|The Law of the Word|
Secrets to Successful Branding – The Law of the Word
If, we, as the real estate community really understood the concept of branding and its importance, we would save a fortune by cutting the misplaced dollars we are spending in the name of “getting their name out there.”
Most of us are re-treads – people who fell into this business and came from some other background. In 15 years of asking, I’ve only found one person who grew up wanting to be a real estate agent (and she is no longer in the business). I can’t tell you how many people I’ve interviewed as a Broker that said the reason they wanted to be an agent was because they liked houses and people. If that is the sole reason they are here my advice to them has been – “Don’t get started in this business because in 6 months you will hate them both.”
Those that make it in this industry in today’s world are those that approach it with an amount of business prowess. Unfortunately, that isn’t taught in the “learn everything you need to know to become successful in real estate in two weeks” class. So, we throw the newbies to the vultures (vendors who sell BS products that do nothing but line the pockets of the vendors and serve as filler our nation’s dumps). We let them sling mud on a wall and see what sticks and hope against hope that they will be one of the very few fortunate ones who will survive the first three years.
Over time, those that emerge as mega agents realize that to truly win in this you must realize that it is a business not a career (and there is a major difference) and start learning how to become the “RainMaker.” Although we have dozens of proprietary campaigns to generate more leads, from time to time, we need to strip back to the basics and dive into the philosophy to align ourselves with the right thinking to launch our business to the next level. This week, it’s all about how to brand effectively so that you may maximize your ROI in any marketing or advertising program your engage in. From Al Ries, a master of marketing and branding in the retail sector, we take the lessons and apply the fundamentals to our real estate businesses.
In Branding , There is the Law of the Word
There is a limited amount of real estate in our consumer’s active memory. The lion’s share of the space going to the things that weighs most heavily on their mind. Because this resource is precious and limited your brand should strive to own a single word or concept in the eyes of the consumer. You are not competing with other agents; you are competing against every other professional and service industry. You have an advantage because real estate and the client’s home equity can be leveraged as an important value on a constant basis with spikes of interest as it comes time to move. But you must keep the importance on the consumer’s top of mind with all the other competing interests vying for attention.
You want to establish yourself as the expert and go-to person for real estate regardless of where they are in the buying or selling process. Become their resource and contact. Ideally, you want to get to the point where when your perfect client drives past a competitor’s sign, they think of you.
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