When I am teaching my
Realtor Marketing Training workshop, Cracking
the Marketing Code, one of the first things I do is ask the agents a
question.It is a simple question
really, yet invariably the students are unable to give me an answer.
The question is this “What makes you different from the
thousands of other agents you are competing against?”
I have yet to have anyone articulate what sets them apart or
makes them unique from all their competition…until the end of the Realtor
Marketing Training class that is.
Some of the responses I get from agents taking the Realtor
Marketing Training workshop are “I work hard” “I return phone calls right
away”“I put my clients first”.And to all these I respond “Well I should
HOPE so!”If you are not doing those
things then I don’t want to do business with you.But, as Joe Client I would expect those
things from my real estate agent.
The first lesson you should learn, in your Realtor Marketing
Training workshop, is that your marketing should focused on how to separate and
differentiate yourself from every other agent in your market. How are you
different from them? And why should I choose you?
The best way to set yourself apart is to become an expert in
a specific niche.
If you have a specific niche it becomes really easy to
target your marketing.
A good Realtor Marketing Training workshop should teach you
how, by focusing your marketing dollar on a niche, you would be able to make
your money go further.Not only that but
you will get much better results than you are getting now by placing an ad in
the paper and HOPING someone thinks you have the prettiest house and calls you?
At about this point in the Realtor Marketing Training most
agents start to think, yes but I'd lose all of these other potential clients if
I niche myself.
That kind of thinking is actually ridiculous. If you
niche yourself you will do tremendously more business then if you are trying to
chase and capture every piece of the pie.You want to focus on just a specific slice of the pie.Trust me, by the time you finish the Realtor
Marketing Training and set up your niche you should be so busy you won’t want
or need the other business.
Start asking yourself why would anyone do business with
me? What makes me different from every other agent? What niche could
I dominate?
If you want to make money in this market first figure out
your strategy. A strategy is what you are going to say and who you are going to
say it to.
Stop wasting money on tactics like calendars, pens,
websites, and newsletters until you first have something good to say and have
figured out exactly who to say it to.
