How do you describe what you do when someone meets you for the first time? Let’s say, for example, you’re at a local community event with your kids and another parent asks, “So, what do you do?” How do you respond?
Most agents don’t give this a second thought. They automatically reply to friends and their real estate leads with something like, “Oh, I’m an Agent with ABC Homes.”
If you respond that way to acquaintances or the leads you’ve entered in your Agent CRM, you’re missing out on a huge opportunity to position yourself as a helpful, knowledgeable expert — someone worth calling or referring.
Think about it. What message are you communicating when you say, “I’m an Agent?” That you’re the same as the dozens, or hundreds, of other real estate agents in your area. That you’re just one of a crowd. Is that the impression you want to make?
Of course not.
Your Real Estate Marketing Message: How to Begin
So what should you say when you introduce what you do to acquaintances, prospects, and others you meet in your business and personal life?
As a Referral & Repeat marketer, you need to plan what you’re going to say in advance. In these situations, you will have about 12 seconds. That translates into approximately 10 to 20 words. Marketing experts call this “your 12-second marketing message”.
An effective 12-second real estate marketing message doesn’t merely describe what you do. It emphasizes what you do for your clients.
[stextbox id=”info”]”An effective 12-second marketing message emphasizes what you do for your clients.” [Tweet this][/stextbox]
Here are a few examples:
“I specialize in helping first time home buyers find and finance the home of their dreams.”
“I help growing families smoothly transition to a larger home by making the finding, buying, and selling process easy.”
“I help people find the right home, at the right price, in the desirable South Hill section of town.”
Notice the difference? By going beyond your job title and focusing on how you help your clients, you make a more powerful first impression. And first impressions last.
Remember to add all new leads into your IXACT Contact real estate database. Once they’ve been added to your Agent CRM, assign them to an appropriate email marketing campaign to ensure you keep in touch and follow-up with them.
Takeaway point: Plan and write your 12-second marketing message. Then use it every time you introduce your services to new people.
What’s your 12-second marketing message? Leave a comment below!