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Your Competitors' Real Estate Marketing Ideas Don’t Matter

March 31 2016

la competitors mktg ideasThe other day I was browsing some articles and I came across one written by Laura UreLaura Ure talking about Why You Shouldn't Look to Your Competitors for Marketing Ideas. She made some very good points in her article and it got me to thinking. So many times, when aan agent first contacts us to help them with their marketing efforts, they come to us with a sample piece from another agent in their marketplace that they want to emulate.

As Ms. Ure pointed out, that is a very big problem. The article, while great, was a little brief. Because I was inspired by her article, and because it got my mind wandering, today I wanted to share with you a few more reasons that it is never a good idea to look to your competitors for marketing ideas.

1. Most Agents Market Without Purpose

If I had a dollar for every marketing piece I've seen without an effective call-to-action on it, I would be retired and not writing this article right now. Even if a marketing piece is effective in generating buzz, if it does not actually give you a clear, concise way to generate leads, it's not worth doing.

Remember, anything worth doing is worth doing correctly. You are spending your hard earned money on your marketing pieces. Every piece should be sent out with value added information for homeowners in YOUR specific marketplace. More importantly, you should be able to, at a glance, track homeowner engagement with your marketing pieces AND leverage that interaction to market to them via other methods (e.g., from a postcard, or get their email address so you can then start doing email marketing to them).

If you mimic somebody's piece that doesn't have this, you are not maximizing your potential leads, just as they are not.

2. You ARE NOT just like "Agent Jane Smith"

This one is an easy one. So often, agents forget that real estate truly is a "people business." Many times, when asked why a homeowner selected a particular agent to help sell their home, the answer is some variation of, "I don't know; we just clicked right away and I had a good feeling they could do the job."

If you are emulating someone else, you are doing yourself an injustice on two levels. First, maybe the homeowners you are marketing to don't actually like "Jane Smith's" style or personality. If that is the case, they will never contact you. Second, even if they do like "Jane Smith's" personality and style and you get to the listing appointment stage, they are going to quickly realize you were selling them a bill of goods in your postcard messages and not anything like Jane Smith. They will certainly cut your appointment short and choose another agent.

There is only one you. Embrace yourself and show people how unique, talented and qualified you are to sell their home.

3. There is no one single type of homeowner. You NEED to tailor your messages to YOUR marketplace

Admittedly, this one is a bit of a reiteration of Ms. Ure's original thought. I do not think she dove deep enough into this point, though, and I think it warrants a little further clarification.

She is 100 percent correct in saying that there is no "one size fits all" when it comes to homeowners and marketing pieces. As a result, you need to take into consideration the life circumstances, likes, dislikes and values of the homeowners you are marketing to in YOUR specific marketplace.

If you haven't heard me discuss this before, the place to start is by building client personas for those homeowners that would be your "ideal clients." If you start there and tailor all your content directly towards those people, you can never go wrong.

It can be tempting to try and just grab something quickly from another agent that catches your eye, but at the end of the day, it simply will not work. How can you customize things for YOUR marketplace?

To view the original article, visit the Leading Agent blogLeading Agent blog.