I've loved reading some of the entries in Rich Naggar's Scratch the Itch with Rich Contest - what a fun way to get everyone to really think about how we're branding ourselves to new clients. But here's something else to consider: your clients WILL use your slogan when recommending you to others.
Whenever you use a slogan (i.e. “An agent you can trust”), you’re conveying a message. When you ask a client to recommend you, give a testimonial or write a review, it’s important to equip them with words that sell your services – and many clients rely on your slogan or website to come up with what to say.
“An agent you can trust” aren’t choice words. They may read well, but when seeking feedback from a client in the form of a review, they can work against you.
“An agent you can trust” could be misinterpreted by other potential clients reading that testimonial. It might imply that the real estate industry is full of crooks, or that your competition is dishonest. Yikes.
Other common slogans that could be misconstrued:
“Your Real Estate Agent for Life”
(Do you really want clients to think that you’re going to be calling them nonstop? Or that once they start working with you, you expect them to keep working with you until one of you floats on?)
“Work with [city name]’s #1 Team”
(You may actually be number one in something, but it’s important to identify what that something is. That’s something clients will be inclined to mention in a testimonial.)
If you do have a slogan that’s similar to those I listed, don’t panic. You can change ‘em up to reflect accurate information. The key is to create short phrases that explain what you DO, not who you ARE. For example:
“I sell homes”
“I take the stress out of buying and selling”
“Let’s make home happen”
What does your slogan say about you? Would your client say the same thing in a referral?
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The preceding was adapted from RISMedia.com – original content can be found here.
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