will ever meet and (2) your client
will begin to see you as a member
of her team trying to reach the
same goals and aspirations as she
is, rather than just another Real
Estate Agent trying to sell her a
house.
One way you can do this is by
connecting features of the new
home your showing to benefits.
For example, you can show a great
photo of the house and then one
of the highly–rated elementary
school down the street and say,
“When you’re living here, Johnny
and Susie will only be a block away
from their new school, which
by the way, has one of the best
average test scores in the county.”
3. Your Brand Is Not Your
Marketing Plan
With the dozens of new
technology tools and selling
strategies available for Real Estate
Agents to use today, it’s tempting
to focus on them when you are
sitting down with a potential client
who wants to list her home. If you
are really good at putting together
and writing a MLS listing, or great
at taking photos and running funfilled open houses, don’t define
yourself with these marketing
strategies. All of the agents who
are in competition with you have
the same tools at their fingertips
and a few of them may even be
better at using them than you are.
Don’t misunderstand me. I’m not
saying that you shouldn’t mention
these tools to your client as some
of the methods you use; I’m simply
saying that you should focus on
you and the results your expertise
has brought to others and will
bring to your client. That’s your
brand. That’s what people buy.
In subsequent articles in this
edition we will touch on some
other important branding
strategies and issues.
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