We’re not talking about an agent who’s popular with other agents and clients but someone who has the stature of being regarded by the residents within an agency’s primary draw area as the ‘celebrity agent’ – the property market expert of the area.
One of the strange anomalies of the real estate industry is that many agents are great sales people, but mediocre marketers.
If you find it hard to believe real estate agents tend to be poor marketers give consideration to the following:
- Few industries have the level of parity marketing that real estate has. Parity marketing is when the businesses in an industry competing against each other, all look much the same and market their products and services in much the same way. Sometimes there’s a little variation in how properties are sold but it’s quite rare to see innovation in how real estate agencies are presented to the public with a view to establishing a market position that differentiates and builds a particular perception of an agency or franchise. The only serious attempt at innovation we can recall was that initiated via the Jenman System some years ago and though it continues, it has to be said the impetus of its differentiation seems to have been watered down and lost.
- Furthermore, we would suggest that if a newsagency, maybe employing one or two people within a community was to close shop a considerable degree of concern would be expressed. If a real estate agency employing half a dozen or more people was to close its doors it would hardly be noticed. Why? Most real estate agencies do not receive the level of esteem from the general community they deserve because they have little involvement in people’s daily lives and their marketing fails to build their stature with any degree of significance.
What would it be like for you as a real estate agent:
- If you had a level of prominence in people’s lives so all home owners in your agency’s draw area were aware of you?
- If the residents in your agency’s draw area regarded you as being different to other agents in the area?
- If they regarded you as being the expert – the authority on local property matters?
- If they regarded you as being a significant part of their lives and of the community?
- If they appreciated you for your contribution to their lives and to the district as a whole?
- If they came to you as first choice because they regarded you as the area expert, they respected your opinion and valued your advice?
Is it possible for you to have this level of significance?