If you’re like most people, you think like most people. Perhaps that’s why you remain the same as most people, working the same ol’ hours and making the same ol’ money. All because you’re doing the same ol’ things and hoping something will change. It’s not going to happen.
Albert Einstein once said, “Insanity is doing the same thing over and over again and expecting different results.” So, if you really do want more money, more sales or more success, you have to do something different.
The problem however is that most entrepreneurs and business people I meet want to do the same ol’ things all the time. They are afraid to try something different. A case in point lies in a recent consultation I had with a real estate agent.
The agent wanted me to help them “farm” (build business) in a neighbourhood. It’s what most real estate agents try to do. And it’s the surest way to mediocrity.
It kills me to see real estate agents spend time and money trying to farm a neighbourhood – especially a neighbourhood that already has an umpteen number of agents on the prowl. And if there are already a number of agents in your target area, why on earth would you spend time and money to get a little piece of the pie.
If you’re going to spend time and money, put it to good use and don’t merely farm the neighbourhood, dominate the neighbourhood. Take no prisoners and get the most money you can out of the neighbourhood.
You’ve got to Think Big to Win Big.
There are more than enough strategies on how to dominate a neighbourhood by more than enough, self-professed Real Estate gurus out there. Who do you listen to? One will say, “Send out postcards every 2 weeks.” Another will say, put an offer on your postcard like, “Free market evaluation” to get a response.
Personally, I’ve spent over 25 years in the marketing/advertising field, which has taught me one thing: everything starts with your message. The wrong message will get you nowhere. Even worse, it will start to position you like every other real estate agent out there. And pretty soon, you’re simply a part of the pack. Welcome to mediocrity.
If you want to dominate a neighbourhood, you must differentiate yourself and stand out from the crowd. As I always say, “Be different. Stand out. Get Noticed.” Here are some tips that can help you …
1. Niche yourself
To stand out from the crowd, you must find a niche. You can be condo man (or woman), or the king/queen of Forest Hill (put whatever neighbourhood you want in here). Whatever it is, just make sure you differentiate yourself from simply being a real estate agent. Don’t be the same as everyone else.
2. Socialize your neighbourhood
Get social. And that means social media in every form. Remember, people start their search for a home or agent on the internet. So, be there when they come looking. Build a small website (with links to your main site) on the neighbourhood with a blog about local events/people. Have a sign up form and offer prospects a community report on homes (for example) in order to capture their contact information.
3. Message your neighbourhood
Drive traffic to your new local website. And don’t, repeat don’t, send out a postcard with your photo and a headline on it like, “#1 in Sales in the Neighbourhood.” That message only serves to keep you looking and sounding the same as every other agent out there. And guess what? Nobody cares. Instead, try a postcard with a simple, teaser headline that arouses peoples’ curiosity. Perhaps something like … “Do you know how much money you’re sitting in right now?” And then place a link to a page on your website where they must go to get the rest of your message. Use the teaser to drive them to your website. Start to engage your target market.
4. Build your relationship
Become the number one source for information on the neighbourhood. Be cool and build that relationship with everyone. Send people a message every time you do something cool. If you sell a home, don’t send out a postcard with the message, “Just Sold.” Everyone does that. Remember, your message isn’t “You sold a home.” Your message should be how you helped a family realize a dream. Let them start thinking how you might help them realize their dream. Similarly, your message isn’t about you found a buyer a home, but rather, you welcomed new and wonderful people to the neighbourhood! Touch people’s hearts and your message will resonate forever. Got it?
J. Brett Abbey
The Message Master
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