Just the other day, I was reading an article by Bryan Eisenberg and that got me thinking about how to apply the same concepts to marketing a real estate agent. He wrote -

-------------------------------
In the technology universe, two companies dominated most of 2007's headlines and lined many pockets. Writes Om Malik, founder of Giga Omni Media, 'This has been a good year for Apple believers -- the stock is up a whopping 138%. In comparison, Google, the other stock market darling is up a mere 54%."

How Does Apple Do It?

Simply put, Apple understands people. It knows that people make emotional decisions, then use intellect to justify those decisions. Dancing shadow people with iPods aren't an intellectual argument for buying an iPod, they're raw emotional appeal.

At the heart of every successful Apple product, you'll find a deep understanding of what moves people emotionally at many different levels.

It makes sense. When you want to sell things nobody really needs, you have to know what they want. Apple doesn't create desire; nobody can do that. What it does better than any modern company is pour fuel on our desire with a frothy mix of surprise and delight to get our attention, then provides a simple, meaty, unique, and consistent experience whenever we engage with it or its products. And, of course, it delivers on its brand promise: "It just works."

Unexpected Marketing

While Apple uses traditional means and media to promote itself, it also markets itself in unexpected places and ways. Steve Chazin, former marketing exec at Apple, reveals that those little white earbuds are not white by accident. In "MarketingApple," Chazin writes, "Those white iPod headphones were not designed by engineers -- they are a pure Apple marketing trick designed to make the visible part of their product a status symbol. Wear white headphones and you are a member of the club."

This goes beyond packaging and slapping a good-looking logo all over a product. This is finding an unexpected place or way to set yourself apart without interfering with the customer experience.

People Attract People

People are at the heart of Apple's marketing, not technology or features. The iPod commercials are a perfect example. The audience is first attracted to the people, not the device.

The iTunes music store is another example. While the iTunes store itself has some conversion and customer focus barriers, it rarely fails to persuade people to click in a little further, to listen to a few more samples. It's a reason other online music stores still struggle. Here, Apple takes advantage of reviews and other customer-generated content.

In the iTunes music store, you're bombarded with input from other people, not music or video marketing. The reviews are front and center when you look at an individual artist or album, but you're also sucked in by "Listeners Also Bought" and the user iMixes and Top Songs. You can view celebrity playlists, even Apple staff picks. In iTunes, you're simply and easily persuaded by others, not by marketers or flash or some social networking technology.

Delight the Customer Consistently

Everything from Apple is designed with intent. Even the product packaging makes the product feel that much more valuable. From neatly packed cords to velvet lining, each step of the unpack is delightful.

Compare that experience with one from Dell: a plain brown box, typical Styrofoam, plastic bags in all sorts of colors, and so on. The experience feels messy. How does that affect how you feel about the product inside the packaging?

Apple is consistent along every touch point, from a Steve Jobs presentation to the Web site to the product itself. The brand feels neatly organized and clean. In technology this is a delight. How many of us have wrestled with devices, have read clunky manuals, or are just sick of beige? The recently redesigned Apple site has the look, feel, and elements people will find in the operating system.

Love Is Blind

For now, Apple's brand strength is unmatched among its competitors. Because it pays attention to people's needs, people return that attention with money and emotional (sometimes illogical) devotion. This emotional brand connection helps the company overcome some of its problems. That emotion helps customers forgive Apple when it screws up and buy anyway.
-------------------------------

Apple's marketing lessons can be applied in your real estate marketing too! As we all know, buying a home or picking a real estate agent to market a property is an emotional decision first - followed up by intellectual justification. In other words, people "buy" you first, and then accept the real estate company you are with. But it is not just enough to know that when marketing yourself. Here's some ideas to help you focus on your real estate marketing -

1. Do you really have an understanding of what moves your real estate clients emotionally? If not, then perhaps it is time to really study basic sales techniques again - needed in all types of sales, not just real estate. All highly successful real estate agents have one thing in common - they understand what motivates their client and they use sound sales techniques to call for decisions. They know that selling a house is far more than just being a chauffeur, opening countless doors until the buyer tells you to stop, or that listing a property is much more than mechanically filling out listing agreements, ordering up a sign and putting a lockbox on the door. In each case, it is listing people! Meeting or exceeding their expectations. So find more ways you can tap into the emotions of your clients.

2. "People are at the heart of Apple's marketing, not technology or features." And guess what? This is so true even in real estate today! It is still a people business, meeting with and talking with your clients or prospects face to face - not merely using cell phones, fax machines and email, which are just the technology. Over-use of these tools can actually be a barrier to successfully interacting and touching the emotions of your clients. Technology can not replace connecting with people.

3. Can you find "unexpected ways" to set yourself apart from your real estate competition? You can brain-storm how you can give more or better service that goes beyond just the basic requirements that all buyers or sellers expect.

4. How are you "packaging" yourself and your services? Determine what can or does makes you and your service "unique". Know why a client should hire you as their agent and then take a look at how you can improve your marketing materials to make them all more emotionally appealing so your clients feel they are part of "your club". Even pay attention to how you dress for your presentations or meeting, as this is part of your packaging too. Do you dress like a multi-million dollar agent who is making hundreds of thousands of dollars a year or do you look like your wardrobe came from Wal-Mart?

Sell the "sizzle" which appeals to the emotions... not merely the "steak"! Or again, to borrow from Apple - "Think Different"