I was recently asked to give a talk for my good friend and co-author.
from our best selling book in Singapore titled Get Rich Now: 15
Strategies of a Self Made Millionaire, Dr. Dennis Wee. (Dr. Wee is one of
The most famous entrepreneurs in Singapore. Despite not having completed his
secondary education, he managed to start and build his own
real estate company, Dennis Wee Group, to become one of Singapore’s leading real estate
real estate companies that generated sales of S $ 3.8 billion in 2006.)
I wanted you to share some marketing secrets with your real estate agency.
agents and I was more than happy to do it because I think there are so many
more than agents can do to rank, qualify, and market their services.
Sadly, most agents, whether in real estate or financial services
(insurance) or any other industry, they tend to see themselves as a
seller. This perception of themselves is limiting their growth and income!
Thinking that they are only sellers, they do not see the
possibilities to grow their careers into whole businesses. exist
many more benefits for someone to think big and build a great business,
compared to simply existing and earning a living. Donald Trump said: “Yes
you’re going to be thinking, you might as well think big. “But that’s
another topic for another session.
Below I will show you some detailed examples of how an agent can
differentiate yourself through simple branding and positioning
strategies that I have used with other clients with great success.
Many people perceive that being an agent in any industry is like being
a salesman. Someone who is always competing with everyone else.
thousands of vendors in the industry. To a certain extent, it is correct.
Those other agents are also looking for the same offers as you. That
it’s a question of who gets the deal first. So they go relentlessly
out there to cold perspective.
Now, I’m not a fan of cold prospecting. For me, cold prospecting is
like banging your head against the wall, waiting for it to collapse before you
it starts to bleed … most people end up very disappointed. Why
Do you think new agents don’t last long? I strongly suspect that it is because
They realized that their heads cannot go against the wall.
But there are ways to change the situation. In my talks I like to ask
the audience: Would you rather work hard and search for prospects, OR
Would you rather have your prospects search for you?
The answer is obvious.
But more than having less work and an easier time, there is
Deeper psychological benefits of being able to let your prospects search for you
instead of looking for them cold. Simply said, when you search
someone, will be open to the ideas, advice and experience of the person.
That’s why you seek it in the first place: to become an expert.
Advice.
There won’t be the wall of resistance you’ve grown accustomed to when
your cold perspective. In fact, now they are the ones who are jumping the hoops to
look for you in your domain. Man it’s always exciting to talk about
is!
Believe me, it is a completely new paradigm. Imagine you become a celebrity
overnight and people are trying their best to get in touch
with you. Think stars of reality shows like Survivor and American
Idol … It’s that powerful!
So how can you do it?
Let’s look at a typical scenario:
You’ve probably opened your mailbox day after day just to
find it filled with stacks of brochures from various real estate agents. Single
take a closer look. You will notice that they all claim to be the
“specialist” in the area. Now if everyone is a specialist then they do
It matters who you call. Absolutely not!
“But I am different from the rest. I have more experience, quality,
etc … “protests.
Let me be honest. It doesn’t matter who you are or which one you are
the bottom is. If potential customers don’t recognize you right away, just
like everyone else. It doesn’t matter how different you think you really are.
Repeat after me: if you are like everyone else, you are a non-body.
Remember: this is their perception, not yours.
So instead of being just another specialist in the area, be different. Up to now
I have not come across any agent who positions himself as the
specialist in serving “first time home buyers”. Do you think it is powerful?
Absolutely!
First-time home buyers are inexperienced. They don’t know what to do
wait, how will the whole purchase process be, how long will it last
take, what possible setbacks can occur, etc. They are in a place where
they don’t know what they don’t know. Do you think they have different
needs / concerns compared to those who have bought a home before? Of
race! If you can earn their trust, do you think they will seek
For someone else?
The point is this: you have the information that first-time buyers are
looking for (in fact, all real estate agents should know these
information). But letting them know that you are the expert who can guide
through the entire process safely, in itself, will earn you a closed
treatment.
You may need to make some minor changes to the way you do things,
how to explain the purchase process more thoroughly, go through the
essential details that you normally won’t need with experience
buyers, etc. But all this will help you cement your positioning and
branding as the expert to serve first time buyers. And once your brand
comes out, it will be busy with so many referrals for other
buyers. Is the first-time buyer market big enough for you?
Once you’ve established your brand, it’s easy to market your
services. You can easily get the publicity that used to be impossible
for you. If the media wants to get an opinion on what they buy for the first time
think about a new housing policy, who are they looking for? They are going to
interview the expert (you). And after appearing in the media, you will have
gained even more credibility. Can you see how this will turn into a snowball?
your earnings?
It all starts with creating a powerful positioning, branding and
marketing strategy suitable for you.
What other positioning can differentiate you? What if:
o The real estate investment expert (investors love working with
who understand your investment needs, someone who is not just another
agent); gold
o Specialist in divorce cases (they definitely have different needs like
compared to regular buyers); gold
or degraders or enhancers; gold
o Serve only those looking for luxurious, high-end homes worth $ XX
quantity and more (your service, of course, should reflect that); Y
o Many more!
As you can see, it is critical to create powerful positioning to get
your prospects to start searching specifically for you. I assure you that I am
He is not an expert in the real estate industry. But I am an expert in
positioning, branding and marketing. These same principles can be applied in
other industries, such as the financial services industry, perfectly
good.
Start positioning yourself today!