What’s the difference between you and another Realtor? How do differentiate yourself from the herd of competition out there?
Let’s face it, this country has no shortage of real estate agents, but the truth is that the best way to stand out is to break the mold. If you are content being like every other agent you are going to HATE this post. If you like doing things differently, you are going to love this.
This post is about how to break the mold and get more eyeballs on your business. This is about doing what everyone else IS NOT by constantly improving your offering and communication with your audience!
Take your time going through it. We do promise that you’ll have a different outlook on marketing your business if you consume all of it.
Cheers to 2018!
Let’s get started shall we?
Whether you like it or not video is here to stay and is probably the most impactful way to standout in 2018!
Video is not a lead generation strategy; it’s a brand building strategy. There is a major difference between the two. Building your brand will help your conversion.
People do business with agents they know, like, and trust. Video allows you to put your brand out there so potential clients can get an idea of how you roll. It allows people to check you out before they actually engage you. We use it as a way to build rapport and gain trust.
Trust us on this, people want to get an idea of who you are before they engage you. Video that humanizes and personalizes your brand can do half the selling for you as it builds trust and credibility.
Don’t believe us?
We want you to look at your last few closings. Did you feel like over 80% of them were with people you really enjoyed working with that you would also hang out with?
That’s because you attract like people, we all do. Video allows you to put your brand out there and attract like people.
“Be you…nobody else can”
Here’s the breakdown of how communication is transferred from person to person. We see many agents get scared to get in front of a camera because they don’t know what to say, but the truth is it’s more important in how you say it.
This means people are going to forget 90% of what you said and instead remember how you said it.
Your videos can also double down as a brand building strategy to keep you in front of your database. It helps keep your brand on top of mind so it makes it more difficult to be forgotten.
Your real estate license allows you to legally sell real estate, but that doesn’t make you a sought out agent. Your strategy should justify your commission so it becomes irrelevant. It’s very simple.
“Don’t be a Realtor, be a marketer who specializes in selling real estate”
If your listing marketing plan consists of popping a sign in the yard and listing it on the MLS, that is not a marketing strategy, it’s the status quo.
People do that with Red Fin and a hoard of other companies for much less than 5-6% commission?
Your goal should be to create value within a transaction that creates a better end result or a buyer or seller so people are thankful for how much money you make.
Have you ever had your clients think you didn’t make enough money on a deal? It’s a great feeling!
Think about it this way. Michael Jordan was one of the all time greats. If he didn’t practice or work on his shot, I highly doubt he’d have the success he did. Jordan busted his tail constantly improving his shot so he could be the best. So our question to you, is what have you done to evolve your strategy?
The skills consumers expect from their real estate agent today involve all of the above. Yes, consumers want you to be ethical, but they expect that! Ultimately consumers want you to do all the work and create a better end result for them.
We call this having effective Transactional Marketing Systems provided by Real Geeks WORKFLO Program in place. Transactional Marketing Systems do 3 things;
Your main goal of each client should not be to close the deal, but to transform them into a referral source. Realtors who play the long game are the ones who last in this business.
The long game is based on forming, nurturing, and maintaining relationships.
Only 4% of consumers picked their agent because of the company they were affiliated with.
Because people do business with agents they know, like, and trust.
Quit marketing your brokerage’s brand and start building your own.
Your brand is what other people think of you, but your visual branding is how they REMEMBER you. Your brain processes images 60,000 times faster than text, thus making what you promote visually more impactful than anything you say verbally.
Do you have a visual brand or logo that tells your story?
In a business where over 60% Realtor business generated from referrals, repeat clients, or already knew the agent, personal branding SHOULD BE THE MOST IMPORTANT MARKETING ACTIVITY YOU DO.
Want to know how you get a lot of referrals?
Brand the living daylights out of your business so you can establish name brand recognition amongst your database as their go to agent. When this happens your name is more likely to be brought into more conversations as your brand remains on top of mind.
Let us give you some examples of branding.
Which do you think would be more memorable?
Agent Name, Realtor or what you see above?
“What you can show visually is more impactful than anything you can say verbally”
One you consistently begin visually branding your business, you’ll start to notice things like this begin to happen;
Want to know more about personal branding? We call this Referral Marketing.
Other Realtors are not your competition, the less expensive options are. In the last 12-18 months we’ve seen a lot happen within our industry that suggests outside companies are trying to cut us out of the equation.
Zillow, Red Fin, Purple Bricks, and many others have introduced and pushed “less expensive” options down the public’s throat and they are making an impact.
The public is slowly being fed a bunch of bs. They are telling consumers that Realtors are terrible at their job and they might as well save money on the listing side by taking their flat fee service.
Good service comes with higher pricing as it does in any business.
The cream of the crop will always command a 5-6% listing for consumers who want it. These less expensive options have a market and will most likely continue to exist, but there will always be a demand for a better experience.
“Less expensive options enter the market place when a lack of value is present”
There’s a popular quote and forgive us if we butcher it, but it reads something like this… “People don’t remember what you did for them, but do remember how you made them feel”.
Sit back and look at your buyer and seller workflos and ask yourself how you can provide a better experience. You’ll be amazed at how the smallest touches make such a powerful impact. One thing we’ve learned very early on in our career was that it was the smallest things that most people would think go unnoticed that led to my next big deal. Small touches make a LARGE impact!
If you want to get a further perspective on why we’re am making this in our top 4 is because it’s happening right beneath our eyes.