When branding you, or your business, it’s important to deliver a message that will make the potential consumer want to hire you. Your message should be personal but also relevant to what your company renders. When marketing yourself, a clear message will help you stand out amongst others within your field. So what steps can be taken to ensure you deliver a message that will properly help identify you as a trusted professional?
Ditch tooting your own horn.
“We’re #1!” “We’re the best at (insert service here).” Yeah, yeah, yeah… This doesn’t prove anything to the prospect. In fact, when anyone has to listen to someone brag about how great they are, this usually tends to turn most people off. There are ways to incorporate statistics into your message while passively boasting about your services; For example, a higher percentage of our clients have successfully sold their homes in under 60 days which is 30% lower than the average days on the market due to our (add in value proposition here).
Don’t be too vague.
Sometimes, it’s okay to be somewhat ambiguous; leaving a little to the imagination. But, as an entrepreneur, you want to steer clear of coming across as “confusing”. If your services are unclear, so is your message. In-turn, prospects will not understand why they should go out of their way to reach out to you when they don’t understand what you do.
Display value
What value can you offer to your client that will make you not only appeal to them but let them know you’re worth their time? Is there a specific process or method you offer that they can’t get by working with another agent? Are you, or all of your employees, certified to be performing the produced services? Do you have a personal connection to the work you do? The goal here is to stand out as much as you can by addressing the concerns your clients have by providing a value proposition. Rather than spending the whole time talking about yourself and your company, you also want to address their needs and make sure you present yourself as a remedy, and partner, to the solutions they seek. Although you’re going to be eager to sell, it’s just as important to practice being a good listener.
In-person representation
When meeting & greeting prospects, the way you come off to them is part of your overall message. The style in which you choose to dress, your body language, and how you speak to prospects (and what you decide to talk about) are all part of marketing yourself and your services. Conveying passion and exemplifying this with a backstory as to why you got into real estate, and how rewarding it is to help your clients, will leave them walking away with feeling more confident in your services and leaving with a sense of trust and certainty that you’re the right person for the job. It’s important to remember that they’re not just selecting your service, they’re selecting you.
Try not to bring-up your competition
Kindness goes a long way. With that being said, it’s important to stay away from trash-talking the competition as a tactic to have prospects choose you over them. If they bring it up, there are ways of honestly (yet diplomatically) addressing concerns that your clients may face when going with the competition. But, remaining calm and noble throughout your interaction with clients, and with your message, adds much-needed positivity to your brand. As a result, this shows exudes an excellent characteristic- making it more likely that they’ll go with you.
Michael Sema, CEO of Get A Rate, actually takes this step to the next level in a most unorthodox fashion. “Believe it or not, I actually recommend that clients interested in our services DO shop around with other companies. I want them to feel secure in their decision and if they choose to work with us, that means we’ll most likely be a good fit moving forward. I’ve also found that every client that I make this recommendation to returns to us; and it ends up working out rather well.”
So when creating a message, remember, you want to roll in a little bit of you along with your services. Keep in mind your core values, the company’s mission, your dedication to customers and why you have the desire to provide said services to others.
Thanks for reading!
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