RISMedia's Real Estate Magazine

JUL 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1132072

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Page 85 of 126

RISMedia's REAL ESTATE July 2019 81 {Power Teams} Are You Marketing Backwards? by Cleve Gaddis B ackwards marketing? Ever heard of such a thing? I hadn't until a recent phone call with a marketing ex- pert who said some thought-provoking things during our conversation. She said that real estate agents like to talk about their listings and themselves, which is very true. Then she added that agents should focus instead on how the features of homes will benefit homebuyers—and how the agent's past successes and experience benefit pros- pects and clients. After hear- ing this, I realized that my team had been missing the mark with much of our advertising. In an effort to elevate our team's marketing, I'm going to start asking myself these ques- tions when writing copy: 1. How do the features of this home benefit the buyer? I'll try to tie features of the home to a benefit for the prospect. For ex- ample, if the home has a swim- ming pool, I could say something like, "Splish! Splash! And not much more cash! This four-bed- room, three-bathroom traditional in Norcross comes with your own sparkling, in-ground pool. You'll feel like you're on vacation every day!" I'd be interested in seeing a "free" pool that made me feel like I was on vacation every day. Wouldn't you? 2. How does our team's success benefit our clients? Most real estate agents are really good at highlighting their accomplish- ments and those of their teams' within marketing collateral. While this is great stuff, I'm go- ing to focus instead on how our team's outstanding performance benefits our prospects and cli- ents. For example, instead of saying you sold X homes in the last year, or that you're the ar- ea's top agent, you might con- vey a more powerful message by saying, "Because of our team's sales in the last several years, we have a huge pipeline of buy- ers looking for homes in your area…and one might just want your home!" Instead of saying you sell homes for more money, you might try, "Our typical seller earned $X,XXX more than the av- erage seller." I hope it goes with- out saying, but your results must actually support your claims. 3. What can I say to make this copy reader-focused? This sounds like an easy thing to do, but our natural tendency is to talk about what we're trying to sell instead of how it will benefit the reader. I can't tell you how many times I've mentioned that a home has fantastic curb appeal or is the best-looking home on the street, but if I want to be reader- focused, I'll need to change my words to something like, "You'll be very proud of this beauty ev - ery time you come home." How many ways can you think of to elevate your marketing? Let's all start by marketing forwards instead of backwards. Market the benefit of what you're selling and not what you're actually selling. Remember to ask yourself the three simple questions above as you write copy, then measure the results to see if the change makes a difference. Cleve Gaddis is a master coach with Workman Success Systems and a team leader with Gaddis Partners, RE/MAX Center in Atlanta. He learned sales the hard way, selling vacuum cleaners door-to- door and now puts those skills to use in helping his team close $60 million annually. He loves to share his systems and strategies to help others succeed. He hosts the Call Cleve Atlanta Real Estate Show, heard weekly on NewsTalk 1160 WCFO. Contact him at Cleve@WorkmanSuccessSystems.com. 0DUNHWWKHEHQHÀW of what you're selling and not what you're actually selling.

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