Know-How Exchange : Taglines/Names

A few ideas to play with:
* Real Estate Insight
* Wise Real Estate
* Real Estate Journeys

Dear BreatheEasyConsulting,

"We want every single person (we choose to work with) to walk away feeling educated, confident, empowered, and inspired!"

Really? Well in that case, I have a three word prediction for the future of your business: you will fail.

First of all, you might want to ditch your viewpoint about people "we choose to work with" because were I a customer of yours, on hearing this I'd be gone like a shot.

Second, with the housing market in the state it's in, and with you being in California, and particularly the market in and around San Francisco (which has got two "c's" in it), where prices four years ago were off the red end of the stupid chart, you have your work cut out.

What does this mean? It means now is not the time to get cute with names.

If you cannot tell it like it is and, more importantly SELL IT LIKE IT IS you might want to find another niche to invest in.

Third, all of this dippie hippie "want to teach the world to sing"
stuff about leaving clients educated, confident, empowered, and inspired tells people NOTHING about why the hell they ought to buy a house through you.

All this "We'll give you the wind, the stars, and the Moon!" means nothing dear chap. Zip.

Right now, people who can afford to buy a house and who qualify for a mortgage want sharp, swift, "done for them" service, and they want it now and from people THEY choose to do business with. Not who choose to do business with them. With me?

Unless you're working with TRULY HIGHT END clients, or unless you have access to Bernie Madoff's hidden billions, now is NOT the time to be picking and choosing who you do business with.

The only sensible thing you mentioned is your desire to build lifelong relationships. THIS is where you will plant your colours,
(I spell colours with a "u" because I'm British), THIS is the solid ground on which you will build your foundation.

But it will take time, and whether you like it or not, if you work on a percentage commission of the selling price of a home, you are an agent. If you charge or are paid a fee, (a fee, not a commission) you are a consultant.

You only become a consultant when you begin offering something worth paying for and to be brutal, no one's going to be paying you a fee to be educated, empowered, or inspired if all you're selling is houses and land.

If you're going to educate, empowered, and inspire you've got to get inside people's heads more and you've got to come up with one simple reason that makes you different from every other schmoe with a real estate license.

Your mission? You're not selling houses, you're selling homes. Think of everything that embodies the notion of "home" and then rethink your plan from that viewpoint.

Harsh? Yes. But realistic. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Dear Breatheeasyconsulting,

Sometimes, I go a little too far.

I’ve just re-read my response to your question and well, apologies for being brusque. I wasn’t my intention to be condescending.

The assumptions I made were based on the information I had.

So, a large slice of Humble Pie is duly served to Mr. Bloomer!

But having said this, my points (all of them) were designed to weed through to the core and your response to my opinion highlights what I mean: too few people come out swinging when
challenged on the issue of their business, BUT YOU DID!

You are, of course, QUITE RIGHT to be picking and choosing who you will work with because this pinpoints your intention. Lesser business owners would have taken my point on face value, and they’d have tried to serve “just anyone”.

Fire? Lit!

You took my point in the way it was intended—to light a fire and to highlight what many, many businesses ought to be doing but aren’t doing because for them, there’s a wall they cannot scale or are not willing to scale: to go where the money is. I really wish more businesses would pass this “see where the thinking of a business owner lies” with flying colours.

It’s worth noting that EVERY business owner ought to be directing their marketing efforts at the 20 to 25 percent of their clients and customers who spend the most. And of this group, the top 10 to 5 percent again ought to receive even more targeted attention. And in real estate, it’s a smart strategy.

‘“Why on earth would we work with just anyone? Is that what you would tell your daughter or best friend? " Hey, just take what you can get?" WHERE IS THERE INTEGRITY IN THAT?’

Hmm. I really upset you didn’t I? Would I tell my best friend or daughter to take what they could get? No. Are you are QUITE RIGHT to correct me. If more business owners were as forthright as you there’d be no credit crunch! And again, it’s refreshing to hear the use of the word INTEGRITY used in any thought to do with building a business.

All right. On to matters of NLP. Thank you God! Someone who knows that customers need a reason why. I’ve lost track of the number of people who sling together a marketing plan or a
series of ads with NO ATTENTION PAID to why their clients and customers ought to be doing business with them.

At heart my original response was meant to weed through to the meat of your issue, so again, YES clients appreciate the smart marketer who not only CAN, but who is also WILLING to take
them by the hand and show them the wonders of ... Drum roll please ... TRUST!

Trust does not rear its head UNTIL people feel empowered and so on. So ONCE AGAIN, you rose to the challenge and came out swinging like a champ! BRAVO! Relationships ARE they key,
and LASTING ones are the most vital.

“Perhaps you [I take it you mean me?] meant no one would pay you [me?] to educate, empower, and inspire, but then again, that may not be your strength.”

As one consultant and coach to another, touché! Ouch! I probably deserved this one, didn’t I? [Yes,Gary!]. I’ve done my share of coaching, consulting, and teaching and, as I’ve learned
from experience, by lighting a fire under the backside of just one person, it’s possible to make a difference in both lives.

From our exchange here I have learned not be be such a smart arse. And I hope you may have learned that sometimes, everything in an opinion is not always as it seems.

You challenged me to come up with names and this is a challenge I gladly accept:

First Step Realty

Integrity Real Estate

Under One Roof Realty

One Big Roof Realty

Valued Trust Realty

Prestige Integrity Real Estate

Again, I apologize for being overbearing and I hope this answer clarifies things. I think here we’ve both tested each other, which is a good thing. I wish you the best of luck and I hope my input has helped in some small way.

Gary Bloomer
Wilmington, DE, USA

Dear Diana,

Many thanks for your cheery response; you've made my day and again, I went overboard in my initial reply so to one and all, sincere apologies.

Snowed under at present but will respond in more detail to your points later this evening. Took a swift look at the sites you included and LOVE Nest Reality: classic modern type, nice feel, but possibly not quite you.

Single names? Hmm. I'll give this thought and offer my humble two cents' worth later.

Gary Bloomer
Wilmington, DE, USA