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This Post Contains 7 Essential Vitamins and Minerals!!!

A few mornings ago, I was getting some cereal for my six-year old daughter, and she said something that stuck with me, both because it seemed very observant and because it provides an interesting lesson for all of us in real estate.

"Dada, did you ever notice that every cereal box talks about how its cereal tastes the best?"

"Yes, I did. What do you think about that?", I replied.

"I guess they want everyone to buy their cereal." True enough.

I thought about this brief conversation a little bit, and I realized that the approach that these companies use to sell children's cereal is often the same one that we use as agents to sell our services. How many times have you seen these phrases on real estate ads (perhaps even your own):

As one of the area's top-producing agents, I....

Best Realtor in Austin, Texas!

John Q. Agent - The top choice for sellers throughout the Spring Valley area.

Please understand, there is nothing inherently wrong with these selling points, but do they really do much to help these particular agents to stand out in the marketplace? Aren't they all really just another cereal box proclaiming to be the best? Isn't "best" a pretty subjective word anyway? I think that the general public responds better to conversational ads rather than corporate-sounding generalities. It lends credence to any advertising in my opinion.

To that end, I am giving some thought to using more overtly honest themes throughout my website and my advertising efforts. Maybe something along the lines of,

"I have been in Austin real estate full-time for 11 years now. There are certainly others who have sold more homes than I have, but you would be hard-pressed to find an agent with more integrity than me. I would rather talk you out of a home purchase or an offer on your home than to assist you in making a bad decision."

Rather than being one of those who simply proclaims greatness from the rooftops to whomever will listen, I have a feeling that a more direct, forthright approach may work well for all of us. After all, most people like talking, not yelling.

Thanks for reading this one!

Posted by Jason Crouch, Broker - Austin Texas Real Estate (512-796-7653) on 01/03/2008 06:05 PM

Comments (29)

austin real estate, austin texas real estate, austin homes, advertisting, cereal boxes

29 Comments on This Post Contains 7 Essential Vitamins and Minerals!!!

JAN

2008

Jason, certainly a statement like yours would stick out from the crowd, especially when flipping through one of those practically worthless supermarket magazines where everyone claims to be the #1 Agent in XYZ Town, or in the Top 1% of All Realtors in the USA. Honesty is always a good policy. Everyone sees through the puffery anyways.

HHmm, great observation by your daughter. Yep, EVERYONE is the Best at what they do in their own mind.

Sean Allen

Yay Jason!!! Move to Colorado and come work with us!

Jason. I am not at all bashful about advertising my 31 years in the business and my use of technology. I also stress that my husband and I have completed over 1500 transactions. Tell it like it is, Karen Kruschka

JASON - Great job on this one. It served two purposes. First of all, it shows that people that are only concerned with branding themselves by talking about how great they are don't provide anything to the consumer. The other thing is that it made me want a bowl of Froot Loops (JK). Many agents act like they are sincere about what they're saying, but we all know that it isn't true.

Jason, why don't you just let your past clients do the talking? Testimonials are a powerful tool.

The fact that you are a parent, will appeal to a certain contingent (other parents).

I don't notice you having a slogan. That seems to do very well also to imprint you in the prospect's mind over other agents. How about "The Daddy Realtor"? ...I love my family... I know you love yours.... I'll take good care of your family... That's honest. That would appeal to me (I'm a parent too).

If you come up with a catchy slogan, sign all your AR blogs with it, tag it the same way, and "voila!", the "Daddy Realtor" will be all over Google...

Are you signed up with that network for helping single parents? If you want I can send you the link.

I like the Daddy Realtor! "Taking care of your family the same way I take care of mine".

Good luck! Keep up the great work!

Jason, I find that an honest conversation with a potential client is what people want. They don't want any hype for the most part rather they want to feel they can trust you. Good observation.

Jason, Just like the cereal, everyone can say they are better than the rest but they need to prove it! I like your statement.

Ya man - that's so true. If I am wondering which agent really is #1 or "the best" than imagine how the consumers feel! I think you stand out just fine - keep up the good work.

Jason, I've always had an issue with some of those slogans. The one that you are contemplating will attract more than all of the others put together. I received a letter the other day because I allowed one of my personal properties to expire. Firstly the realtor didn't even take the time to realize that I'm the realtor and owner - duh!! That's besides the point. He was actually saying that he's in the top 8% of realtors in the area and that is an out and out lie. Therefore, his letter is being forwarded to the Grievance Committee. I've actually tried to contact him and he hasn't returned my calls in two days and I didn't even tell him what it was about. Go figure!

I don't need to be the best but I do want to be known for my honesty and caring nature in taking care of something so important to someone else.

I like that Jason. I consistantly turn down bad listings - bad for the client and bad for me. Selling with honor is very important.

Jason, my slogan is "Communication for Results" which then makes me have to live up to my slogan. I always feel that if I am going to advertise it then I need to be easy to communicate with.

Jason,

Great job. I would want to work with you after reading a statement like that.

How right you are my Loveseat!

This is precisely why I sent you a referral today. I wouldn't let them use anybody else for their own good! But I did mention that your outstanding service does provide all seven essential vitamins and minerals :))

All I know is that every morning I hear "snap, crackle and pop" and I think it's coming from my knees, rather than my cereal bowl. And that is something you *won't* find on my business card!

Jason- We love our slogan and it gets us a lot of business, World Class, World Wide. For our market, this speaks volumes and nothing about how great we are. We do use our 30 plus years of experience as that also carries a lot of weight in our market. And then the name we picked out for our company gets picked up by google for international reasons, sellers here want to know if we will market their homes overseas, and with the internet, of course we do! Just look at my cluster maps on my blog I tell them! International Properties and Investments Inc has been the best name we could have ever picked. Katerina

I guess this means I should scrap my "Proficient in reading" tagline." If you didn't know me, you would probably think I'm kidding when I tell you that I prominently display a "Citizen of the Month" award from my elementary school right next to my production awards at the office.

Nice post, Jason. I told a friend of ours recently that's having relationship problems... it's not what they say, it's what they DO that matters. Actions will always speak louder than words. Clients will remember an agent that took care of them far longer than they will someone who did a poor job but had a catchy tag line. Man, now I'm hungry for Fruit Loops.

JAN

2008

Jason,

Kids do say the darndest thing. :) That's the beauty of being a kid ....but then we grew up. :( I guess it can be a good thing as long as the creative juices are still prevalent once we cross that boundary into adulthood. I agree with Brian that honesty is the best policy. Too many people proclaiming themselves as the #1 agent everywhere that it becomes useless.

Another example is the movies. It seemed that every new movie that comes out, whether they're good or not, is the "best movie of the year" or "best acting in a century". If everyone is proclaiming that, who is to believe what is right? As such, it goes back to the basics of being truthful and that will be vividly displayed and customers will see it rather transparently.

Have a great new year!

Dave

If you are the best...then go ahead and shout it from the rooftops, baby! But your way is a little more subtle...LOL!

JASON- RIGHT ON, Bro!! We have to set ourselves apart in our marketing...and THEN...deliver what we promise. GREAT STUFF! GBU!

It makes me cuckoo for cocoa puffs when I see all of those "I'm #1!" ads. I think I'm going to advertise that I am #18 or #29 just to be unique.

Jason:

Integrity is easy when business is booming. When things get a little slower, then comes the true measure of a man's character. Good post.

Jason,
You know by now what I think of kids...they are way smarter and braver than I am! I think that sometimes people forget how far honesty will actually get them. Take care, buddy.

JAN

2008

Jason-There may be those that announce that they are full of vitamins and minerals, but when you get down to it, they are really just full of artificial flavors and additives that are no good for the body.

I love the attitude you have and the fact that you are, who you say you are. I know that when I have a client moving to your area, I will be calling on you to help them.

JAN

2008

BRIAN - I agree wholeheartedly. I wonder how much the puffery really works, or ever worked, for that matter. I may not use this exact slogan, but something similar I think would stand out, as you mentioned.

SEAN - I agree - she is a sharp kid. I like to think that I am very good at what I do, but I can't honestly claim to be the best. It seems a bit subjective to me.

LANIA - Now that is a consideration. I have always loved the notion of Colorado, probably because of John Denver's song.

KAREN - Kudos to you for telling it like it is. Great job - keep it up!

ADAM - I hope you were able to get some Froot Loops! Thanks for your compliment, buddy.

MIRELA - I want to thank you for taking the time to suggest this. My testimonials have always been a big part of my marketing, both with sellers and on my website. I like your suggested slogan, and I may need to give this some serious thought. Thanks very much!

JUDY - Thanks! I am glad you appreciated this post. I agree with you - people like honest dealings.

ROBERTA - The proof is in the pudding, as they say.

CHRISSY - Thanks for your vote of confidence. I intend to keep on doing what I have been doing, since it appears to be working. I was just considering an overall thematic shift in our marketing, to a more open and honest approach. Glad you like it!

MARC - None of that surprises me anymore. There are a lot of lazy and complacent agents around, although some of them will likely be leaving the business soon, if they haven't already. Thanks for your comments!

LATONIA - You and I are definitely on the same page with our client service.

SIMON - Thanks! I like that - "selling with honor". Not a bad slogan, either.

MARCHEL - I like the idea of pushing yourself to live up to your slogan, and I like your slogan! Thanks for stopping by to read this one.

FRAN - Thanks! I hope this shift works wonders for our business in 2008.

JENNIFER - I appreciate your referral very much. I left a message for him today, so I hope to hear back sometime soon. I will try again on Monday if he doesn't call me tomorrow. Thanks for mentioning the vitamins and minerals - it is my unique selling proposition, you know.

JEANNIE - I agree. I hear those pops in the morning, too, but I won't market this to clients.

KATERINA - It is great to hear that your slogan is working so well for you and Nestor. Good stuff! I plan to look into adding the cluster maps myself.

PAUL - I completely believe that, and I hope to see your award someday.

JESSE - You make an excellent point - actions are the key, not mere words. Enjoy your Froot Loops!

DAVE - These are some great points you make. At some point, it is ridiculous to have everyone be the best. Happy new year to you as well!

KELLY - I am not shy about telling clients that I am the best for them, but I think marketing needs to be a little more specific and honest. Thanks for your comments, as always.

ELIZABETH - Thanks! I agree completely with you on this point. Have a great Sunday. God bless you, too!

AMANDA - Actually, I think that your approach would likely work very well. If I claim to be the #7 agent in my area, this seems imminently believable, doesn't it? Thanks for your funny comment!

BILL - I am glad you liked it, and I agree with you about character. Good stuff.

DAVID - Honesty will carry you a long way in the real estate business, and kids are absolutely the best teachers in the world, in my opinion. Thanks for stopping by to comment!

JULIE - Your comment made me smile, both for the humor and for the strong vote of confidence. I hope you have a wonderful week and year, my friend.

I love it when I get 5-10 post cards at the beginning of each month at my investment property saying we are the #1 investment property agent in the area. 5 of you are? 10 of you are? OK, then I would say I am, since I'm the one living here while I fix it up. If you were number one you would have bought this one!

Just a thought

TODD - I think simply proclaiming yourself to be #1 is the way to go in your case. Why not? Everyone else is doing it, right?

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