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.

One Secret in Branding is the Law of Fellowship

In recent years there has been a trend in real estate to become more and more competitive within the ranks. Yes, the general agent population as independent contractors find themselves competing against even those that they sit next to in the office. But to those that have nailed their brand, and realize that no one else can compete with them in that space, sharing and collaboration are positive attributes. In order to build the category, a brand should welcome other brands. Competition between two leaders raises awareness and allows for emergence and increase in market share for both. Competition between two mega agents is a great thing. One, it keeps them doing what they must to stay ahead (market, advertise and be leaders) and two, it creates a very visible ad war that creates buzz that helps both of them. No one cares when someone is out in front by themselves, it’s not newsworthy, but if you have a competition everyone wants to watch.

Think about the TV ratings for the midweek practices of one sports team. They do drills, practice game play and it is often more technically interesting than the game, however, you have to get a TV that has reception into the thousands of channels before you can even find a way to watch. Now consider the Superbowl, World Series or NBA Championships. Two teams that when playing against each other gain far more support, recognition and fan base than when they play alone.

Seminars are great to put on for your SOI, farm and target markets and can be tailored to suit your audience.

For example, there are several agents I work with who have had very successfully seminars for investors, first-time buyers, financial aid for kids going to college, health and wellness, etc.

Just having an event will get you a jump in your SOI yield and establish you as an expert in your field, and the events multiply their effectiveness (and cost less) when you involve your strategic partners and invite their client base to join the event.

There’s even a planning guide in the Mastery Coaching archive to help guide you through the process.

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.

One Secret In Branding is the Law of Credentials

We as an industry make claims to different things all the time. It seems everywhere I look there is another #1 or area expert. So many, in fact, that the whole notion has been diluted to the common denominator of average. The crucial ingredient in the success of any brand is its claim to authenticity. Consumers are inherently suspicious and look for holes in our claims. We want to distinguish ourselves and become the expert in our primary claim and be able to support it.

One of the fallacies in real estate is that we sell houses. 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…

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? What can you truly be an expert in?

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. And remember, the real power of credentials is not only self-proclaimed but acknowledged by others.

Most people try and overwhelm people with logic and reason to make the sale or get the phone to ring.  Successful marketing and sales isn’t about either.  It’s not about the charts, graphs, the spreadsheets – they are all great for support, but none have ever made the sale or motivated anyone to do anything. 

It’s the feelings that those things bring to the surface that makes people move.  It’s the fear of loss, the fear of missing out, or even the hope of a wise investment that is based on bettering one’s situation in life.  People don’t move because it makes sense.  They move to satisfy some deeper emotional need or desire.  When we understand that we all make decisions  emotionally then justify them logically every aspect of our marketing or sales efforts will be radically effected and productivity will increase.

Remember, It’s not the height of logic but the depth of conviction that will win people over.

Quantity and Consistency leads to Quality.  It is very difficult to do anything with enough consistency and repetition that you don’t develop some amount of proficiency over the course of a few months.  Most of us fall guilty of not sticking with something long enough to see it through. 

I truly believe you don’t need to be good at everything, especially in prospecting.  Show me someone who does a little FSBO, a little expired, a little door knocking, a little updesk, a little of this and a little of that and I will show you someone who is getting mediocre results.  There are only a few productive prospecting avenues (vs marketing where the field is almost limitless).  Find one that works for your personality and do it with enough consistency and quantity and you will soon find yourself excelling and becoming the panel speaker for the subject.