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    How to Get Real Estate Listings Really Fast – Part 2

    April 27, 2016

April 27, 2016

How to Get Real Estate Listings Really Fast – Part 2

As we discussed in our last blog, getting real estate listings fast is always one of the biggest challenges that real estate agents encounter.  We’ve already discussed the first way to get real estate listings fast – send direct response postcards – now let’s discuss the second.

“Reasons Why” Branding

The second way to get real estate listings fast is through branding.  Most agents do branding incorrectly.  The typical agent sends out postcards, recipe cards and other types of cards with their name and information.  They mail these cards over and over again.  Statistically speaking, it takes three years of nonstop marketing in that fashion before you get homeowners to think about you and to pick up the phone and call you.  In fact, here is a paraphrased quote from Mike Ferry, “If you are going to do postcard marketing you have to do nonstop marketing for at least three years before you can expect a homeowner to actually remember your name and pick up the phone and call you.”  That’s the type of branding that most agents do and that type of branding does not work.

For the purpose of this topic, let’s call branding, “Reason’s Why” branding.  This type of branding gives homeowners reasons why they ought to remember your name and pick up the phone and call you.  We have one client that used this approach in his marketing.  He started into a farm with 1000 homes with entrenched agents who were selling for years.  In his first seven months, he had 14 listing appointments and every single listing appointment chose him.  We have a client who tried to break into a community that he really wanted that he had never marketed to before.  He used this “Reasons Why” branding approach and in six months he had more listings than every other agent combined in that farm.  “Reasons Why” branding is extremely effective for generating listings now.  It is especially effective in keeping an ongoing source of listings so you never have to worry about listings again.

Why Does “Reasons Why” Branding Work?

Here is how “Reasons Why” branding works.

First you have to ask yourself, “What does the homeowner feel is important in selecting an agent to sell their home?”

You’ll come up with a long list of answers.  What are those things that homeowners are most impressed with about you when you go do a listing appointment that causes them to choose you?  Whatever those are, break them down into bit sized pieces.  Break them down into five, six or ten unique things that you do that is unique about you or that homeowners really like about you that when you meet with them on a listing appointment, it causes them to choose you.  You take each of those bit-sized pieces and put them into a marketing piece.

If it’s a postcard, it’s a one postcard mailing for each of those items.  If it’s a radio advertisement, each radio spot gives just one of those things.  If it’s email marketing, each email gives just one of those things.  In other words, don’t try to cram too much into one marketing piece.  The most effective marketing pieces are those with a single focus.

If we use postcard marketing as an example, because everyone understand that, what you do is create a series of postcards, each of which talks about one of those items.  Then mail those postcards into a desired community.  Here is the key with “Reasons Why” branding:  Repetition and frequency that creates an opportunity to touch the same people over and over again while giving them a different reason why you are the one to choose each time.

Marketing is a layered effect, like painting. One layer of paint covers most of the surface. A second layer covers more of it.  Three layers covers it all.  Marketing is the same way. What we are doing is layering on reason why after reason why.  It’s this “Reasons Why” branding that makes you successful in a short term to get more listings.

ListingGrabber® … We find sellers before they go on the market

Beatty Carmichael

Beatty Carmichael

CEO, Master Grabber / Listing Grabber at Listing Grabber
A veteran marketer and direct response expert, Beatty’s professional career began in 1997. As clients began hitting sales records word of their success began spreading. Beatty’s business grew and began servicing tens of thousands of independent sales reps in a range of industries from health & wellness, weight loss, legal, accounting, travel, medical benefits, nutritional supplements and real estate. He has taught marketing techniques and concepts for audiences numbering as many as 4,000, conducted hundreds of tele-seminars on the subject, and has guest lectured on marketing for graduate students at a local university. He is currently the founder and CEO of Listing Grabber.com.
Beatty Carmichael
3 Comments
  • Polly, June 22, 2016 Reply

    I came, I read this article, I conquered.


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