There's a fantastic book I read years ago called "Positioning" by Al Ries and Jack Trout. It delves into the concept that our brains, like a whiteboard, need a space. As marketers, our goal is to occupy that space in the consumer's mind. However, with numerous competitors in the market, the challenge is stiff.
I appreciate the idea that it's not about what we want to say; it's about what consumers want to hear and learn from us. Consider the top four things consumers seek from a realtor: finding the right home, assistance with paperwork (part of negotiation), negotiating price, and negotiating terms.
Reflect on these four aspects—finding the right home, negotiations on price and terms, and paperwork. Are we addressing these in our marketing and branding? Shift from what we want to say to what clients want to learn. This transforms marketing into something people want to pay attention to.
Now, let's consider what sellers want. The top four things a seller desires: an expert in...
Hey guys, when you meet someone new, whether it's at a party or a function, one of the first questions they ask is, "What do you do for a living?"
Our default response as REALTORS might be, "I'm a REALTOR."
But that's boring and generic. Everyone knows multiple REALTORS.
We need to rethink how we present ourselves and craft a unified message that leaves a lasting impression. We need to occupy a unique space in the minds of potential clients.
Imagine the brain as a whiteboard with "REALTOR" already written several times. It's meaningless and makes us seem like just another commodity. We must find a new space to occupy.
Here are some examples:
1. "I specialize in riverfront and rural properties in southern Oregon. With 30 years of experience in this market, it's my passion."
2. "I focus on helping people buy homes in the highly desirable Summerfield area."
3. "As a relocation specialist with John L. Sky Realty, I...