Making sure you have a strong brand is very important. Before people engage you to help them sell their home or help them buy a home THEY FIRST MUST BUY YOU. So you just can't put too much effort into thinking about your brand, how your brand should look, what values your brand should have and how you communicate your brand values and the special features of your brand to your prospects.
First you want to do all you can do to have your brand look and feel different than all other brands on the real estate agent shelf. Think about that. You are in the market, walking the aisle for salad dressing, ketchup, olives, cereal, or one of a hundred products, just like your prospect is going to go down the real estate agent aisle meeting one, two, three or four real estate agents to determine which one they are going to take off the shelf. What are you looking for, what are they looking for?
You are looking for the brand that looks like better quality and a better value. If they are all priced the same then you want to find the brand where you think you are getting more for your money. So your objective is to look like the real estate agent that is better quality, a better value, more for the money than all the other real estate agents on the aisle.
When you are in the market, you always appreciate the bottle that is different, the box that is different, the packaging that is different. It communicates thoughtfulness, a sense of style and maybe even a sense of greater ease or greater comfort. People are attracted to the ketchup that sits upside down because they know that the ketchup will always be right at the top when they need it. People like the shape that fits in their hand easier. So how can you translate how you look to look more thoughtful, have a sense of style and communicate an ease and greater comfort?
Every minute, every moment, every move matters. Will you be focused on the prospect or will your cell phone go off and interrupt your meeting. Will you be in a space where it is just you and them and they get your full undivided attention, not feeling rushed, not feeling that there is anything more important for you than them? Will you be "packaged" in a way that will communicate success, professionalism and conservative business values? Will they be able to connect with you feeling your authenticity, integrity and caring to help them achieve their objectives, in their time frame and with their financial goals in mind?
Will your presentation distinguish you from all the other products on the shelf? Your business card, your Bio, your "IMPORTANT CONSIDERATIONS WHEN BUYING A HOME" Report or your "WHAT EVERY HOME SELLER SHOULD KNOW BEFORE LISTING THEIR HOME" Report or your "HOW TO SELECT THE BEST REAL ESTATE AGENT FOR SELLING YOUR HOME" Report or "HOW TO PICK THE BEST REAL ESTATE AGENT FOR BUYING A HOME" Report. When you give information like this that is of value to the prospect you increase your value to the prospect and YOU DISTINGUISH YOURSELF FROM ALL OTHER PRODUCTS ON THE SHELF. You become memorable as well as valuable.
Will your follow up distinguish you from your competition. Will you not only send them a thank you note but will you send them free information about the listings in the area they are considering or the listing in their area so they can see other homes for sale around them? Will you show them you are on top of your game and THE person they should have working for them?
Build your brand in every way you can. At the end of the day it is your brand that will bring you referrals and RAVING FANS. Make your name THE NAME OF CHOICE in your product category so when people think of Real Estate Agents, they think of you! That is what branding is all about.
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