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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