So I have a confession to make before I start - my friends hate me because I start sentances with things like "so I was re-reading crossing the chasm today (a 1995 book on technology marketing) and got really into how to define my customers, should I use B2B or B2C". If you still want to read this, go ahead. If you go ahead, do not make mean comments about how boring I am!
So how does Star Trek apply to your real estate business? In Star Trek, the good of the many outweighs the good of the few. This is EXACTLY what happens in Business To Business (B2B) marketing. You tell all the features of your product and people whose job it is to find new things dig deeper to see if it will help their company.
Real estate is not like that. Real estate is about the good of the few (or more exactly the good of the one). This is about your customer and their special need (a house, an office, land).
So what does that mean to realtors? You cannot sell your features!
Consumers are bombarded with Realtor messages like "multi million dollar producer". They hear "makes LOTS of money". This target audience doesn't understand that BECAUSE you are a multi million dollar producer, you have a database of hundreds or thousands to market their home to. They do not understand that you have the systems in place to get their listing in front of a really wide audience, or that you have the experience from all those transactions to get their home bought or sold with less time and fewer glitches.
Take a good look at your marketing, is your listing presentation full of me, my company, me OR is it full of how you can get their home sold. Is your buyer aware that since you go to broker's open houses you know the market and can craft an offer that will save them money AND protect them. Does you website speak to the person who failed at selling their home and is looking for a new tactic?
Good marketing does not cost any more than what you are doing now. Make sure the message you are sending is framed correctly for your audience!
PS - If you are a glutton for punishment and want to know even more, I wrote an even longer post about this same subject B2B or B2C - What great companies like Listingbook and Keller Williams are doing right (and wrong)...:)
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