Their branding was so pitiful that they ended up having to change the name of their company. Maybe they did have the best service — I don’t know. The fact is, it didn’t matter to consumers. It didn’t get the company any business. “I return phone calls!” (Yawn!) A lot of agents seem to like to talk about the fact that they return phone calls. Does anyone just sit and stare at the phone when it rings? Does any real estate agent with even minimal confidence and enthusiasm not return customers’ calls? “I know the area!” I would suggest avoiding saying this, because almost everybody claims to know the area. If you claim to know the area, make sure you follow up immediately with proof. Study your area to learn all you can about it — the demographics, income levels, offering prices and actual sales prices, sales trends, shopping, schools, and, well, everything else. Make sure your selling proposition is unique. If it’s not different from everyone else’s, then it won’t help you stand out. And if you don’t stand out from your competition, you’re just part of the background noise. That’s not the way to grow your business.
KEY TAKEAWAYS:
• Identify the passion, experience, or skill that sets you apart from competitors. • If communicated well, your market positioning signals your value to customers. • You have 10 seconds or less to make a great first impression on prospects. • When communicating, avoid clichés that make you sound like all the other agents.
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