b>The fundamentals of real Where do real estate marketers
estate marketing
go wrong?
Before we go into the best First off, they put a greater
practices of a personal marketing emphasis on technology than they
program, it would be a good idea put on the message that
to touch on the key elements that technology is designed to
make up such a program. Call it delivery. They also ignore the
"Personal Marketing in a fundamentals of persuasive
Nutshell." writing.
Marketing is more than just Why?
blasting the neighborhoods with
your farming pieces. It's about Because it's quick and easy to
how you present yourself (and how use a boilerplate message (that's
your company presents itself) to been used 50,000 times before)
prospects and customers. and simply change the contact
Effective personal marketing info.
combines elements of direct
marketing, public relations and Because of the herd mentality.
education. It is the sum of all
your informational parts. Because it's easier to imitate
than to create.
In this article, we'll be
dissecting the direct marketing Because "I've seen other agents
piece of the pie. Specifically, do it ... so it must work."
we will examine personal
marketing mistakes and how to The field is primed for a
avoid them. leader
As far as marketing goes, the different — leaps out at you
real estate industry is primed from the first line. It
for a breakout leader. The vast identifies your problem and
majority of real estate promises to solve it. It
professionals go about their addresses the questions burning
personal marketing, recruiting in your mind and promises to
and general communications all answer them.
wrong.
It offers something much more
Imagine how could valuable than the no-obligation
capitalize... consultation. It doesn't ramble
on about the agent's accolades
Picture this. You're a homeowner and personal philosophy. It's
in a bustling real estate market. written in honest, original
You get 15 direct-mail pieces language, like one human being
from real estate agents every talking to another. How
week. refreshing!
Fourteen of those postcards say Based on all that, which of the
the same thing, obviously 15 agents would you call? An easy
borrowed from some stock message decision, isn't it?
database somewhere. They use
worn-out phrases and talk about Why is it so important to get
"superior service" ... "the that first phone call? An NAR
utmost commitment" ... and the survey sponsored by the Gooder
classic "no-obligation Group (of Real Estate Rainmaker
consultation." fame) found that 74% of people
shopping for a real estate
But the last card — the one out professional go with the first
of 15 that tried something agent or REALTOR"® they call.
those fundamentals, which I do).
Apply the fundamentals to take
the lead I hope this illustrates how many
real estate marketers are missing
I'm talking about applying the point — and how much you
proven, tested fundamentals of could capitalize on this,
copywriting to your farming provided you have the right
pieces. If that sounds like a guide.
simple approach, that's because
it is (provided you understand
About the Author:
Brandon Cornett has worked as a copywriter, web writer and advertising manager within the direct mail industry. He now dedicates much of his time to helping real estate professionals market themselves effectively. His "Modern Guide to Real Estate Marketing" and his free newsletter are both available through his website: http://www.ArmingYourFarming.com
Source: www.isnare.com
