Why is it that so many agents seem to see a “Sell” in “Selfless”? Don’t people see through the facade, or does this really have a positive marketing impact? I suppose it depends on your particular shtick, and perhaps the “love me” approach will play to some audiences. Call it naivete or an ignorant, misguided notion, but I somehow believe that the tone and quality of our personal marketing is a reflection of the type of people and professionals we are and the way we view and conduct our business. I could be wrong.
Love me! This is a common mantra among the dozens of agent ads I see in our little monthly community newsletter, circulation approximately 14,000. Dozens of “reprinted” testimonial letters, happy client gushings of adoration, and “We’re #1!” screams. The latter has gotten so ridiculous that we see statements like “#1 agent team for (name of company) in (name of community) in past (number of) years combined”. Now, I know that this means this team was out-produced by individual agents and agents for other companies and most everyone in other communities and during any single year. My question is, are consumers so gullible that they don’t get it?
Personally, I have always taken a high-road approach to my ad content, and this newsletter is no exception. No “sweetheart deals” in the February issue, no “new home in your stocking” in December. Bah-humbug. “Here are our listings, we sell bunches of them, call us if we can help you” has been our consistent message. My clients are not hiring me to run an ad filled with shamrocks and maypoles. They want their property exposed and sold. Of course, through marketing our inventory, we are de facto marketing ourselves, but in-your-face self-promotion has never struck me as the best method of gaining respect and trust for ones competence. As they say in Steve’s home state, “Show Me”. I am ever hopeful that our actions and our success speak for themselves.
I’m selfless! Let me tell you just how much so you will bring me business because of it! Another recurring theme I see is the agent who can’t wait to shout to the world just how altruistic he/she is. “(Name of agent) gives back to the community!” was one such ad this month, which was followed by a list of all of the charitable and community-oriented undertakings of this agent. On some level, this simply offends me. If you have to tell me just how charitable you are, then these activities are simply an implementation of the marketing strategies outlined in your business plan, and don’t insult me by suggesting I can’t see this. If your generosity stems from a sense of goodwill and debt to humanity, you don’t need to be telling me about it. It really just cheapens the whole thing.
I may be wrong. Sadly, many of the agents who take this community pillar approach to procuring business are quite successful. Does it work? Perhaps. Politicians win votes by kissing babies and petting puppies. Steve and I have our causes, many of them, but you won’t see us running down the list in a thinly veiled attempt to earn your respect. Hopefully, that respect is earned by our actions. I have too much respect for the consumer to buy their vote.
Jeff Brown says:
Kris – Couldn’t agree more. When I was just a whipper-snapper farming a neighborhood like crazy, I published a newsletter (don’t laugh too much) Jeff Brown’s Holly Hills Hotsheet.
It showed what I had for sale, that my listings sold more quickly and for more money. I also let them know FHA & VA appraisers called ME up to help them with appraisals in that neighborhood.
You’re on the money Kris – We get results, give us a call.
February 7, 2007 — 11:30 am
Kris Berg says:
Your Holly Hills Hotsheet will never compare to one of my earlier marketing efforts. I actually mailed out a postcard to my entire farm (on purpose) that asked the question, “Is the market hot, or is it just Kris?”.
As it turns out, it was one of my more successful pieces. 🙂
February 7, 2007 — 11:35 am
Brian Brady says:
Some may have received the yellow postcard, “Why do Realtors Love Brian?”
Shameless.
February 7, 2007 — 11:49 am
Jeff Turner says:
Kris, you get a big round of applause from this consumer. I immediately throw out the marketing pieces that show up on my door with the “look how great I am” marketing pitches.
I like the “We get results, give us a call.” I’d love to see one of you right a post describing in more detail what that means. What does “we get results” mean? Does the average consumer understand what differentiates average results from above average results?
February 7, 2007 — 12:56 pm
Jeff Turner says:
You could “right” a post, but it would probably be easier for us to read if you “write” it. 🙂
February 7, 2007 — 1:00 pm
David G from Zillow.com says:
Great post, Kris. As a consumer, you are beating my drum!
“Hopefully, that respect is earned by our actions.”
To understand why real estate does not (yet) work this way, think about how hard it is for a consumer to view you your actions and those of your local competition. Where would I go to figure out your track record in selling homes in my house’s price range — and how would I know that you turn over those listings faster than the next guy?
The new era of transparency we’re seeing in our industry will not only empower homeowners in deciding on their next transaction but will also ensure that they are well informed when selecting a Realtor — increasingly on merit of their capabilities — and not by the whiteness of their teeth.
February 7, 2007 — 1:48 pm
Caleb Mardini says:
Kris,
I get it, but I think that self aggrandizement still works.
I’ve never marketed that way, but I think it’s all in how well you can pull it off.
February 7, 2007 — 2:07 pm
Drew N from OurGreenville.com says:
This post really resonates with me, a new agent getting into the business. I will be honest, I have a technical and economics background that will greatly benefit my clients.
So if, as David G from Zillow said, the whiteness of their teeth is no longer a deciding factor, the balance of power could shift and the true professionals will win out while the sales-only approach will be smoked out!
GREAT POST!
February 7, 2007 — 2:51 pm
David G from Zillow.com says:
Drew — To clarify, I actually agree with Caleb; right now, a great smile will still get you far … but I have started to see a path to the end of that era and am hopeful that its days are numbered.
February 7, 2007 — 3:15 pm
Kris Berg says:
Thanks, Drew. Unfortunately, the “white teeth” approach is still successful for some. I say, stick to your guns, your principles, and it will serve you well in the long run.
>I like the “We get results, give us a call.” I’d love to see one of you right a post describing in more detail what that means. What does “we get results” mean? Does the average consumer understand what differentiates average results from above average results?
(Edited to correct my bum link).
Jeff, there are many posts I should have “righted”. 🙂 Jeff, and Drew, it isn’t that we say we get results but that the quality and content of our marketing leaves this (correct) impression. We (agents) complain that we have this carnie image, and yet so many agents resort to stupid circus tactics in an attempt to generate business. The way in which we promote our business reflects on ourselves, and the way in which we promote ourselves reflects on our industry as a whole.
February 7, 2007 — 3:17 pm