“It’s not about me, it’s the level of service I provide”. This is something I knew when I was a title rep. Real estate agents and loan officers worked with me [in part] because I could help them build their business, the other part was the fact that I was accountable and certainly personable [Wink]. If I said I would get something [documents, paycheck] to a real estate agent by a certain time, it was there.
You could of said it was about me. It wasn’t, it was the level of service I provided. When I would compete with other title reps I knew I could usually take their clients [if they agreed to meet with me] if I could provide the level of service they were currently receiving from their title company AND something else. Great service AND help building their business. Great service AND consulting/marketing help, Great service AND saving them time and/or money.
I called it “and 1″. “Mr, real estate agent, if I can give you the same level of service you currently have OR better AND I can help you with X, would you be willing to give me your next escrow?” Knowing what you know about the state of service in the title industry, what do you think the answer was?
I knew it was not about me. I didn’t get caught up in “it’s all about me”, at the end of the day, I was pairing the real estate agent with an escrow officer, if the escrow officer dropped the ball or didn’t provide great service, I was screwed. Yes, I could usually get a second chance [because I had a skill real estate agents wanted - WordPress, Video, Optimization, etc] but it was not about me.
Today, when I teach real estate marketing classes I start every class off with a question: “Can I Be Honest With You?” The real estate agents look around at each other with a confused look on their faces as if they are thinking “of course, what kind of question is that?” It is important that I get their buy-in before I let them have “it”. “It” is usually something along the lines of “your marketing sucks and here is why. . .” but it’s also about this fact: It’s Not About Them.
Real state marketing is funny to me. It’s what I call Me, Me, Me marketing. Airbrushed picture on everything – business card, signs, car magnet, postcards, flyers, and it usually looks NOTHING like them! You would think selling real estate is all about the real estate agent! It’s Not. Can I be honest with you? If the answer is YES, watch the short video below.
Change your real estate marketing. If your marketing is about YOU, it can’t possibly be about the consumer. Your dentist doesn’t have an airbrushed business card, arms folded, holding his tools with caption “making the world a better place, one tooth at a time!”, your plumber doesn’t have his picture on his business card either, plunger in one hand, snake in the other – grinning from ear to ear “for all your plumbing needs!”. The sooner you realize your real estate marketing is NOT about YOU, the better off you will be. Think about your ideal client and create a message they would find value in. Not about you, but about THEM. It starts with getting your message found online. I can help.
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