Okay so I got a shock when I saw Seth’s post today – he told me to quit being a realtor! Luckily I continued on and found that what he meant was to quit being a “normal” realtor. The ones with the picture on their business cards who specialize in giving good service – good service is a cost of doing business NOT a feature!!
In our market the number of realtors has decreased by almost half from the all time high and using the 80/20 rule that means that we only have 1558 producing realtors in our market – whoo whoo! I have been fortunate to only sell during the last two years and have a heavy marketing background. I have high hopes and low expections that anyone will buy one of my listings in the first few days for full price (it has happened but it is not the norm!) I EXPECT to have to set myself apart from the crowd and to work hard to make my client’s listings shine.
Seth says…The first is to become the expert in what you do. Which means micro-specialization. Who is the single-best agent for condos in your zip code? Or for single family homes for large families?
Â Ironically enough I just spoke last week with a realtor who has 10 children – wow does she need to be the big family realtor!Â We sat down and went over marketing and positioning strategies, ways to establish herself as the expert and how to use her branding on all of her materials AND vehicle. AND most of what she needed to do was FREE! Now don’t get me wrong, it wasn’t easy but there were few costs associated with establishing herself as the expert in this area except for her time.
Figure out what makes you a special realtor or accountant or lawyer or car dealership and go big – make a stand and take your unfair share of the market!