You've probably read articles advising you to pay attention to what the top agents in your marketplace are doing, then copy them. In some ways, that's good advice - although no one should aspire to merely be a clone!
This morning's email from eleanor@kreativcopywriting.com offered a twist on that advice that I thought was worth sharing.
"Stop studying what your competitors do right.
Study what they do wrong.
And then fill that gap."
"Alternatively, look at something they do (and you do too) but they don't highlight."
I agree, at least partially. I think it's wise to highlight things you do that every 
agent should be doing. However, my years in real estate showed me that many agents don't do the things that you see as routine.
That's why I always encourage real estate pros to mention them in their marketing.
When writing agent bios, I include simple things like:
- Returning client calls, emails, and texts promptly.
- Listening well.
- Taking time to answer questions and explain real estate forms.
- Pointing out drawbacks as well as benefits when touring homes with buyers.
- Keeping clients informed at every step from agreement to closing.
Because not all agents see these things are part of their job, some potential clients may have had bad experiences with agents who skip them.
Studies show that one of the major complaints consumers have is being ignored by the real estate agents they've hired. That means stressing details of your personal service is important.
- What are your competitors doing wrong?
- What do they do right that you do even better?
Think about that, and include highlights of your routine service the next time you write a blog post or a marketing letter.
And it doesn't have to be complicated either.
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