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Make selling yourself superfluous...

By Caroline Fitzgerald - BestPreppedListings.com

Services for Real Estate Pros with Real Estate Client Prep

March 06, 2013 06:02 AM

"Marketing makes selling superfluous." - Peter Drucker

But...is that what you were taught about marketing?

Marketing and advertising and selling often all get lumped together...but they are totally different animals.

Telling your prospects why they should hire you is selling.

Showing them why is marketing.

Are you showing or telling?

Most agent sites tell.... they use credentials and assurances of superior service...

Few, very few agent site SHOW....but it's easier, it stands out more (because SO FEW are doing it!), and it's much more effective (you're instantly the trusted, go-to expert they want to hire!)

If you take an honest look at your website, and all your "marketing" avenues, are you showing or telling, and if you're telling, what can you do to change things?

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Barbara Todaro

RE/MAX Executive Realty - Happily Retired - Franklin, MA

Previously Affiliated with The Todaro Team

Hi Caroline.... I like to think that what I do everyday is a combination of showing and telling... I show what we do for marketing and what results from it..... and then I ask for the business.

Mar 06, 2013 06:07 AM

Caroline Fitzgerald - BestPreppedListings.com

Real Estate Client Prep - Richmond, VA

Hi Barbara - Sounds great! But my main point was agents' websites, rather than once they have the personal contact. Most sites are focused on selling rather than showing, and that really is a detriment to the agent... but just some minor tweaks towards showing can make a huge difference and win far more clients!

Mar 06, 2013 06:13 AM

Betsy Schuman Dodek

Washington Fine Properties - Washington DC Area Real Estate - Potomac, MD

SearchPotomacHomes.com

Caroline thanks for the reminder that both show and tell are important. I am not sure what my website would say. Can you give me an example of a "show" website?

Thanks,

Betsy

Mar 06, 2013 08:44 AM

Betsy, there's no need to give you any examples...your own website is a great example of "showing"not "telling"! It's a fabulius site with great business strategy. Your site is about providing valuable information and that's "showing. "

Right there above the fold you have FOUR separate options for providing value to your visitors (when most offer one, maybe two, but most often nothing at all.) The Keys to Your New Neighborhood is value...Your blog is not just about homes for sale, you've written valuable (and fun) articles in there.

Most real estate sites don't use the above the fold area to give, but you've got that nailed. Too many sites are merely pretty pictures and "why work with me" bios and promises. You, on the other hand, focus your most valuable business real estate (the above the fold portion of your site) on giving/providing valuable information that people not only want and need for their upcoming transaction. They no doubt remember you for that!

You've got a great site, Betsy! The only thing that would make it any better would be to have some sort of valuable offer (besides the CMA or email alerts) that they have to register to get (one example we offer is The Insider Secrets to Seling Faster and For More Money...what homeowner doesn't want that info??)...having an offer like that makes you stand out (few agents offer anything like that) and presents you as a likable, trusted expert AND you get their contact info and can continue the conversation and nurture them into eager clients.

Great site, Betsy! Thanks for commenting on my post so I had a chance to see your site!

Mar 06, 2013 10:06 AM

Make selling yourself superfluous...

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Caroline Fitzgerald - BestPreppedListings.com

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