California has 39.24 million citizens and my city of San Diego
has 1.39 million citizens.
How do I and/or how do you stand out?
In any state or providence; how do YOU stand out?
I'm not just an agent, I'm a REALTOR®! Nope, 202,970 other CA agents are REALTORS® too! And the public thinks all 434,000 licensed real estate agents in CA are REALTORS®.
I have designations from extensive training! The alphabet soup after your name means nothing other than you and the instructor that sold you the designation.
Less than 50% of agents can even identify most acronyms and the general public 100% has no clue or care about it.
Good service! Nope, most REALTORS claim it and 20% of my competition actually delivers it like I do; not unique. Online reviews do help and the more you have the more it does help differentiate you.
Years of Experience! Nope, most REALTORS claim it and 20% of my competition actually has it like I do; not unique and hard to quantify.
Great Tools & Technology! Nope, most all REALTORS have access to the same tools and tech and the 20% of my competition that actually uses it like I do... well, also makes it lack uniqueness.
Available 24/7 "I always Answer My Phone"? Well, that's just sad. Who'd want to work with someone with no life outside of their work. It almost seems like that's a new or struggling agent's lament.
Those of use that made this a successful career, that have families, hobbies and enjoy days off and vacations would agree that 24/7 is unsustainable and a pretty poor life experience long term. Also, why would you want a client that expects that of you?
I work 100% by referral? Kinda, but not good enough on it's own, as most REALTORS could and 5% (yes only 5%) of my competition actually do; not unique enough but getting there.
What is comes down to is your competence and character and how you convey that in a meaningful way to your clients. Realizing it's a different set of values needed for each client since each client has different needs and won't all value the cookie cutter presentation. We have to be able to convey the uniqueness of our personality, combined with our experience, education, boundaries, competence, character and care in a way that speaks to the individual prospects and clients we market to. That means we need to either focus on a prospect type, or have a variety of marketing pieces directed at specific client types so we're addressing that groups concerns which different from another's.
The best way to demonstrate your ability is through action: preach with your feet not your mouth. But marketing and branding, unique to you, is how you must attract the prospects in order to take action. I use the adjectives and phrases my clients say about me when they write their online reviews and or compliment me. They tell me why they hired me and they tell others how great I was in their own words in their reviews. There's your unique selling proposition that no other agent can claim, their words about you! Because it's about you and your skills and service, no other agent will have them exactly and then you can market accordingly. Reviews from 30 somethings vs. reviews from seniors vs. first time buyers and repeat buyers. Starting to get the picture?
For more information feel free to contact me to discuss your questions or ideas.
Image 1 by Pete Linforth from Pixabay
Image 2 by Pexels from Pixabay
Photo 3 by AlphaTradeZone: https://www.pexels.com
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