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:
The idea: Agents promote themselves as expert of a certain area or of a city.
My opinion: I’m torn about this one. I do see the value of promoting how well you know the area. However, thinking of the times that I have looked for an agent, I’ve never thought to myself, “I need to find someone who knows the city better than me!” Maybe that’s because I’ve never had an agent show me around town before — they’ve only ever driven straight to the houses that they were showing me.
I think there’s value in marketing yourself as a city expert when you’re marketing outside of the city you work in (i.e., to people moving into the city) but otherwise, it doesn’t make much sense. The average joe is just as much a city expert as the Realtor.
And, city expertise is targeted to buyers, not sellers, and unless that local expertise gets you a big list of hungry buyers (thus making you more attractive to sellers) then it doesn’t help you list homes.
So, should you use this? I wouldn’t use it as a differentiator unless your market is those who are moving to the city. Like your ability to give good service, it might be something you want to mention, but you shouldn’t create a tagline around how well you know the city.