Know-How Exchange : Taglines/Names

The challenge I see with your tagline is that it is focused on the realtor, not the customer.

How about something more customer focused like...

Finding your perfect home is priceless. Re/Max...finding homes for xx years.

or

Your family is priceless...Re/Max puts your family first.

In any case...I think you get my point that the point needs to benefit the client, not brag about the realtor. Does that make sense?

Hope this helps. Best of luck!

Kris

Having a Realtor with their foot in the door...Priceless

If you don't know the difference between pricing and priceless...see a Re/max Realtor.

Priscilla,

You have TWO great answers so far. In particular, Kris' advice on making your tag line more "customer" related than "realtor" related. And Coreen relates that the "Priceless" is a "Mastercard" tag. At minimum, using it will make people think "Mastercard," not about your realtor. As worst, Mastercard could send you a Cease and Desist letter on it - it's a registered copyright.

A little bit of a reminder: Marketing is first and foremost about meeting customers' needs better than the competition. In the case of tough market times, the needs are NOT any different than they were in good times. And in particular, since MARKETING is a long term investment and a tag line is part of the brand, it really isn't advisable to pick a tag line for a fleeting (hopefully) economic condition. Make one that is long lasting, promote it consistently, and then people eventually will think of your client when someone says the generic category - realtor. That's what marketing aims for. Addressing "bad times" could backfire too, in that it may actually scare off prospective listers.

In terms of real estate, the needs are pretty well known: sellers want to sell the home in the shorted time at the highest price. In an agent, they want someone who presents them with a highly qualified buyer in the shortest time, netting the highest price. And then they want the deal to go through flawlessly and painlessly. Note that there is nothing said in these needs about having an agent that can tell them that houses are moving. The seller doesn't care about how well others have done, really. It's all about them. Certainly, what the agent has done in the past is a consideration, but not the prime one. Every agent has sold homes in good times and bad. What are they going to be for me and now - that's what's on their mind.

To pick your client versus others, she needs to meet these needs better than other realtors. Before you set your sights on a tag line, work with your agent to come up with those characteristics that make her better at it than the competition. If it comes down to "there is none," then she has to be better connected (for referrals) or cheaper to get business - not a good situation, but certainly workable. And the tag line should agree with this. If she doesn't know what makes her different, she needs to talk with her customers and ask why they came to her versus someone else.

Given all that, how about something like, "Bringing you the right buyer at the right time with the right price" - going for addressing the prime needs. Or "Treating every customer as my only customer" - going for customized service. Or, if the realtor is bent on addressing the temporary economic times, then, "Bad market? Not here!" or "Houses sold in all conditions."

BUT: I wouldn't use ANY of these until you worked through with your realtor what makes her unique - her core competency that leads to unique selling points. Then, address the tag line!

I hope this helps.

Wayde

Hi Kris. I've seen a few posts by you with some really great taglines. Were you a copywriter in a past life? If not, how did you get so good at this?

Alison

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