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What You Need To Communicate

Marketing takes a lot of your time, effort and money. Ever wonder what's most important to communicate with it? This post discusses an analysis of NAR Surveys that provide keen insights to agent selection criteria.

Posted by Ray Cobel on 01/13/2007 10:00 AM

Comments (6)

agent, select, nar, survey, profile, buyer, seller, association, online, advertising, email, referral

6 Comments on What You Need To Communicate

JAN

2007

Ray - Very informative - but only see the pictures - not the discussion text. Can you post again! Thanks.

Suzanne, so far the pictures are the discussion text. Where would you like to start the real discussion?

OCT

2007

Ray...excellent post! What are we here for? To show our pretty marketing, or to help Buyers and Sellers acheive their goals?

We need to get the message out about the knowledge we have, the education we have and how it will help them in their home buying and selling process.

Great post!

My experience has shown that the only advertisers that should focus on image are the big guys like Coke and Pepsi. We little guys need to constantly be focusing on the value that we can provide to the consumer and give them a reason to choose us.

DEC

2007

Ray...

Excellent presentation of the material.... Knowledge, the perception of the agent skill.... If you were to give three ways to demonstrate to the public his knowledge and the perception of the agents skill level, how what that look?...Terry McDaniel The Real Estate Evangelist

Terry, the best way for agents to demonstrate their real estate knowledge is by simply answering questions. The first step is to create a comprehensive list of questions that need authoritative answers. Agents should be ask themselves:

"What questions are people always asking me?"
"What don't most people know; that they really should know?"
"What do many people have mistaken impressions about?"
"What could I tell people that would help them avoid a lot of pain?"
"What could I tell people that would really help them gain?"

An agent's answers to these questions will be a list of issues the agent should be fully prepared to speak to authoritatively.

The second step is for agents to package their answers (i.e. knowledge) for wide distribution. Articles, reports, tip sheets, blog posts, comments on blogs, seminars, Webinars, newsletters; these are all effective ways for agents to package their knowledge for wide distribution.

In the past wide distribution was a very expensive proposition because of the printing and postage involved. Today, in the "Golden Age of Real Estate Marketing", agents can post much better (i.e. more extensive, sophisticated and graphically pleasing) material on the World Wide Web quite inexpensively.

The third step is to automate the distribution of their "knowledge demonstration packages"; i.e. setup a system of targeted databases integrated with automated email drip campaigns that continually bring people back to the agent's packaged knowledge.

The result of taking these three steps is:

An actual demonstration of the agent's ability to listen and perceive the needs of the marketplace
An actual demonstration of the agent's knowledge on problem solving
An actual demonstration of the agent's knowledge on opportunity capturing
An actual demonstration of the agent's skill at applying today's technologies to his or her own marketing
A live demonstration of the agent's own consistent, comprehensive, high level, creative, marketing performance
(What better way is there to show potential buyers and sellers what you could do on their behalf?)

These kinds of demonstrations of agent knowledge, skill and performance are the future of real estate marketing. Agents who want to take their businesses to the next level are gearing up to do it right now.

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