• Your Bond
• Attitude
• Sincerity
• Confidentiality
• Consistency

Your Bond — There was once a time where a man’s word was his bond. Your clients entrust in you to deliver what you promise.

Attitude — Good people do business with good people. A positive–take charge attitude is #1 thing your prospects and clients notice first.

Sincerity — Your clients can spot a fake a mile away. Being genuine and sincere about your clients feeling, thoughts, concerns, and actions is paramount when building solid relationships.

Confidentiality — Can you really trust a ‘big mouth’? Exercising confidentiality is very important to your clients.

Consistency — No one like uncertainty; it makes us feel uneasy. Being consistent with your service and delivery is extremely important. Consistency is one of the key factors why In-and-Out burger is so successful; you know you’re getting a great hamburger each and every time.

Building your brand is more than just fancy logos, catchy slogans, and advertising; it’s about building a foundation of trust.

I want to talk about logos.  Sure, we all know how important a logo design is.  It represents the true essence of your brand, identity, and image. Many agents think that having their ‘broker’ logo is all they need; but have you given any thought to your OWN personal logo? Having your own personal logo is a great marketing tool and helps to convey professionalism, prestige, and success. You can have your own ‘stand alone logo’ like this:

Or Mash-Up your logo with your Broker logo that looks like this:

Your logo can be as simple or as complex as you’d like; but remember, “less is more” when it comes to design.

Here are a few things to consider when designing your logo:

• Keep it simple — less is more.
• It needs to be easy to read from a distance — it’s not go if no one can read or recognize it.
• Stick to 2-3 colors — too many colors can get a bit confusing.
• Choose a design or font based on your market niche — if you specialize in Victorian homes, choose scroll type font. If you’re into modern sleek homes, go with a design that’s clean and sleek (i.e.: the sample design above).
• Try to mimic your broker’s logo — as seen in the example above, it looks similar to the Sotheby’s logo. This will give off a “tailored” or coordinated look.

Your logo will speak to your clients and prospects more than words alone. So really give it some thought.

Once you have your logo, proudly display it EVERYWHERE! All your public advertising should have your logo displayed in plain sight. Your flyers and brochures should carry your logo. Your yard signs and websites should are also great place to display your logo.

So, how do you design your personalize logo? Well there are a few ways:

• Do it yourself (Easy Way) — Fire up MS WORD, MAC PAGES, or MS PAINT and simply type away! These programs are pretty simple to use. Est. Time: 20-30 minutes.
• Do it yourself (Skilled Way) — Use Adobe Illustrator! It’s the best program for vector graphics that will produce the best results.
• Outsource it — There’s a great service called 99Designs that you can contract designers around the world to make you a cool logo. It’ll cost you a pennies, but you won’t have to waste hours on the computer making it!

Having a professional logo is a great way to market, position, and brand yourself as a top producing agent!

I hope you enjoyed this article!

Reuben

TurnKeyFlyers.com

• Contracts
• Written Agreements
• Marketing Brochures
• Real Estate Property Flyers
• Personal–Property Websites

Why use templates? Templates are made to make real estate tasks easier, faster, and more convenient. They’ll become the #1 tool in your business and a key resource in dominating the competition. Take for example contracts; if you’ve every used WinForms before, those are a form of template. The legal verbiage has already been pre-written for you; the only thing you need to do is fill-in the blanks with your client’s information. Now image WinForms didn’t exist! You’d have to write or commission an attorney to draft listing–purchase agreements for each and every property. This can be time consuming and very expensive; which are the main reasons templates are so popular. They are the biggest time and cost saver for business.

For many of the ‘repetitive’ duties, like marketing, templates make light work of complex tasks. Chances are you’re not a graphic design superstar who can crank out marketing artwork and–or property flyers in 5 minutes. Actually, even hot-shot graphic designers couldn’t do that from scratch. However, if 90% of the artwork and layout is pre-loaded for you, throwing in a few photos and typing in text is a breeze. With the help of templates, Top Producing agents can create listing flyers in less than 5 minutes. That’s the power of templates. In fact, templates are the secret tool ‘custom‘ graphic designers use to make property flyers. It’s a short-cut they exploit and charge agents hundreds of dollars for. All they simply do is load-up a template and drop-in the property information and send you an invoice.

Websites are a great example of effective use for templates. Just like marketing flyers, you’re probably clueless when it comes to html and java-script website coding. Website templates (sometimes called ‘themes’) make creating personal, professional, and–or property websites simple and easy. Although website templates are a bit more complex than document or marketing design templates, they are less complicated than trying to create a website from scratch. Most website templates are free! The most popular platform for creating a professional looking website is WordPress.

Should you use templates? Absolutely! Well, unless you’re the sole heir to an oil company with an endless stream of income, you should definitely consider using templates. They save you time, money, and effort; especially for marketing and websites. Templates allow you to portray a professional and polished look to your clients and prospects. They’re especially important for new agents. They’re a cost effective way to enter into the market without looking like an amateur. Seasoned agents love them too, since they can basically eliminate the designer or programmer fees!

How about cost? Cost can vary depending on what template you’re looking for. WinForm is sold through your Realtor Association and is typically a monthly fee (it used to be a 1 time fee, but now it’s a monthly access fee which is another way for them to make more money). Marketing and Flyer templates can range in price from Free to $300. Prices are highly based on quality. Free templates are often simple and used as a “fish-hook” to get you in and upsell other products. An average price for a ‘single’ property marketing template is approximately $30-$40; which is very affordable since you can and will re-using them for your entire career.  Package templates, like Turn-Key Flyer Templates, are one of the better value templates at 50+ template designs for only $95. Do the math, that’s about $2.00 a template (or 94.3% off just buying a single template).

Website templates are a different story. I’ve found FREE is as good or even better than paid themes. Mentioned earlier, WordPress is the most widely used website platform and is very easy to use. There are real estate designed themes that are free. A quick google search will point you to the most recent themes that you can easily pop-into your site. However, one paid theme that I’ve liked for quite some time is the ESTATE theme by WooThemes. It’s purpose built for real estate and looks and functions very smoothly.

When researching templates, you’ll notice some companies like to charge a monthly SUBSCRIPTION fee. This is a decision that you’ll have to make based on your budget. The “subscription” gives you ‘access’ to online templates. Keep in mind you don’t own these templates. Once you stop paying your subscription, it’s over. Subscription based templates range from $9-$90 per month.

So which template system should you use?

That’s a tough question and depends on your level of business and sales volume. High volume top producers might find the cost to convenience factor is better with a subscription service. Newer agents trying to manage monthly cash flow, paying a subscription for a service you might or might not use depending on your listing frequency is a fee that’s hard to justify.

I personally don’t like the subscriptions because I’m a stickler for cash flow. If you own a template out-right, the more you use it the less expensive it gets. Plus, subscription services like Imprev are full of extra fluff products that are used to justify a monthly fee; however, if you really look into it you might only use once in your career. My advice, try to find templates you can buy. Focus on the important templates that you’ll use all the time: contracts, brochures, flyers, and your website theme.

What about software programs?

Great question, and again, this depends on your skill level. Templates come in many file formats and some come in their own software programs. Stick to the file format that you’re most comfortable with. Contracts written in MS WORD .DOC or fill-able PDF file is good and easy to understand.

PDF format is actually a very understated technology that has make drastic improvements in the last few years. What most people don’t realize is that PDFs can be made into fill-able form templates. The main benefit to PDF is that most, if not all, computer are compatible with Adobe PDF and Adobe Reader (which is free). Since there are no special software to use like: WORD, PHOTOSHOP, ILLUSTRATOR, or PUBLISHER, you don’t have to worry about shelling out hundreds to buy or update your current software version. Adobe reader is free!

Website template are web based so you don’t need to worry about software issues.

Where can I find templates?

There are handfuls of great companies on the internet that provide templates and template services. You’d really have to do research to find the templates that best fit your needs. Contracts are pretty simple, use WinForms. Marketing templates take a bit of research. My company, TurnKeyFlyers.com makes PDF based property templates. However, they might not fit your exact needs. There aren’t many companies in the marketing template space. You can review them all within a few hours.

For website templates, I’d highly recommend looking into WordPress.com and WooThemes. They’re the most widely used and popular.

Templates are an essential tool for your business. They make your business run smoother, faster, and more efficient. They cut precious time, effort, and cost. Templates will help new agents look like rockstars, and help veteran agents perform like rockstars!

Happy marketing everyone!

Like Resources:

WordPress.com

WooThemes.com — Estate Theme

TurnKeyFlyers.com

Imprev.com

RealFlyer.com

No-brainers: Post an ad on your website and announce the upcoming open on your blog at least a week prior to the event. Include high quality photos and, if possible, a video tour. Send preliminary email notices to your database and include links to your site and/or blog. A series of two or three email notifications as the open house draws near is not excessive if each message if different, distinct and contains new information. Be sure to ask recipients to help spread the word.

Traditional advertising: Send out out postcards to your database and place classified ads in newspapers and local periodical publications. Community calendar websites often allow open house postings also. Make sure your print ads and written communications are accurate, attractive and professional looking. Plan ahead and be aware of media deadlines.

Preach to the choir: Other REALTORS® are your best source of leads and buyers.  Send out emails to real estate agents in the area and follow up with those who have shown the property previously.  Make personal contact with agents who have listings nearby.  Take advantage of your broker’s website and your local MLS.

For broader exposure, post on national real estate sites such as Zillow, openhomez.com and ActiveRain. Realtor.com offers an Enhanced Listings feature that has a place for open house information. By using data from Google Analytics, you can see where traffic to your listing has come from and focus your wide-area marketing efforts on agents in those areas.

Consider purchasing selected keywords on Google Adwords using the Google keyword tool.  If you can identify keywords that hone in on a property’s geography and key feature(s) (for example: “Beverly Hills mansion” or “Orange County seaside villa”) you can purchase the phrases for a set amount.

Craigslist: You can get lots of eyeballs using this free marketing forum.

Online social media: Create events on Facebook and LinkedIn. Post tweets and be sure to update your blog to highlight the open house. Make these posts conversational by providing information about the neighborhood, area amenities, shopping and restaurants in the vicinity, etc. Try to create a dialogue and offer value-added information.

Guerrilla marketing tactics: Post flyers at local shops and ask small business owners to stop by. Use word of mouth opportunities at networking events, community meetings and social occasions. Ask neighbors to help promote the event. On the day of the open, be sure to put out plenty of signage at the home and colorful directional signs with balloons and streamers at nearby intersections.

The goal here is to spread the word about your Open House as far and wide as possible. Leveraging the internet is an great tool, but not the only one. Effective marketing is a mix between online, offline, and between-the-line marketing. Getting your Open House packed will be worth all the effort.

A solid and clear USP will get YOU noticed, help your clients’ ‘pitch’ YOU, and get prospects to remember YOU above everyone else!

A unique service proposition (USP) is a simple, concise statement of how you differ from your peers in the industry and what this means to your clients.

In the competitive world of real estate, it’s important that you have a USP that cuts through the clutter and positions you as the REALTOR® of choice in your market.

To identify and define your USP, look first at yourself: What do you do that distinguishes you from competitors? Do you have a special niche, a special ability, a special way of delivering service?

Hone in on what is unusual or significant about you.

Are people drawn to your personality, reputation, location or broker affiliation? Do you volunteer or are you a part of a non-profit organization? What makes you more valuable and/or more visible in the market than other agents and what does this mean for clients?

Last week I came across an agent who had this tag line at the bottom of his business cars: “Proud to sell homes… Proud to be a Volunteer Firefighter!” Now that is something you’ll remember!

Next, analyze your target audience.

Consider their demographics, purchasing habits and what drives them to select a particular agent to deal with. What do they seek from you? What benefits do they gain from having you as their REALTOR®?

Another good USP I came across was from a client of mine who’s USP read: “Mr. Green-Home… Specializing in ‘Green’ sustainable homes!” How many Realtors do you know who specialize in Green Living? If I was a “green” conscious buyer, I’d probably be enticed to seek him out first… would you say?

Your USP should address a genuine need so you should try to identify what needs are going unmet in your particular market. What are the most difficult or frustrating aspects of buying or selling a property and how do you address them?

Your USP should speak to these pains directly.

Once defined, your USP becomes a key branding tool and serves as the basis for all of your marketing, advertising and PR activities.

Everything you do should reinforce your USP, and every customer touch is an opportunity to reaffirm the uniqueness of your service proposition. The essence of your USP should come through in your business cards, brochures, real estate flyers and signs; your website and internet marketing initiatives; and even your elevator pitch.

Be bold and creative when developing your USP!

But be sure that you can deliver on the promise it embodies. If you don’t deliver on that promise, you will fail both yourself and your clients.

Developing an effective USP takes time and effort, but it is worth it because of the leverage it provides.

A powerful USP enables you to build a memorable and lasting reputation in the competitive real estate industry. The ultimate goal of your USP is to have people say, “I’ve heard of you. You’re the REALTOR®  who ….”

If you have a unique or creative USP you’ve developed please feel free to share! It really helps others get an idea of how to develop their own USP!