Real estate agents, you’ve got it tough. Many markets are crowded with agents and all of them offer exactly the same service at exactly the same price. Every agent seems to use calendars and bus benches to advertise.
If every agent is saying exactly the same thing, how do you differentiate? How do you position yourself as THE agent to call when someone wants to list?
This week, we’re looking at the different ways that Realtors try to attract attention from their prospects. All of these ideas will be familiar to you — in fact, you might even use some of them — but I’ll show you why these common real estate practices might be keeping you from success.
The marketing idea that can hurt a Realtor’s business:
BREAK OUT THE CHICKEN COSTUME
The idea: Some agents like a little schtick — something that makes them funny or silly or memorable. Maybe there’s no agent that actually wears a chicken costume, but you get the idea. Maybe an agent dresses like a cowboy or always wears a tux or speaks only in rhyme or something.
My opinion: Okay, here’s the deal. I think selling can be fun but it’s also serious business and there is a balance that can be struck. And, I think that using schtick to sell is used-car-salesmanship-101. But (and I can’t believe I’m writing this) if real estate agents generally provide the same service, then the differentiation required is to simply be “top of mind” when a buyer or seller is about to dial the phone to contact an agent. And they will likely remember the schtick long before they remember the great service you provide. So, schtick works because it’s jarring enough to a person’s reality that you’re memorable. (Believe me, it hurts me to write this as much as it hurts you to read it). There’s a viral factor to it, too. (“I bought my house with a chicken”, etc.)
I realize that people become real estate agents because it is a profession of helping people, not a job as a mascot. So this is not going to be right for everyone. If it’s okay that people don’t take you seriously, then bust out that chicken costume and go to work. But if you want to lean toward the professional side of this profession, find another way.
However, if your market is over-saturated with the same old thing and you desperately need to stand out from the crowd FAST, and it only comes down to just getting people to dial YOUR number when they dial the phone, then wear the chicken costume.