Part I: Your Message
Marketing is a powerful tool in selling your brand (which is YOU and your business). It’s not the same as advertising.
ad⋅ver⋅tise – verb
1. to announce or praise (a product, service, etc.) in some public medium of communication in order to induce people to buy or use it: to advertise a new brand of toothpaste.
2. to give information to the public about; announce publicly
mar⋅ket⋅ing – noun
The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
Marketing means constructing a compelling message, identifying key distribution channels that will reach your prospects and delivering your message on a consistent basis over time.
Constructing Your Message
The secret to successful marketing is to know your audience, period. Consider what you offer that will impress and motivate potential customers to contact and select you over other agents. Start with your “elevator speech.” In other words, if approached on an elevator with limited time to communicate to a potential customer what business you’re in, what would you say? (Remember to consider their interests and concerns).
Dale Kurow, career and executive coach [dalekurow.com], says “An elevator speech is a short (15-30 second, 150 words) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness, focuses on the benefits you provide, and it is delivered effortlessly.”
“I’m a real estate agent specializing in lakefront homes” or “I’m a real estate agent concentrating on historic homes.” These two elevator speeches provide potential customers with a vision of your expertise and make you more memorable than the “real estate agent” they met yesterday.
To be most effective, your message must be included in all your marketing – from magazines and websites to yard signs and business cards. Use your elevator speech in your ads to position yourself as the expert of a particular area, “Your Betton Hills Neighborhood Specialist.” A consistent message and well-designed advertising will have homebuyers and sellers thinking of you first, especially if they are interested in the Betton Hills neighborhood.
Also, make sure all ads include your contact information and your website.