How do you market yourself to sellers? Do you harp on about your track record, or how you won the gold star award 2 years in a row back in 2002? Do you flash cool agent extensions such as e-Pro, and say that you know how to “harness” the power of the “Internet” (that’s the one with the email..right?)? Do you use clever slogans that rhyme so well they baffle the mind?…
Of course you do! And there is nothing wrong with that. But please, for your own sake, do not stop there. Like any service-based business, you must define deliverables . As an agent, you may not want to do this, but there is real value in eliminating the mystery from your service offerings. What will I get when I hire you to sell my house? People are tired of empty promises, because these days, they are a dime a dozen. “I will work tirelessly to sell your home at the right price”… Well, how? “We use online tools and marketing techniques to effectively market your house”… What tools?
These questions can be answered easily, but you really can’t publish them unless you define real marketing processes and commit to them. Do you always hire a professional photographer? Do you make a 4 page flyer every time? Do you use video or virtual tours? Online listing services and classifieds? Which ones? How many? I could go on and on.
“It depends on price”… This may be true, but even if you define the bare minimum marketing practices, you will go a lot further with potential clients than with nothing at all. When you define expectations, your trust level will skyrocket over your competition and puncture a hole in their hot-air balloon. This is especially true in online marketing, where the customer may not know you. If you have a blog that is helping them get to know you, useful and honest information about local market conditions, as well as a clearly defined list of deliverables you use when listing every home… You may be irresistible. This is before first contact!
Trim the fat and show me the beef!