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So What? (So says the customer)

By Mary Yonkers

Education & Training with Alan Kells School of Real Estate/Howard Hanna Real Estate

April 28, 2009 08:59 AM

Have you seen real estate profiles like this one? I recently saw a billboard with a glamour photo promoting the agent's real estate business. So many agent ads in both print media and internet profiles have every credential known to real estate.

Im D. Greatest, Associate Broker, Realtor, Multi-Million Dollar Producer ABR, CCIM, CRS, CRB, GRI, MIA, RRS, SHS, SIOR, SRES, Life PAR Excellence Award, licensed with Alphabet Soup Real Estate Company since 19__. Highest producing agent in Er... County ever!

YOUR AREA PROFESSIONAL Call me today 1.888.1212

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

The consumer is thinking . . .

So What???????????????????? What's in it for me? What are you going to do for me?

This is one of the biggest mistakes Realtors (or any service provider) make. They forget to tell the consumer how they, the consumer, will benefit from working with that agent. It always reverts back to the age old adage "They don't care how much you know or how many designations you have after your name, until they know you care about them." Besides outside of the real estate field who know what any of these designations stand for? For all they know we could be making them up and adding them to our business card for emphasis.

Next time you design an ad whether for print or internet imagine the consumer is viewing it and trying to figure out how what you are offering is beneficial to them.

A few ad idea that may be helpful:

ABR Accredited Buyer Representative who can guide you through the buying process
Sam Works Hard
Sally Gets the Job Done for You
Lifelong Erie Resident--Put my knowledge of Erie real estate maket to work for you today
As my client I will guide you through the buying/selling process
Let me put my negotiating skills to work for you

Put your ad to the So What????? test. You will earn a new client!

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Goodbye Active Rain

Out of Real Estate

You must always put the emphasis on the customer/client.

Apr 28, 2009 10:03 AM

Heather Chavez

Second Self Virtual Assistance - Caldwell, ID

Real Estate Virtual, Assistant (928) 692-3235

Great post, Mary. It's always smart to emphasize what you can do for the client instead of how many letters are after your name. :)

Apr 28, 2009 11:28 AM

Zane Coffin

Century-21 Homestar - Geneva, OH

(Geneva Ohio Real Estate Agent)

Mary thanks for another lesson and again I look forward to the next.....with more great info.....peace zane

Apr 28, 2009 12:04 PM

Mary Yonkers

Alan Kells School of Real Estate/Howard Hanna Real Estate - Erie, PA

Erie/PA Real Estate Instructor

Zane--Thanks. I will see what I can come with tomorrow. One good thing about the rain you sent our way--the leaves are coming out on the trees. Have a good day tomorrow. Mary

Heather--It's good to see you again. Yes, letters can be misleading unless we use the info to help the customer. I will visit your post tomorrow.

Tony--too bad so many agents think advertising is all about them rather than the customer. Thanks for coming here.

Apr 28, 2009 12:51 PM

Kate Elim

Dockside Realty - Spotsylvania, VA

Realtor 540-226-1964, Selling Homes & Land a

Hi Mary...Thanks for making sense. I know sometimes our ads do not. We take for granted that everyone knows what these designations mean and most of the time no one does.

A good reminder to us on how best to market ourselves. If we are going to strut our stuff at least we should show how the designations will bring value to the service we provide.

Kate

Apr 28, 2009 01:07 PM

Kate--I agree with you. I picked up that tip while earning one of my designations most of which I don't use any more since my role is now teaching rather than managing and selling. Have a wonderful day. Mary

Apr 29, 2009 02:27 AM

June Tassillo

Owner/Broker RE/MAX Elite Realty - Franklin, NC

Let me help you with the next phase of your life!

Even as a agent I say so what to some of the letters after their name. That does not mean they know what they are doing if they do not put into practice what they have learned.

I am going to think about this more for me and right a list of things that I do for my clients.

Apr 29, 2009 06:32 AM

June--You are so right. It is more important to use the information for the benefit of our clients. I am glad that my post caused you to think. Good luck with the list. Share it as a post with AR. We can all benefit by reminders & suggestions from each other. Mary

Apr 29, 2009 10:14 AM

Laura Cerrano

Feng Shui Manhattan Long Island - Locust Valley, NY

Certified Feng Shui Expert, Speaker & Researcher

Mary, You are so on target with this post. It's nice to see what a person has accomplished, it's nicer to know what they and their service have to offer YOU!

Apr 29, 2009 03:31 PM

Carole--Thanks for coming here last night. Here is link to Jeff Serafins' recent blog that is good example. He has CRS and tells them how he can make a difference because he has the designation.

Apr 30, 2009 08:58 AM

Regina P. Brown

MBA Broker Consultants - Carlsbad, CA

M.B.A., Broker, Instructor

Mary, that is so true, remember the WIIFM (what's in it for me) and strive to give your customer the benefit!!

Apr 30, 2009 12:56 PM

Not a real person

San Diego, CA

So true. Education is wonderful, but there comes a point where if you have too much education, Clients wonder if you have any experience.

I have an old acquaintance in Houston who has two bachelor degrees, two master degrees, and four doctorates. I think he's still making $25,000 a year 45 years after getting the first bachelor degree.

Apr 30, 2009 10:47 PM

Regina--I like the WIIFM acronym. It's another way of saying, "So what?" and not be rude.

Russel--You are right on about too much education. I know a woman like that. I think Realtors think that the letters will attract clients, but fortunately most of them can see right through the education veneer.

May 01, 2009 01:12 AM

So What? (So says the customer)

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