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Sunday, September 8, 2024

branding

    Welcome to the world of real estate, you soon-to-be-wildly successful agent. Your spanking new license, hung with a broker you probably just recently met, is your ticket to the big bucks – or so the story goes.

    Between now and then, you may be hungry. You may be frightened about the future. You most likely will be financially challenged. Your sole focus will definitely be on securing one client – one deal – to help you stay in business long enough to get to the next one.

    The ideal vehicle to get you to that deal – indeed, the very bedrock of your nascent real estate business — is personal branding.

    Creating an impression, and the reputation you will eventually build, combine to generate your personal brand. Constructing your brand is job number one as soon as you’ve hung your license. Everything else falls into place once this is accomplished.

    Read on for three essential tips guaranteed to help you fire up the iron and stick it strategically to your hide.

    1. What makes you Remarkable?

    “Unique” is a word that gets tossed around a great deal when it comes to discussions on branding. Among real estate agents, however, commonalities are more obvious than differences.

    Let’s face it; the basic duties of every real estate agent are the same: you list homes, fill out paperwork, show houses and act as your client’s intermediary.

    This is where personal branding comes into play. What makes you different from most of the others? Perhaps it’s your education – an agent with a Juris doctorate or even a staging certificate has an angle that many other agents lack.

    Previous careers often play into an agent’s branding efforts as well.

    As a former TV news anchor, Bob Sokoler with Re/Max Properties East in Louisville, KY is undoubtedly the best real estate video producer among the agents in the area. It makes him stand out, and he uses that as part of his branding.

    Answer the following questions to help determine what makes you different:

    • What are your interests and passions? What motivates you?
    • What are your strengths? What behaviors, attitudes and abilities have consistently produced positive outcomes in your life?
    • Consider your education and previous work experience.

    Get clear on what makes you remarkable. Those qualities, those aspects of you, are what will keep you from being a dime-a-dozen agent.

    Then, state those qualities, commodities, or even quirks in a declarative statement that helps you get a handle on your brand. “I am a high-end real estate agent giving the sophisticated consumer a stylish and tailor-made real estate experience,” wrote a luxury agent.

    2. Who is your Target Client?

    Radio DJs are taught early in their careers to get a clear image of who they’re talking to every time they open the microphone. They’re told to imagine one person and to speak directly to him or her.

    Define your target client. It may help to create an actual profile of this person. For instance, if your passion for golf has led you to decide to concentrate on golf course homes, your ideal client is, obviously, someone who plays a lot of golf. Is he retired with lots of spare time or a weekend warrior that hits the links as soon as the tie comes off? Golf isn’t cheap, so this client most likely has disposable income.

    Once you know who your target client is, you’ll be in a better position to start thinking about how you’ll brand yourself to attract this client and others like him.

     “A brand has to resonate with the target market by standing out in the sea of sameness, and fit like a glove based on one’s personal preferences,” suggests Ron & Alexandra Seigel of Napa Consultants, International

    3. Try it on

    You know what sets you apart, you have a handle on the types of clients you’ll attract, now you need to try some stuff on and see how they fit and how they’ll be perceived in the marketplace.

    “Are you flashy, edgy, comforting, or sophisticated? Does that fit the consumer base you’re looking for?” asks Seattle broker Sam DeBord.

    The “feel” you want to promote dictates how you’ll build the basics of your brand, such as “logos, fonts, colors and graphics that fit the theme and relate it to your customers,” DeBord says

    Once you’ve found a good fit, you’ll need to build that brand into your website, blog, business cards, brochures, and everything else that makes up your business’s public face.

    “Not every agent can be the top salesperson in town, but each can find their own branding niche:  dog-friendly agent, houseboat sales team, modern design brokerage, stone-cold investment-negotiation expert,” DeBord explains.

    “Then find visual guidelines and a business process to inform your specific customers that you are the right professional for their needs.”

    What will you be known for in the marketplace? It pays to take the time to figure that out.

    Are you ready to go after a specific generational niche? If so, create your targeted list HERE, then launch a scheduled Campaign in just minutes.

    The Call to Action postcard campaign is the perfect direct mail marketing tool to get prospects reaching out to you. And, for 3 more days, get 10% off Call To Action Campaigns.

    Shown above: Call to Action postcard campaign, available in the FARM campaign section. Learn More, HERE.

    HOW TO LAUNCH A CALL TO ACTION CAMPAIGN.

    Hit the “CLICK HERE” link, below (from a desktop or laptop computer) and choose the Call to Action Series.

    USE PROMO CODE: ACTION10 to get 10% off the first month of a Call to Action Campaign.

    Schedule a Call to Action postcard campaign, now, CLICK HERE!

    This sale expires on 10/30/21. Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

    PLUS: When you have time…below are some helpful tools to support your success.

    1. The Free 12 Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

    2. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    3. The Automated Way to Become a Neighborhood Brand

    Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

    4. The Free Real Estate Mailing List Guide

    This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

    The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

    6. The Free Online ROI Calculator

    This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

    Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

    7. The Free Real Estate Marketing Guide “CRUSH IT” 

    This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

    The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

      Have you ever puzzled over what value you offer potential and existing clients that no other agent (or few others) offer?

      Or, do you bundle up the same service as every other agent in town in the hope that it will be enough to prove to consumers why you deserve their business?

      Determining your “unique value proposition,” or UVP for short, is critical, especially if you work in a market saturated with other real estate agents.

      Quick explainer for newbies

      A UVP “… is a concise, straight-to-the-point statement about the benefits you offer customers,” according to Solomon Thimothy at inc.com. “In other words, it’s an explanation of what makes you different,” he concludes.

      It sets you apart from other agents. “It’s the promise you make to your customers and clients to deliver a unique experience, claims Tony Khuon at agilelifestyle.com.

      So how do I come up with this UVP?

      Think about what you can offer that few other agents do. If you’re a veteran, brush up on the VA home loan. Your UVP is that you are uniquely qualified to work with veterans.

      If you’re an ace marketer or come from a marketing background you no doubt offer creative marketing solutions to home sellers. Solutions other agents can’t match. That’s an amazing UVP.

      While many agents have started offering free services to their listing clients, the number still remains small. Stand out from the crowd by offering one or more of the following:

      • Free staging
      • Free housecleaning
      • Free curb appeal consultation
      • Free handyperson services (such as two hours of services, or something similar)

      Yes, the thought of paying for these services is uncomfortable, but homeowners value these and, therefore, they make a dandy UVP.

      Two more “services” that consumers find attractive are discounting your commission or giving a portion of your commission back to the community.

      You don’t need to spend money, however, for what you offer to be considered valuable. “Homes I list sell for an average of 3% or more above list price.”

      If true, that’s a pretty compelling UVP.

      Remember to add your unique service to all of your marketing as a powerful call to action.

      FARM, Call to Action Series Postcard Campaign shown above
      Keep it simple and human

      Your UVP needs to be simple, both in length and in word choice. Here’s an example of what not to do:

      We are “… a dominant online presence with a combination of innovative marketing and strategic outreach. Cutting-edge lead capture and unique tracking URL’s ensure exposure and buyer retention.”

      Put yourself in the shoes of a consumer reading this UVP on the group’s website.

      What is “lead capture?” And “cutting edge” these terms have become absolute turn-offs. Tracking URL’s? Buyer retention? Where is the part of the UVP that allows the reader to clearly understand the value this team offers?

      Then, ironically, this same UVP shows up on seven other real estate websites. Seven agents trying to prove what makes them different share a UVP with seven other brokerages.

      Here’s another that we found. “Our astute team creates a plethora of assets unique to your home.”

      Aside from dumping the words “astute” and “plethora,” this real estate team needs to describe exactly what “assets” they will “create.”

      If you can save consumers money on their real estate deal, make the process easier or make it quicker, you’ve got yourself the makings of a UVP that will attract real estate clients.

      Did you know our Holiday Scheduled Campaign is currently on sale 10% OFF the first month?

      Farm, Holiday Scheduled Campaign is shown above. Learn more, HERE

      TO LAUNCH A HOLIDAY CAMPAIGN:

      Hit “CLICK HERE”, below (from a desktop or laptop computer).

      USE PROMO CODE: HOLIDAY10 to get 10% Off at check out.

      And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out). This sale expires on 10/02/21.

      Launch a Holiday Scheduled Campaign now, CLICK HERE!

      Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

      PLUS: When you have time…below are some helpful tools to support your success.

      1. The Free 12 Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

      2. The Free Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      3. The Automated Way to Become a Neighborhood Brand

      Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

      4. The Free Real Estate Mailing List Guide

      This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

      The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

      5. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

      6. The Free Online ROI Calculator

      This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

      7. The Free Real Estate Marketing Guide “CRUSH IT” 

      This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

        Best Books for Agents

        While there are agents who are still managing to carry on business as usual during the pandemic, many are hunkered down at home, trying desperately to figure out what to do next.

        You could bust your boredom like Katherine Hahn, but it won’t do much to fan the flames of your real estate brand or make you more productive when we come out of the other end of this thing.

        The At-Home postcards are from the COVID-19 Series in the postcard section.

        We’ve come up with several ideas to help you out and we start with hunkering-down reading material. Some of our suggestions are older books, but the information within them is still brilliant. Others are newer offerings with tips on digital marketing especially. And, a few are pure escapism.

        Follow the link in the title of each book to learn more about it.

        1. The Social Agent’ 2.0 Update: The Evolution of Digital Marketing, Tony Giordano

        Considered a “celebrity real estate agent,” Giordano is also a national speaker and author who prefers to show, not tell, how to do social media right as a real estate agent.

        The book’s reviews on Amazon can attest to his success with that, with one reviewer claiming that “Tony goes into some detail on what to actually do, instead of just ideas, which I appreciate.”

        Giordano talks about “Online Presence vs. Present Online,” and explains how “Everyone is present yet few have presence.”

        ‘the social agent’ is also available at Barnes&Noble, which is currently offering free curbside pickup for online orders.

        2. What to Post: How to Create Engaging Social Media Content that Builds Your Brand and Gets Results (for Real Estate), by Chelsea Peitz

        Like “the social agent 2.0,” this book dives deep into various social media strategies. Peitz, however, promises that What to Post is “… a step-by-step guide that will help you create a fail-proof social media content strategy that will give you an unfair advantage on platforms like Facebook and Instagram and generate FREE real estate leads.”

        Unlike a lot of real estate-specific books on the market, What to Post was published in February 2020, so you won’t find a section about what to post on MySpace and other outdated, non-existent platforms.

        Peitz, by the way, is the national director of social sales for Fidelity National Financial, as well as a social media coach and brand developer.

        The At-Home postcards are from the COVID-19 Series in the postcard section.

        Since social media marketing should be among your go-to methods right now–while most people are hunkered down and spending lots of time online–this may just be the ideal book to read.

        Go take a peek inside the book at Amazon.com.

        3. Lead with Heart: Transform Your Business Through Personal Connection, by Tom Gartland

        First, let’s address the Amazon ratings. There are only three and one of them is from what sounds like a disgruntled former employer. He or she really doesn’t review the book, so we’re disregarding it and hope that you will too.

        Why?

        Since its publication in 2018, many agents have suggested this book to others. For instance, Minnesota broker and mega-agent Kris Lindahl raves about Gartland’s leadership principles.

        Especially if you are leading a team of agents, give this book a read.

        4. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley

        We love that Handly devotes an entire chapter to creating case studies. Too few agents use them in their marketing and, if done right, they are so powerful.

        But you’ll also learn the art of blogging, how to put together a killer ebook, podcast or video.

        Content Rules is also available at Barnes&Noble.

        Escapism

        After an evening spent watching the news or hanging out on social media, do you ever find yourself in “the panic that comes with knowing too much and being able to do so little?”

        Elena Nicolaou, culture editor at OprahMag.com, calls this “coronanxiety.” Her secret for fighting it?

        “Feel-Good Books.” Although many might consider this escapism, Nicolaou cites the many psychologists who “… recommend reading as a coping mechanism during high stress moments.”

        Fiction is ideal right now, the perfect vehicle for “… the off-ramp of reality,” as Nicolaou calls it.

        So, what’s the recommendation? There are far too many to single out one. In fact, here’s a link to the Modern Library’s list of the “100 Best Novels” so you can choose. 

        We’ve chosen a few of our favorite “couldn’t-put-them-down” books:

        11/22/63, by Stephen King

        Appaloosa, by Robert B. Parker

        The Art of Racing in the Rain, by Garth Stein

        The Kin of Ata are Waiting for You, by Dorothy Bryant

        The Kite Runner, by Khaled Hosseini

        The Pillars of the Earth, by Ken Follett

        Happy reading and stay healthy!

        The At-Home postcards are from the COVID-19 Series in the postcard section.
        Send a postcard from the COVID-19 Series to your Sphere or Farm. Let them know you’re thinking about them by offering DIY projects and family fun to keep busy during the stay-at-home orders.

        Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

        PLUS: When you have time…here are some Free resources we’ve made available to support your success.

        1. The Free Real Estate Mailing List Guide

        The Real Estate Mailing List Guide outlines the top tools for generating targeted mailing lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

        2. The 12 Month Done-For-You Strategic Marketing Plan

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

        3. The Free One-Page Real Estate Business Plan

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

        4. Become a Listing Legend Free eBook 

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

        5. The Free Online ROI Calculator

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

        6. The Real Estate Marketing Guide “CRUSH IT” 

        The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

        Engage the right audience

        Ok, I’ll say it: some real estate clients are better than others. The qualities that go into the making of the ideal client are subjective, but the fact remains that your favorite clients, financially and otherwise, are head and shoulders above the rest.

        So, how can you attract more like them and fewer of the others?

        It starts with your branding. Since it’s the chief attractor of leads, improving your branding will help you attract more of the leads you are seeking.

        You are your branding

        Scary, right? Unless you are the agent that has spent a great deal of time working on your brand, what you are putting out there may appear unfocused and too general.

        Let’s break it down and see where you might need a new strategy.

        First, who is your target client? And, no, “anyone with a pulse” isn’t the correct answer. In fact, pursuing all real estate consumers is one of the most common mistakes real estate agents make. When you try to be the “every agent” to everyone, you lack focus and your brand gets watered down.

        Instead of standing out, you blend in.

        Take some time to think back on your past clients, picking out those you truly enjoyed working with and who were most profitable. See what each of them have in common and then write out their client profile, combining the commonalities among those on your list.

        Focus in

        Are you suffering a brand identity crisis? It happens frequently when agents don’t take the time to focus on a target client pool.

        For instance, suppose the primary real estate consumers in your area are Gen Xers with a family and a home to sell before they buy another. However, your blog posts and social media shares are about condos and your happy hour cocktail client events don’t speak to the primary client pool at all.

        Once you have narrowed down your ideal client, it’s time to customize your brand (and content is a main component) to appeal to and speak to that client.

        When you strategically focus your brand’s “voice,” you’re more likely to attract the clients you prefer.

        Keep it simple

        Hopefully, your brand communicates to potential clients in a way that engages them. Unless you’re a strictly luxury home agent, this means keeping your web content and blog posts simple – writing in plain English and at a 9th-grade level.

        Sounds weird until you understand that the average American adult reads at a 9th-grade level, although studies show that we prefer to read at a 7th-grade level, according to the National Assessment of Adult Literacy.

        Other studies show that nearly 80 percent of us don’t really read the words but scan the content. Therefore, the average reader isn’t looking for flowery prose, real estate jargon they can’t decipher, clichés or self-promotion.

        And, whatever you do, avoid trying to sound like every other agent in town.

        “Would you go to a dinner party and repeat what the person to the right of you is saying? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet — the marketplace?” Jason Fried, co-founder of Basecamp asks in an article at Inc.com.

        Keep your content simple in vocabulary, friendly and engaging while you supply your ideal client with the real estate information he or she craves. How’s the current market? What step should I take next?

        Your brand’s voice, evident in your content is important, but it’s speaking to an empty room if you don’t promote it. Use social media channels and direct mail marketing to push out your branded content and bring more eyes back to your website and more calls to your phone.

        Brand voice is just one part of a brand, but, for real estate agents, it may just be the most important aspect.

        Are you currently focused on attracting sellers? What do sellers want more than anything? Buyers!
        Send the I Have a Buyer postcard from the Listing Inventory Series to 100 prospects in an area where you want more listings.

        Need help targeting buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

        PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

        1. The Free 2018 Real Estate Business Plan.

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

        2. The Free Online ROI Calculator. 

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

        3. The 12 Month Done-For-You Strategic Marketing Plan.

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

        Also…check out these cool tools 🙂

        Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

        MLSmailings.com – Automated Just Listed, Just Sold Postcards

        Market Dominator System – Become a neighborhood brand

        Want to Refer a friend or colleague? Refer them Here. THEY get a Free $25 Gift Card and YOU become a hero!

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