Any one else here recognize this picture. It is from the TV Show Branded which starred Chuck Connors. The tag line for the show was "Branded, What do you do when your branded, and you know your a man!"
Well I am asking that question of all you long time real estate agents. I just spent several days with a very respected real estate trainer. His comments to new agents on how to get business was #1. Contact everyone you know and everyone you have ever known and every one you have ever done or will do any business with and let them know what you do. #2. Go right now and start making a brand for yourself. Put your cards and flyers all over the place so when people think real estate they think you!
I was very surprised at this since he is not well known in the public eye and sells a heck of a lot of real estate. He teaches because he loves it. He sells real estate because he makes a ton of money! I was wondering how many of you teach branding? Why do you teach something that takes massive amounts of money to do correctly.
Now, before you guys all tell me how wrong I am, I believe that branding is very important. But I don't believe that it is the most important. Nor should it be the number one strategy for most agents and especially for new agents. It costs too much and the return on investment is not high enough to justify the cost.
You must target small niche outlets. Places where most agents don't advertise. You must contact prospects in small bunches not great numbers for your market. This will allow you to become the expert to small groups who will talk and allow you to be known much faster.
Stay tuned for more info on this effort.
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Hi David, I've been in sales and marketing for close to twenty years. There are a number of branding things you can do that cost little or no money. We are actually branding ourselves through ActiveRain for one. A Brand isdefined as an indelible moark that has been created. It is something people associate with something else. With that said, the inexpensive or cheap branding comes under a few categories:
1) Write Press Releases about notable things you do and make sure you are mentioned in the. Submit them to all local publications and if appropriate to national publications. If you can write, that can be free.
2) Active netowrk with people who are influencers and/or decision makers. Create unique positioning statement, or target a specific audience of people that are like you and you can receive
3) Choose a target neighborhood, and send out mailers regularly with a unique positioning statement and become known as the agent of that neighborhood.
Those are a few and I hope that is helpful. A positioning statement can help, you don't have to buy a lot of advertising, because it is becoming less and less effective as time goes on. Frankly I rarely by any advertising beyond my open house ads, but regularly include my photo as well as my property photo so I am associated with my inventory.