Upgrade Yourself from "Salesperson" to "Expert" ... With Four Essential Marketing Pieces

Education & Training with The Lones Group, Inc.
The Lones Group, Inc.


There is so much false information out there about marketing.  With the advent of the internet, even more bad advice has been written and published than ever before about what you need in your marketing toolbox.

“Denise, I’m so confused”, agents tell me.

And I don’t blame them.  Every inexperienced “expert” with an opinion gets a pulpit on the internet.  They spew advice that they probably got from a marketing book from the library—written by someone who hasn’t been in the trenches for years and doesn’t know what really works.

So how do you choose the right marketing pieces you need in your business?

First, you must understand that every piece of marketing needs to elevate you from “salesperson” to “expert”. The world has a zillion salespeople.  Everything you do must upgrade the way people view you.

With that in mind, let’s take a look at some of the most effective tools you need in your toolbox—tools that help you to rise above the crowd of salespeople:

1. The article.

There is a reason I put this in the number one spot.  As a company, The Lones Group has seen the best responses and results from articles.

Nothing gets people to see you as an expert like article marketing. When prospects see your expertise in print, they take action.  And when I say action, I mean clients actually pick up the phone and call YOU—without ever having met you before.

We’ve witnessed it time and time again.  An agent implements a quality article campaign—offering solid information on a consistent basis.  Now, results don’t happen overnight – because any good article campaign takes time.

But then suddenly their phone starts ringing.  Prospects want more information about something the agent wrote.  Within months, agents get predictable results.

The article is a wonderful opportunity for you to showcase your talent.  You share your expertise about real estate.  You show how current events are molding and shaping statistics in your area.  You toss in an opinion and a recommendation for action.

In essence, what you are doing is creating trust. Anyone can have fancy business cards printed up with a glossy picture.  But not everyone has the knowledge and experience that people need.  They don’t know if they can trust you with such a huge transaction—likely the biggest ONE of their lives.

That’s where articles come in.  Over a period of time, they let people know that you really do know what you’re talking about. Your expertise is there in print or online for the world to see.

2. Statistical graphs.

Visuals get attention—especially ones that are relevant and informative.  The problem is that most agents don’t know how to present them.

What they usually do is print up a chart on an 8 ½” x 11” sheet of paper and send it out.

That is NOT effective.

If the client has to look at it and attempt to figure it out themselves, you’re asking them to do too much work.

They need your opinion.  You must tell them what the chart means to them—why it’s important, how it helps them, and how to use the knowledge.

Make it a rule: Every chart needs a narrative to go with it.  The narrative, much like the article, elevates you to “expert” status.

3. Neighborhood news.

For example, you might send out a report titled 11 Houses Sold In Pacific Heights This Summer. People love news about their area – and they love to know what their neighbors are up to!  A report on what sold where—and especially for how much—ignites their interest.

Other types of neighborhood news could include:

  • Zoning law changes
  • New construction
  • Average sales figures in comparison to national average
  • News from City Hall

But again—and I can’t emphasize this enough—just telling the facts doesn’t cut it.  You must explain to your prospects exactly WHY this information is relevant to them.  It’s the WHY that elevates you from salesperson to expert.

4. Benefits.

Okay, this isn’t a marketing piece. But it’s so important that I made it a separate category.

Most real estate agents spend too much time talking about features instead of benefits. Do not make this mistake.

Every marketing piece should focus on benefits rather than features.  A feature simply tells the prospect what “it” is—the benefit tells them why they need to have “it”.

Benefits create an emotional connection.  They highlight “what’s in it for them”.  When they know how it affects them personally, they pick up the phone to call you.

Those are the basics.  Naturally, there are more.  But start perfecting the ones listed above before you do anything else.  They are the core of success in your marketing toolbox. Infuse your marketing message with an “expert” mentality.  Whether in print or online, you stand out from the crowd when you offer information first.

Upgrade yourself to “expert” status today!

By Denise Lones CSP, M.I.R.M., CDEI

The Lones Group, Inc.

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Real Estate Sales and Marketing
lead generation
business planning
personal branding
real estate marketing
geographical farming

Spam prevention
Show All Comments
Brian Rugg
Rugg Realty LLC Sun City Texas 512-966-3200 - Georgetown, TX
Sun City TX Real Estate - Georgetown, TX Real Est

Hello Denise:

Expert in the eyes of the consumer OK, self proclaimed experts are phony window dressing. I think your first sentence really says it all when there is so much bad advice perpetuated by the Internet who really knows when they find the real deal.

Oct 04, 2010 07:08 AM #1
Richard L. Sanderson
Richard L. Sanderson Consulting - Portland, OR
helping improve local property tax systems


Your article gives great advice.  My goal is to get a few articles in industry journals and newsletters this year and to build from there. Your point about statistical graphs is important.  I could almost scream when I see a blog posting that is simply a graph but no narrative to go with it.  And in the category of Neighborhood News I would expand on your fourth bullet (News from City Hall).  Several times each year property assessment and tax news comes from the assessor and tax collectors office.  The smarter professionals are capitalizing on this news and writing feature articles.  For example, when assessment notices are mailed and reminders of appeal deadlines are ideal times to report on these events.

Oct 04, 2010 12:03 PM #2
Roseanne Campagna
John L. Scott RE Maple Valley, WA - Maple Valley, WA
Kent/DesMoines/Blk Diamond/Renton/Maple Valley, WA

Hi Denise:

So glad I found you on the Active Rain Website. Your presentation at the Windermere Symposium was fantastic. Always fun to learn while feeling a little entertained. I like your direct approach to telling it like it is. Thanks for a great session.

Today's post is so relevant and with all the push in my efforts to learn this just helps clarify and narrow things down to the basics.

Thanks again,

Roseanne Campagna

Oct 05, 2010 06:27 AM #3
Denise Lones
The Lones Group, Inc. - Bellingham, WA
CSP, MIRM, CDEI - Real Estate Coaching & Branding


Thank you sooooo much for your wonderful comment.  I had a great time at Symposium!!!!  


Oct 06, 2010 05:04 AM #4
Elizabeth Byrne
Keller Williams Realty - Arlington, VA
Arlington Virginia Real Estate

Denise, I have just joined AR, so I did't see your post unitl today. What a great advice on markeing yourself. You are so right - a little narrative to go with your graph or statistics makes a huge difference. It says you understand your market and establishes you as an expert. Thank you.

Feb 16, 2011 10:33 PM #5
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
Ask Me Anything About Real Estate
Spam prevention

Additional Information