Yes, you ARE special!

By
Services for Real Estate Pros with Marte Cliff Copywriting

Every real estate agent is different, and while I'll be among the first to admit that some are non-agents and some are simply lazy louts who let other agents do their work, none of that variety hangs out at Active Rain, so I know I'm safe in saying "Yes, you ARE special!"

 What brought this on?

 Once again I find myself writing for an agent who simply doesn't believe it. I know he's doing something right because he's got the credentials and the production to prove it, but he doesn't believe that he does anything more or different than any other agent.

Thus, I'm writing a "personal brochure" that's about the company, not about him.

Yesterday I tried to talk him out of it, but it was a no-go.

I said "You want those prospects to choose you, right? Not just any agent at your company." He said yes he did, and that's why his name goes on the brochure. I even tried using examples and specific questions to drag some information from him. Nope. He says he just does what everyone else does. All he would brag about was his list of designations.   

Big sigh.

When I write agent bios I ask my clients to fill out a questionnaire - and most of the time they do have trouble with the last couple of questions. Those call for just a little bit of bragging. It's difficult because most of us have been trained since childhood not to "Toot our own horns." But in this case it's necessary. And besides that, it is good to know your own strengths - and to recognize where you excel.

For some agents it's educating the clients and making sure they understand trophyevery step they're taking. Others are spectacular at marketing listings, while others are master negotiators. Some can help with staging and others can help buyers recognize red flags that call for a specialized inspection. Others have "people skills" that enable them to help people during difficult times such as divorce or moving from home to assisted living.

I think it often comes down to what each agent sees as their most important function, so they learn more and try harder to do it exceptionally well.

After I read the questionnaires and talk with agents, I can usually spot that special something, and I use it as a kind of centerpiece for their bios.

If you don't know what makes YOU special to your clients, look harder.

And do feel free to use my questionnaire to help you in your search.

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Topic:
Real Estate Best Practices
Groups:
Real Estate Rookie
Services for Real Estate Professionals
Addicted to Active Rain
Blogs Happen...
Bartender, Make it a Double
Tags:
real estate personal brochures
agent bios

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Rainmaker
596,498
Nancy Laswick
United Real Estate - Phoenix, AZ
Your REALTOR® For The Valley Of The Sun

Hi Marte, sometimes it is hard to "brag" about yourself because as you point out we are taught from childhood not to blow our own horn and sound conceited. Thanks for sharing your questionnaire. Suggested

Feb 07, 2013 02:52 PM #1
Rainmaker
1,508,437
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Hi Nancy - You're very welcome. People have told me that it helped them see all the good things they had to offer to their clients. I hope it does the same for you!

Feb 07, 2013 03:36 PM #2
Ambassador
1,720,996
Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

marte - I think it would have been very difficult for me to complete it. I sort of understand your client :) I might feel the same way...

Feb 07, 2013 04:07 PM #3
Rainmaker
1,508,437
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jon - I understand his reluctance, but it bothered me that I couldn't get him to admit to a single thing that he might do better than the average agent. If he was average he wouldn't have taken the time and trouble to earn 13 designations - and he wouldn't have enough closed sales to have qualified for the CRS.

Maybe the problem with him is that he works with a whole lot of other top producers, so doesn't realize how sad it is when a client gets stuck with one of those "do nothing" agents.

Meanwhile... you were probably raised as I was - NOT to brag. I still struggle with that even though I know I MUST promote my business.

Feb 07, 2013 04:39 PM #4
Ambassador
2,736,118
Lenn Harley
Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate - Leesburg, VA
Real Estate Broker - Virginia & Maryland

I greatly admire that agent.

His focus in clearly NOT on his navel.

Feb 07, 2013 08:51 PM #5
Rainmaker
1,508,437
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lenn - No, it isn't. But he still needs to do a little more to promote himself. Even his website is all about the company.

Feb 08, 2013 05:00 AM #6
Rainer
61,084
Beth Spradley
Capital Real Estate - Tuscaloosa, AL
Selling Homes in Tuscaloosa and Birmingham Alabama

Marte, you post so much useful information.  Thank you!

Feb 08, 2013 10:41 AM #7
Rainmaker
1,508,437
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Beth - Thank YOU for reading it!

Feb 08, 2013 10:56 AM #8
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Rainmaker
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Marte Cliff

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