| Like with any business, realtors need to know | | | | customer.Benefits are based on emotions. They |
| marketing to increase the number of clients and | | | | solve the clients problem, They emphasize the |
| sales. | | | | needs, desires, and |
| Marketing is a step that real estate brokers | | | | wants of their clients. Realtor marketing should |
| often overlook in their training. Many believe that | | | | feed on benefits. Unfortunately, most realtors |
| in the | | | | give |
| real estate business, the market is pretty much | | | | the potential client facts and features.As a |
| guaranteed. But this isn't the stance to take if you | | | | realtor, don't tell the client that you've been in the |
| are a realtor and want to make your business | | | | business for "X" number of years. That |
| the best in your community.There are realtors | | | | you're an expert in your field. Who cares? They |
| that believe the "brand name" advertising that the | | | | want to be assured that you are going to help |
| parent company provides is all the | | | | them |
| marketing they need. If the realtor works for | | | | with their problem of selling or buying a house, |
| Century 21, Re-Max, Coldwell Bankers, or any | | | | rural property, investment property, etc.The |
| number of | | | | pictures of the property in housing advertising is |
| national firms, they believe the tv and print | | | | the only, real emotional draw. It's what gets |
| advertising is what brings their clients to them. But | | | | potential customers wanting to go see the |
| this | | | | property. All those features of bedrooms and |
| brand name advertising is not the local marketing | | | | bathrooms are |
| that will benefit the real estate broker and | | | | secondary and wasted space.Replace those |
| increase | | | | features with the benefits of the property and |
| their realty business.Realtor advertising that | | | | you'll see sales go up. Benefits, along |
| markets the real estate business in the yellow | | | | with the photo, pre-sell the house or land to the |
| pages and newspapers all tend to | | | | client. They are emotional. And, emotions sell!The |
| be the same. They say, here we are. Here's | | | | realtor should look at how direct marketing sells. |
| what we do. How is the potential client supposed | | | | This kind of marketing is the basis of direct |
| to make | | | | mail marketing. It can be applied to the real |
| their choice?Housing advertising attempting to sell | | | | estate business with noticable results. The next |
| houses all look the same. 2 bedrooms, one bath. 4 | | | | time |
| bedrooms, 2 | | | | you get a direct mail marketing letters in the |
| baths. Living room, dining room, study, etc. Only | | | | mail, don't throw them away. Open them and see |
| the house photos are different.What the realtor | | | | how |
| fails to realize is that whether a potential client is | | | | you're emotionally draw towards the sale.As a |
| trying to sell their property or | | | | realtor marketing your business and properties, |
| buy, they make their decision based on emotions. | | | | you could learn much from reading this type of |
| Then they back up their decision based on facts | | | | mail |
| and | | | | salesmanship. Think about how you could employ |
| features.Realtors should market themselves and | | | | the techniques of these marketers in your realty |
| the property they are trying to sell based upon | | | | business and you'll be steps ahead of the |
| this fact. They | | | | crowd.Jim Bruce is an online direct marketer. He |
| should sell the benefits to the client. The benefits | | | | consults with realtors on how to maximize their |
| of having their real estate firm represent the | | | | clientle and profits by applying direct marketing |
| client. The benefits of the house to the | | | | principles and techniques. |