Often, new agents come to me asking about "image advertising." This is a term they've seen in marketing materials and theywonder about it. Is it important? How expensive is it? How do I go about it?
To answer the first question, "Yes, it is crucial!" Why? This might be a long answer to a short question:
There are a alot of Realtors out there. To the consumers, we are all indistinguisable at the outset. Surveys tell us that buyers run into at least 17 different Realtors before choosing the one they will work with.
A positive and memorable image helps to set us apart. It helps them to remember one of us and seek us out when it comes time to get serious about buying or selling a home.
How do we build that image?
First, you must be memorable, different.
It's important to remember that we all have an image whether we mean to or not. You can find out what it is if you know how people finish the sentence, "She is the one who ________________" or "He is the one with ______________."
The way we dress could be one component. Perhaps we have a memorable style of dress. I know of one Realtor who always wears a red bow tie. People remember that. Some Realtors have their pictures taken with their dogs, their horses, their kids. Some wear flambouyant clothes or hats. Whatever the style, if it is memorable, it will work.
Second, you must be consistent. You can't put on a bow tie one day and wear a golf shirt the next. You must always sport the feature that distinguishes you from others.
If you use a slogan, you must always use it in advertising and conversations.
Third, it must come naturally to you or be easy to fake. Since you're going to be using it all the time, it must not conflict with your basic, natural personality or style.
Fourth, don't worry if it is slightly corny. Corny is memorable.
Think of agents who are instantly recocogbizable through a slogan or a style. Who are you thinking of? What is it about their image that works?
What ideas do you have for building a personal image?
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