Are you still trying to be all things to all possible clients? Or, do you have a very clear idea of who is your best client? I know you've heard that differentiating yourself and branding yourself (two very different pieces of the puzzle) are keys to getting the business in 2007. When you did your business plan for 2007, did you think about WHO you want to work with this year (What?????That plan still isn't done? It's not too late: You can go here) ?
So, let's think about this. The more clarity you have in who you want to work with, the easier that is to communicate to your sphere, the public and possible new clients. It also will make it cheaper and easier for you to market because you'll have a narrower focus. Get out a pad of paper and start listing the characteristics of your perfect client.
- How old are they?
- What price range home do they have/want
- What kind of property are they looking for?
- What interests or hobbies might they have in common with you?
- Where do they want to buy/sell?
- What other needs will they have?
- Who do you know that LOVES you that will tell them about you?*****
There may be some other qualifications: perhaps, you only do business with nice people. Or maybe, it could be like the lady in one of my seminars who said she specialized in GRUMPY OLD MEN! Now, there's a niche that probably isn't one others want to compete with her for!
When you know who this perfect client is...you can start to be on the look out for them. You can think about where they hang out. What do they read? What kind of activities are they involved with. This is just the information you need to create a very good marketing campaign that will make that person feel you are talking their language...that you will understand their needs and be the PERFECT agent for them! The time of the generalist was last century......the specialist wins the clients these days. What is your specialty?
******I know there are folks that LOVE you and I am excited about a site that let's you toot your horn through these people. I recorded my March Fossland's Forum with Karin Hanna and we talked about building your reputation. You can listen to the podcast with Karin here. (And, by the way, my past podcasts are available as my gift to you here) After you listen to the podcast with Karin, go to http://www.ilovemyagent.org/ and sign up for the membership at no charge. Then have your clients post their testimonials (or you can do it for them and they are sent an email to verify). Agent ranking is a hot subject these days. The public wants it and this gives it to them with you being seen in your best light!!!!! Don't delay. Do this today!!!! You'll be glad you did.
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