Communicating your value as a real estate agent

Some marketing resources are accessible only to real estate agents.

Many of us are familiar with MasterCard’s “Priceless” campaign, created in 1997 with the goal of demonstrating that the credit card is the perfect way to pay for “everything that matters.” So, in the spirit of clever slogans and everything that’s priceless to us: The feeling of joy you get from home ownership is something money can’t buy, but for everything else in the buying and selling process, there’s your Realtor.

Value proposition

Plenty of negotiating goes into determining the value of a listing, but there should be no question about the value of a Realtor. Unfortunately, many home sellers and buyers may not know how critical it is to work with a real estate agent.

Don’t miss an opportunity to communicate the value you offer as a qualified professional. The National Association of Realtors reports that more than three quarters of buyers and sellers believe Realtors are “very useful” sources of information. Still, as most agents know, that’s not telling the whole story.

Of course Realtors can provide a wealth of industry-specific information to their clients, but there are also marketing resources accessible only to agents. As the real estate professional, how can you tip the scales in your favor when buyers and sellers are making the crucial choice about who to work with?

When decision makers find you while reading a magazine or searching online, they are likely at what Jim Lecinski of Google refers to as a “Zero Moment of Truth” — see the book of the same name. As Lecinski explains, “ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service you’re thinking about trying or buying.”

It’s in this pivotal moment that buyers and sellers must understand how valuable real estate agents are. The service you provide is indispensable. Prove it to potential clients through marketing that makes this reality abundantly clear.

Bragging rights

  • You sold six listings last month. Congratulations! Now is the time to tout that success. Drawing attention to the listings you’ve sold shouldn’t be viewed as a way to take up space. In fact, it’s an excellent way to convey the fact that you were invaluable to six different happy clients.
  • The business of marketing looks different than it did twenty years ago. Maybe you know firsthand how much it has changed, but you’ve proven yourself more than capable of keeping up. Don’t hesitate to tell your story everywhere possible by completing your profile on websites like LinkedIn and Facebook. Need more space to tell your story? Create an AdEssential site that will link to your listings on
  • Additionally, consider your message and brand. Advertising just home listings doesn’t differentiate you in the clutter. A home buyer or seller wants to know why you are the expert to assist them in making a major decision. Track record is wonderful, but your brand is what will resonate!
  • Demonstrate your tech-savvy skill set by making the most of mobile marketing opportunities. For example, a prospect sees a beautiful house in Homes & Land Magazine. They’re in the right mindset, feeling decisive, but they could use a bit more information. If you’re using text codes on your printed listings, those additional photos of the interior and backyard can be accessed on smartphones via a simple text message.

Practice preparedness

The greatest generators of buzz are attracting interest through word of mouth — networking at events, moving in the right circles and meeting new people. All good things, for sure. One thing even affable agents may not be aware of, though, is that social interactions nowadays can be a matter of public record. Lecinski, our marketing guru from Google, points out that, “For the first time in human history, word of mouth is a digitally archived medium.”

Quick and convenient access to information isn’t getting any less prevalent. Just thinking about all the competition that’s out there may provoke a fight or flight reaction in some Realtors. If you choose to get in there and fight, it’s easier to rest assured when the right proponent has your back.

With Homes & Land, attractive listing flyers, social media syndication, virtual tours, text codes, QR codes and targeted direct mail are all part of your arsenal. With these tools at your disposal, generating buzz offline and online will only get easier, giving you more face time with clients and prospects.

Listing a dozen reasons why it’s wise to use a Realtor is a good starting point for communicating your value as a professional. Take that idea further by boldly going beyond the basics. Being prepared is the best way to provide a complete picture of everything you have to offer, but you should also be confident about how priceless your presence will be at each buyer and seller’s moment of truth.

Homes & Land Success

“Homes & Land is a great marketing tool for me and my clients. I gauge very carefully where inquiries come from; time and time again, qualified people contact me from Homes & Land.

“It is important for my clients to know that their property is being advertised as effectively as possible. Over and above a terrific local presence, Homes & Land reaches out nationally, in print and on-line. People inquire from all over the country on properties they have seen on

“In putting together my marketing plan for the year, and the specific marketing plan per property, I look at the media I know people use. Nine out of 10 buyers have Homes & Land in the front seat when they are physically looking for a home.

“I am confident when I put my listings in Homes & Land that I am getting the maximum exposure possible. My goal is to reach as many “real” buyers as possible. I am pleased to provide my clients the breadth and depth of my marketing knowledge and expertise.

“Homes & Land is a great partner for me in that effort!”

Lauren Stone WEBLauren Stone
Bean Group

Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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Filed under Advertising, Marketing Minute

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