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By Melissa Dittmann Tracey
 Quick Skim
The micro blogging site Twitter has generated plenty of buzz lately and all from the simple question: "What are you doing now?" Those who use the site have 140 characters or less to respond to the question. Members "follow" other members, and vice-versa, to stay up-to-date on what everyone is doing. Many real estate pros have jumped on the Twitter bandwagon, using it as a way to connect with clients. In the book Twitter Power (Wiley, 2009), authors Joel Comm and Ken Burge show how individuals and organizations can use it as a marketing tool and how such short "tweets" can even land new business.
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From the Book: 5 Ways to Use Twitter for Business
When you use Twitter for business reasons, you want to "blend in" and make sure your messages don't come across as blatant sales pitches, or you could face a backlash from followers, the authors write. Your goal for using Twitter should be to make your business stand out and turn your customers into a community.
"Your Twitter timeline is not a sales page," Comm and Burge write. "Gripping headlines and hard call-to-actions on Twitter are more likely to drive people away than drive them to buy. Your Tweets need to be subtle. They have to build interest and trust. Only then will your followers feel that doing what you want them to do will be worth their while. "
Here are five tips from the book on using Twitter for business.
1. Make yourself personable. You want your messages, or "tweets," to be written in a laid-back tone that creates the impression that you're chatting with others. "Businesses that tweet like a corporate executive addressing a board meeting will … scream that they have no idea what they're doing—or who they're talking to," the authors write.
To help make your Twitter account more personable, use a photo or an icon that represents your business instead of your company's logo as your Twitter image. For example, Southwest Airlines uses an image of its planes' tail and the sky as its background; Comcast's Twitter.com/comcastcares uses a human face and tweets in an informal, friendly tone.
2. Give your tweet the "who cares?" test. If you just repainted your office or grabbed a donut on your way to the kitchen, should you really tweet about it? You'll read a lot of random thoughts from Twitterers, but if you're using it to land new business, think before you tweet.
"News announcements that affect the reader are always going to be the most interesting," the authors write. "The best way to handle news for branding, then, is to mix it in with other kinds of content and to add a personal comment so that it sounds like its coming from a real person, not from a company. "
If you're tweeting on behalf of a company, keep it human, but not too personal, the authors write. And if you're tweeting on behalf of a personal brand, you might include random thoughts
Continue reading "Book Review: Twitter Power" »
By Erica Christoffer
The Weekly Book Scan catches up with writers Donna Fleetwood and Christy Crouch to talk about their new book Now What Do I Say? Never Be at a Loss for Words Again (BookSurge Publishing, 2008). In case you missed it, be sure to check out a mini review of the book posted last week on the blog.
How did you develop the dialogues for this book?
 Fleetwood: We intended this to be a reference manual for real estate agents who are wanting to study different ways to handle objections. Christy and I have studied neuro-linguistic programming objection handling for quite a number of years in an intense way. We would write 10 sentences a day for different objections, and we did this for years. With our other partner, Scott Friedman, we decided there was no other book on the market like this. It can be a reference manual for agents to use, carry around with them in their car or in their office, that they could practice or actually reference when they are talking to somebody.
 Crouch: It seems like when we get those questions and objections, it can sometimes freeze us and it’s kind of scary. But we found from studying it, that there aren’t all that many new objections. The clients are having the same objections over and over. If we just learn how to powerfully handle them, in a way that benefits the client and sets the agent apart, it would be a great tool for them to have and be able to refer back to.
Fleetwood: One of the things Christy and I truly believe is to align with the client and not to fight with them. Not to try to prove how much we know, but rather use language in a way that brings the two parties together.
I noticed in the book that asking questions of the client was a common way of handling objections in your scenarios. Could you explain a little bit about the importance of asking questions?
Crouch: I think the more questions we can ask our clients, the better position we’ll be able to be in to actually help them with exactly what they’re looking to accomplish. We've learned that the client ultimately cares about getting what they need and having us help them. The more questions you ask, the more you can find out exactly how you can help them.
Fleetwood: I think there are two things: When you’re asking questions, the client feels heard. And, it is also a way for agents to gather their own thoughts. If you’re like a deer caught in headlights, all you have to do is ask a question.
You say objections only come from those who are truly considering doing business. Could you explain why that is?
Crouch: When we get those questions and objections, it’s scary. Especially if you’re not prepared with an answer and to be able to powerfully present it. We found that if you go into
Continue reading "Author Chat: Donna Fleetwood and Christy Crouch" »
By Erica Christoffer
 How are you on the telephone? Real estate professionals use the telephone practically every day to reach out to clients and prospects. Sales coach and author Dirk Zeller wrote a book, Telephone Sales for Dummies, on how you can improve your telephone skills (read a mini book review and get 5 tips to improve your phone presence). The Weekly Book Scan spoke with Zeller recently to get more insights.
What motivated you to write Telephone Sales for Dummies?
ZELLER: I saw a real need for skill building in the telephone sales arena. To me, if anybody is a sales person, they have to use the phone. The phone is still one of the most important mediums of communication in this world. Especially for sales people, because in selling you have to inject emotion, you have to inject energy, you have to inject enthusiasm, you have to inject assertiveness, confidence and conviction. That’s pretty hard to do in an e-mail. E-mail is a communication method that functionally doesn’t translate into selling very well. You’re basically using words on a page that communicate at 7 percent efficiency.
A number of studies have been done on what communication is and how communication is broken down. Seven percent of communication is the words, 38 percent of communication is the tonality, 55 percent is body language. You don’t have tonality or body language engaged in words on a printed page.
But do you think electronic communication – e-mail, text messaging, etc. – has overtaken the telephone in many workplaces?
ZELLER: I think it’s a more universally used method of communication – e-mail and text, but it is not as effective in selling.
What would you say are three bad habits real estate agents do while prospecting on the telephone?
ZELLER: I think the biggest mistake real estate agents make in terms of calling a prospect or a potential prospect is winging it. They haven’t planned out what they’re going to say. They don’t have good quality scripts and dialogues to deliver from. They haven’t practiced those scripts and dialogues. They don’t have a great opening statement that is compelling and draws the prospect in. I got a sales call last night whose opening statement—which in my view is the worst in the history of the planet—was “How are you today?”
You say in your book a sales person has 7 seconds to grab the attention of their prospect on the phone. What advice would you give a sales person to when formulating an introduction?
ZELLER: What’s important to the client? That’s the first and foremost element they
Continue reading "Author Chat with Dirk Zeller on Telephone Sales" »
By Erica Christoffer
 Quick skim
The telephone continues to be an integral part of a sales professional’s business. It is often the first point of contact with clients—so you need to know how to make a good impression. Can you get your point across and grab a person’s attention in seven seconds? Author Dirk Zeller outlines a strategic system in his book Telephone Sales for Dummies (For Dummies, 2007) on how to enhance your sales phone skills. He covers everything from rehearsing dialogue and conducting pre-call research, to preparing for objections and overcoming sales call aversion.
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From the Book: 5 Ways to Improve Your Telephone Presence
Here are just a few of Zeller's tips on bettering your phone presence.
1. Start asking questions. Well though-out questions are one of the best ways to achieve a successful sale. Questions produce greater understanding between you and your client. Find out your clients needs, expectations and reservations. It will help you come to solutions and customize your sales presentation to each of your clients. Even if you don’t land the sale, you'll learn where to make improvements by asking questions.
2. Practice, practice, practice. Know what you’re going to say before you make that phone call and rehearse it. Have an opening script prepared and in front of you. The window of opportunity to get your message across while prospecting is small. Don’t open with the traditional, “How are you today?” Be genuine, says Zeller. Get to the point of why you’re calling and give them a reason to stay on the phone with you.
3. Do some pre-call research. Prospecting takes careful studying beforehand. You have to know your market. Doing research will help in answering questions and problem solving. Plus, it
Continue reading " Book Review: Telephone Sales for Dummies" »
By Erica Christoffer
 The Weekly Book Scan talked to author Jennifer Allan about her new book, Sell With Soul, which was featured last week on the blog (read a mini review).
What does "selling with soul" mean?
ALLAN: What "sell with soul" means to me is two things. First, be yourself and trust your gut and your intuition. Create a real estate career around who you are as opposed to what someone else tells you who you need to be. The other thing "sell with soul" means to me is somewhat along the lines of the golden rule —that you’re competent at what you do and if someone hires you, you do a great job for them.
What led to you write this book?
ALLAN: Back in 2003, a girlfriend of mine just started working at a real estate company and she called me in tears. She said: “I don’t know what I’m doing. These people are teaching me to prospect, they’re teaching me to cold call, but I don’t know what to do with this business when it comes in.” And then she said, “You know, Jennifer, you should write a book about how to actually be a good real estate agent.”
I thought it sounded fun so I just sat down and started writing. I never intended it to be part of my career. I was selling real estate and making a whole bunch of money doing it. But my goal was to write a book teaching real estate agents how to be competent real estate agents, as opposed to competent prospectors.
What are the biggest mistakes you think REALTORS® make in their careers?
ALLAN: The biggest mistake I think REALTORS® make—and this is a big focus of my book— is they forget who they are. They try to implement methods and strategies that don’t ring true to them, that feel kind of icky, but their trainers and their coaches and the books they read convince them that this is what they have to do to succeed. They get up every morning dreading their job.
A lot of agents go at this part time in the beginning and I understand why they do that. But
Continue reading "Author Chat With Jennifer Allan" »
By Erica Christoffer
 Quick skim
If cold calling, door knocking, and spending oodles of money on marketing don’t sound like your cup of tea, don’t sweat it, you can still flourish in the real estate business. Author Jennifer Allan will show you how in her book Sell with Soul (BlueGreen Books, 2008). No longer do you have to tarnish your principles to prospect. Challenging the industry’s status quo, Allan offers fun and easy tips on how to generate business and referrals with respect. Allan uses examples from her own career, while outlining the value of a hard and thorough work ethic to achieve success.
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From the Book: 5 Ways to Generate More Business Leads
1. Take your friends to lunch. Keep in touch with people in your social network by taking one person to lunch each week. Don’t make it an infomercial about your business. Instead use the time as an opportunity to catch up. After all, relationships are key. Next time someone at your friend’s office says they're looking for a REALTOR®, you’ll be the first to pop into mind.
2. Know your market. Look at houses, preview as much as you can, and put together practice market analysis reports. Be the expert your clients expect you to be, plus some. Knowledge and professionalism are impressive traits. Plus, your clients will trust you more when you know what you’re talking about. Allan’s mantra: “Competence gives you confidence.”
3. Spruce up the follow-up. Return calls and e-mails as quickly as possible — even if it’s to say you’ll call them back later. As a service provider, you should make yourself available and
Continue reading "Book Review: Sell With Soul" »
Get 12 tactics to succeed in any market. Listen to one tip a week in a series of free podcasts from best-selling authors Gary Keller and Dave Jenks based on their new book, Shift: How Top Real Estate Agents Tackle Tough Times.
Keller is the founder of Keller Williams Realty International, and Jenks serves as vice president of Research and Development at Keller Williams.
You can download the Shift podcasts through your iTunes account by going to the iTunes store and searching for "Gary Keller" under the podcast tab in the business category.
 Some properties are being advertised as a short sale when they really aren't in an attempt to lure bargain-hunter buyers. A new book,Foreclosures, Short Sales, REOs, and Auctions: Tools for Success in Today’s Real Estate Market, published by Dearborn, provides guidelines for using the term correctly. Here's an exclusive excerpt:
There are a number of licensees who are attempting to attract buyers by using the term short sale in marketing property. It is very similar to the furniture stores that are constantly advertising that they are going out of business to draw purchasers. The fact that a home has lost value or that the loan has increased in amount and is now more than the value of the property does not automatically make the transaction a short sale.
It's important that a licensee conduct a thorough analysis, not only of the property value and loans but of the prospective seller’s financial condition as well. As was indicated, according to some licensees who are experts in the field, only a small percentage of short sales are approved by lenders.
What is to be gained by these licensees who advertise properties as short sales when they really aren’t? The answer is attracting more buyers, of course.
Some licensees are describing properties as preforeclosure listing or short sale and use the terms synonymously. Appropriately, a preforeclosure sale of property would involve one where the owner is in default. The property may or may not be worth less than the loan amount.
On the other hand there are owners who are not in default attempting to sell a property for less than the amount of the loan who appropriately call the transaction a short sale.
Is it a short sale if the lender has not approved a sale? How can a lender approve a transaction without having an offer from a buyer? What can be done about these situations? It may be as
Continue reading "Is It Really a Short Sale? " »
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Slowing home sales, a tightening credit market, record-high foreclosures — how did we get to this point? Richard Bitner's book Confessions of a Subprime Lender (Wiley, 2008) gives a close-up look at how the worst credit crisis in modern history came to be. Bitner, who founded a subprime mortgage company in 2000, left the business in 2006 after foreclosing on a subprime borrower that never should have been approved for a loan in the first place. While being careful not to blame any single source, Bitner gives an interesting view on what went wrong in the subprime mortgage market and how to fix it.
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From the Book: 5 Reasons the Subprime Market Crumbled
In 2000, as housing prices grew out of reach for buyers, more creative financing crept in and subprime lending became big business. Wall Street wanted its hands on more of these loans, and the hot housing market spawned a wave of new subprime companies. By 2004, 75 percent of borrowers were buying a home without using a down payment or proving income.
But by 2006 the subprime market started falling apart; Borrowers were defaulting on loans and subprime companies were going out of business. Bitner says these are some factors that caused the subprime market to crumble:
1. Greed. Mortgage brokers made more money if they sold loans with higher fees and interest rates. So borrowers would often be steered toward riskier products, even if a more traditional (and less risky) loan were available. "My income was directly proportional to the revenue I generated, and subprime was three to five times more profitable than any other type of loan we securitized," Bitner says. "I saw no logical reason to sell something that made less money and carried no competitive advantage."
2. Rampant fraud. Bitner estimates that more than 70 percent of all brokered loan applications submitted to his company were in some way deceptive, which meant everything had to be double-checked and verified. "The practice of massaging loans, making them appear different
Continue reading "Book Review: Confessions of a Subprime Lender" »
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These days, you may be more inclined to run from the media than aim to be on their speed dial. But by having your face on the nightly news or your name in an article, you could present yourself as an expert in the field, build your reputation, and make yourself a go-to person for listings. Before you start drawing attention to yourself, though, you’d be smart to read Edward Segal's how-to book, Profit by Publicity (iUniverse, 2007). It has 226 pages of ideas on how to form a publicity plan, get publicity on a shoestring budget, draw from strategies of other real estate pros, and talk to the media to get the results you want.
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From the Book: 5 Ways to Get More Publicity
So what do you want to publicize – yourself, your company, an aspect of your real estate expertise? Also, who’s your target audience? Knowing the answers to such questions will help you to pinpoint appropriate newspapers, magazines, or other media outlets to pitch stories or offer up your expertise. A list of such considerations appears in Segal's book to help you start to form your publicity plan.
Once you have a well-mapped out plan of your goals, you're ready to head on the publicity trail.
1. Have a news hook. When approaching the media with a story idea, make sure it's newsworthy for more than just yourself. In his book, Segal identifies some of the most common story angles where real estate professionals are often successful in landing in news stories.
For example, stories where you can talk about real estate trends and developments, advocate for affordable housing, raise money for a good cause, market listings in a unique way, showcase unusual properties, or comment on a recent real estate transactions. Also, realize that you may face skepticism from the media so arm yourself with a solid real estate background, credentials, and facts to back up your key points when talking to the press. (WATCH: an online video of media tips to put you at ease when talking to reporters.)
2. Give speeches. Speaking in public offers golden opportunities to make people aware of your real estate expertise, accomplishments, and activities, Segal writes. Talk at a conference or seminar and, beforehand, make the most of your presentation by issuing news releases, e-mail and newsletter announcements, and conduct press interviews to highlight your talk ahead of time. (LISTEN: REALTOR® magazine's podcast on how to become a better speaker.)
3. Get publicity in cyberspace. You can increase your exposure using the Web, too. Comment on others’ blogs, create podcasts, and have a Web site that you promote everywhere — these all can be ways to showcase your expertise and ramp up your exposure. On your Web site homepage, set up a “press room” or “news” section. In that section, have news releases,
Continue reading "Book Review: Profit by Publicity" »
Bestselling author and marketing guru Seth Godin stops by the Weekly Book Scan to answer questions about improving your marketing.
When business slows, there may not be as much money to sink into your marketing. How can real estate professionals figure out what can give them the best return for their marketing dollar? Can you still make your business “remarkable” even on a tight budget?
GODIN: Marketing is not about money, it's about insight and promises and stories and relationships and connections. Use the downtime you have now to put sweat equity into your marketing, by doing something worth talking about.
In real estate, you’re selling a service not a product, per se. So how can you differentiate yourself in real estate?
GODIN:The first step is in realizing it IS a service. Yet most REALTORS® do nothing at all to differentiate. It's about the picture of the house and the boring business card and the empty claims and promises. BE different, really different, and people will treat you that way.
Technology continues to evolve in offering new ways to reach potential customers. What do you see as some of the best ways to use technology for marketing and prospecting?
GODIN: I don't think technology (Zillow, etc.) is the enemy of the outstanding REALTOR®. Instead, I think smart REALTORS® will realize that they can build a long term relationship asset using technology, turning themselves into the one and only.
Check out more of Godin's marketing tips in this Q&A from REALTOR® magazine.
 Gary Keller, best-selling author and founder of Keller Williams Realty International, responds to your questions about the real estate market and his new book, Your First Home (McGraw-Hill, 2008), which he cowrote with Dave Jenks and Jay Papasan.
Q: Why did you decide to write a book targeted specifically to first-time home buyers?
A: I launched my career helping first-time home buyers and even called on newlyweds I found in the local paper’s wedding announcements to generate business. So, I have a soft spot in my heart for this special class of buyers.
We also wanted to focus on a group of buyers who represent the economic foundation of our industry. In any year, first-time home buyers constitute about a third of the real estate market. As they make their purchases, sellers are able to trade up, triggering more sales — building momentum from the ground floor up. First-time home buyers are an important catalyst for a healthy real estate market.
Finally, our goal with this book was to write a user-friendly guide buyers could easily reference before or during the process to make it easier for them — and to get them out of their rentals and into their new homes. We fundamentally believe in homeownership.
Q: The book is to be the first in a series by Keller Williams. What other topics will be covered in this book series?
A: We will expand the series to meet the needs of our associates and the buyers and sellers who work with them. The next two books address greening your home and staging your home. We feel both are timely in that the green market is growing at an incredible pace and staging is of vital importance in a buyers’ market.
We want to be serving our people at the highest level. Your First Home was actually ready for publication in 2007, but we took the time to revisit our chapter on financing and made sure it was appropriate for the financing challenges present in the current market.
Q: Many first-time home buyers are hesitant to jump in the market right now. What are you telling first-time buyers who are scared to get into real estate?
A: We are very straightforward on this topic: now is a great time to buy. First-time home buyers have an amazing opportunity to move into homeownership. The real estate market is the most accessible it’s been in five years in terms of pricing.
Your First Home really delves into the financial realities of homeownership, citing the U.S. Federal Board’s Survey of Consumer Finances, home owners had an average financial net worth of $184,400, while renters’ net worth was just $4,000. And, for those deciding whether to
Continue reading "Author Chat With Gary Keller" »
 Curt Fletcher, author of How to Sell More Homes and Increase Your Income (AuthorHouse, 2007), responds to your questions about generating more business.
Q: What should you do if you’ve been working with clients for a few months and every time it gets close to a final sale, they have an excuse? Do you have any advice for preventing clients from stringing you along and not making a move?
A: This is a very good question and also a common occurrence. The first thing you should do is ask them for a commitment or closing question. When you receive the excuse or objection, determine if the objection is a real issue or simply a request for more information.
To do this, I would use a simple questioning technique like this:
- Clarify the objection (This is a must before responding).
- Question (Make sure you know the proper objection).
- Confirm (Confirm that your solution works … do not assume it does).
If you still are not making any progress, I would make sure you have discovered their real buying motives. Simply meaning, sit down with them and go over (again) the needs they have for their new home. Perhaps something has changed or something was not understood correctly.
Q: How can you convince sellers that it's better to sell this year than wait until the market picks up again?
A: There is no guarantee that the market will be better or worse next year. I would go over the cost of waiting with them. If the market improves, what are the interest rates going to be? Lower? I doubt it. If they wait and their home value decreases, what was the cost of not selling then?
Often times, when you can gain an advantage by selling at a higher price, it is offset by the cost of buying also being higher and the rates being higher.
Q: How can you give a property that has been sitting on the market for awhile a new life and get it some buyer attention?
This is one of the more difficult scenarios, but it is very possible! Urgency is the key with a home like this. The first thing to do, is build up the curb appeal. Plant some fresh flowers, get the grass looking green and freshly cut. Maybe the home needs a fresh paint color for the garage or the siding. Nothing extremely expensive, but enough to make it “Pop!”
Then, to build urgency, I would create some buzz with a promotional campaign that emphasizes
Continue reading "Author Chat With Curt Fletcher" »
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Could your sales use a jump-start? The new book How to Sell More Homes and Increase Your Income (AuthorHouse, 2007) sets out to help you land in the world of top producers. Curt Fletcher’s book offers a quick read, touching on the techniques that will help you ramp up more sales and improve your relationships with clients. Each chapter ends with a summary of useful tips, everything from marketing strategies to overcoming objections to adjusting your attitude. Bottom line: Generating more sales comes down to better communication and time management.
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From the Book: 5 Ways to Sell More Homes
Fletcher’s book breaks down word-by-word, literally, how to increase your sales. He includes a list of sales words you shouldn’t use with clients – such as “monthly payment” or “buy” – and the alternatives that have more impact, like “monthly investment” and “own/acquire.”
Here are some other tips from the book:
1. Sell yourself. People don’t just purchase products you sell, they buy you. To get that to happen, you must earn their respect so they value your judgment and guidance. Build rapport and common ground, even before the sales presentation. Talk about their children, sports, hobbies, etc. — remember, people like to talk about themselves. Be conversational and welcoming, and be seen. “The more people who see your face or hear your voice, the more they will soon get to know you,” Fletcher says. Then, they trust you, buy from you, and start referring you.
2. Sell your community. Write a success story about your community or a specific location, pinpointing something unique about it. “When you create this rare community appeal, it will create buzz and urgency among your prospects that they need to take advantage of,” Fletcher says. Believe this 100 percent: “I love my community.” Your enthusiasm and excitement will rub off on your clients.
3. Channel the emotional side. Know why buyers buy in the first place so you can target
Continue reading "How to Sell More Homes and Increase Your Income" »
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Being a celebrity — if even in your local market — gives you a major edge over your competitors, says PR guru Steven Van Yoder in his new edition of Get Slightly Famous (Bay Tree Publishing, 2007). Be that one person that prospects think of when they hear the word “real estate.” But you'll need a special marketing plan aimed at generating fame. In Van Yoder's 304-page book, he shares strategies for boosting star power, from becoming the media’s go-to person to creating buzz from speaking engagements. Along the way you’ll also read informative mini-profiles on how small businesses found fame.
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From the Book: 5 Ways to Get Slightly Famous
Your top objectives in becoming a local celebrity: boost your visibility and establish credibility. Here are ways to accomplish those goals, according to Van Yoder’s book:
1. Be a media favorite. Local news coverage offers instant credibility, enhanced status, and expanded consumer reach. But getting reporters to listen to you is a different story. When introducing yourself, let reports know your expertise and tell them you’ll be reachable on tight deadlines. During interviews, focus on being quotable: speak succinctly and conversationally, avoid professional jargon, keep your message simple, and be enthusiastic. Keep in mind that reporters are turned off by sources who merely promote their company and make statements with no inherent news value. Instead, view your business from the media’s perspective and provide reader-centered, timely information.
2. Speak up. Public speaking showcases your knowledge and gives you visibility. Clubs and associations are often on the lookout for speakers for their seminars, conferences, and workshops. Offer to give a speech to a service club, chambers of commerce, industry association, or continuing education program — or even holding your own seminar. Toastmasters can be a good resource for honing your public speaking skills. Some presentation tips: Look confident, start with a personal story related to your business, ask the audience
Continue reading "BOOK REVIEW: Get Slightly Famous" »
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Branding is so much more than a fancy logo or catchy tagline, says Sandra Sellani, author of What’s Your BQ? (W Business Books, 2007). It’s the ability to get into your clients hearts and minds, rise above the competition, and get customers to want to pay more for your services. Find out if your brand makes the cut with Sellani’s 40-question BQ (Brand Quotient) Test, included in her book and online. Don’t worry about a low score. The rest of Sellani’s book is devoted to branding worksheets and case studies of 35 exemplary companies.
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From the Book: 5 Steps to a Strong Brand
Big budget or small, you can build a brand. Author Sandra Sellani offers some of the following tips in her book:
1. What’s your story? Having a memorable story can keep your brand in prospects’ minds. To find your story, list all of the ways you’re different from your competitors. Ask yourself: What am I doing that’s so unique? Who are my clients? Why do people use my services? Use your responses as the basis for all of your marketing materials, from your Web site to your listing presentation materials.
2. Focus your message. Summarize your story in one line — a catchy word or phrase — to provide clarity and gain immediate recognition. But before you debut your new message, hold a focus group to gather input. Be sure to have someone else moderate the focus group so you’ll receive honest feedback. Once you’ve considered outsiders’ opinions and tweaked the message, you’re ready to use your tagline or slogan everywhere.
3. Be consistent. Don’t change your tagline or marketing message because you’re bored with it. Remember, repetition cuts through clutter. Customers want to know that a brand is
Continue reading "BOOK REVIEW: What's Your BQ?" »
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Welcome to an online book club created especially for you, a busy real estate professional. Each blog entry is designed to give you a weekly dish on book news in five minutes or less. Read more >
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