Sherrie Porter, EWM’s Vice President of Relocation and Business Development, recently came back from a Leading RE conference. As we caught up on all of the latest and greatest things she brought home from the conference, one of the notions has really stuck with me. There was a speaker who asked “If there was one word you would want your brand to say – what is that word?”
She showed some examples like Volvo – what does it say to you? I immediately thought about words like safety and reliability. When Sherrie asked Ron and me the same questions, the words we chose were trust and integrity.
You have a brand as well. Your branding is in every ad you place, it’s on your business card, it’s on your website and it’s on your signs. For today’s challenge, let’s examine what your brand is and what about your current marketing efforts is speaking those words.
First, let’s watch this slideshow from 1000 Watt Consulting, a real estate marketing consulting company. To advance the slides just press the right arrow button.
Seems to me we can all do a lot to improve our message. Let’s start with the basic advertising premise of KNOW YOUR CUSTOMER. Who are they? What do people want from a real estate agent? For some insight on that watch this video, also from 1000 Watt Consulting.
Seems to me the message is pretty clear. As an industry we have spent too much time talking about ourselves and not enough time talking about what we know. People want information from us. They want to know how their property is affected by the real estate downturn. They want to know if they wanted to sell their house and buy a new one, would they be able to get a mortgage? They want to know what their house is worth and what is going on in their neighborhood that might affect their investment. How does the foreclosure next door affect my appraisal? The list goes on and on.
Do you know the answers to the questions? Are you putting that message out there? How?
If there is one thing you should have learned about the Challenge so far it should be about the importance of Information. EWM offers you a free tool you can use to get the information out there… do you know what it is?
Your homework: Look at your branding. Does it need updating? Just do it. Soon we will begin to explore how to gather the information and spread the word. Trust me 😉
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