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What Business Are You Really Working in
Right Now?
I
was listening to an audio interview
recently featuring marketing expert Jeff
Paul, and he said something during the
interview that I felt was both simple
and quite profound. He said, "No
matter what business you think you're in
right now, you're only in the business
of marketing yourself, your product, or
your service." Truer
words have never been spoken about your
business as a real estate agent. The
better you are at marketing yourself so
you stand out clearly as the agent your
clients and prospects want to work with,
the more money you'll make. It's that
simple. This
means that everything your clients and
prospects experience about you needs to
be truly outstanding. Your mailers, your
Web site, the people your prospects
interact with on your team and in your
office, the way that you dress and
present yourself, and the appearance of
the automobile that you drive, all give
an impression to the people you are
hoping to do business with. When you
look at each of these individual
components, are you sending the signal
you want to send to your clients and
prospects in each of these areas, or are
you sending a very different message? One
thing you should always remember as a
real estate agent is the fact that
you're constantly being compared to your
competition. And if you don't watch out,
it can be easy to tune out to how good
your competition really looks compared
to you. If your competition is
projecting a sharper, more impressive
image of themselves on an ongoing basis
throughout the year, what chance do you
really have when you go head-to-head
against them for exclusive assignments?
In situations like these, the image your
competitors have already been projecting
to your prospects for months or years
can have you be lagging behind them
before you even make your formal
presentation for the business. The
good news is that you can become the
agent your prospects continually
perceive as the best choice they could
ever make in a real estate agent if
you're willing to do what it takes to
make it happen. With this in mind it may
be time to take an inventory of yourself
and the image you're continually
projecting to your clients and prospects
right now. For starters, how many of
your ideal prospects even know who you
are right now? And if they don't know
who you are, or can't remember you, you
may really want to begin stepping-up
your marketing. There are many different
ways you can do this, but I feel that
sending out marketing pieces through
direct mail probably offers the best way
to continually brand yourself in the
minds of your clients and prospects
every single month. In
addition to this, are your competitors
projecting an image of themselves that's
better than what you're currently
projecting to your clients and
prospects? If so, how are they doing
this and what must you now do
differently in order to project the best
image of any agent doing business in
your marketplace? You may want to make a
list of the different areas where your
competitors are projecting a better
image than you and then write down what
you need to do in each of these areas to
outperform them. And
here's the bottom line...How willing are
you to do whatever it takes to brand
yourself as the one agent who stands out
above all the others in your market?
Once you become committed to doing
whatever you must to be the best agent
imaginable, your prospects will start
lining up to give you their business. 
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