Realtor’s Fatal Disconnects

Have you ever met a realtor who may generating some success, but just doesn’t connect with his clients, has little referral business, or lacks consistency in their branding?

Just like the double-take that you probably did while looking at this good looking couple in their 50’s while trying to look…well…goth…something just isn’t right, is it? (I have to give credit to Forrest Miller for sending this magazine cover to me) Many realtors are confusing their target market by promoting mixed messages.

Here are a few common mistakes that I’ve noticed:

1. Your picture on your card looks great, but you look nothing like it. We all age, things like hair (or lack thereof), bodies, and other physical characteristics change with time. Why are you still using your high school photo on your signs and cards? The main reason you must have photos on everything is so people can recognize you in the grocery store and feel like they know you.

2. Trying to target everyone as your target market. You don’t have to be everywhere. Just be everywhere that your target market is. While you would gladly collect a commission from any transaction, you will quickly become broke and frustrated by trying to market to everyone. Know your niche, then hit it HARD! Let’s say that you like working with baby boomers who are downsizing because the kids are no longer at home. Why don’t you write several articles for publications like 50+ magazine, senior lifestyles, and publications who target boomers. Don’t sell, but offer tips on things like how to make your home safe as you age, why moving to a smaller home creates more freedom, and other topics of interest. You can also attend lifestyle fairs,seminars, and other events where people within your target market frequent.

3. You don’t speak. People love to work with experts. The quickest way for you to brand yourself as an expert is to speak in front of a group. When you become a source for information, you are branding yourself as an expert. I’d recommend having a 20 minute talk in your ‘back pocket’ that you can deliver at civic clubs and the like. I’d also recommend visiting a local Toastmasters club to polish up your speaking skills (We have all endured painful presentations, don’t be one of them!).

Even if you are thinking, “Uh Oh…I do all of these.” You can change. Don’t just wait and see how things will turn out,  create your own luck by taking action.

Always Better Your Best!

The Shef