Just a short while ago I was requested to do a chat for my good mate and co-creator
of our best-promoting guide in Singapore titled Get Rich Now: 15
Procedures from a Self-designed Millionaire, Dr Dennis Wee. (Dr Wee is a single of
Singapore’s most celebrated business owners. Regardless of not having concluded his
substantial school instruction, he managed to start and establish up his very own genuine
estate organization, Dennis Wee Team, to turn out to be of Singapore’s main actual
estate firms building S$3.8 billion value of gross sales in 2006.)
He preferred me to share some internet marketing strategies with his actual estate
agents and I was additional than happy to do so since I believe that there is so substantially
a lot more that agents can do to place, model and market place their providers.
Unfortunately, most agents, whether or not in real estate or economical expert services
(insurance) or any other industries, have a tendency to see by themselves just as a
salesperson. This perception of by themselves is restricting their progress and cash flow!
By wondering that they are just salespeople, they you should not see the
choices of developing their professions into total-fledge organizations. There are
so much more rewards for anyone to feel large and establish a significant small business,
when compared to just existing, and making a residing. Donald Trump said: “If
you might be going to be thinking, you may well as effectively consider significant.” But which is
one more subject matter for another session.
Right here, I am going to present you some comprehensive illustrations of how an agent can
differentiate himself utilizing some basic positioning and branding
techniques that I have used with other purchasers to great success.
Several individuals understand that getting an agent in any sector is like being
a salesperson. Another person who is usually competing with all the other
hundreds of salespeople in the market. To a sure extend it is appropriate.
Individuals other agents are also wanting for the same bargains that you are. It
is a make a difference of who will get the deal initially. So they are relentlessly likely
out there to chilly prospect.
Now, I am not a fan of chilly prospecting. To me, cold prospecting is
like bashing your head versus the wall, hoping it will crumble just before you
start off bleeding… most people today just conclude up currently being really unhappy. Why do
you think new brokers will not past lengthy? I strongly suspect it’s simply because
they recognized that their heads can not go from the wall.
But there are techniques to convert the table close to. In my talks I like to inquire
the audience: Would you desire to operate difficult and appear for prospective buyers, OR
would you choose to permit your prospective buyers request you out?
The solution is clear.
But more than just having considerably less perform and an easier time, there are
further psychological positive aspects to remaining in a position to let your prospective buyers search for you
out instead of you chilly prospecting them. Only claimed, when you seek
another person out, you will be open to the person’s strategies, advice, experience.
That is the rationale you search for him/her out in the initially location–to get expert
There will not be the wall of resistance you’ve got grown accustomed to when
you cold prospect. In truth, now it truly is them who are jumping in excess of hoops to
search for you out in your domain. Male, it really is always thrilling to chat about
Believe me, it truly is a entire new paradigm. Think about you starting to be a celebrity
right away and persons are just accomplishing every little thing they can to get in contact
with you. Imagine of stars of actuality reveals like Survivor and American
Idol… It is that highly effective!
So how can you realize that?
Let us search at a common situation:
You have probably have opened your letter box working day right after day only to
find it stuffed with piles of flyers from several serious estate agents. Just
take a nearer seem. You will understand that all of them claim to be the
“specialist” in the region. Now if all people is a specialist, then does it
issue who you phone? Certainly NOT!
“But I am distinct from the rest. I have additional practical experience, high quality,
and so forth…” you protest.
Enable me be upfront. It won’t make any difference who you are or what your
track record is. If the potential customers you should not understand that straight absent, you are just
like every person else. No make a difference how different you imagine you really are.
Repeat after me: If you are like just about every-human body else, you are a no-physique.
Recall: It really is all about their notion, not yours.
So as an alternative of currently being just a different spot specialist, be distinct. So much
I’ve not come across any agent who positions him/herself as the
expert to serve “initially-time residence customers”. Do you imagine that is strong?
To start with-time home buyers are inexperienced. They never know what to
be expecting, what the entire obtaining process is going to be like, how very long will it
consider, what achievable hiccups might take place, etcetera. They are in a spot in which
they you should not know what they really don’t know. Do you think they have distinctive
requirements/concerns as opposed to all those who have bought a household right before? Of
training course! If you are equipped to achieve their believe in, do you think they will look
for another person else?
The point is this: you have the information that 1st-time purchasers are
seeking for (in point all genuine estate brokers ought to know these
information and facts). But by allowing them know that you are the professional who can guide
them via the full process securely, will in by itself, receive you a closed
You may well need to make some insignificant changes in the way you do factors,
these as conveying the getting approach more totally, heading by the
nitty gritty information that you is not going to typically need to have to with knowledgeable
purchasers, and so on. But all these will support to cement your positioning and
branding as the pro to serve first-time potential buyers. And once your branding
receives out, you will be hectic with so lots of referrals for other 1st-time
customers. Is the to start with-time consumers marketplace substantial plenty of for you?
As soon as you have recognized your branding, it is simple to market your
services. You can conveniently get the publicity that when applied to be unattainable
for you. If the media wishes to get an viewpoint on what 1st-time potential buyers
feel about a new housing plan, who do they look for? They will
job interview the expert (you). And soon after showing in the media, you will have
acquired even a lot more believability. Can you see how this will snowball into
It all commences with building a highly effective positioning, branding and
marketing method that is acceptable for you.
What other positioning can differentiate you? How about:
o The property investments expert (investors adore to work with people
who recognize their investing wants, someone who is not just a further
o Divorce conditions specialist (they undoubtedly have different desires as
when compared to the standard buyers) or
o Downgraders or upgraders or
o Serve only all those on the lookout for lavish, significant-stop homes truly worth $XX
sum and over (your services will have to of system reflect that) and
o Quite a few extra!
As you can see, it is important to make a potent positioning to get
your potential clients to start off looking precisely for you. I guarantee you I’m
not an expert of the real estate market. But I am an skilled in
positioning, branding and marketing and advertising. These very same ideas can be utilized in
other industries, these types of as the fiscal expert services market, completely
So start off positioning by yourself now!