Hello! For my first blog entry, I would like to share with you an interesting new look at a universally accepted marketing technique. I recently attended a seminar for Multi-Million dollar producers, where one of the featured speakers gave a presentation on the use of agent photographs on marketing materials. Most agents, myself being one of them, have their best glamour shot on their business cards, flyer's, web site and mailings, just to name a few.
For years, this has been the accepted norm. The use of your photograph identified yourself and personalized the message you are trying to convey. Well, it seems that this speaker has quite a different take on things. It is his belief that using your photograph, especially on mailers, has a negative effect on the recipient and is more likely to be placed in the trash can without so much as a glance. He went a step further though, elaborating that the recipient of your personalized mailer would be resentful and would feel that you had intruded into their home unannounced! Now that is thought provoking. It made me think about this from my perspective as a homeowner. I regularly receive mailers from agents, announcing their latest listings and sales. Personally, I do look at these before “filing” them. One agent in particular has information about recent sales of historic properties, his area of expertise, which I find very interesting. Now, I will be the first to admit that as an agent, I may be more interested than the average homeowner and it is rather nice that the competition delivers their marketing materials to my front door! But I still wonder, what does the average homeowner think? I would love to hear your thoughts on this as I am skeptical of what I heard from this speaker. I believe that using your photograph on marketing materials is establishing brand recognition. No one else has your face, nor can they copy it!
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