From Rupert Ganzer’s Flickr photostream.
I think real estate professionals are some of the most optimistic people I know. They tend to feel there is always a deal around the corner.
Regardless of what Realtors do, there will be a certain number of home sales and purchases in a given month. People want to make changes in their lives. They make decisions to move in, move out or move up.
It is timing that becomes most critical.
This is the problem that branding solves. When someone is ready to make a change, they either have someone in mind or start the search to find a Realtor that they can trust.
Now imagine if you are a Realtor, and you do a little bit of branding with mailers, internet marketing and networking. People are moving around and they may have liked to meet you or seen your face today. But they could be three months away from taking any action.
If you are not top of mind or able to be recalled in three months, then your competitor gets the business. That work of getting some initial attention was wasted.
If you are consistent in your branding, then you will get business when it is ready. You will increase your probabilities of being remembered, trusted and sought after.
In fact, smaller, more frequent campaigns will help you be considered for work that comes forth over time than a one-time big advertising campaign.
What matters is that you get into your buyer or seller’s mind. Then you have to stay there.
Branding is not just about being seen as better than the competition. Then you have to ensure you are set apart. It’s what John Morgan said, “It’s about being seen as the only solution to your audience’s problem.”
You can’t get every deal out there. But you can surely increase your chances by committing to being consistent. It beats the ups and downs most other Realtors will go through from being inconsistent.
