“Who you gonna call?” is a line in the lyrics of the popular movie “Ghostbusters.” It has one of those crazy tunes that can get stuck in my head. The application to real estate is by the creation of brand awareness when people have a real estate need or referral, who do they think of? It should come as no surprise that people will think of the real estate agent that they know best. Or perhaps markets the most. One of the key objectives to an agent’s success in the real estate industry is to not be a secret agent.
It often is the case that most people know several real estate agents. This is true for other professions as well. For example, we are friends with several CPA’s, insurance agents, financial advisors, attorneys, restaurants owners, car dealers and numerous other service providers and professionals. Marketing gurus have metrics on how to create top-of-mind awareness. It is a key component to build and grow a business that sustains long term success.
There is a part of the brain known as the reticular activating system (RAS). It is the portal through which nearly all information enters the brain. It serves as a filter for incoming data and affects what a person focuses on and thus remembers. People are bombarded constantly with messages so the RAS is like a bouncer that determines what is important and what should be stored away. It files away what may be useful later on. This is where being top-of-mind as a real estate agent becomes important. The idea is that when a person has a real estate need or question or knows someone who does, which agent do they think of that can meet that need.
An example of the phenomenon is when people begin the process of buying a new car. All of a sudden it seems they see cars they are considering everywhere. They start to pay attention to advertising and media and are pleasantly surprised when in conversation other people too have information and interest in the car purchase. This is the RAS at work. The marketing presence more than likely was always there; the person just didn’t notice it. To achieve success as a real estate professional requires being relevant all the time to the public. And that is accomplished best by being known as a market expert, someone who has consistently demonstrated knowledge and the ability to market and sell houses and represent purchasers well in those transactions.
When the occasion arises, who will you call?
Karen Briscoe and Lizzy Conroy and their team HBC Group at Keller Williams are active and experienced Realtors® in the Northern Virginia, suburban Maryland and Washington, DC market place. We are happy to be the ones you call, whether for home buying or selling. Please contact via the means most convenient for you: www.HBCGroupKW.com, 703-734-0192, Homes@HBCGroupKW.com.
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