CLAIM #3- Top 1% of Agents<\/strong><\/p>\nTop One Percenters get under my skin in a big way. Locally, there\u2019s a super smarmy Realtor whose website features a clip art illustration of a guy with a huge screw in his back saying \u201cdon\u2019t let this happen to you\u201d followed up with his doctored photo, his name and claims to be in the \u201cTop 1% of Agents Nationwide.\u201d<\/p>\n
I know he is a major producer, so I might believe him, but where does he get this number? Where does anyone not actually in the Top 1% get this number? If I were a Realtor and I was in the Top 1%, I\u2019d be linking to every flashy site that mentioned my honor, lest consumers think I’m using a subjective term.<\/p>\n
If you have a claim to fame (as I know some of you do), don\u2019t just say it- back it up!<\/p>\n
Your consumers would like to know – what are you the \u201cTop 1%\u201d of?!?!! Put \u201cTop 1%\u201d on your business card, but let people know what you are the best at (Top 1% of new home sales achieved in May 2016, Top 1% of Realtors who have been in the industry for under 12 months). Otherwise, to the consumer, it is fluffy fluffy fluff fluff.<\/p>\n
CLAIM #4- Fastest Growing Company<\/strong><\/p>\nThis isn\u2019t exclusive to real estate, but it is abused frequently in the industry. Look, there is a grassroots brokerage here that has cute marketing and is up to four agents; they claim to be the \u201cfastest-growing company\u201d in Austin\u2026 how is this measured? By percentage? If you have two people in a company and add one person that year, your company has grown by 50% – woo hoo!<\/p>\n
Wait, should I be impressed with that? Be careful of how you approach marketing your growth, don\u2019t just make blanket statements.<\/p>\n
CLAIM #5- Highest Customer Satisfaction<\/strong><\/p>\nHow is this measured? Did your assistant call after each closing and ask, \u201cyes or no, were you satisfied with Mr. Realtor?\u201d or is it based on a national survey, an Internet Poll, an obscure rating website, or is it an honor bestowed upon you by a builder or your local Board? If you have proof, back it up, otherwise, knock it off.<\/p>\n
The takeaway<\/strong><\/p>\nThe words \u201ctop,\u201d \u201cbest,\u201d and \u201cspecialist\u201d are frequently abused in real estate marketing. Many Realtors have beaten these dramatic claims to death. Consumers do like flowery speech and if I were buying\/selling, I would love to know that my Realtor is the best. But as a consumer, I can tell you – give me what I want – tell me what you are the best at!<\/p>\n
Blanket statements can come across as lies, so be specific! As Seth Godin says, \u201cjust saying it doesn\u2019t make it true.\u201d In your marketing and on your website, link to the sites that have given you honors, OR simply state, \u201cTop Producing Re\/Max Agent in Michigan!\u201d Period.<\/p>\n","protected":false},"excerpt":{"rendered":"
Some real estate pros are known for making sweeping proclamations about their quality without backing it up in their marketing.<\/p>\n","protected":false},"author":335811,"featured_media":19381,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[95],"tags":[194,1234],"class_list":["post-8949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate-marketing","tag-marketing","tag-real-estate-news"],"jetpack_featured_media_url":"https:\/\/theamericangenius.com\/housing\/wp-content\/uploads\/sites\/2\/2022\/04\/People-in-office-on-computer-discussing-marketing.jpg","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8949","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/users\/335811"}],"replies":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/comments?post=8949"}],"version-history":[{"count":8,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8949\/revisions"}],"predecessor-version":[{"id":21184,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8949\/revisions\/21184"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media\/19381"}],"wp:attachment":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media?parent=8949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/categories?post=8949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/tags?post=8949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}