Real Estate Marketing Musing
By leeander
Ubertor Real Estate Blog scored an interview with Uber-marketer (and NAR Convention Keynoter) Seth Godin:
Ubertor: If you were a Realtor what one way would you market yourself differently?
Seth Godin: It wouldn’t be marketing, it would be what I DO. I would specialize obsessively. On a neighborhood or a market segment. I’d only sell restaurants, or condos, or to the gay community. I wouldn’t start doing ANYTHING where I didn’t have a good chance to be the best in the world at it.
Ubertor: What mistake do most Realtors make when marketing a home?
Seth Godin: They act like invisible middlemen. Here’s the question: if you had to charge a 7% commission instead, how would you justify it? do that.
Ubertor: How would you pick a Realtor to sell your home?
Seth Godin: Someone I trusted Someone respected Someone who was the clear and obvious best choice!
Going into a ‘08 in a soft market, I urge every real estate broker and agent to think long and hard about what Seth is saying: Find your niche and demonstrate your expertise to justify your position.
Blogging is a clear way to achieve this – though there are other ways too; social networking, participating in communities like Trulia Voices and Zillow Q&A, for example. But all of those tactics require a clear strategy. Start there first.
If you enjoyed this post, make sure you subscribe to my RSS feed!
Make sure to follow Inman News on Twitter too!
Vinny LaBarbera | Nov 20, 2007 | Reply
Could not agree more with Seth.
Specialize, specialize, specialize!
Stop trying to be the do it all, cover all areas Realtor….it is not going to happen.
I have a hard time understanding why people just don’t get this.
Anyways, thanks for the interview. I am going to pass this article on to a bunch of our stubborn clients.
Maryanne | Nov 21, 2007 | Reply
Ad if you really want to dominate your niche market, try sending handwritten marketing.
http://www.yellowletterscomplete.com
Chris Dowell | Nov 23, 2007 | Reply
I agree with specializing. It works for me!
Cecilia Sherrard | Nov 24, 2007 | Reply
It’s easy to say but when the demand is there to be everywhere… it’s hard to turn down. I’m talking specifically about having a large website and presence. Generating enough online leads that you and your team are in many different locations surrounding your base hub…and dealing with many, many situations and clients. That’s a new ballgame… One many agents will face soon enough.
Spreading yourself thin to gain a thick place in the competitive world of online real estate.
I wish I could just pick a cute little niche and be able to walk it on foot alone. I do however enjoy being in many different locations and dealing with many different types.
I don’t think there’s one set answer. Each agent has their own business and plan. If it works for you, keep on! As long as you’re happy. =)
Metrowest Massachusetts Real Estate | Nov 25, 2007 | Reply
I agree with Seth. He makes great points when he says specialize. Look at any great Real Estate website and most of the time they do not speak to the masses. There is usually a niche that the agent is trying to capture. It could be luxury homes, or it could be condos, or it could be investment propety as examples. Most agents don’t want to believe this and they continue to be average by having a site that speaks to nobody specific.
Kansas City | Nov 29, 2007 | Reply
I only agree with specializing to a certain degree. If you overspecialize you are leaving too big of the market untapped. You do have to specialize to an extent, but I learned a long time ago to not over do it. There is a fine line and I think it just takes time for each person/company time to figure out where that line is.