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Multi-Million Dollar Producer-Do You Use This In Your Marketing?

Agents ask me all the time should I use Multi-Million Dollar Producer in my marketing? I might get beat up right here in this post...but in most instances I tell them NO! Our words are powerful and we can send mixed messages especially if..we are looking to grow our businesses.

When I see multi-million dollar producer I think good for you...yes..you definitely sold a few houses..as a matter of fact my views might be very different from the public perception. Does it matter, public perception that is? Of course it does, you aren't impressing me...it's the public you are going after..so think about these things when you place multi-million dollar producer on your marketing.

MULTI-MILLION DOLLAR PRODUCER

REALTOR perspective

It Shows my achievements..I am successful...I'm stronger than my competition...and you want me to help you buy or sell real estate! I have lots of experience...I sold some houses..I know what I am talking about and you need me to market on your behalf.

Consumer perspective

Did you see that? Multi-Million Dollar Producer...REALTORS are loaded..even in this market..they won't miss pieces of their commission..after all they are multi-million dollar producers. Maybe they are too busy..maybe they won't work with me but maybe my house won't be good enough to sell.

You may think this is a joke but it is not..I have had these types of conversations with consumers..as a matter of fact..so have other agents. Funny thing...a million dollar producer is poverty level..but the public may not see it that way...a multi-million dollar producer might only really mean..you are close to National average in compensation. What message are you sending out?

My suggestion to you is take a look at it again....

MULTI-MILLION DOLLAR PRODUCER

Do you use this in your marketing? If you do or do not...why? I'd really love to know!

Midori Miller is a licensed real estate associate with CENTURY 21 Sundance Realty, Real Estate Trainer and Manager. If you are interested in a career in real estate please contact me! All calls and inquiries are confidential. CENTURY 21 Sundance Realty is located in Volusia County with 3 office locations to better serve the public. Daytona Beach, Ormond Beach and Ormond by the Sea. midorimiller@yahoo.com

Posted by Florida Real Estate Trainer | Daytona Beach After School Training | Midori on 10/11/2008 08:16 PM

Comments (59)

Marketing in the Sales Strategies / Tactics Channel

marketing, multimillion dollar producer, do you use this, public perception, daytona beach real estate, midori miller, real estate training

Originally posted at: Daytona Real Estate Training: Multi-Million Dollar Producer-Do You Use This In Your Marketing?

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59 Comments on Multi-Million Dollar Producer-Do You Use This In Your Marketing?

OCT

2008

Midori, I don't and for exactly the reasons yiou have mentioned. It's an ego ad and has absolutely no value for the consumer. Now the consumer may be interested in how many homes I have sold in their neighborhood in the last 6 months. But this is not something I would advertise either. Our ads should be focused on one thing and one thing only "enticing the consumer to contact us". Our ads need to be offering the consumer something they need/want not blowing our own horns.

I definitely do not. It is overused and shows no concern to what the client really wants. It should be about them -not me, me, me. It is without doubt one of the most ridiculous slogans and a sign (to me) of an agent out of touch with the marketplace. Just my humble opinion.

I don't advertise with it for the same reasons. I think consumers just see it as you are rich!

God Bless You... Midori Miller... We really needed this post! When I'm looking for a REALTOR to refer a customer to a REALTOR that isn't something that I care about in the list... I care about how they are going to "care for" the customer and if they would be a good personality fit... how do I know that, I get to know them through their blog... It's pure and simple.

HAPPY BIRTHDAY!

HAPPPPPPPPPPPPPY Birthday Midori! I hope you have all kinds of fun today!!!

Happy Birthday, Midori ... Enjoy!

No, I do not use it in my advertising. Consumers think we made multi-millions. Agents have to be multi-million dollar producers or they are out of business (can't pay expenses).

Good morning Midori. Today is your B-day??

Happy Birthday to you, Happy birthday to you, Happy birthday Dear Midori, Happy birthday to you.

Thanks for writing,

Ken

Have a super-fantastic birthday Midori! Feliz Cumpleanos! KM

Like anything in life if you have to TELL someone how great you are, you probably are not. I do not like the term "Top Producer". It should be Luckier Agent or words to that effect.

So funny because so not only is it this tag but so many agents come from a "me" standpoint. "multi million" this, "number one" that! The focus should really be on the client and what you can do for them. Btw, HAPPY BIRTHDAY!

Midori,

I have heard both arguements and tend to lean toward what the general public thinks.

BTW, HAPPY BIRTHDAY, MA'AM!!

Midori, this is not a moniker that I use in my marketing. Consumers don't understand and misinterpret the meaning and the designation is basically worthless since in our market you could sell just a few homes a year and be a multi-million dollar producer.

Never, never, never! So many realtors focus on themselves instead of consumers. Not only does that perspective not help build relationships, it absolutely turns most people OFF. Our website is consumer oriented, not US oriented. We do brand ourselves in our listing advertising, but it's to stand out in a recognizable and consumer-friendly way, not sell people on how great we are. May your business be blessed!

I drive an old van...don't advertise all my sales...barely get by...don't need someone to assume I have money to give up!

You make some very good points here and these days people are looking for ways to shave our commissions!

Very good point and so true. I read in one of my books that tooting your own horn on your website home page is a no no, instead you are suppose to post something that would compell the client to stay there and fiddle around on your site.

Midori- I agree that statement is an ego feeder for the agent only. It might be good to impress your peers or perhaps very high end clients who want a successful agent to market their property. Hovever, for the majority of people I think it would be a turn off.

Happy birthday! Wishing you all the best.

Scott

I don't believe in tooting my horn with that type of advertising...i'd rather my service speak for itself and let my client boast about how great I am...thats a much more effective marketing tool than Multi Million Dollar Producer!

Very interesting take on this subject. I really chuckle about million dollar producers, since around her that is only about 4 house a year. In some areas it was only one.....ahh the good ole days. LOL

If you actually think about how many houses you must sell to make Million dollar club it is not that impressive. I have never used my production in advertising, I feel like if I am producing my clients will know because they are going to see my name on signs in lots of neighborhoods. If you only focus on where you are in the standing then you are missing the real reason to be in real estate.

Average Joe Public does not know what it means and I agree with many of you that some think you have made tons of money. Little do they know that to reach a million in sales is not really that impressive.

Shine because you are known for being a good REALTOR. Shine because you are good at what you do not for how much you sale.

Good blog!

Midori, I do NOT use it in my marketing. In my opinion, consumers don't care what we produce. (Yes, they do want experience, don't get me wrong) It's not about US, it's about THEM....I feel the consumer will think it's all about me, when it should be all about them! Consumers relate to trust, not tooting our own horns. They want knowledge, and a good relationship, knowing we will be looking out for their best interests. IMHO:)

By the way, HAPPY BIRTHDAY!!!

You raise a good point, especially for Hawaii where there is very little respect for Realtors. I've also heard that some prospects may think that agent is too busy to have time for them. Of course with Hawaii's housing prices, it's hard to be an agent and not sell in the millions.

To answer your question, I use it but am in the process of re-evaluating.

Aloha

Happy Birthday Midori! Congrats on the gold star.

I think so many agents use it, people (agents and consumers) are immuned to it. You're chosen by word of mouth or the content of your online presence.

I think you're right on the money here! I'd never use that label with my marketing. Never. Until I became a Realtor, I, too, thought it just meant that they were making millions off the consumer! I also thought they would be a person more interested in themselves than in me and my needs...

Midori, I agree with you on advertising "multi-million dollar producer."

Million dollar producer and top producer are all words to describe you and toot your horn. The client wants to hear about the benefits to them.

I don't think they care how much we do, they want to know what we will do for them. They are the main concern and our bragging doesn't do much for them. I agree with you 100%.

No, it is so overrated. If you've been in the business for over a year and not a muti million dollar producer go get a real job Real Estate may not be for you. But as far as the public is concerned they don't even know the difference between Realtor and Real Estate agent is.

I think it is more important to build name recognition. With that being said, it just comes obvious that one is not just a multi-million dollar producer, but a top producer or better yet, a mega producer !

We don't, but still see a couple of agents use it around here. And not only do the ads have huge banner about how great they are bla, bla, all of these agents ads and marketing seem to be about them them them....yuck. ~Rita

In the Las Vegas market, someone could be a million-dollar producer with just 3-4 sales per year -- so it really means nothing. Rather than promote dollar values of business, I think it's much more important and relevant to talk in terms of number of families served.

Midori, You're absolutely on target! Particularly in this market. Clients are interested in our help and avoid the Used Car Salesman, I am The Most Highly Paid, Best Agent On The Planet tactics. Our area stats show that clients are looking for SERVICE and COMMITMENT to their needs....their not interested in your personal stats. They are frightened by what's happening in the market place and in my recent experience, ASKING for help to locate and navigate the home purchasing marathon in the most efficient way possible. Having your vendor referral base in order is imperative. Just today I worked with a buyer who was excited about my listing and needed to get immediately into a lender relationship. My favorite lender answered his phone at 7:30 on Saturday evening and immediately made contact with the buyer to get her in the application/pre-approval process.

This is not the first (nor the last) time I have been happily impressed by my choice of lenders for referral purposes. Nowhere in my advertising do I Blow My Horn In A Big Way....Focus on service. The horn blowers are struggling just like the average Joe.

My follow up, my lenders' follow up and our continued positive service are the only things this client will remember...not what my advertised successes would suggest! Thanks for your insight! Laurie Lohoefner, Battle Ground, WA

Midori: I have to agree with you 110% here.. In my early days I would use this and the public always failed to understand all of our expenses and also how this Multi-Million Production was actually calculated. I will not use this type of advertisement these days...

I won't use it. I also won't throw a pant-load of initials after my name. Most of that only impresses other agents. I love you guys... but you aren't whom I want to impress..

OCT

2008

I do not and will not use it for many of the reasons that have been posted already. I do not feel it would really add any value to you and it can come off wrong. If you are truly skilled and know what you are doing it should and will show in how you carry and present yourself. I'm a big believer in actions speak louder than words.

ANy agent who is NOT a multi-million dollar producer, regardless of where they practice, probably won't be one for long....I have been since I was licensed...it means zip to me use it in advertising.

Great to see this post. I think most people are looking for value and content these days. Being a million dollar producer does not necessarily lead to million dollar service. Consumers are too savvy these days to be attracted by it.

Multi Million dollar doesn't mean too much anymore - Our average home sold is $400k - You could say multimillion dollar realtor if you sold 6 in a year - and that's our minimum production...

Midori - For the exact reasons you have mentioned I NEVER use slogans such as Multi-Million Dollar producer. To me, it's a matter of tooting our own horn and realistically consumers don't care how much we have sold, they want to know how we will sell their home ! Great post !

Midori! - That's so old style real estate to talk about being a multimillion dollar producer, don't ya think? Today's real estate marketing should focus on the community, the features and benefits of the property and the clients.

Midori,

I've always said that it mattered more to agents than consumers. Heck, I don't think that consumers are that cognizant of how many millions we've sold. In fact, they think we're referring to our salary.

Hi Everyone-I am not knocking anyone who markets this way..to each his own and I know it might appeal to some consumers. We just need to think about public perception always..regardless of whether they are right or not.

I personally would not market this way...I think when a customer can give you kudo's that is priceless marketing...designations are priceless marketing...and being good to people..the best form of marketing!

As far as designations...get them we can all use more education and get your broker's licenses..I encourage everyone who qualifies..who is capable..to get their broker's licenses. I don't believe real estate will always stay the same.

However you choose to market yourself...be aware...PUBLIC PERCEPTION!

Midori: GREAT POST. When I see TP (Top Producer), Million Dollar Producer, #1 or Best of anything on advertising, I always think they MUST need their ego scratched. TP, nor Million Dollar Producer to me, does NOT mean they are the best or even close to the best of anything. I've known many heavy hitters and worked for the biggest company around and, unfortunately, MANY were not, NOT only the best of anything, but many walked a fine line of ethical behavior. So those words to me (and probably most consumers) mean very little. I say "SHOW ME," don't TELL ME.

Congrat's on the well-deserved feature!

Thanks for the post. Happy Birthday. (sorry I missed the date) I agree designations are important.

Midori ... I do not use it. People like you for you, I don't think it makes a difference!

pippa

I built my business off these "Top Producers"! When I began my career I took great delight in educating my clients on how they should be treated. That I could provide them with all the time and attention they deserved. They wouldn't be ignored with phone calls never returned. That I would never be too busy chasing the next deal to look after their needs. This is our Canadian Thanksgiving weekend and I give thanks to all the ego agents who allowed me to create a thriving business!

Midori--I did use that years ago. No more, for the reasons you cited.

It's NOT about the realtor...

Nope...not me. And for your very reasons. I like what BB had to say....it's an ego ad. YUP> that's the jest of it.

Midori, Great post. A definite eye opener. I thought multi-million dollar agents were very rich, until I started doing RE and realized just how much work it took in a "average neighborhood" to accomplish that and just how much you really made.

Great post here. It is more important to know something about your people than know everything about your product. This past week in AR was a great example. We lost our Blog Button. The A.R. staff thought the Blog Button missing would somehow enhance SEO or maybe attract consumers whatever... but they listened to the members and it has been returned to it's rightful place. Now we just need to convince the politicians to do the same. :)

That is the most rediculous tag line used with Realtors. If one of my agents is not selling $4million their second year, they are fired. I don't have a problem putting down your accomplishments, but any one selling less than $5mm is not surviving and should get out of this business. Really, anyone selling less than $10mm should consider getting out. There are too many other avenues that are alot easier to make the same money. Billion dollar producer.....you got my attention....

OCT

2008

Great job linking back to yourself in every keyword! Haha! It helps your rankings, and thats evident that you know!

Have a great week!

OCT

2008

LOL Midori,

"Million dollar producer" means "sold anywhere from one to four houses", "multi-million dollar producer" means "sold anywhere from one to eight houses".... All I can say is....well, four or eight houses a year is not what I think of when I think of success in real estate.... How can someone eat on that little? Agents have got to think "big" if they are serious about being "big". I've never promoted myself as a million dollar agent, probably because when I first started, I thought it meant "made a million dollars". My first 16 months (2002) I sold 30 houses and felt crummy about myself because I wasn't a "million dollar agent". Then later I find out I was. LOL!! I have never liked all that real estate "snobbery". I used to not tell people I owned a real estate company because I wanted to earn my business and not have people automatically presume I was good from a "resume" standpoint. I'm not so shy now, but I still dislike snobbery-isms to this day.

NOV

2008

It all depends on what market you're in. Yes, I use it in my signature line, and believe it or not, more often than not, my clients mention it and compliment me on it. In the current market especially, sellers want to know that they've got someone representing them, who can win big for them. If you put it in your signature but aren't able to back it up with bonafied stats, then you have a real problem on your hands.

However, if you have the closed transactions, dollar volume and battle scars to prove it, then you absolutely should display your achievement. That's what marketing is about...positioning your product or service in the most favorable light to the consumer. If you don't let them know, then who will?

NOV

Interesting thread, given the HGTV show Million Dollar Listing etc. How many of you have actually sold say $10m this year or more ? or should I ask the question and be shot how many of you not sold $1m this year ...... We have debated the use of this phrase in house. There are two very seprate school of thoughts. We sell high end listings in the Locale I work and reside . Our clients by nature would not deal with a realtor / broker agent who shall we say had an average list value of $100 k They want to know you have sold Multi million dollar homes, however just five miles north of us if I was to use the same marketing I probrably would be beat up and shot ...... The moral is there is a place and a time to use it as a few have already stated .

NOV

I agree...that kind of advertising is an ego ad and more to impress the competition. You want potential clients to know you care about their needs. They aren't going to pass your name along as a referral just on the basis of your multi-million tag line....Put it in your office and enjoy the personal achievement....market yourself to the client needs and expectations...isn't that how you got to the multi-milliion status?! Great post!

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