Know-How Exchange : Taglines/Names

Understand this rainman...

Prospective (and even current customers) don't give two "hoots" about YOU! All they care about is THEMSELVES. And what's in it for THEM.

So...they couldn't give a crap if you are happy, sad, ugly, handsome, etc. All they want to know is this; How are you going to help them.

All this being said, based on the info you provided, I actually liked your prior idea with the happy realtor. It sets you apart from the crowd & makes you stand out. A GREAT THING!!!

However, try to create your branding with more of an emphasis on the CUSTOMER - NOT YOU.

A quick example might be: "Guaranteed Realty Services - If we can't sell your home in 90 days, I'll buy it PERSONALLY!".

See the difference? The name and tagline C-L-E-A-R-L-Y spell out the benefits of doing business with YOUR company. You plainly spell out why they should choose YOU vs. the million other R.E. companies out there.

Sure, you could easily do this in the copy of your ads, but, why not use the company name and tagline to cut out the extra work and financial expenditure.

How about something like this for your company. You mentioned the word competent, so;

"Competent Realty Services - If we can't find or sell your home in 60 days, we'll WAIVE OUR FEES!".

To me, that beats the "Happy Realtor" gimmick any day.

Methinks you will be pretty busy as well.

Be creative. It's one of the last great (and FREE) resources available nowadays :)

Maybe you can extend the "Happy Realtor" positioning into a benefit for your customers. What makes realtors happy is gaining or selling a listing. So why not extend "happy realtor" to the benefit for your clients, perhaps with a tagline like "... because my clients are happy too!" or "... and I'll make you happy too!"

I also like the idea suggested by joegrss of putting some meat on that claim with some kind of guarantee. Otherwise it's just words.

I don't think I'd scrap the positioning if you've been using it for many years. You may have better awareness than you realize, and there's value in a positioning that's working. Just extend it to show prospective clients how it benefits THEM.

It makes me happy to sell YOUR home.

Selling YOUR home would make me ecstatic!

Etc.