Secrets to Successful Branding - The Law of Fellowship
If, we, as the real estate community really understood the concept of branding and its importance, we would save a fortune by cutting the misplaced dollars we are spending in the name of "getting their name out there."
Most of us are re-treads - people who fell into this business and came from some other background. In 15 years of asking, I've only found one person who grew up wanting to be a real estate agent (and she is no longer in the business). I can't tell you how many people I've interviewed as a Broker that said the reason they wanted to be an agent was because they liked houses and people. If that is the sole reason they are here my advice to them has been - "Don't get started in this business because in 6 months you will hate them both."
Those that make it in this industry in today's world are those that approach it with an amount of business prowess. Unfortunately, that isn't taught in the "learn everything you need to know to become successful in real estate in two 
weeks" class. So, we throw the newbies to the vultures (vendors who sell BS products that do nothing but line the pockets of the vendors and serve as filler our nation's dumps). We let them sling mud on a wall and see what sticks and hope against hope that they will be one of the very few fortunate ones who will survive the first three years.
Over time, those that emerge as mega agents realize that to truly win in this you must realize that it is a business not a career (and there is a major difference) and start learning how to become the "RainMaker." Although we have dozens of proprietary campaigns to generate more leads, from time to time, we need to strip back to the basics and dive into the philosophy to align ourselves with the right thinking to launch our business to the next level. This week, it's all about how to brand effectively so that you may maximize your ROI in any marketing or advertising program your engage in. From Al Ries, a master of marketing and branding in the retail sector, we take the lessons and apply the fundamentals to our real estate businesses.
One Secret in Branding is the Law of Fellowship
In recent years there has been a trend in real estate to become more and more competitive within the ranks. Yes, the general agent population as independent contractors find themselves competing against even those that they sit next to in the office. But to those that have nailed their brand, and realize that no one else can compete with them in that space, sharing and collaboration are positive attributes. In order to build the category, a brand should welcome other brands. Competition between two leaders raises awareness and allows for emergence and increase in market share for both. Competition between two mega agents is a great thing. One, it keeps them doing what they must to stay ahead (market, advertise and be leaders) and two, it creates a very visible ad war that creates buzz that helps both of them. No one cares when someone is out in front by themselves, it's not newsworthy, but if you have a competition everyone wants to watch.
Think about the TV ratings for the midweek practices of one sports team. They do drills, practice game play and it is often more technically interesting than the game, however, you have to get a TV that has reception into the thousands of channels before you can even find a way to watch. Now consider the Superbowl, World Series or NBA Championships. Two teams that when playing against each other gain far more support, recognition and fan base than when they play alone.
Want more? Give us a call to set up a strategy session with one of our marketing coaches!
If you are a Realtor® who enjoys working with families, have been licensed for at least three (3) years and have lived in the area you serve for at least three (3) years, we invite you to APPLY to become a PRC Council Member.
***Parent Relocation Council, Inc. is looking for Regional Directors for Nevada, New Mexico and Utah, if you know of anyone who has a great reputation within the industry, has been full time in real estate for more than 5 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***
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