Why Saying You Are Better And Different Is Not a Wise Choice In Real Estate Marketing

Why Saying You Are Better Than Others Is Stupid. Especially If You Aren’t

better-than-you-realtor“Soaring above the rest”, “Why we are different from the rest”, “We answer our phones” – and so many other ways some of us advertise come across as passive aggressive, heck, sometimes plain aggressive.

A friend told me: I don’t want to be known for what I am against, but what I am for. Negative notes often speak to our ego. They reflect our immaturity. It’s one thing to address something wrong done by others, another to use a blanket statement to the rest of your competition. What will push you above the crowd is the respect of others, never just your own promotional efforts. The bullshit radar is so very sensitive right now among all generations. We spot arrogance, we see when someone lies and we don’t want to deal with them. Rolling that way online only magnifies things.

It will take someone 5 minutes to check on your real presence online, your work and your reviews. If there isn’t much to show then your statements of being “different” are foolish.

So how do you promote yourself correctly?

The simple answer is that you don’t just promote yourself. Today’s marketing is offering help and telling a story, providing service and education about product. It is not blasting mass emails to 1000 addresses you just bought and then try to immediately close, churn and burn style. Today it’s give, give, give, politely ask. Love them to sale. And I see more and more professionals in Altanta and Metro area doing just that.

Practically speaking

1) Like Gary Vaynerchuk says: become self-aware . What are your strengths? How can you use them in your business?
2) Decide how much of personal life you want to share with your audience. But share some.
3) Don’t just push your listings on your wall. Start thinking like your clients, what do they really want from you?
That’s right, they’ve already seen all new listings, maybe even those you yourself haven’t seen yet. What is your value to your client? Define it, package it, offer it.
4) Thank before you bank. Your past clientele is your best advertising tool. Take a selfie with your happy buyers or sellers. Help them move in. Ask for a positive review.
5) If you do something much better than others, don’t say so. Simply show it and offer it. “I love making property videos for all my new listings! Love to show to my community what’s new for sale in the neighborhood! Follow me on YouTube, new listings coming this week!” – Something like this is positive and offers value.

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