it is Marketing and Branding Month Here in Inman. As we enter the competitive spring selling season, let’s take a look at some of the proven strategies and cutting-edge innovations that are closing deals in today’s market.We will also recognize industry marketing and brand leaders through Inman Marketing All-Star Award.
A key choice agents make early in their real estate careers is how to attract and negotiate with future clients. The question is, will they fall into an outdated, self-serving “me-me-me” approach, or will they embrace a customer-centric model that prioritizes their needs?
This critical decision affects how they interact with clients from day one and throughout their real estate careers.
When I was the Executive Director of Training for The Jon Douglas Company, Jon (Jack) Douglas would always come to the first day of our two-week on-site new agent sales training and explain the company’s philosophy, which was reflected in our In the slogan “Sign of Respect”. ”.
Douglas said that when he started the firm, he made a commitment that, whether our agents represented $50,000 or $50 million clients, each of our clients deserved what the firm and its agents had to offer. The highest, most professional level of service provided. A key component to delivering on this promise is having agents who are well-trained in the industry.
worship of agents
The cult of secret agents has been prevalent on “me-me-me” shows since the 1990s. This includes the old-school approach often referred to as “hunt ’em, tell ’em, then sell ’em.” In other words, track down prospects with cold calls and door-knocking, tell them how great you and your company are, and then hard-core approach them to sign a listing agreement or purchase contract.
How does “I-I-I” appear today?
Here are some classic examples of how common this approach remains today.
A personal brochure or promotional video about you and your business
The following paragraph is excerpted from a marketing letter that was accompanied by a four-page brochure with multiple photos of the agent and his lifestyle. Can you see what’s wrong with this paragraph in that marketing article?
“I just wanted to take a moment to express how much I value you. Building relationships has been the greatest satisfaction of my career. I have attached a personal handbook about me and my business philosophy. I hope you will take a few Time to read it. I want you to feel comfortable calling me if you have any real estate questions.”
Can you identify the “I-I-I” question?
In case you didn’t count, there are 11 references to “I”, “mine” or “mine”.
Consumer views on “me-me-me” marketing postcards
A few years ago, I chatted with Steve Kantor of Best Agent Business, who surveyed 1,000 homeowners about their reactions to the types of printed marketing materials they received from real estate agents.
Here are four examples of their responses that make it very clear how they feel about the “me-me-me” type of marketing materials they receive.
- As for postcards with photos of agents: “They are completely useless. Photos of agents are especially irrelevant to their purpose.”
- “I also take offense to cards and pamphlets that feature your spouse, children, church affiliation, etc.”
- “The offer of a free home appraisal—I just threw it away.
- “Why do agents always have to include pictures of themselves? Who do they think they are—movie stars?”
How to Eliminate the “Me-Me-Me” from Print and Digital Marketing
Use “you” instead of “me” and “me”
Whether you’re writing copy for a newspaper ad, a brochure, a postcard, a website, or social media, move from using “I” language to using “You” language. In other words, make it about your recipient, not you.
Remove your photo from marketing materials
The moment you put your photo on your marketing piece, the piece becomes your piece, not the person receiving it. A better approach is to use a QR code or link to your website so that people who want to learn more about your listing can access that information.
QR codes are particularly effective for two reasons. First, when a potential customer scans a QR code, they immediately receive the message they want, whether it’s a property brochure, equity check or other type of value-added marketing piece.
Second, when a potential customer scans a QR code with their phone, the agent receives that person’s contact information. This allows agents to follow up with potential customers while they are still at the hotel.
Create marketing pieces about the area’s lifestyle
If you plan to use images in your marketing pieces, focus on the lifestyle aspects of your market. The agent in the example above would have been more effective in her marketing pieces if she had included photos of past clients or photos of people other than her enjoying the lifestyle in her market area.
All social media posts follow the 90-10 rule
When posting on social media, the 90-10 rule is a proven method you should follow: 90% of your social media posts should be responses or comments to other people’s posts, and only 10% should be about you and/or your business.
Don’t tell them you’re an expert in your field—show them
A great way for agents to become experts in their local communities is to conduct video interviews.
For example, interview the head of the planning committee, the local football coach, the owner of the most popular pizza place in town, etc. If you participate in charity fundraising, interview volunteers. Post your videos on YouTube, Facebook, Instagram and your website to build your expertise not only locally but online.
Give potential customers the information they want
Here are two headlines you can use in print, digital and social media marketing.
- “Why did these properties sell in less than seven days?”
- “Three reasons why these properties are selling for more than asking price.”
You can explain this in a social media post, on your website, or in a short video posted on Instagram or YouTube.
As for what to say, make sure you subscribe to the latest version of ChatGPT.
Next, ask it, “Using your search application and Python,” Why do properties in this city or a specific market area within a city and state sell within 7 days or above asking price? ”
this method Not only are you provided with answers, but often a link to the source as well. Look for the quotes at the end of the response to see the URL ChatGPT used in its search.
Another fatal way the negotiation-me-me-me approach can ruin your business
When it comes to using a real estate script, most advice focuses on the same “hunt, tell and sell” style. People don’t want to be chased, and they don’t like to be “sold to.”
Whenever you use a script, follow these guidelines, which will allow you to focus on your customer and help you overcome objections more effectively.
The script never felt “natural” at first
When you’re trying to master a new script, it never feels natural. However, if you practice it over and over again, it will become second nature. Practice, practice, practice.
Use “charge neutrality”
Avoid being condescending, condescending, or manipulative to customers. Instead, use a strategy called “charge neutrality,” in which you use a calm, quiet voice when trying to comfort an upset child or friend. This is the tone you should use when working with your script, especially when practicing.
It’s not your house, it’s not your mortgage, it’s not your decision
Whenever you feel like stepping in and telling a client what to do or giving an opinion, always remind yourself: “This is not my house, this is not my mortgage, this is not my decision.”
In fact, the more you talk (rather than ask the customer questions), the more likely it is that what you say will turn off the buyer. Keep your opinions to yourself.
Objection is a buy sign
When a buyer objects to a feature of the property, most agents Come to the conclusion that the buyer is not interested in the property. Quite the opposite is true. When your buyers object to a feature, they are actually imagining themselves living in the property.
For example, how would you respond when a buyer says, “I hate tile floors?” If you’re like many agents, you may be thinking it’s time to move on to the next gig.
Other agents will try to overcome objections by telling the buyer how to solve the problem.
agent: We can request a carpet allowance, or I can refer you to someone to install new hardwood floors.
Rather than trying to solve the problem, a better approach is to use what I call “move them into properties off”.
agent: Will you replace the tile, cover it with carpet, or replace it with the same type of hardwood flooring you currently have in your home?
No matter how they respond, they will answer your questions as if they were the property owner.
The most critical sentence in negotiation: this is your choice. What do you want to do?
The agent’s role is to serve as a conduit for information to help buyers make the best decisions. Emphasizing that “this is your choice” will make the buyer feel like they are in charge and will help avoid them thinking you are manipulating them.
Get rid of “me-me-me” in delegate scripts
How do you respond when a seller asks you to reduce your commission? You can easily see the “me-me-me” language in the first script below:
Agent 1:
I understand your concerns about the committee. However, I believe that the services I provide and the results I deliver are worth the commission I charge. My goal is to sell your property for the highest price possible in the shortest possible time. I can help achieve this through my quality marketing plans and negotiation expertise. The value I bring should far exceed the commission you pay.
This script uses “I” and “my” nine times in total. The second sentence is particularly impressive, using “I” four times.
Agent 2:
If you are not interested in using premium services to market your home, would you rather be referred to a limited service agent that does not offer this level of service?
To use this script you need to provide the seller with a copy of your script Premium Marketing Plan Include all services provided by the agency, a list of services provided by your company, and at least three services that you provide that are different from those provided by most other agencies.
The reason the second script works so well is because there is no mention of “discount store” because people love discounts. Second, almost no one wants an agent who only provides “limited services.” Third, agents do not try to defend their commissions but instead offer alternatives that the seller may reject.
Which choice would you make?
Whether you’re a newbie or a 40-year veteran, today’s consumers no longer need “me-me-me” marketing and negotiation strategies.
Instead, agencies should adopt a client-centric approach, including creating marketing materials about clients, following the 90-10 rule of posting on social media, becoming local community experts by providing insightful local content creation, and avoiding “ Use “I” language when negotiating with “I”.
By implementing these changes, agents can avoid falling into the “me-me-me” trap and build a lasting, successful real estate career.
Bernice Ross, President and CEO Brokerage UP and Real EstateC
