Greg Herder is CEO of Hobbs/Herder Advertising, which specializes in residential real estate promotions. You can reach him at 800/999-6090.
Why Put the 'Personal' in Personal Marketing?
Business-building ideas brought to you by HobbsHerder.com
July 1, 2000
You walk into a store. A salesperson rushes over and immediately asks, "Hi, can I help you find something?" Your reply? Chances are, you're "just browsing." Even if you intend to make a purchase, no one wants to be marauded the moment they step foot inside the store.
Real estate salespeople do this, too. In fact, it's one of the biggest faults most salespeople make in their marketing campaigns.
The way to connect with consumers isn't to jump down their throat bragging about a product or service. The key to effective personal marketing is right there in the name--it has to be 'personal'.
It's Not About Real Estate, It's About People
Have you ever gotten to the end of a transaction and had the client call you a friend and make you part of the family? Of course you have. You built rapport.
And it wasn't based on your real estate knowledge. People don't call you their friend because you know a lot about mortgage rates or because you own a laptop computer. In fact, it's quite the opposite. It's because you share common interests and personality traits.
If every time you met clients, you kept telling them how great you are, how long do you think they'd have stuck around? Not long. But traditionally, that's exactly what most real estate salespeople try to accomplish in their advertising--laundry lists of designations and industry drivel that may impress other salespeople but make no emotional connection with the consumer.
Get There Quicker
The objective of truly personal marketing is to allow the consumer to achieve that comfort zone up-front--before you've met face to face, before the first phone call, before you even have a clue who they are, except that they're in your database. That's the power of personal marketing.
The result is that not only are they not apprehensive to make that first call, they feel good about it.
Now how do you go about that?
A New Way of Thinking
It's easier than it seems. Quite simply, it's a matter of infusing your advertising with emotion. Despite your desire to want to spew details about your service and designations and sales figures, you must realize that great marketing isn't based in fact. In all honesty, consumers don't relate or even understand any of that.
Instead, great marketing is based on the wow factor and rapport--the relatable, emotionally driven ties between you and the reader.
To make an impact in your market, you need to start by analyzing your current marketing materials and asking yourself three essential questions:
If you can't answer yes to these questions, you're wasting money and your marketing materials are due for an overhaul. But once you can answer both questions affirmatively, you're on your way to a whole new level of productivity.
This information is reprinted from HobbsHerder.com.
- Are your ads intriguing, and not just to you, but to the reader?
- Are they different than other real estate ads or do they spout the same, tired, "I provide the best service," or "I'm No. 1"-type claims common in real estate marketing?
- Do your ads and marketing materials possess a strong emotional appeal? Don't know? Here's how you tell: Are your ads ego-driven or do they allow the reader an insight into you on a personal level and encourage a positive emotional connection with you?
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