Positioning In The Real Estate Consumers Mind
We've mentioned in prior posts that your success as a real estate agent is dependent on the amount of people, that when they think about real estate, they think about you. That is a fact. To that end we need to come up with ways and implement systems that will put you in top position with consumers so they can only think of you when they think real estate.
Understand marketing professionals have proven for the most part that the consumer has room for only 7 brands in their minds. Go ahead and try it for yourself. Try thinking of as many brands of cereal, gas companies, clothing lines, anything you'd like. I'd bet most of the time its 7 or less brands. Now combine that with the proven fact from NAR that most consumers interview only one real estate agent and a smaller amount actually interview two real estate agents. Combining both of these facts you quickly realize that you need to be front and center in the one and two position in the minds of real estate consumers.
So how do we do this? You need to implement systems that will bring you in contact with the consumer on a regular basis. The best touches are the personal ones, where you call them up and say "hello" asking if you can help them or anyone they know.
Now most people do not like this level of contact. They feel its too salesy or sleazy or their afraid of rejection. Either way it comes down to pain. Its too painful for some people to call their database of contacts. You need to turn that feeling around and come at it from the point of view that your calling to help people, not just asking for their help. You also should realize that the pain from not calling to generate business and brand positioning will be greater in the long run than the immediate pain of the phone call. Just watch the TV Show "The Office" for inspiration on making it on your own. I watch that show (yes its a comedy and very funny) and just get sick to my stomach when I think about having to go back to a cubicle working for someone else with all those quirky co-workers and office politics...That's motivation enough for me to reach out and make those calls! Find your own greater pain and use it motivate you to call!
Ok so besides calling what can we do. Well we've mentioned the 8 touches in 8 weeks program in prior posts. This is where you send something of value combined with the phone calling for eight weeks in a row. Doing this well get you into a high position in the consumers mind. Once your there you need to maintain that position with further calling and touches to them.
In future posts we will talk about which items of value to send that generate calls and good will. In the meantime, please post your feelings on calling your database or how you like to come in contact with potential business to share with others.
We've mentioned in prior posts that your success as a real estate agent is dependent on the amount of people, that when they think about real estate, they think about you. That is a fact. To that end we need to come up with ways and implement systems that will put you in top position with consumers so they can only think of you when they think real estate.
Understand marketing professionals have proven for the most part that the consumer has room for only 7 brands in their minds. Go ahead and try it for yourself. Try thinking of as many brands of cereal, gas companies, clothing lines, anything you'd like. I'd bet most of the time its 7 or less brands. Now combine that with the proven fact from NAR that most consumers interview only one real estate agent and a smaller amount actually interview two real estate agents. Combining both of these facts you quickly realize that you need to be front and center in the one and two position in the minds of real estate consumers.
So how do we do this? You need to implement systems that will bring you in contact with the consumer on a regular basis. The best touches are the personal ones, where you call them up and say "hello" asking if you can help them or anyone they know.
Now most people do not like this level of contact. They feel its too salesy or sleazy or their afraid of rejection. Either way it comes down to pain. Its too painful for some people to call their database of contacts. You need to turn that feeling around and come at it from the point of view that your calling to help people, not just asking for their help. You also should realize that the pain from not calling to generate business and brand positioning will be greater in the long run than the immediate pain of the phone call. Just watch the TV Show "The Office" for inspiration on making it on your own. I watch that show (yes its a comedy and very funny) and just get sick to my stomach when I think about having to go back to a cubicle working for someone else with all those quirky co-workers and office politics...That's motivation enough for me to reach out and make those calls! Find your own greater pain and use it motivate you to call!
Ok so besides calling what can we do. Well we've mentioned the 8 touches in 8 weeks program in prior posts. This is where you send something of value combined with the phone calling for eight weeks in a row. Doing this well get you into a high position in the consumers mind. Once your there you need to maintain that position with further calling and touches to them.
In future posts we will talk about which items of value to send that generate calls and good will. In the meantime, please post your feelings on calling your database or how you like to come in contact with potential business to share with others.
posted by Ron at 6:00 AM
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