Spruiking about massive property prices might seem like a great marketing idea, but it’s a tactic that can have the opposite effect. Branding specialist Imogen Callister explains how to position yourself as a world-class agent without bragging about how great you are.
When it comes to real estate agent marketing, there is a fine line between self-promotion to help you find your next listing and egotistical branding that makes buyers and sellers distrust you.
With the rise of social media, we are seeing some incredible transformations in our industry when it comes to marketing.
Social media allows you to gain access to the world’s largest audience.
It also brings to light some questionable marketing tactics.
Don’t get me wrong, as an agent your role is to mediate between two difficult parties, and you have to apply for a job every day when drumming up new business.
Creating a world-class personal brand strategy and marketing plan is vital for agents to build a thriving business.
You must use a strategy that connects with all property seekers to shape your customers’ expectations and perceptions of you.
I want to share with you the keys ‘dos’ and ‘don’ts’ when it comes to creating a world-class brand.
SHARING SALES RESULTS YOU HAVE ACHIEVED
Do
Share key market performance and solid sales results in your marketplace.
Don’t
Promote that your achieved hundreds or thousands of dollars over the reserve price.
Why?
Have you transacted property before? If you have, you’d know your buyers may become your sellers.
The tactic of spruiking, “We sold this home $600,000 over the reserve,” is distasteful and a great way to leave a sour taste in your client’s and buyers’ mouths.
This is a marketing tactic I’ve seen a lot lately with property prices soaring across Australia.
Ask yourself what your buyers and seller s feel when they see this sort of marketing?
- Lied to
- Builds lack of trust in our industry
- Underquoting comes to mind
Buyers and sellers can significantly affect your agent brand by leaving online reviews or talking about you in your marketplace.
While you have achieved an incredible result and want to share that, use data, such as price growth across the marketplace this sale result has achieved, rather than marketing a buyer paid way too much and your vendors are richer than ever.
Do
Talk about key insights you see in your market.
Don’t
Talk about your results you have achieved as an agent.
Why?
Have you ever seen a market wrap from an agent online, and they start talking about how great they are and the results they have achieved?
They might talk about how many people attended their auction or how many sales they made this month.
To be blunt – nobody cares.
Especially not your potential sellers or buyers.
When developing a personal brand, you want to showcase that you are a leading authority in your core area.
Be the real estate Google in your marketplace.
Share essential insights on how the market is performing and what they need to know right now if they are looking to move.
Use statistics such as median prices and average days on market.
Share key information and advice on what sellers and buyers need to know right now in a particular suburb.
Taking this approach positions you as a world-class agent without bragging about how great you are.
No one likes an egotistical agent.
PICTURES OF SIGNBOARDS AND PROPERTY PHOTOS ON YOUR SOCIAL MEDIA
Do
Showcase awesome photos and video content of yourself with clients loving what you do and celebrating results.
Don’t
Put up photos just of a property or take a picture of a signboard and slap it on your social media.
Why?
There are two industries that get to call their clients ‘users’.
There is the drug industry, and there is the digital industry.
Social media is about connecting people, not about connecting property.
Always ensure you leverage your personal brand by being in the content.
Think of an agent who markets themselves well and look at their social media.
What do you see?
Them.
You are a brand.
You need to constantly market yourself as an agent, but every time you do, make sure you’re showcasing that you love what you do, not how great you are.
I promise it will transform the way property seekers perceive you.
