Let’s talk about messages used on marketing materials. The easiest example for me to use is direct mail marketing postcards. I do a new theme with each mailing. I never use the same postcard twice.
The message is always a positive one. Nothing negative is said about other agents or offices. Nothing that compares us to any other listing agent. If it’s a production chart, I use Agent #2, Agent #3 and so on. The numbers are real, and there’s a disclosure on the postcard relaying that not all data is in MLS.
When a homeowner receives a mailing that cuts the other agents at the knees, they are not in a rush to call you. The only thing a potential seller is interested in knowing is what you will do for them. They want to know who you are; what you do; and how well you will do it for them…. Period!!!
They want to read a postcard that shows and relays that you know what you’re doing. Every postcard I mail states on the backside our latest slogan which is “Decades of Listing Franklin Homes.” That shows that we have experience, and the town of Franklin is our marketplace.
We know how to market because they see it every single month. “Consistent marketing” is what many of them say to the members after they enter the home. I LOVE HEARING THAT WORD….. CONSISTENT.
Homeowners are always watching. They know what they want, and when they find the right pieces of the selling puzzle, they call and the puzzle is no longer a puzzle. It’s a Listing!