Question

Topic: Strategy

What Do You Think Of This Headline

Posted by Anonymous on 1/8/2006 at 8:14 PM ET 250 Points
i am real estate agent and to stand out from the competition i am thinking of doing something different and something that will get rapid response.

Buying Your Home?. Are all agents the same, “NO”!!.
Are you working with a Expert?. (tag line)

Is it priced too high? Is it a bargain that you should jump on? Is it fair market value? Will this home serve your needs for the next 5-7 years etc, etc

As a Full-Time Centurion Real Estate Expert, I help home buyers make decisions like this every day and it's my job to guide you, from beginning to end, to look out for your best interest’s, and I'll make sure that YOU get the best value for your money.
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RESPONSES

  • Posted by Chris Blackman on 1/8/2006 at 8:33 PM Member
    Sorry, and not wishing to appear critical here, but exactly how does this make you any different from any other agent also claiming to be different?

    The trouble is the claim. Everyone claims to be different, and in doing so, everyone seems to be the same, and buyers end up just as confused.

    I think you need a different approach. About 50% of the questions on this forum over the last year or two have been from Realtors trying to come up with tag lines that demonstrate how they are different. Use the search facility and bone-up on some of the responses that have been given before, then come back here and let's talk it over.

    Nobody ever said it was going to be easy, I hope...

    ChrisB
  • Posted by wnelson on 1/8/2006 at 8:34 PM Member
    Your heart is in the right place and I believe you are onto something, but I believe you need a little structure up front to set the stage, organize, and solidify your campaign. What you are trying to do in "marketing-ese" is to formulate a position statement. Let me lay out the process to get to a position statement:

    First, you need to put together your marketing strategy:

    Market and Customers
    • Who are the customers?

    • How can you group them according to their needs (rank these “segments” from largest to smallest)?

    • What are their needs?

    • What are their influencers and motivators?

    • To which media do they subscribe?

    • What messages and forms of messages are they prone to be drawn to? (this is critical because it helps you to decide how to form “tag lines,” what to say concerning their expectations, needs, and impression of the “competition” - so they will say, “Yes, that’s how I feel!”

    Competition
    • Who are the competitors?

    • What are they strengths and weaknesses?

    • How well do they satisfy the customers’ needs (by segment)?

    Your Company
    • What are the company’s strengths, weaknesses, opportunities, and threats (SWOT)?

    • What are the core competencies of the company? i.e. What can the firm do best?

    Service Strategy
    • How can the company use its core competencies to:
      • take advantage of its strengths to exploit the competitions’ weaknesses

      • make its weaknesses into strengths

      • take advantage of opportunities

      • avoid threats

    • How can the firm leverage theses core competencies to satisfy the needs of the customers?

    • What are the features and benefits of the services?

    • What is the value proposition you are offering your customers with the services?

    Branding
    • Create a position statement. The position statement is a part of the strategy and communicates to those inside the company the any and all of the following:
      • Placement within a market segment
      • Placement of the services relative to other service categories
      • Placement versus competitors' services
      • Placement of the services in terms of features and benefits

      The position statement is critical to have in place before the marketing "production" work is completed because it ties everything together.

    • Complete the branding plan (taking into account the position statement and the influencers and motivators, as well as what messages to which they respond)
      • Company Name

      • Logo

      • tag lines


    From, you can work with a media plan (coincident with the media your customers subscribe to).

    What I see good in what you have done so far: You are trying to express what you believe to be your customers' issues with the competition. You are trying to bring about an alternative.

    What I see as needing improvement: What you have written is somewhat disjointed. They way you are presenting the "customers' mind" and then jumping in with the solution comes off to me as contrived.

    My advice is to put together your marketing strategy as outlined above and then work the "copy" for the media spots!

    I hope this helps.

    Wayde


  • Posted by michael on 1/9/2006 at 10:49 AM Accepted
    The local agent in my town will buy your home if not sold in 3 weeks.

    Another will guarantee an offer in 72 hours.

    No agent has done a marketing campaign that offered:
    "A real estate pro offers tips for selling your home by yourself"

    The response rate on an ad like that would be huge. A well structured response piece would be honest, but also guarantee you first shot at anyone who is already doing FSBO, but failing miserably.

    Michael
  • Posted by darcy.moen on 1/9/2006 at 11:01 AM Member
    A typical problem....I want to be unique, just like everyone else.

    Pardon me for being so blunt, but I find most realtors are an arrogant and chep bunch, quick to promise, but few back it up.

    If you really want to stand out, make a guarantee.

    "I guarantee complete satisfaction when buying or selling a home, or my commission back!"

    That my friend would create a buzz, as well as bring a lot of tire kickers your way.
  • Posted by Chris Blackman on 1/10/2006 at 5:52 AM Member
    What do I think of that https://www.leaders.co.nz/ ?

    I think it opens in far too small a window, and changes far too fast, to be able to form any kind of an opinion!

    ChrisB
  • Posted on 1/11/2006 at 4:30 AM Accepted
    Nmallhi - you have attracted a lot of suggestions! As a copywriter (a very expensive copywriter) I can tell you what will happen with your promotion: you'll pay your money and then sit for days waiting for response. And you'll get very little and vow not to spend so much effort and money on a promotion ever again.

    Here's the answer: create a promotion that's designed to bring in lots of enquiries. For example, your headline can ask a question: "Do you know the five costly mistakes most home buyers make? Contact me now for our free booklet." If there are any buyers out there, you'll hear from them.

    Best wishes

    Peter Hobday
  • Posted on 1/12/2006 at 6:09 AM Accepted
    nmalli -- here is something for attracting sellers you can push into mailboxes or put into an ad:

    'Selling your home? Send for our free booklet: 'SELL Your Home for More -- PAY Less Commission' The 'sell' and 'pay' are in a different, italicised typeface, underlined. If it's a leaflet, include a drawing of a house with a 'For Sale' sign outside, and leave most of the sign blank so you can write the house number in it with a big felt marker pen. Push it into the chaps mailbox. Make sure there is a coupon on the leaflet, and telephone number if you want to take calls. For text, explain some benefits contained in the booklet such as: 'One simple outdoor tactic that can lift the sale price of your house by 10%' There are plenty of others you can put in.
    Peter Hobday
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