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I was reminded of this as a local broker and his office was out doing a pumpkin patch this last weekend. I thought about the money spent, the message that that gave and I thought it was fitting. Not to be cruel, but the office, with 50+ agents, does less business as a group than many of my coaching clients do with a single agent or a husband and wife team. Maybe they should be in the pumpkin business; after all, it doesn’t seem they are getting very far in real estate. The challenge with this approach is that it doesn’t work very well. Yes, the laws of numbers will work in your favor if you do anything, however to maximize your ROI you need to define who you want to work with and craft a message that speaks to their needs. Your marketing message needs to make sense. If you are working with young families, coloring contests are appropriate, but contextualize them for those you market to – send out a black and white flyer that will become your next postcard design, because you are going to send postcards anyway and you value the input of the local kids and want to showcase their accomplishment in the process. You are your message – what your marketing material is simply a reflection of you, good or bad. Be careful about what you are saying.
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| PS. Have you seen our individual agent and team program that combines coaching, advanced marketing strategies with hundreds of pieces of personalized print ready marketing collateral, specialized training, and all the tools you need to get into the top 1% of agents nationwide? Check out YourRECoach.com for more the details. | ||||||||
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It is very important to determine this before you start your marketing campaign. Most agents jump into the business and start pumping out whatever the office says to – usually farming clubs, teams or groups are set-up to share the idea of the week and soon you find yourself shelling out gobs of postcards and such with coloring contests, quotes, or whatever else strikes you at the moment.
We help agents, brokers and companies develop values based businesses. We firmly believe that to achieve long term success and venture into the elusive significant, you need to create a business that stands on principle and shared values. We help clients discover and articulate their values and strengths to develop a strong and profitable marketing plan that attracts people who care about the same things the client cares about and truly appreciates the clients strengths. Prospecting methods are all build and tailored around the client’s individual personality. And we walk out the execution of the business plan with them to ensure everything is bundled up to contribute to their business’ overall culture and brand.
Move from just customer service to the notion of creating community. People are hungering to feel connected and when you offer this type of thing, customer will respond.
I had an interesting meeting with an agent recently – one that has been a reoccurring theme over the last 18 months with agents across the nation. We started the meeting under the auspice of setting goals, markers and expectations for the next 90 days. We ended with tears, hugs and a new lease on life.
I have discovered that integrity can be defined as morality (not doing wrong) plus character (doing what is right). You cannot do what is right when you are doing what is wrong. When we start to make choices from the place of what I need to do versus what I want to do, our lives (and businesses) take a very dangerous turn. She is moral and good, but neglecting doing the right things because of demanding clients and lack of good boundaries.
Do you have a vision for yourself and for your business? Most people do not.
I highly recommend the book 
You don’t sell houses. Let me say it again, you don’t sell houses. Not in a successful marketing campaign. 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. What makes you better than any other? Why should a client hire you? As an industry, we have been caught without enough distinction which is why over the last few years we have experienced such a high level of “Commission Compression.”
Then he asked if we had ever not lived up to that? Have we ever made a choice to lie to ourselves and break a commitment? All the hands went down. He made the point that if we couldn’t have integrity with ourselves, how could we extend that in our dealings with others?
We can all admit that it has been a bit tougher to make the same lifestyle in today’s market versus a few years ago. I have seen a number of 25 year + veterans decide to cash out and retire just because they “know how hard I need to work to make it in this market and don’t have it in me.”