"I respectfully disagree." - Good, I thought.
From a connection on LinkedIn when I had messaged her an eBook on Category Creation. If you're unfamiliar with the term, Category Creation is when a business focuses on solving an industry-wide problem - in the case of real estate, the problem being one of lack of trust. Solving a problem that positions the agency as the King/Queen of that category.
The eBook talks about transparency and the need to build trust through character, rather than through competence.
Essentially, the polar opposite of what most #realtors do.
Most are intent on proving how they are "Better than".
In competition with every other brokerage, they simply invite a comparison from a potential client that isn't qualified to make an informed decision.
So I was intrigued to uncover how this realtor went about attracting new business.
" Hi, I'm **** ***. A full time realtor in *** and the surrounding counties. I've been licensed since 2013 and hold the GRI designation, the MCNE designation, the ABR, the PSA, SRES, RSPS and SFR, so I can better assist my clients."
Wow, quite a list of certifications, the explanation of each was appended immediately thereafter and again further down the page. None of which, though, meant anything to me, or I imagine, potential clients.
"As an agent, I bring a wealth of knowledge and expertise about Buying and Selling Real Estate in this area. Real estate differs dramatically from state to state, so you need someone you can trust for local and up-to-date information. I promise to provide you with the Communication and Responsiveness that you want, the Process Knowledge that you need and the process Transparency you want, which will give you the Trust you deserve."
A couple of further paragraphs, one for buyers and one for sellers, both claiming to "offer and leverage my knowledge/experience."
And it seems to work because there were endorsements after endorsements to follow. Seemingly a great realtor.
Problem was I'd lost interest after the first two lines. Attention span is around 8 seconds for most people.
And no amount of displayed competence/qualifications will deliver that all important trust. Not even with an "I promise" prefix.
That's one of the major difficulties facing many estate agencies. They don't know how to keep it short and persuasive. Most of their About Us pages more resemble a resumé than an insight into who they are and what makes them different from the rest.
"It is my ambition to say in ten sentences what others say in a whole book." - Friedrich Nietzsche.
Because make no mistake, sellers aren't looking for the 'best' - they're looking for an agent they can trust and the sooner they can come to that conclusion, the better for all.
Much of this agent's website focuses on the need for transparency, communication and expertise to engender that trust, but the message is meandering and garrulous.
Respectfully disagree she might, but without a clear category in which to differentiate and an even clearer message, she is fighting a losing battle with agents that have a bigger marketing budget, or agents that will say whatever it takes to win the instruction.
C'est la vie, some you win, some you lose. Unless the category is clear, your agency is always competing.
If you'd like a copy of my short Category Creation eBook for real estate agents, drop me a message and I'd be happy to send it by return.
Thanks for taking the time to read this far.
Chris.
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