Not every agent is the top agent in a geographic area, in my career, I have always been fortunate to be the best at everything, but sometimes being the best is not as important as the message you have for your customers. Sometimes folks like the underdog, and sometimes even a top agent will play down their superstar status. Why?

Well, because it is important to put things into the perspective of the customer. You see, there are many great advertising campaigns and marketing strategies, which corporate America has produced. Many of these great advertising campaigns have won awards and many deserve them. One of the greatest advertising achievements was done with Avis Rent a Car. Perhaps you'll remember the; "We Try Harder" advertising campaign?

It is interesting because Avis Rent a Car did not bother to say they charge less, have better service or rent better cars - none of that. Hertz Rent a Car was busy telling us how quick you could get out of the airport and into a car because of their fast check-in service. Remember the OJ Simpson commercials - well, they hope you don't.

Avis Rent a Car simply said; We Try Harder. To the customer this meant that they tried harder to please them and it said to the customer that Avis Rent a Car cared about the customer. If Avis Rent a Car is trying harder and trying to give better service, then that is a good reason to rent from Avis Rent a Car instead of Hertz.

You see, smart marketing and smart advertising is not always what it seems. Sometimes the best advertising strategies are those, which visualize in the customer's mind and evoke a strong emotion. If you stop to think about Avis Rent a Car and the; We Try Harder Campaign it is interesting because, they never said if the fact that they try harder would ever amount to anything. Yet, the customer loved it.

Now then, what's wrong with a realtor saying, I will work harder to get you into your dream home than anyone else can or is willing to. See the point, why not change your message to convey a simple slogan that tells customers, that as your real estate consultant, I will try harder for you.