The aim of personal branding for real estate agents is to communicate, in a instant, the essence of your personality, your personal values and why someone should do business with you instead of your competition. Successful communication occurs not only when your ideal clients recognize that you are someone they can trust, but also when they can easily convey to others why they chose you for the job in a few words. If you get the message right you can spark word-of-mouth advertising or buzz marketing which is the best way to stretch your marketing dollar.
The right message triggers an emotional response by quickly establishing your professionalism and your likability. It also compels people to do business with you because it transmits your unique selling proposition, your promise of value to them, in a nutshell. The ultimate message, conveyed by a symbol, a slogan or an image creates buzz. It gets people talking about you.
Did you ever see the commercials for Charmin toilet paper with the fictional grocer, Mr. Whipple? George Whipple told customers, "Please don't squeeze the Charmin!" in more than 500 commercials between 1964 and 1985. The promise of value of this product, softness, was conveyed in just five words, in seconds. But, it compelled customers to do just the opposite: to squeeze the product and buy it. Was this product actually softer than the competitor’s product? Most likely it was not. But, it got people talking about Charmin not the competition.
Perhaps the most famous and most imitated product slogan is “Got Milk?” which positioned milk as the drink of choice with cookies, cakes, peanut butter, etc. This campaign was credited for reversing a 20 year slump in milk sales. It has been running since 1993 with no signs of the buzz ending. With this slogan, they summarily dismissed all other potables and captured an indelible place in consumers’ minds. According to the Got Milk? website, the campaign has over 90% awareness in the U.S. In 2002, the ad was named one of the ten best commercials of all time by a USA Today poll.
The power of a great slogan leverages viral marketing and can save you a bundle in marketing costs. How can you stretch your marketing dollars with a great slogan?
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