3 minutes reading time
(696 words)
The Gift That Keeps On Giving
I don't have much difficulty coming up with content ideas for my blog, just a lack of time to give them justice. But some just write themselves.Enter heading here...
A response to a recent LinkedIn message to a connection in the USA explaining the benefits of Category Design for realtors.
The heading was "It's Not A Brand problem your agency has - it's a Category problem.
The reply?
"I appreciate that ..but I work for the fastest growing brokerage in the world..and I'm the #1 realtor on social media in my city.. I definitely do not have a brand problem or a reputation problem. As a matter of fact, I'm not sure that they can get much better.. But thank you for reaching out. "
"I definitely do not have a brand problem" - at the risk of repeating myself, that's precisely what I headlined.
Let me spell it out for him - being an agent in the "fastest growing brokerage in the world" isn't of interest to most homeowners. They might have heard of this brokerage but that's not the driving force behind any decision to instruct the agent. They have likely heard, too, of many other great brokerages and that's the problem:
Homeowners are confused - they have too much choice and not enough relevant information to differentiate each of the brokerages.
They are all still just realtors. All trying to be "better than" each other. All relying on brand awareness to generate 'leads'.
The Category is realtor - and, let's not hesitate, it sucks!
There's very little trust, very little loyalty to any brokerage.
That's why building a new Category, not a brand, is essential.
The e-book that I attached to the message explained how to go about that, but if you don't think you have a category problem, there's no reason to read. Even less if you believe your brand is all that is needed.
Then, of course, there is social media approval.
"The #1 realtor in my area on social media."
Let's dig in to that.
Facebook? YouTube? Twitter? LinkedIn? Snapchat? Instagram? Every box ticked.
It's just that every post says NOTHING about who this realtor is - just a collection of quotes, images and overly-long rhetoric that gets a few likes and comments. There's the ubiquitous tiktok dance routine with his head imposed onto someone else making the moves. It can be funny, if you like that sort of thing.
There's a brokerage website - again that tells nothing of who this realtor might be.
There's a button to "View All My Listings" ; the grand total of which currently stands at ONE.
"I'm not sure that I can get much better, but thanks for reaching out."
Perhaps a different strategy might provide a better result? But hey, he'll never Know.
Category Design isn't something new to the business world. It's just not widely known about in real estate.
And when an industry has a negative reputation, all the big brokerage brand awareness and social media 'influence' in the world won't change that perception.
"It's time. Time to get off the social media merry-go-round that goes faster & faster bu never actually getting anywhere." - Seth Godin
Selling Category Design isn't my thing - helping great realtors differentiate themselves is.
They don't need a new Category, but it sure does make life easier for them if they have one.
I'm big on creating a category as Most Trusted Realtor in .....
Then, the brokerage isn't focused on chasing attention but on attracting it.
Attracting potential clients that don't just need a realtor, but need someone they can trust. Someone that is transparent, authentic and who values character as much as competence.
Those realtors are rare - as a consequence, they are sought after and they choose the clients they work with.
Not the other way around.
Shorter post than usual, but thanks for reading this far.
If you' like a copy of the complimentary e-book on Category Design for Real Estate, give me a shout.
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