As a luxury or other real estate marketing professional, have you ever asked yourself any of these questions?
1. Why am I cash rich some months and cash poor the next?
2. Why are some of my competitors, who have less talent and less marketing savvy, getting the lion’s share of the business?
3. I close at least 70% of the business I get. Why is it so hard to get more business?
4. Why am I the best kept secret in my marketplace?
If you have been pondering these questions you most likely are a generalist in your marketplace akin to a general practitioner in the medical field. However, if you specialized in a particular style of home, in a particular marketplace, or in a particular price range, you would be known for that specialty.
However, if you want to become the standout in your marketplace, you have to stand for something, you have to have a brand or an identity in your marketplace. You cannot afford to be just another real estate agent in the pack. It lessens your value.
The biggest struggle most luxury and other real estate agents have is not standing out in the minds of their target market. That is the very thing that those who discount their commissions are promoting and emphasizing. These firms succeed thanks the majority of real estate agents do not take time to discover their identity.Instead, they continue to struggle and complain about those “big, bad” aggregators who are “taking away their business!
To stand out you must stand for something that is remarkable. This gives people the opportunity to promote you to others. The missing ingredient that personal branding offers is making it easy for other to tell others about YOU! If you are blending in you are missing out on the leverage of word-of-mouth marketing which personal branding accomplishes when it is well executed. The lack of a personal brand is what is making your job more difficult than it has to be.
If you no longer want to blend in and be the best-kept secret in your marketplace, you must become remarkable. Start by asking yourself these new questions: How am I extraordinary, amazing, notable, outstanding, noteworthy, significant, incredible and astonishing?
Become the best-known agent in your specialty in your marketplace. It may take time to develop your specialty, but in the long run, it will pay off. You will even find that other real estate agents are sending you business because you are the best at what you do.
Are You the best kept secret in your marketplace?