Below are the Top 5 things I took away from the seminar taught by marketing consultant, trainer, speaker, author (Jennifer Cummings) at the "Millionaire Maker Potato Chip Marketing" seminar at the NJ-NY-PA "Triple Play" regional real estate convention in Atlantic City this week. Perhaps you read the article she wrote in the recent Realtor Magazine.
I'm paraphrasing a lot of what she said in the session. Everything is broken down based on the notes I wrote feverishly, as I listened to her every word intently...
1. The #1 mistake most real estate professionals make is they confuse advertising with marketing. Advertising is to generate attention and create awareness. Marketing is to position something to actually compel someone to buy it. Personally, I assumed that every real estate professional knew the difference, but looking around the room I got the sense that wasn't the case. It was an eye-opening revelation for many to learn that while the two are related, they also have very distinctly different functions.
2. W.I.I.F.M. (what's in it for me) - Real estate professionals should focus their marketing on what they can do for the client, instead of totally centering the marketing around themselves. Find the answer to solve their problem, and you've earned a client for life. We should definitely tout our resume' and accomplishments, as these are these tools that help tell our uniquely individual stories. However, we need to make sure everything leads back to the W.I.I.F.M. (what's in it for me) for the client.
3. Consistent follow-up is important, but being too persistent may come off to clients as desperate. Find a balance of being thorough but not over-bearing.
4. In addition to being a "general practitioner" finding a niche is also a great idea. Buyers & sellers often take comfort in knowing they're dealing with an "expert." If luxury estates or waterfront homes or investment property or first time buyers or listings or commercial deals is your "thing" then become known as an expert. Whatever your special "thing" is, definitely try to develop a niche. The more focused you are, the more powerful your are.
5. Realtors get paid in direct proportion to the value they give. You've got to give to get. Don't hoard information and force people to give you their "last born" in order to get insight from you, i.e. don't put a mandatory opt-in page on every single page of your website, in order for consumers to browse your site. The more value you "give" the more loyalty and business your clients will give you in return.
TOMORROW I WILL SHARE THE TOP 5 THINGS I TOOK AWAY FROM SEMINARS WITH TWO OTHER WELL-KNOWN MOTIVATIONAL SPEAKERS & TRAINERS.
Stay motivated,
Amber
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