Let's face it we are selling the invisible. The American Dream. To each of us that is something different. It is an ideal, each buyer and seller has different hot buttons that will make them react.
If you haven't read Harry Beckwith's book "Selling the Invisible A Field Guide to Modern Marketing" I strongly suggest that you pick up a copy and read it. My copy was just returned to me and I started to flip through the book this evening before putting it away. In it he says "Everywhere, people are buying happiness, or the hope of it."
A light bulb goes off in my head and I know I need to share this here. Where to start with this book? Just telling you to pick it up won't be enough for most of you. In this book there are so many golden nuggets for us to take away and grow our businesses. Some suggestions that he makes in the book and what I took away from rereading it this evening:
- Assume your service is bad. It can't hurt, and it will force you to improve. Who among us couldn't improve in some aspect of our business?
- Make technology a key part of every marketing plan. You are here BLOGGING, you are committed to it already. How else could you use technology in your business?
- Say one positive thing, and you will become associated with many. If you are in doubt of this effect, just take a look at Rich Jacobson as a perfect example of this. His positive outlook just multiplies here at Active Rain...
- Ignore your industry's benchmarks, and copy Disney's. Definitely a leader in customer service and satisfaction. How can we in Real Estate take that and apply it to our business models? CREATIVITY! That is how...
- Big Mistakes are Big Opportunities. Had I not made several mistakes along the way I would not have learned to reach out and admit I don't know all the answers... I also had a golden opportunity to learn different business models and apply that knowledge to my current business plan.
- Building your Brand doesn't take millions. It takes imagination. How can you be different, easy to remember and most importantly memorable.
- Act Like a Shark -- Keep moving. Interesting concept, which leads me to my concept that buyers are in analysis paralysis. Waiting for the ideal moment could cost you...
- Create the possible service:don't just create what the market needs or wants - create what it would love. Examples of companies doing this -- Federal Express and Lexus. How would you apply their success to working with buyers and sellers?
- Familiarity breeds business. Spread your word however you can. There is a reason there are 8 x 8, 12 and 33 touch plans out there (don't know what they are -- check out the MREA Group here at Active Rain.) Networking, blogging are also great ways to get yourself known and assist you in spreading the word about your business.
- Marketing is not a department, it is your business. This means you can just rely on a marketing piece to get your message out. You have to be living, breathing it. It has to be part of every aspect of your business.
I encourage all of you to go out and get this book and read it. It is full of dozens of other ideas to help you market your business.
This information is provided by Colleen Kulikowski, Realtor. Colleen writes about the Florida lifestyle on several locations for the Orlando Avenue Top Team.