Today, unless you stand out from the ‘generic’ agent, you have little chance to capture the client’s trust and loyalty. But, how do you do it, and, how do you avoid common mistakes?
Get Some Hints from the Big-Bucks Advertisers
When our son Chris was small, we’d go to the grocery store, walk through the aisles, and hear Chris say, “I want this cereal because it will make me strong.” He was a veritable walking commercial for the products he saw—and wanted! Wouldn’t it be great if our clients were the same way? We can help them sing our praises, but we must know the marketing “rules” and do it right.
Two Big Agent Marketing Mistakes
- Getting the malady ‘sloganitis’. It may work with a four-year old (my example above), but it doesn’t work with adults—and it sure doesn’t work in the world of professionalism.
What’s sloganitis? Using a worn-out phrase to portray who you are and what you do. For instance, many agents use with their advertising the phrase “Expect excellence.” If that were true, thousands of agents would actually be ‘excellent.’ Excellent at what? That’s a set-up. Also, the public doesn’t just believe that you are going to provide excellent service just because you say so!
Drop the redundant, tired phrases. If you can’t think of a really great one, don’t use one. After all, your doctor doesn’t advertise by saying, “Number one in gall bladder operations” (at least, I hope he doesn’t!). Your name can be enough.
2. Over-promising. “Don’t worry. I’ll take care of everything.” “There will be hundreds of agents showing your home”. “I know that your home will sell quickly.” There are over fifty people involved in the sales process. You simply can’t control every one of them and ‘take care of everything.’ You are over-promising. Guess what happens when you over-promise? You are fated to ‘under-deliver’. The client loves you at the beginning and hates you later.
This is the old sales pattern, isn’t it? Instead, ‘under-promise’ and ‘over-deliver’. That way, you will get glowing testimonials and solid return and referral business. After all, you’re not a slogan or a magician. You’re a trustworthy salesperson. Be sure your personal marketing portrays that about you.
For detailed information on promoting yourself effectively (and avoiding bragging), see Your Professional Portfolio, now in its third edition. This resource increases self-confidence, provides credibility, and forms the foundation for a trusting relationship with clients.
