an identifiable brand.
Remember to join us for our upcoming webinars on Personal Branding for more information: (June 13) (June 27).
Free Personal Branding Webinar - May 23
In a recent survey my real estate agent clients told us they wanted more online real estate marketing training. To answer that request, we've been developing training "webinars" that allow agents to participate from the comfort of their own computers. All that's needed is an internet connection and a phone; we get to offer the training sessions at no cost to the agent!
As readers of this blog, I'd like to personally invite you to join me for any of our upcoming webinars on real estate marketing. You can see the entire list of real estate marketing training sessions at mailprint.webex.com.
I'm really excited about our newest training webinar on personal branding; it's a topic that's pretty close to my heart. I've seen personal branding take so many of my clients to the next level.
Are you free Wednesday at 10 am. Central Standard? You can enroll by clicking here.
I'll keep you up to date on our training sessions as we release them. I'm really excited about them; I love being able to interact with agent across the country all at one time!
-Gina
Image Equals Perception: The Value of Professionalism
The way you present yourself to the public is perhaps one of the most important considerations any businessperson should make. This is especially true in the real estate industry, where personal appearance and attitude have critical importance in making first impressions. Its importance is magnified for new agents.
Someone who is new to real estate should be especially aware and be sure to exude a professional image. Without years of experience or testimonials from long-time clients to fall back on, the new agent relies on a professional demeanor to earn the trust of prospects.
The way you dress, stand, speak, and carry yourself are all important. You don’t need to have the answer to every question, but you do need to convince your prospect that you can and will get the answer. Confidence is the key.
As far as clothing goes, you don’t need to wear an expensive suit, but you do need to be clean and presentable. You should be clean and pressed. Let your prospects know that you respect them enough to make that effort. The most important thing is cleanliness.
Drop any slang or peer group language that you would use in a social setting. While you are working, you need to be understood clearly, and you want to be perceived as well educated.
Remember that a firm handshake, smile, and eye contact go a long way toward the professional image you want. It’s amazing what little details like this can do.
A logo and slogan can also be effective. If your logo is sharp and professional looking, people will assume you’ve been in business for a while.
Most of all, remember that perception is reality when dealing with the public. You know what you are doing. You are successful. Act it, and your clients will believe it. And soon, you won’t be acting at all.
-Gina
RELATED TOPICS: Which Movie Star are You?, Making Your Logo A Marketing Winner, Voice-Specific Marketing 101
Someone who is new to real estate should be especially aware and be sure to exude a professional image. Without years of experience or testimonials from long-time clients to fall back on, the new agent relies on a professional demeanor to earn the trust of prospects.
The way you dress, stand, speak, and carry yourself are all important. You don’t need to have the answer to every question, but you do need to convince your prospect that you can and will get the answer. Confidence is the key.
As far as clothing goes, you don’t need to wear an expensive suit, but you do need to be clean and presentable. You should be clean and pressed. Let your prospects know that you respect them enough to make that effort. The most important thing is cleanliness.
Drop any slang or peer group language that you would use in a social setting. While you are working, you need to be understood clearly, and you want to be perceived as well educated.
Remember that a firm handshake, smile, and eye contact go a long way toward the professional image you want. It’s amazing what little details like this can do.
A logo and slogan can also be effective. If your logo is sharp and professional looking, people will assume you’ve been in business for a while.
Most of all, remember that perception is reality when dealing with the public. You know what you are doing. You are successful. Act it, and your clients will believe it. And soon, you won’t be acting at all.
-Gina
RELATED TOPICS: Which Movie Star are You?, Making Your Logo A Marketing Winner, Voice-Specific Marketing 101
Three Ways to Stay Ahead of the Curve
Looking for the keys to take your real estate business to the next level? Check out this article from Bernice Ross. The article can be read in its entirety at Inman News.
"I recently attended the Luxury Conclave, an annual conference where the stars of luxury real estate come together to network and share strategies. Anne Murray Randolph, the editor of LORE magazine, and Jennifer Cummings of Keytura Inc. shared their perspectives on what these superstars needed to know to market even more effectively to the ultra-high-end clientele they serve. If you want to stay ahead of the curve in your business, here are some important points you cannot afford to ignore:
1. The most important skill to master for 2007: Listening
Both Randolph and Cummings emphasized the importance of listening. Today's consumer expects to have a dialogue with the agent rather than being told what to do. Meredith McKenzie of Troop Real Estate in California summed it up this way: "Instead of doing a listing presentation where you talk at the seller, a key strategy for success is to conduct a 'listening consultation' where you ask questions and write down what the seller says."
When you work with a buyer, conduct a thorough interview to determine as much as possible about the buyer's lifestyle, what their "must-haves" are, as well as the features they are willing to sacrifice.
2. Be an expert, not a "potato"
One of the most compelling parts of Cummings' talk was her "potato chip marketing" program. The problem we face as an industry is that consumers view agents the same way they view commodities. We're like a pile of potatoes -- there's nothing unique that makes us stand out from the other potatoes. In contrast, the opposite of a "potato" is being an "expert." Today's buyers and sellers want expert representation coupled with a superb customer experience. Cummings uses the following analogy to describe her approach: "Imagine that you will win $100,000 if you can get 12 squirrels to eat out of your hand in a single day. You will be required to stay within a few feet of a park bench. All you have to attract the squirrels is a bag of potato chips." Would you be able to do it? The point here is that you have to provide something of value to first attract the squirrel. In this case, it's a trail of potato chips. Many agents expect people to do business with them without first providing something of value. This is the notion of "give-to-get" marketing.
The second point is that you must earn trust. You are not going to attract any squirrels if you jump up and try to catch them as soon as they approach you. Trust comes from concentrating on what matters to the client, delivering what you promise, and putting the client's interest above your own. The first step in achieving each of these goals, however, is to listen carefully to your clients' concerns. Ask questions about their interests, how they spend their time when they are at home, the name of their pets, what they like to do for fun, etc. The more you concentrate on the client, the stronger your connection will be.
3. The "Learn Button is Missing"
Today's consumers are searching for a wide variety of real estate information online. While we have done a relatively good job of providing content regarding our listings, Randolph argues that we are forcing consumers to go other places to obtain information about how to buy or sell a property. This is another key example of how our industry is not listening carefully enough to what our clients want and need. For example, where are the brokerage Web sites that tell first-time buyers what they need to do to qualify for their first loan? Where do consumers with poor credit go to learn how to clean up their credit so they can purchase a property? How should buyers and sellers choose an agent, mortgage and title company? What inspectors do they need? What disclosures will they receive and what are the pitfalls they must avoid? What is the difference between a foreclosure, bankruptcy and short sale? What is a transaction tracking platform and how does it work? How does data from the MLS differ from data from other Web sources? Randolph argues that we need to add the "learn button" to our Web sites in order to provide them with all the content they need, not just listing or local community information.
While most of our industry is still busy talking at our clients, you can stand out from the potatoes by listening and actively searching for ways to provide your clients the best possible buying or selling experience. "
RELATED TOPICS: Strategies for Brand Development, Keeping Clients For Life, 3 Marketing Tips for the 21st Century
"I recently attended the Luxury Conclave, an annual conference where the stars of luxury real estate come together to network and share strategies. Anne Murray Randolph, the editor of LORE magazine, and Jennifer Cummings of Keytura Inc. shared their perspectives on what these superstars needed to know to market even more effectively to the ultra-high-end clientele they serve. If you want to stay ahead of the curve in your business, here are some important points you cannot afford to ignore:
1. The most important skill to master for 2007: Listening
Both Randolph and Cummings emphasized the importance of listening. Today's consumer expects to have a dialogue with the agent rather than being told what to do. Meredith McKenzie of Troop Real Estate in California summed it up this way: "Instead of doing a listing presentation where you talk at the seller, a key strategy for success is to conduct a 'listening consultation' where you ask questions and write down what the seller says."
When you work with a buyer, conduct a thorough interview to determine as much as possible about the buyer's lifestyle, what their "must-haves" are, as well as the features they are willing to sacrifice.
2. Be an expert, not a "potato"
One of the most compelling parts of Cummings' talk was her "potato chip marketing" program. The problem we face as an industry is that consumers view agents the same way they view commodities. We're like a pile of potatoes -- there's nothing unique that makes us stand out from the other potatoes. In contrast, the opposite of a "potato" is being an "expert." Today's buyers and sellers want expert representation coupled with a superb customer experience. Cummings uses the following analogy to describe her approach: "Imagine that you will win $100,000 if you can get 12 squirrels to eat out of your hand in a single day. You will be required to stay within a few feet of a park bench. All you have to attract the squirrels is a bag of potato chips." Would you be able to do it? The point here is that you have to provide something of value to first attract the squirrel. In this case, it's a trail of potato chips. Many agents expect people to do business with them without first providing something of value. This is the notion of "give-to-get" marketing.
The second point is that you must earn trust. You are not going to attract any squirrels if you jump up and try to catch them as soon as they approach you. Trust comes from concentrating on what matters to the client, delivering what you promise, and putting the client's interest above your own. The first step in achieving each of these goals, however, is to listen carefully to your clients' concerns. Ask questions about their interests, how they spend their time when they are at home, the name of their pets, what they like to do for fun, etc. The more you concentrate on the client, the stronger your connection will be.
3. The "Learn Button is Missing"
Today's consumers are searching for a wide variety of real estate information online. While we have done a relatively good job of providing content regarding our listings, Randolph argues that we are forcing consumers to go other places to obtain information about how to buy or sell a property. This is another key example of how our industry is not listening carefully enough to what our clients want and need. For example, where are the brokerage Web sites that tell first-time buyers what they need to do to qualify for their first loan? Where do consumers with poor credit go to learn how to clean up their credit so they can purchase a property? How should buyers and sellers choose an agent, mortgage and title company? What inspectors do they need? What disclosures will they receive and what are the pitfalls they must avoid? What is the difference between a foreclosure, bankruptcy and short sale? What is a transaction tracking platform and how does it work? How does data from the MLS differ from data from other Web sources? Randolph argues that we need to add the "learn button" to our Web sites in order to provide them with all the content they need, not just listing or local community information.
While most of our industry is still busy talking at our clients, you can stand out from the potatoes by listening and actively searching for ways to provide your clients the best possible buying or selling experience. "
RELATED TOPICS: Strategies for Brand Development, Keeping Clients For Life, 3 Marketing Tips for the 21st Century
Become Massively Successful Through Specialization
What is the one quality that most massively successful people share?
Specialization! Think about it. Doctors specialize in every part of the body imaginable. Podiatrists, cardiologists, neurologists, and many more specialized doctors pursue successful careers. Attorneys also practice a multitude of disciplines within the profession. Many lawyers make great livings dealing with only one narrow area of the law. By doing one thing extremely well, all these people make their careers. They use their strengths to full advantage.
Businesspeople are really starting to take on this concept, particularly in real estate. Today, many of the top agents are specialists in one field or another. One markets luxury homes only. Another spends her efforts helping people buy their first homes. They take time to gain certifications and other ongoing training in their specialties. They focus their marketing efforts on one to three niches, around which they center their business.
The benefits of a highly specialized mindset are far reaching. First and foremost, as a specialist, you are able to provide the very best available service in your specialty. Great service leads to repeat business, which leads to less effort spent on prospecting. Marketing costs are also lower when marketing a niche rather than city-wide mass marketing.
Of course, there may be aspects of business that an agent just doesn’t care for, but are necessary. That’s where teams come into play. Great team leaders learn to delegate the duties that they are weaker at or simply do not enjoy. A smart agent will spend their time doing the tasks they are strong at, like dealing with clients and negotiations, and will delegate escrow or some other task he or she doesn’t enjoy to a team member that excels at it. By funneling tasks to the team members who enjoy or are skilled with them, the team maximizes its strengths. Its energy and enthusiasm is raised, too, because everyone is working on the things they enjoy.
Life is short. Why not make the most of it by creating a business that nurtures your skills and desires? Hire and train a team that complements your skills. You’ll have more success, more happiness, and more time for your the things you care most about.
-Gina
Related Posts: Finding Your Niche, Strategies for Brand Development, Find the Right Prospects with the Right List.
Specialization! Think about it. Doctors specialize in every part of the body imaginable. Podiatrists, cardiologists, neurologists, and many more specialized doctors pursue successful careers. Attorneys also practice a multitude of disciplines within the profession. Many lawyers make great livings dealing with only one narrow area of the law. By doing one thing extremely well, all these people make their careers. They use their strengths to full advantage.
Businesspeople are really starting to take on this concept, particularly in real estate. Today, many of the top agents are specialists in one field or another. One markets luxury homes only. Another spends her efforts helping people buy their first homes. They take time to gain certifications and other ongoing training in their specialties. They focus their marketing efforts on one to three niches, around which they center their business.
The benefits of a highly specialized mindset are far reaching. First and foremost, as a specialist, you are able to provide the very best available service in your specialty. Great service leads to repeat business, which leads to less effort spent on prospecting. Marketing costs are also lower when marketing a niche rather than city-wide mass marketing.
Of course, there may be aspects of business that an agent just doesn’t care for, but are necessary. That’s where teams come into play. Great team leaders learn to delegate the duties that they are weaker at or simply do not enjoy. A smart agent will spend their time doing the tasks they are strong at, like dealing with clients and negotiations, and will delegate escrow or some other task he or she doesn’t enjoy to a team member that excels at it. By funneling tasks to the team members who enjoy or are skilled with them, the team maximizes its strengths. Its energy and enthusiasm is raised, too, because everyone is working on the things they enjoy.
Life is short. Why not make the most of it by creating a business that nurtures your skills and desires? Hire and train a team that complements your skills. You’ll have more success, more happiness, and more time for your the things you care most about.
-Gina
Related Posts: Finding Your Niche, Strategies for Brand Development, Find the Right Prospects with the Right List.
Building Your Real Estate Business with Branding
According to the National Association of REALTORS, 76% of people who decide to sell their home with a licensed real estate agent interview only one agent for the job. So, logically, to be successful you want to be the first agent the seller calls.
Also, take into account the NAR statistics showing that 40% of buyers come as a result of name recognition or salesperson contact. Only 1% buy at open houses, and just 3% are brought in by advertisements.
What do these numbers show us? They show that having a presence in the customer's or the public's mind is crucial to long-term success as an agent. The best way to build this type of recognition in the minds of consumers is branding.
What is branding anyway?
Branding is often lumped together with marketing, but is actually a distinct concept. When used correctly, branding can virtually eliminate the need for traditional costly marketing. Marketing is a quick, active message designed to sell a product. But branding is a slow process. It builds your image over time in the minds of the public. The goal is to create a perception that you are the best, so the first call comes to you.
A great example of both personal marketing and branding excellence is Oprah Winfrey. Oprah has built up an emotional, innate response to her name. That is her brand. Her magazine, television show, books, etc. are products she markets to the public. Her marketing efforts are strengthened by the brand. Other branding examples are Nike and Coca-Cola. Companies and products with strong brands like these are easily identified by a logo or slogan. They are instantly recognized by the public.
How does branding work?
Everyone makes money in a strong market. But it's the agents who are perceived as leaders and experts who make money regardless of market conditions. Branding ensures long-term stability. Look again at Oprah. She doesn’t spend any money on advertising her products. Her branded image pre-sells her products without need for marketing. With branding, you spend less money in the long run on marketing, but get greater return.
Branding is more than slapping your picture on your business card and some park benches. It’s more than picking a slogan or proclaiming yourself as number one. Branding requires a commitment. Your brand is your promise to your customers. It is a slow process of putting out a consistent message about who you are, not what you’re selling. Who are you? What makes you different? So the first thing you have to do is determine what you are able and willing to offer your customers. You can't hide behind a brand that isn't authentic.
Defining your brand.
The most powerful brand you can develop is one that provides a benefit or promise that your competition is incapable or unwilling to provide. Pick a market that you specialize in and capitalize on your expertise. Utilize past experience. A previous career in new home construction could position an agent as an authority in new home sales. Pick your brand or slogan and stick with it. Over time, your name will become synonymous with your brand to the extent that your clients will seek you out.
Be authentic.
Be sure not to misrepresent yourself. If you don't live up to your brand, you are breaking a promise to the client. It's crucial that you earn the trust of your customers. Remember that branding is a long-term process. Consider any changes in your brand very carefully, and don't change it often. The more consistent and the longer lasting a brand is, the better.
How to get started.
Once you've decided on your target market and picked out an identity or brand to develop, you need to incorporate it into your marketing plan. This will require business cards, brochures, stationery, flyers, postcards, website, and other promotional materials that portray a consistent message. Consistency is key to making your brand stick.
-Gina
RELATED POSTS: Is Your Brand Remarkable?, Strategies for Brand Development, How To Develop A Winning Logo.
Also, take into account the NAR statistics showing that 40% of buyers come as a result of name recognition or salesperson contact. Only 1% buy at open houses, and just 3% are brought in by advertisements.
What do these numbers show us? They show that having a presence in the customer's or the public's mind is crucial to long-term success as an agent. The best way to build this type of recognition in the minds of consumers is branding.
What is branding anyway?
Branding is often lumped together with marketing, but is actually a distinct concept. When used correctly, branding can virtually eliminate the need for traditional costly marketing. Marketing is a quick, active message designed to sell a product. But branding is a slow process. It builds your image over time in the minds of the public. The goal is to create a perception that you are the best, so the first call comes to you.
A great example of both personal marketing and branding excellence is Oprah Winfrey. Oprah has built up an emotional, innate response to her name. That is her brand. Her magazine, television show, books, etc. are products she markets to the public. Her marketing efforts are strengthened by the brand. Other branding examples are Nike and Coca-Cola. Companies and products with strong brands like these are easily identified by a logo or slogan. They are instantly recognized by the public.
How does branding work?
Everyone makes money in a strong market. But it's the agents who are perceived as leaders and experts who make money regardless of market conditions. Branding ensures long-term stability. Look again at Oprah. She doesn’t spend any money on advertising her products. Her branded image pre-sells her products without need for marketing. With branding, you spend less money in the long run on marketing, but get greater return.
Branding is more than slapping your picture on your business card and some park benches. It’s more than picking a slogan or proclaiming yourself as number one. Branding requires a commitment. Your brand is your promise to your customers. It is a slow process of putting out a consistent message about who you are, not what you’re selling. Who are you? What makes you different? So the first thing you have to do is determine what you are able and willing to offer your customers. You can't hide behind a brand that isn't authentic.
Defining your brand.
The most powerful brand you can develop is one that provides a benefit or promise that your competition is incapable or unwilling to provide. Pick a market that you specialize in and capitalize on your expertise. Utilize past experience. A previous career in new home construction could position an agent as an authority in new home sales. Pick your brand or slogan and stick with it. Over time, your name will become synonymous with your brand to the extent that your clients will seek you out.
Be authentic.
Be sure not to misrepresent yourself. If you don't live up to your brand, you are breaking a promise to the client. It's crucial that you earn the trust of your customers. Remember that branding is a long-term process. Consider any changes in your brand very carefully, and don't change it often. The more consistent and the longer lasting a brand is, the better.
How to get started.
Once you've decided on your target market and picked out an identity or brand to develop, you need to incorporate it into your marketing plan. This will require business cards, brochures, stationery, flyers, postcards, website, and other promotional materials that portray a consistent message. Consistency is key to making your brand stick.
-Gina
RELATED POSTS: Is Your Brand Remarkable?, Strategies for Brand Development, How To Develop A Winning Logo.
3 Marketing Tips for the 21st Century
Consumer behavior and motivation has change drastically over the last several decades. Unfortunately, some real estate agents are still stuck in the past when it comes to marketing. Bernice Ross outlines three steps agents need to take to make their marketing match the new consumers in her article from Inman News:
"Throughout the 1980s and the 1990s, we trained agents to put together "brag books." You would place samples of your marketing materials in a high-quality leather binder, collect your testimonials and provide the seller with a detailed marketing plan. Your print advertising would prominently display your picture. If you were really aggressive, you would include a picture of the seller's house on the front of your proposal. Fifteen years ago, this was an effective way to differentiate your services.
As the Internet has matured, so have the strategies for marketing yourself in print and online. We are constantly bombarded with so much information that many of us suffer from information overload. We scan, rather than read. Many of us have short attention spans. To do a better job of marketing to your clients, follow the three simple tips outlined below.
1. Can the "me, me, me" show
Today's consumer doesn't care about you. All they care about is WIIFM -- what's in it for me. In fact, research on Web visitor behavior consistently shows that if you put your picture on your Web site up to 50 percent of your visitors will leave your site. The younger the person is, the more likely he or she is to surf away if they see your face. You can use your picture -- just put it on the "about us" page.
2. Sell benefits, not features
Our business as a whole focuses on features. One term for this is being "feature-centric" rather than benefit-centric. The typical agent describes the features of the property, such as the bedroom-bath count, type of kitchen, view, etc. A better approach is to focus on the benefits the property provides. This requires creativity because your marketing must identify the emotional reasons for someone purchasing the property. For example, a large fenced yard may be a benefit because it provides a safe place for children to play or a wonderful place to garden. On the other hand, a large yard may be a major negative to someone who doesn't want the upkeep. It's understandable that agents play it safe by using the features because features are objective. Writing copy that conveys what it's like to live in the property is difficult. Nevertheless, this approach will make you stand out from the crowd as well as greatly increasing the probability of finding the perfect buyer.
3.Be different!
The smartest people I know in the real estate business are contrarians. They buy when markets are down and pull out of the market when prices skyrocket upward. You can apply this approach in numerous ways. The key is to look at what everyone else does and then do something different.
For example, I recently spoke at two different events where there were approximately 300 people at each event. I had everyone stand up and exchange business cards with one other person. Next, I asked anyone who was holding a business card with a picture on it to sit down. I then asked those agents who had more than one telephone number (with the exception of their fax number) on their card to sit down. Finally, if the print on the business card was difficult to read, the agents were instructed to sit down. Out of 300 people, only 15 (about 5 percent) were still standing in each group. Here are the important points to note about this exercise. First, if everyone puts their picture on their cards, you can stand out from the competition by doing something different, such as putting a picture of the seller's property on the back of your card. Second, most people are so busy that they don't want to waste time tracking down an agent. Consequently, it's smart to have a single telephone number. Third, baby boomers are still the biggest spenders in our industry. Even with corrective lenses, many boomers find small print difficult to read unless there is a great deal of light.
These three simple steps -- WIIFM, sell benefits rather than features, and being different -- are all it takes to attract more high-quality clients and close more transactions in 2007."
RELATED POSTS: Is Your Brand Remarkable?, Voice-Specific Marketing 101
"Throughout the 1980s and the 1990s, we trained agents to put together "brag books." You would place samples of your marketing materials in a high-quality leather binder, collect your testimonials and provide the seller with a detailed marketing plan. Your print advertising would prominently display your picture. If you were really aggressive, you would include a picture of the seller's house on the front of your proposal. Fifteen years ago, this was an effective way to differentiate your services.
As the Internet has matured, so have the strategies for marketing yourself in print and online. We are constantly bombarded with so much information that many of us suffer from information overload. We scan, rather than read. Many of us have short attention spans. To do a better job of marketing to your clients, follow the three simple tips outlined below.
1. Can the "me, me, me" show
Today's consumer doesn't care about you. All they care about is WIIFM -- what's in it for me. In fact, research on Web visitor behavior consistently shows that if you put your picture on your Web site up to 50 percent of your visitors will leave your site. The younger the person is, the more likely he or she is to surf away if they see your face. You can use your picture -- just put it on the "about us" page.
2. Sell benefits, not features
Our business as a whole focuses on features. One term for this is being "feature-centric" rather than benefit-centric. The typical agent describes the features of the property, such as the bedroom-bath count, type of kitchen, view, etc. A better approach is to focus on the benefits the property provides. This requires creativity because your marketing must identify the emotional reasons for someone purchasing the property. For example, a large fenced yard may be a benefit because it provides a safe place for children to play or a wonderful place to garden. On the other hand, a large yard may be a major negative to someone who doesn't want the upkeep. It's understandable that agents play it safe by using the features because features are objective. Writing copy that conveys what it's like to live in the property is difficult. Nevertheless, this approach will make you stand out from the crowd as well as greatly increasing the probability of finding the perfect buyer.
3.Be different!
The smartest people I know in the real estate business are contrarians. They buy when markets are down and pull out of the market when prices skyrocket upward. You can apply this approach in numerous ways. The key is to look at what everyone else does and then do something different.
For example, I recently spoke at two different events where there were approximately 300 people at each event. I had everyone stand up and exchange business cards with one other person. Next, I asked anyone who was holding a business card with a picture on it to sit down. I then asked those agents who had more than one telephone number (with the exception of their fax number) on their card to sit down. Finally, if the print on the business card was difficult to read, the agents were instructed to sit down. Out of 300 people, only 15 (about 5 percent) were still standing in each group. Here are the important points to note about this exercise. First, if everyone puts their picture on their cards, you can stand out from the competition by doing something different, such as putting a picture of the seller's property on the back of your card. Second, most people are so busy that they don't want to waste time tracking down an agent. Consequently, it's smart to have a single telephone number. Third, baby boomers are still the biggest spenders in our industry. Even with corrective lenses, many boomers find small print difficult to read unless there is a great deal of light.
These three simple steps -- WIIFM, sell benefits rather than features, and being different -- are all it takes to attract more high-quality clients and close more transactions in 2007."
RELATED POSTS: Is Your Brand Remarkable?, Voice-Specific Marketing 101
Double Your Response Rate With Color
As a CEO at Mail Print, I've enjoyed watching print technology advance in leaps and bounds over the last dozen years. The most exciting part has been passing on the benefits to our clients - helping them create more effective marketing materials.With the advent of digital color printing came a brilliant world of possibilities. Research shows that color increases retention, response rate and readership significantly over black and white. Advancements in technology over the years have also developed quick and affordable means of creating this color, bringing the technology to the aid of real estate agents.
Color by numbers
Experts say color is better when it comes to direct mail. But just how much better is it? Results vary by study, of course, but the bottom line is the same: use of color significantly increases performance.
- A study by Frank Romano of the Rochester Institute of Technology and industry consultant David Broudy found that adding color to a document along with the recipients name improved response rates by 135 percent.
- According to research by G.A Wright Marketing, Inc., color increased response rates in direct mail by 50 percent, and resulted in an 80 percent improvement in reader recognition.
- A 70 percent increase in decision-making was found by the Bureau of Advertising when color was used.
Colorful decisions
Think of any color and with it will come thoughts, feelings and emotions. Careful consideration of what colors to use in direct mail makes sense since most people spend based on emotion. Not only do you want to use color in your direct marketing, you want to make sure you use the right colors in the right way.
Choose wisely – It’s important to know what colors mean when choosing them for your direct mail. For example, red means power, blue is calming, and green symbolizes growth, harmony and freshness.
Build a brand – Use the colors you choose consistently in your logo, brochures, letterhead, Web site, and all of your marketing materials. Your clients will begin to recognize you by the colors you use.
How much is too much? – Color is most successful when used the right way. Highlight important text, create a distinctive logo, launch an eye-catching postcard series. But be sure to have a purpose for all color used. Color just for the sake of color can cause confusion and be off-putting.
Don't get stuck in black and white; see the difference color can make!
-Gina
RELATED TOPICS: Build Your Business with Postcards, Creating a Cohesive Image, Five Tips for Creating a Powerful Personal Brochure
Is Your Brand Remarkable?
Your prospective client grabs the phone book or searches on the web for a real estate agent just like you. She is immediately overwhelmed by a multitude of ads and search results. Many of them are big and colorful, demanding attention. What makes the customer pick one service over another?
In today’s overcrowded and over the top world of advertising, the key ingredient in successful marketing is having a remarkable personal brand. If you can get the prospect to take notice of you, you’ve already done the heavy lifting.
Using traditional marketing phrases like “experienced” or “exceptional service” gets nothing but a yawn from modern consumers. They are looking for a tangible difference between you and every other business in your industry.
So what can you do to make your business stand out and be remarkable? How is your brand doing and what can you do to improve upon it?
1. Remember that a brand is more than a catchy slogan. It is the promise of an experience and an expectation of the type of service that clients can look forward to. Is this message getting out to your prospects? How can you put an extraordinary differentiation into your brand and how it is perceived in the market?
2. How accurate is this perception? Is it reflected in the service you provide?
3. Are you and your staff excited about your brand? Enthusiasm is infectious. Every little detail in your business down to how the phone is answered must carry the energy of your branding efforts.
4. What special services or qualifications do you offer that the competition doesn’t? If a prospect is looking at you, what makes you stand out against the competition? They must feel that you have an edge whether it’s from outstanding education, great guarantees, or uncommon, out of the ordinary services. This could be the difference that gets you a new customer.
5. How quickly do you respond to requests for information? Technology now makes communication faster than ever, and consumers are becoming more and more demanding when it comes to response times. People do not like to wait. Automated response technology can make a big difference. The goal is to nurture your prospects with prompt and informative responses until they become a customer.
Look at your position in the marketplace and see what you can do to take command of the spotlight. Make the most of what you have, project a strong, consistent image, and watch the customers come in.
-Gina
RELATED POSTS: Strategies for Brand Development, Creating a Cohesive Image, How To Develop A Winning Logo
In today’s overcrowded and over the top world of advertising, the key ingredient in successful marketing is having a remarkable personal brand. If you can get the prospect to take notice of you, you’ve already done the heavy lifting.
Using traditional marketing phrases like “experienced” or “exceptional service” gets nothing but a yawn from modern consumers. They are looking for a tangible difference between you and every other business in your industry.
So what can you do to make your business stand out and be remarkable? How is your brand doing and what can you do to improve upon it?
1. Remember that a brand is more than a catchy slogan. It is the promise of an experience and an expectation of the type of service that clients can look forward to. Is this message getting out to your prospects? How can you put an extraordinary differentiation into your brand and how it is perceived in the market?
2. How accurate is this perception? Is it reflected in the service you provide?
3. Are you and your staff excited about your brand? Enthusiasm is infectious. Every little detail in your business down to how the phone is answered must carry the energy of your branding efforts.
4. What special services or qualifications do you offer that the competition doesn’t? If a prospect is looking at you, what makes you stand out against the competition? They must feel that you have an edge whether it’s from outstanding education, great guarantees, or uncommon, out of the ordinary services. This could be the difference that gets you a new customer.
5. How quickly do you respond to requests for information? Technology now makes communication faster than ever, and consumers are becoming more and more demanding when it comes to response times. People do not like to wait. Automated response technology can make a big difference. The goal is to nurture your prospects with prompt and informative responses until they become a customer.
Look at your position in the marketplace and see what you can do to take command of the spotlight. Make the most of what you have, project a strong, consistent image, and watch the customers come in.
-Gina
RELATED POSTS: Strategies for Brand Development, Creating a Cohesive Image, How To Develop A Winning Logo
Voice-Specific Marketing 101
Take a look at the marketing efforts you see every day. If there’s one thing that sticks out about most of them, it’s that they are saying the same things. Quality, value, professionalism… Sometimes it seems impossible to tell one company from another.
And then you see that one company that stands out, that seems a little different. Why is this one different?
There’s a fair chance that this company is practicing Voice-Specific Marketing (VSM). This is the practice of utilizing your natural persuasiveness. It utilizes three reliable approaches:
1. Truth-based marketing – being honest.
2. Knowledge marketing – sharing your expertise.
3. Relationship marketing – building durable relationships.
Why does VSM work?
People are tired of phony, canned marketing approaches. VSM relies on the belief that your company has more to offer than slogans and clichéd promises of quality and service. Traditional points of differentiation, such as past successes and certifications, have become boring to many consumers. Now people want to know about your values and personality.
So, what is a voice anyway?
It is an expression of style preferences, values, and enthusiasms. It helps people know what is important to you and how you go about your work. It is reflected in your use of language and imagery in your marketing materials, how you answer the phone, and how you deal with customers on a daily basis.
How do I make it work?
Remember that your marketing is an invitation to a conversation. It is not simply there to sell things. You must have confidence that nobody does what you do the way you do it. And that if the right customers hear your message, they will be yours.
What are the benefits of VSM?
VSM can lead to a greater focus on what you’re doing and why you’re doing it. You’ll draw in more customers, especially the ones you really want, and you’ll have stronger relationships with your existing clients.
Remember that VSM is just a part of your marketing strategy. You still need to use the right mediums, effective offers and messages. And you’ll definitely have to provide great value and service for your customers. Just because saying you provide service and value sounds cliché, it doesn’t mean that actually doing it isn’t essential to your business.
-Gina
And then you see that one company that stands out, that seems a little different. Why is this one different?
There’s a fair chance that this company is practicing Voice-Specific Marketing (VSM). This is the practice of utilizing your natural persuasiveness. It utilizes three reliable approaches:
1. Truth-based marketing – being honest.
2. Knowledge marketing – sharing your expertise.
3. Relationship marketing – building durable relationships.
Why does VSM work?
People are tired of phony, canned marketing approaches. VSM relies on the belief that your company has more to offer than slogans and clichéd promises of quality and service. Traditional points of differentiation, such as past successes and certifications, have become boring to many consumers. Now people want to know about your values and personality.
So, what is a voice anyway?
It is an expression of style preferences, values, and enthusiasms. It helps people know what is important to you and how you go about your work. It is reflected in your use of language and imagery in your marketing materials, how you answer the phone, and how you deal with customers on a daily basis.
How do I make it work?
Remember that your marketing is an invitation to a conversation. It is not simply there to sell things. You must have confidence that nobody does what you do the way you do it. And that if the right customers hear your message, they will be yours.
What are the benefits of VSM?
VSM can lead to a greater focus on what you’re doing and why you’re doing it. You’ll draw in more customers, especially the ones you really want, and you’ll have stronger relationships with your existing clients.
Remember that VSM is just a part of your marketing strategy. You still need to use the right mediums, effective offers and messages. And you’ll definitely have to provide great value and service for your customers. Just because saying you provide service and value sounds cliché, it doesn’t mean that actually doing it isn’t essential to your business.
-Gina
How To Develop A Winning Logo
Are you struggling with ideas for a new logo or wanting to change your existing logo? A successful logo creates a unique identity for your company and makes a positive impression on customers. When creating your company logo, here are some things to keep in mind:
Image
Think of a list of adjectives that describe you. These adjectives should be conveyed in your logo. If your style of service is trendy, the logo should be trendy. If you are more traditional, the logo should be more conventional. Logos that do not reflect an accurate image of an agent confuse potential customers.
Color
Color should enhance a logo and set a tone for your company. When developing your logo, remember that color creates a mood. Black is considered a professional, credible color that is often used for corporate or financial institution logos. Yellow feels bright, youthful, and energetic. It is often used for childcare or food company logos. Pick a color (or colors) that fit the mood of your business and attracts the type of customers you are targeting.
Size
When developing a logo, consider that the logo may be used not only for letterhead, but also on envelopes, business cards, web pages or promotional items. Select a logo that looks pleasing whether it is enlarged on a big advertisement or scaled down on an envelope. Large intricate logos may look eye pleasing on a website, but they often look cluttered on a small business card.
Competition
Take a look at your competitors’ logos and make sure there are no similarities to your own logo. Logos should represent what is unique or special about you and your service. A logo that is similar to your competitor’s logo deflects from the individuality of your business and fails to get you noticed.
-Gina
Image
Think of a list of adjectives that describe you. These adjectives should be conveyed in your logo. If your style of service is trendy, the logo should be trendy. If you are more traditional, the logo should be more conventional. Logos that do not reflect an accurate image of an agent confuse potential customers.
Color
Color should enhance a logo and set a tone for your company. When developing your logo, remember that color creates a mood. Black is considered a professional, credible color that is often used for corporate or financial institution logos. Yellow feels bright, youthful, and energetic. It is often used for childcare or food company logos. Pick a color (or colors) that fit the mood of your business and attracts the type of customers you are targeting.
Size
When developing a logo, consider that the logo may be used not only for letterhead, but also on envelopes, business cards, web pages or promotional items. Select a logo that looks pleasing whether it is enlarged on a big advertisement or scaled down on an envelope. Large intricate logos may look eye pleasing on a website, but they often look cluttered on a small business card.
Competition
Take a look at your competitors’ logos and make sure there are no similarities to your own logo. Logos should represent what is unique or special about you and your service. A logo that is similar to your competitor’s logo deflects from the individuality of your business and fails to get you noticed.
-Gina
Five Steps for Website Branding
Last time, we looked at strategies for developing your personal brand. Today, let's look at building your website to reflect your branding.
To review, your personal brand is a name, color scheme and look that is uniform throughout your marketing materials, and possibly a slogan or tag line. More than that, your brand is a promise to the client about the type of service they will receive. Once you have established what your brand will be, don’t forget to incorporate it into your website.
1. Pick a website domain name. It must be easily readable and identifiable with your brand or tag line. The domain name should be easily spoken. For example, a florist might use something like bouquetsforless.com or buyflowers.com. It’s good to focus on the client’s needs and wants when picking names.
2. Incorporate your branding design elements into the website. If you are developing the look in your printed materials, you should have it on the web, too. This can be done very easily.
3. Provide value. Your website should handle all of your client’s needs. It must be accurate and up-to-date. Remember to have sign in capability to capture prospect information to add to your database.
4. Set up a number of secondary domains that feed into your primary domain. You could have a domain for each area in which your business specializes. As a real estate agent, you could have sites for buyers, sellers, and commercial property investors and have them all link to the primary domain.
5. Market your website. Include your domain name in all of your marketing materials. You could even have a seven-letter domain name and put it on your license plates. Why not match your phone number to it as well? Make sure your website is impressive and updated regularly, then funnel your prospects to it. Let technology work for you.
To review, your personal brand is a name, color scheme and look that is uniform throughout your marketing materials, and possibly a slogan or tag line. More than that, your brand is a promise to the client about the type of service they will receive. Once you have established what your brand will be, don’t forget to incorporate it into your website.
1. Pick a website domain name. It must be easily readable and identifiable with your brand or tag line. The domain name should be easily spoken. For example, a florist might use something like bouquetsforless.com or buyflowers.com. It’s good to focus on the client’s needs and wants when picking names.
2. Incorporate your branding design elements into the website. If you are developing the look in your printed materials, you should have it on the web, too. This can be done very easily.
3. Provide value. Your website should handle all of your client’s needs. It must be accurate and up-to-date. Remember to have sign in capability to capture prospect information to add to your database.
4. Set up a number of secondary domains that feed into your primary domain. You could have a domain for each area in which your business specializes. As a real estate agent, you could have sites for buyers, sellers, and commercial property investors and have them all link to the primary domain.
5. Market your website. Include your domain name in all of your marketing materials. You could even have a seven-letter domain name and put it on your license plates. Why not match your phone number to it as well? Make sure your website is impressive and updated regularly, then funnel your prospects to it. Let technology work for you.
Strategies for Brand Development
In the marketing-heavy, advertisement-inundated world of the 21st century, making your business stand out from the crowd is harder than ever. More and more businesses are marketing to niche audiences in order to have a point of differentiation from the competition. Marketing to very specific groups who are likely to need your services is much more effective and affordable than trying to get attention marketing to everyone.
This is particularly true in the real estate business, where many agents are discovering that targeting a niche audience brings great rewards.
Discover Your Strengths
What segment of the market do you know best? And what market group knows you best? This is where you should devote your marketing dollars. Rather than trying to open doors, why not go through the doors you already have a foot in?
Your sphere of influence and current clients are your most valuable source of future business. Take a look at your client list. What do these people have in common? Make a list of the things that your average customers have in common with each other. Then, market yourself to fit those needs, such as price range, area, specific interests, etc.
Discover Your Passions
Draw on your unique identity. Look at the things you enjoy in life, and incorporate them into your business. If you like to ride your Harley on the weekends, network with the people you meet. Make your love of motorcycles part of your professional image. If you are a golf expert, use it to your advantage.
Remember not to be obnoxious about your hobby, but make sure that people know about your interests. You will attract others who have similar interests and hobbies.
Dig In!
Once you have found your niche market, build your business services and marketing efforts around it. It is simplest to focus on one niche, but that won’t always generate the business volume you want. Many times, you will have to develop two or three strong, small niches, such as Harley enthusiasts and relocation specialization. You will need to develop specific marketing materials for each niche, but it is better than being a generalist and getting lost in the crowd.
Build partnerships with other area businesses. If you are marketing to golfers, get to know a reputable golf shop. Ask them if you can leave business cards or brochures in their shop. Funnel your clients to them, and they will likely do the same for you. Beyond that, you can be a helpful resource to your customers in areas beyond your business.
Don’t forget to incorporate your niche markets and business friends into your website. Include links to these businesses in return for the same on their websites.
While instituting your brand into niche markets will involve expenses, your marketing costs will be reduced in the long run. Many of your contacts will be made in person, and your advertising efforts will be more focused and less costly than city-wide ads.
Niche marketing will make your job easier and more fun. Take time to work on your business, brainstorming for new ideas regularly. The rewards will be great!
-Gina.
This is particularly true in the real estate business, where many agents are discovering that targeting a niche audience brings great rewards.
Discover Your Strengths
What segment of the market do you know best? And what market group knows you best? This is where you should devote your marketing dollars. Rather than trying to open doors, why not go through the doors you already have a foot in?
Your sphere of influence and current clients are your most valuable source of future business. Take a look at your client list. What do these people have in common? Make a list of the things that your average customers have in common with each other. Then, market yourself to fit those needs, such as price range, area, specific interests, etc.
Discover Your Passions
Draw on your unique identity. Look at the things you enjoy in life, and incorporate them into your business. If you like to ride your Harley on the weekends, network with the people you meet. Make your love of motorcycles part of your professional image. If you are a golf expert, use it to your advantage.
Remember not to be obnoxious about your hobby, but make sure that people know about your interests. You will attract others who have similar interests and hobbies.
Dig In!
Once you have found your niche market, build your business services and marketing efforts around it. It is simplest to focus on one niche, but that won’t always generate the business volume you want. Many times, you will have to develop two or three strong, small niches, such as Harley enthusiasts and relocation specialization. You will need to develop specific marketing materials for each niche, but it is better than being a generalist and getting lost in the crowd.
Build partnerships with other area businesses. If you are marketing to golfers, get to know a reputable golf shop. Ask them if you can leave business cards or brochures in their shop. Funnel your clients to them, and they will likely do the same for you. Beyond that, you can be a helpful resource to your customers in areas beyond your business.
Don’t forget to incorporate your niche markets and business friends into your website. Include links to these businesses in return for the same on their websites.
While instituting your brand into niche markets will involve expenses, your marketing costs will be reduced in the long run. Many of your contacts will be made in person, and your advertising efforts will be more focused and less costly than city-wide ads.
Niche marketing will make your job easier and more fun. Take time to work on your business, brainstorming for new ideas regularly. The rewards will be great!
-Gina.
Real Estate Farming Success - Part 2
Last time, we looked at setting up you farming strategy and becoming the expert on your farm area. Now, let's look at how to get your name out in your farm area to build your market share.
Mail Postcards Monthly
Mailing postcards monthly is a great way to brand your name and services to your area. Use your company logo along with your own logo or slogan, and photo. Use just listed and just sold postcards to show the active, pending, and recently sold properties in the area.
Incorporate the same style and colors every time you mail, and mail regularly to begin building your brand immediately.
Include a short, friendly note stating that you specialize in the area and include the latest updates for information.
Be sure to plug in a note of urgency: “Get more info… No hassles… No obligation!” or “We’ll sell your property FAST and for MORE MONEY.”
Ask for referrals.
Start a Newsletter in your Farm Area
Get a local mortgage broker to cooperate with you on the newsletter. Include their logo and defray your costs.
Include local information, neighborhood activities, special events, and keep it current.
Set Up an Open House System
If you don’t have a listing of your own, offer to sit on the property for an agent in your office or a home for sale by owner. Introduce yourself to the neighborhood. Be sure to advertise in advance, and hand out plenty of brochures and business cards.
Mail Postcards Monthly
Mailing postcards monthly is a great way to brand your name and services to your area. Use your company logo along with your own logo or slogan, and photo. Use just listed and just sold postcards to show the active, pending, and recently sold properties in the area.
Incorporate the same style and colors every time you mail, and mail regularly to begin building your brand immediately.
Include a short, friendly note stating that you specialize in the area and include the latest updates for information.
Be sure to plug in a note of urgency: “Get more info… No hassles… No obligation!” or “We’ll sell your property FAST and for MORE MONEY.”
Ask for referrals.
Start a Newsletter in your Farm Area
Get a local mortgage broker to cooperate with you on the newsletter. Include their logo and defray your costs.
Include local information, neighborhood activities, special events, and keep it current.
Set Up an Open House System
If you don’t have a listing of your own, offer to sit on the property for an agent in your office or a home for sale by owner. Introduce yourself to the neighborhood. Be sure to advertise in advance, and hand out plenty of brochures and business cards.
Creating a Cohesive Image
Is image everything? No, but if the image you present through your marketing is not at the same level of the service and value you offer, it will most certainly cost you business.
For real estate agents, it is of central importance to have a continually reinforced positive image: conveyed through every piece of your collateral that a client or prospect will come in contact with. It should also be clearly designed to attract your target customers. If you find that your business image is not attracting the clients you want, you should redesign it. In researching the market you are targeting with you image, take into account:
For real estate agents, it is of central importance to have a continually reinforced positive image: conveyed through every piece of your collateral that a client or prospect will come in contact with. It should also be clearly designed to attract your target customers. If you find that your business image is not attracting the clients you want, you should redesign it. In researching the market you are targeting with you image, take into account:
- Your target market will need to be large enough to pull in acceptable revenue
- You must be in a position to provide the service they will expect
- What features and benefits your products or services provide
- What your competitors provide
- What your target market likes about your competitors
If you decide that it is necessary to recreate your business image, take these steps:
1. Avoid mismatching
If you are looking to market to luxury buyers, don't bother pushing your money-saving deals. Make your marketing focus on style, convenience, and comfort. Likewise, a business that is targeting bargain buyers shouldn't advertise their highest priced services in place of more moderately priced items that would appeal better to the target market.
2. Make your image narrow
It's best to do one thing and to do it very well. If you try to do everything, your business loses focus.
3. Use clear language
Make it blatantly clear what it is that you do. This can be done in a tagline or in the business name. Simple business names are usually best, like Johnson's Hardware. If people are confused about what it is you do, they won't be likely to come to you for anything.
4. Redesign your business materials
Using a uniform color combination and typeface is key to building a recognizable business image, or brand. If you don't have a logo, hire an artist or a marketing company to design one. Make sure it is easy to read and professional looking, then put it on your business cards, stationery and other marketing materials.
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