Why do you “market” yourself?
It’s to establish your BRAND.
To be clear, your brand is not your logo, or your name, or your tagline. Those things represent your brand on the surface. But your brand is something much more profound. It’s the feeling that people have about you, what you represent, and why you are different.
Your Personal Brand Statement should clearly articulate WHO you are, WHAT you stand for, and WHY you’re the reader’s best choice as a professional highly-skilled agent.
“Hi, I’m Ted. Over the past 14 years, I’ve completed over 1,000 successful Real Estate transactions, one at a time, with care and concern to create the best possible result for each individual client. That’s why I’m proud to say that almost all my business comes from repeats and referrals.”
My personal brand statement is designed to appeal to every different communication style.
Analyticals like the data about the...
I never understood why other agents wanted to have a massive “inventory.”
They would beam with pride as they showed me their giant whiteboards full of listings, and I’d think to myself:
“What a nightmare.”
I’d have to resist blurting out, “Wow! That’s quite a list of failures!”
Even when I was selling over a hundred properties a year (as an individual agent), I very rarely had more than 5-6 listings at a time. Here’s why:
I did the work up-front to ensure every listing sold quickly, for the highest possible price, with the least amount of hassle.
Yes, I took advantage of the Flurry of Activity by pricing my listings correctly, as discussed last week in The Perception of Value.
But that’s not the ONLY thing I did. Not by a long shot.
The most important service I offered to every listing client was a complimentary home staging consultation with my Super-Star Staging Consultant - Angela.
Great REALTORS® understand Buyer Psychology.
The biggest, most motivated category of buyers for your new listing are ‘Current Buyers’, They’ve already viewed most or all of your competitors, but they’re not satisfied, for whatever reason. So, what are they doing?
They’re waiting for new listings.
As soon as you pull the trigger on your HOT new listing, notifications are going off all over town.
It’s not hard to understand why most of the activity on your listing always occurs at the very start, and why this ‘Flurry of Activity’ tends to die off, quickly.
Once the Current Buyers have come and gone, you’ll be left waiting for New Buyers to enter the market. But New Buyers are not as motivated as Current Buyers. They need more time to see more listings before they’ll be ready to write an offer.
Ideally, you want to take full advantage of the Flurry of Activity from the Current Buyers, and sell quickly for the highest...
“The house down the street is listed for $500,000, and it’s junk! So, our house should sell for at least $600,000!”
You concentrate hard to keep a straight face. Must. Not. Roll. Eyes.
You patiently explain that it’s the SOLD listings that determine a realistic list price.
The SOLDS are reality. The ACTIVES are fantasy!
You show them the SOLDS, but they’re still not convinced. Time to show them The Big Picture on The Competition.
What’s the Big Picture? It’s the opposite of The Small Picture (3-4 active listings in the same neighborhood).
How many active properties do you need to demonstrate the true scope of the competition?
Assuming you’re in a big city market, how about 50?
Wait! Don’t leave! Let me explain!
First, tell me I’m not 100% correct on these two points:
Has this ever happened to you?
You procrastinated preparing for a listing presentation. Then, you got super-busy right before the appointment, so you slapped together the CMA at the last minute.
Now, you’re glancing at the comparables at the stoplights on your way over.
You’re not too worried because the clients were recommended by your best referral source and it sounds like a slam-dunk.
You meet them and you make a good connection. You really like them! They’re smart, super-nice, and attentive to your presentation. Not to mention they’ve got a great house!
Sure, you stumbled over a few questions. It wasn’t your best performance ever, but everything seems positive, and they’re going to give you a call the next day.
On your way home, you feel a bit bad that you weren’t better prepared, but you’ll make it up to them by proving they made the right choice. You’re already looking forward to how you’re going to market a...
You get referrals from your past clients for one reason:
They’re 100% confident that you’re going to make them look good.
They boast about your skills like they just hired Michaelangelo to paint the powder room.
They know with certainty that you’re going to give their family and friends the exact same exceptional service and skilled guidance that you provided to them.
When people have this level of confidence, they will go out of their way to recommend you, without being asked! They overhear a stranger talking about Real Estate in the grocery store, and they’re tempted to run over and push your services on them.
The only thing that stops them is the fear of looking like a raving lunatic.
When it comes to family and friends, there’s no hesitation.
“You’ve GOT to use (first name), the best REALTOR® in the world!”
But what if your client’s experience with you wasn’t top-notch? It was okay. Your customer service was...
We all naturally ‘click’ with some clients. It’s fun and easy to work with them.
Others? Not so much.
If you’re like most everyone, some folks just rub you the wrong way. But, did you know that you probably drive THEM crazy, too?
Think about which of the following types drives you the craziest, and then I’ll reveal YOUR type.
Now, before I reveal which type YOU are, understand that the above negative description is coming from the perspective of your opposite communication style, not from me!
If you chose #1 (The Driver), you’re #3 (The Amiable), and vice-versa. You drive each...
Confidence is attractive.
When you know what you’re talking about, and you present yourself with skill and authority, people will trust you more.
TRUST is the reason you get business.
So, how can you increase your confidence, and thereby create more trust?
I’m not talking about “unwarranted self-confidence,” also known as “cocky arrogance.”
I know for a fact that you, are not suffering from unwarranted self-confidence.
How do I know?
Because these types couldn’t be bothered to read anything to try to improve themselves, which means they’re doomed to stay in their current state forever.
Sure, it’s possible to fool a few people into trusting you through sheer bravado, alone. But it doesn’t last, and it does more harm than good to your brand, overall.
Your brand, by the way, is NOT your logo or your tagline. Those things represent your brand on the surface, but your brand is something much more profound. It’s the...
You’ve probably got different buyers at various stages of the home buying process. Some are anxious to find a home as soon as possible, while others are just beginning the exploratory phase.
So, how do you know each buyer’s motivation level?
Here’s a crazy thought. Ask them!
Just be straightforward and use this line:
“In order to provide the best possible service to you, I need to be in alignment with your motivation level. For example, if you’re a ONE right now, I’m a ONE, too, and you won’t be hearing much from me. But if you’re a TEN, I’ll drop everything right now and let’s go find your new home!”
This simple statement serves several purposes, including:
You know what’s insane?
Spending thousands on marketing and not having a reliable Prospect Follow-Up System.
Or worse, forgetting to follow up with a referral or a hot lead you met at an Open House.
Oh sure, you talked to them once. Then two months went by, and you noticed a new listing.
“Wait a minute. That address seems familiar.”
Yup. They listed with someone else.
Has this ever happened to you?
You get busy, you forget, you write notes on scraps of paper and lose them. You have no follow-up system, whatsoever.
It’s time to resolve this outrageously expensive problem, once and for all.
Let’s keep it as basic as possible for now. In fact, let’s use a Ridiculously Uncomplicated Follow-Up system (RUFUS). Here’s why:
If you can’t follow a simple system, you’ll never train yourself to use a more complicated program, such as Follow-Up Boss (which I’m told is excellent).
As with any computer software, what comes out is...
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