Taglines, Slogans, and Bears. Oh My!

By
Services for Real Estate Pros with Real Estate Pipeline, Inc.

Let's take a little test... Name the companies that use the following tag-lines:

1. The Breakfast of Champions
2. The King of Beers
3. The San Francisco Treat
4. It Keeps Going, and Going…

Pretty simple stuff, right?

Everyone knows that Wheaties is the breakfast of champions. 

Let's look at Budweiser. Long has it been known that Budweiser is the "king" of beers. (It doesn't get any better than being the king. The king is the top of the heap, the head honcho, the alpha dog. Why would you associate with something that isn't the best??)

Rice-a-Roni is the San Francisco treat. Always has been, right?

Energizer Bunny, anyone? 

All of these tag lines have been used by these very successful companies for years. Not because they are excellent brand references that people have literally heard for years...although that is certainly true...but because they SELL! Not only do the help sell the product, they sell the brand.

In other words, when you hear that phrase, you automatically know what brand they are talking about.

How much more effective could your advertising be if you treated your tag line -- your branding slogan, if you will -- as a sales opportunity rather than a contest to see who can come up with the cutest catch-phrase??

You can immediately improve your own tag line and achieve better results from your advertising by simply changing the words you use to words that actually mean something.  For example, what's the more effective tag line....

1. Your (honest, hard-working, professional, friendly...feel free to insert any other adjectives here) real estate expert...for life!

Or...

2. Working to deliver the best results for you. Always!

I can tell you from personal experience, if I had a dollar for every time I have seen the first one on a website, business card, flyer, postcard, etc, I could retire. It is probably one of the most over-used and, forgive me for saying so, weakest tag line an agent could use.(Hey, someone has to be honest with you...)

If you are using this (or something like this) as your tagline, you are wasting valuable space that could be used to help build your brand!

A chain is only as good as it's weakest link. Your tagline is no different. There are a group of words that are used in real estate advertising that just simply don't deliver the punch that the agents thinks they deliver. Here is a list of words you should avoid:

FRIENDLY -- Of course your friendly. You work in a position that requires it. I have never met a single agent ever anywhere that doesn't possess the ability to at least fake his/her way through an appointment appearing to be friendly. (Go to an appoint and be an ass and see how far that gets ya...)

PROFESSIONAL -- (Ummm.....Duh! I would hope you are professional...) Why would you waste valuable advertising space promoting something that the client is already expecting to exist merely by the fact that you hold the position that you do?  McDonald's food is safe to eat. Fords will help you get from point A to point B. My service is professional. See the problem??

HONEST -- See 'friendly' and 'professional'. (Again, this is expected of you already. Why waste your time trying to talk about something that is automatically implied?)

HARD-WORKING -- I have met very few agents in this industry that are not working hard. I have met a bunch that don't work very smart, but I think all of them work hard. Do you really want to be measured by how many more hours you will spend working for them versus how many hours your competition will put in? Or, would you rather be measured by how much more effective you are at selling homes?

Pretty much any word that you can use as an adjective about yourself falls into this category including knowledgeable, reliable, trustworthy (dear Lord, please don't use this one!!) etc...

Now, by the same token, there is a group of powerful words that can be used to deliver a better message about your ability and maintain the aspects of your ability that the client is already assuming exist within you. Those are:

RESULTS -- People are buying results when they hire you. It only makes sense to promote that fact in your tag line. You are hired to sell a home. That is a result that your client wanted. Bring that to the forefront so that other clients know you can deliver those results.

DELIVER -- Delivering something is hugely important. You are bringing them something they want. I order a pizza...I don't want to go get it. I want it brought to me. Bring me something I value and I will pay you for it. Do it well, and I will tell other people.

BEST -- Being the best at anything positive will bring you results. Be the best blogger in your area, you will get clients from it. Being the best at any aspect of your job gives the ability for you to leverage this aspect and you will get new clients coming to you because of it.

YOU -- If your advertising is a message to a potential new client, why talk about yourself? Why not talk about what they want? Using the word 'you' implies that a specific focus on the individual client and will create a connection between you as the agent and them as your customer.

GUARANTEED -- The value of a guarantee is implied by the client, not you. Offering something that is guaranteed implies that you are true to your word; you can produce a desired result and are willing to back it up. Guarantees provide that same feeling of confidence in your clients by removing doubt and potential risk.

LARGEST -- It has long been thought that there is strength in numbers. The size of an organization has typically been thought as being the 'safest' choice merely based on the size. Remember, nothing draws a crowd like a crowd. So, whatever you can say about being the largest in your market space will help you. It doesn't have to be the largest brokerage. It could be the largest internet presence, the largest service network, etc. (I do have to admit, I have a bit of a personal issue with this one. Biggest isnt always best. But, the theory behind this word still holds true...)

There are certainly more words that fall into this group, but I think you get the hint. Your tag line isn't about a catchy slogan or a cutesy jingle. It is your very first attempt at selling your client that you are the best choice for them. In order for this to work effectively, you should be talking about what THEY want from you rather than what you want to be seen as in their eyes. Talk about what the client wants...not about patting yourself on the back for possessing those same qualities they automatically assume exist merely based on the fact that you hold the position that you hold. Therefore, choose your words carefully.


Also...I admit...this post had nothing to do with bears. ;-)

Fan us on Facebook; Follow Clint on Twitter. Hit me up either way and I will be happy to connect with you.

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  2. Donna Derrick Ponte Vedra Beach, Jax Beach FL 09/19/2012 12:04 AM
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Show All Comments
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Jen -- Thank you so much! Im glad you liked the post. And yes...Ive seen some really good ones in my time in re.net world...and some really, really bad ones. ;-)

Aug 09, 2011 06:18 AM #2
Rainmaker
1,143,982
David Shamansky
US Mortgages - David Shamansky - Highlands Ranch, CO
Creative, Aggressive & 560 FICO - OK, Colorado Mtg

agreed good info and very accurate words of truth and wisdom.

Thanks for the post

Aug 09, 2011 06:21 AM #3
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

US Mort... -- Im happy you agree. ;-) Glad you like the post and you are quite welcome! Thanks for taking the time to comment.

Aug 09, 2011 06:24 AM #4
Ambassador
594,156
C Tann-Starr
Tann Starr & Associates, Inc. - Palm Bay, FL

Featured @ Club Chaos

Aug 09, 2011 06:57 AM #5
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Wordy C -- Love you, darling! So happy to be back in the 'Rain. ;-) Thanks for the feature!

Aug 09, 2011 06:58 AM #6
Rainer
273,482
Emmary Simpson
Las Cruces Homes and Land - Las Cruces, NM
Serving Las Cruces, NM

Dang. I was hoping for bears :)

Tag lines, slogans - whatever you want to call them - will make or break you. There were many times in my radio career that I had to help a client (individual or business) come up with a slogan. Some were pretty good (a transmission's shop slogan - Best Place To Take A Leak) and some were horrific.

The key - as you've mentioned - is including YOUR potential client in it. What's in it for them, how will they benefit. If you nail it, your gold. If you don't, you have to go back to the drawing board.

Aug 09, 2011 07:10 AM #7
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Emmary -- Yeah...no bears. ;-) Anytime you have the opportunity to reference a desired result in a client's mind, you win.

Best tagline I have ever seen -- Landscape rock company.... "Best place to get stoned" ;-)

Aug 09, 2011 07:12 AM #8
Rainer
5,380
Marci James
realtor.com - Adams City, CO
Industry Outreach for Move Inc.

Great post!  Obeo's tag line is "See You There".

 

Aug 09, 2011 07:49 AM #9
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Thanks, Marci! And, being a photo site, I would expect nothing less. ;-)

Aug 09, 2011 07:50 AM #10
Rainmaker
569,825
Bob Jakowinicz
National Realty Centers Livonia--Bob Jakowinicz - Livonia, MI
Michigan Real Estate Agent-- MI RE Adventures

O.K. now I have to go take a look at mine, lol.  Thanks this is just the reminder I needed to go back and do some site reviewing on my web-sites

Aug 09, 2011 08:27 AM #11
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

Hey Bob... ;-) HA! Glad I was able to help push a button.

Aug 09, 2011 08:38 AM #12
Rainmaker
189,766
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT

For those of you that wanted something in here to do with bears....

 

Here ya go! ;-)

Aug 09, 2011 10:08 AM #13
Ambassador
3,717,135
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Clint, I've just read two of you posts, and I love them.  How have you been around Active Rain so long and you are still a new-to-me blogger?  I just subscribed.

Aug 10, 2011 01:55 PM #14
Ambassador
3,717,135
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Hey, Clint!

  I included this post in Last Week's Favorites  Have a great Sunday!

 
 
Aug 14, 2011 05:10 AM #15
Rainmaker
2,772,797
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Super post.  as a previous marketing director, I couldn't agree w/ you more.  I here were some of the taglines of brands I worked on:

- How about a Nice Hawaiian Punch?

- The Best part of wakin up is Folgers in Your cup

My company also made

- If it's gotta ba clean, it's gotta be...

- Don't squeeze the ...

- The quicker picker upper

You might have heard of some of their brands.

 

 

Aug 14, 2011 05:48 AM #16
Rainmaker
1,082,280
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Clint, I so totally agree with you about the "...for life" tagline. Wasn't that promoted by one of the big coaches?

We were branded by our new company and they gave us a tagline which I'm not sure if it's really effective for us - it is "From Coastal to Countryside Homes" - it describes our area, but it doesn't say anything about us. I'm not sure it's a good RE tagline. The lady who developed it hasn't ever sold any real estate. She's very creative, but not a sales person. It has bothered me for months and this post really brings it home that it may not be the best tagline for us. Thanks for provoking thought on this subject :)

Sharon

Aug 14, 2011 05:19 PM #17
Ambassador
2,011,382
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Clint - This is one of those things that I've struggled with for quite a long time.  I'm still not satisifed at all.

Aug 14, 2011 06:05 PM #18
Rainmaker
227,826
Debi Braulik
www.roundrealestate.com - Maple Valley, WA
Selling Maple Valley to Fife WA Homes For Sale

Thought provoking post. I just heard a professional talk about this at my networking meeting. It's been on my mind and your post is driving the point home.

Aug 14, 2011 07:47 PM #19
Rainmaker
642,606
Dawn A Fabiszak
Private Label Realty ( Denver metro area, Colorado - Aurora, CO
The Dawn of a New Real Estate Experience!

Clint ~ I thinks some foks throw a tagline without much thought  just to have one.

Aug 17, 2011 04:46 PM #20
Rainmaker
321,041
Shanna Day Team Leader (UT & AZ)
Keller Williams SLC (UT) and Keller Williams Realty EV (AZ) - Park City, UT
Keller Williams Realty

I love creative tag lines and puns on business names.   We should be making a list here of great tag lines.   I like this tag line for a subdivision in Mesa, AZ.... "Villa Tuscano....Where You Want To Be".  

Sep 19, 2012 12:10 AM #21
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