Arts Entertainments

Positioning strategies for real estate agents

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 company.

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 the 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 let 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 become accustomed to when

your cold perspective. In fact, now they are the ones who are jumping hoops to

look for you in your domain. Man it’s always exciting to talk about

this!

Trust me, it’s 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 flyers from various real estate agents. Alone

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 what 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 this point

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? From

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

them through the entire process safely, in itself, will earn you a closed

negotiate.

You may need to make some minor changes to the way you do things,

how to explain the buying 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, you will be busy with so many referrals for others

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 before

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 to work 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

well.

Start positioning yourself today!

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