You don’t sell houses. Let me say it again, you don’t sell houses; especially if you want a successful marketing campaign. Yes, you may have made over $500,000 in GCI this last year, even closed 38 transactions, but you don’t sell houses.

You sell your USP or Unique Selling Proposition. There are hundreds of thousands of agents in world today. If all you do is sell houses, then there are at least a few others that are willing to do the same thing. They may even deliver it with the same level of service and for a lower commission. What makes you better than any other? Why should a client hire you and pay you the commission that you are asking?

As an industry, we have been caught without enough distinction from one another which is why we face an ongoing war with “Commission Compression” – and before you get cocky on me and say “I’m not struggling with commissions” wait until the market swings back. If you thought it was bad before…

Here’s an example of my point - If I were to buy a new BMW 7i and one dealer had one the car for $80,000 and another dealer could get the exact same car for $72,000 which would I choose? All things being equal, price will become my determining factor. But let’s say that I just wanted to buy a car that allows me to get to and from work in a safe comfortable manner. What makes me consider an $80,000 BMW versus an $18,000 Kia? Price no longer becomes the only factor. BMW knows they aren’t selling a car or mere transportation; they are selling “The Ultimate Driving Machine.”

In fact, they’ve done quite well getting buyers to buy to satisfy the buyer’s own ego needs. And more interestingly, how many BMW owners would cop to ego being their primary reason for buying the car? With that said – let’s not beat up on the BMW crowd too bad, the same could be said about Lexus, Mercedes and others and they don’t have the distinction of being the “Ultimate Driving Machine.”

What is your USP? Is it that you return phone calls (which is become rare these days), or do you specialize in cash-flow oriented investors, or are you pet-friendly?

What are your strengths? What can and do you do better than anyone else? What are your values and if the truth be known, does your ideal client even know? What do you care about and hold most dear?

Market around those things and you will find yourself in the rare air of those agents who make the rules about how the real estate game is played and who hold the top %1 who dominate the marketplace.

Carpe diem,

Are you ready for business?  When you’re ready to build your business, you’ll need the right tools in your toolbox to build a strong foundation, and to make the job go smoothly.  There are literally hundreds (if not thousands!) of marketing tools available to the Small Office/Home Office (SOHO) REALTOR® entrepreneur, but fortunately, there are some that are nearly universal in their usefulness.  While not every one of these tools might be the most efficient for you right now, they make a great default list until you develop a list of tactical tools tailored to your unique talents and personality.

1. A ‘Sound Bite’. This is a seven- to nine-word phrase that distills the essence of your value to a specific client base. When used with your name, company name, and your title, you’ve got a great introduction. Used by itself, it succinctly and clearly answers the question: What do you do?

2. A business card. Your business card shows that you are serious about your business. At the very least, it includes your name, title, company name, email address, phone number, and mailing address. If you don’t include one or some of these, you are showing the world that you are either unprofessional or not to be trusted. If you’re worried about stalkers, get a Post Office box and a generic email address, but don’t make your phone number the only contact point. It makes you looks like a drug dealer or a prostitute.

3. A web site. No matter what you’re selling, be it your time, expertise, or your apple pie recipe, a web site demonstrates your understanding of your core market, and enhances your credibility, as well as providing a 24/7 selling tool.

4. A picture. To be more specific, YOUR UP TO DATE picture. People like to put a face to the name or voice on the phone. Your picture (with your smiling face) helps develop the relationship with your client with absolutely no effort on your part. You can put this picture on your business card, web site, brochure, or just have it in your press kit to accompany any speaking engagements you book.

To be clear, this ‘picture’ thing has been an issue with me for years.  I’ve heard the argument that ‘my attorney and CPA don’t put their picture on their business cards, why should I’?  Sorry, WE are in the people business.  Today, with My Space®, Face Book® and all the other internet sites, people connect with people using pictures now more than ever.  Unless you are marketing to CPA’s or Lawyers only, use the picture.

5. Talk about your fees upfront and/or menu of services. You don’t want to make your clients guess what type of services you offer, or how much they cost, unless you’re one of those people who believe that if your client has to ask the price, she can’t afford you. Even if every sale is completely customized, at least having a baseline established will give your clients (and you) a place to start talking about prices. Remember, a sign that they’re ready to buy is asking the price. If that’s the first question you’re asked, the good news is that you’ve got a live prospect. But if you can’t provide a good answer, you’ve just lost the sale.

6. Contact (note) cards. Use contact cards to follow up a first meeting, thank for a sale, congratulate on a milestone, or just stay in touch. Remember, people do business with people they know, like and trust, and what better way to build a relationship than with charming hand-written notes?

7. An annotated signature line. Your email messages are one of your best marketing opportunities. Be sure that you always include your contact information, and while you’re at it, add something else of value, such as info about your specials, upcoming programs, or a link to your web site. This is especially important when your message gets forwarded to someone who is excited about what you do, and may want to get in touch with you. Make it easy for your prospects to find you.

8. Letter templates. Are there people you need to communicate with on a regular basis? Perhaps welcoming new clients, or communicating with vendors? Save yourself some time by creating letter templates for your most frequently occurring communication situations. You’ll save time, and never have to rack your brain wondering if you included all the necessary information.

9. Scripts. Is there anything worse than making a call, and not being prepared when you get voice mail? Know what you want to accomplish before you pick up the phone, and decide how you want to say it. Being prepared for either a live interaction or leaving a message will reduce your nervousness, and make you sound relaxed and professional.

10. Client testimonials. One of the most persuasive tools you can have is a written testimonial from a satisfied client. It makes your prospect feel more comfortable about buying from you, because someone else has done so and is apparently happy about it. Not that people are sheep, but a personal recommendation from a client is far most compelling than your own good opinion of your product or service.

Carpe diem,