The Quarterback On The Team Calls The Plays | It's The Marketing Agent

I’ve often written about the advantages of having a “marketing agent” available to a real estate agent or team. Not only does it free-up precious time for the agents, but it makes marketing easy for them.  What do I mean by easy?

The fact that an agent must promote him/herself in some way on each marketing piece is terrifying to many real estate agents. What will other agents think? What will some homeowners think about the style of that agent?

There are methods of marketing that are tastefully done and never cross the line. A well-versed marketing agent will think as the target thinks. The first step is to determine who your target will be for each piece being created. The target is called the “Avatar.”  Profile that Avatar.

If you do it once and the phone rings, it quickly becomes a habit!! Pavlov’s dog!!! Before I begin preparing a marketing piece, I think as the Avatar thinks. I market to that Avatar.  I make that Avatar want to meet the team member and interview him/her.   

It’s simple, and the reason it’s so simple to do is because I’m not doing it for ME.  I’m promoting other agents. It’s easy to promote others, i.e., “they can do this for you, too!”  It’s not my saying “I can do this for you, too!” Actually, I wouldn’t have an issue with that statement, but many would. It’s much easier to have someone else promote you.

The next time you prepare a marketing piece, think about what the Avatar is looking for in the way of service and how he/she thinks. Think about how you would converse with that Avatar, if you were face to face. Create one powerful statement that encompasses all of that conversation.  One Powerful statement.

Your phone will ring. If it doesn’t, you didn’t profile properly. Remember, you’re profiling without meeting. You only know the physical aspects, after doing a significant amount of research.  Present home; occupation; age; size of family; nationality; and as many other factors as possible.

The condition of the outside of the home is a good indication of the condition of the inside, more often than not. The condition of the vehicle the Avatar drives and the type of vehicle says something about the owner.

There’s more to preparing marketing than graphics and a catchy theme. Direct mail marketing is target marketing, and we target the Avatar. We profile first. All of this takes time; much thought and research.

Eventually, every agent and/or team will need the services of a marketing agent or team. It’s common sense that you cannot market with the magnitude that’s needed and devote time to networking plus appointments. Something will suffer, and you know it won’t be networking to secure appointments. You WILL have marketing gaps. 

Do you know who fills those gaps? The agents who have marketing agents working on their behalf. They have time to beat the pavement.

Just another thought for the moment…..

       

Barbara Todaro, sales manager of RE/MAX Executive Realty 

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038

508-520-9881

www.todarosellsfranklinma.com

Exclusive Marketing Agent for The Todaro Team

 

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