3 sure-fire ways to perpetuate the myth that all real estate agents are the same

Don’t let anyone tell you that “this is not your father’s real estate industry,” because, apparently, it is. It’s nearly 2019 and the most-searched term on Google by real estate agents is NOT how to use artificial intelligence to generate leads or anything else that reflects modern tech use in the industry. Nope, agents are searching for information on real estate slogans and taglines.

Sure, the name of the real estate marketing game in most markets is to differentiate yourself from the competition. But … really … real estate slogans?

We get it, it’s tough to break away from the crowd. Sadly, when agents do come up with a fresh, innovative way to market him or herself, it is immediately copied.

First, there’s one copycat, then another and, if the differentiating tactic is cheap enough and easy enough the copycats multiply like bunnies.

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Then, because everyone else is doing it, the tactic becomes ineffective and no longer innovative

In fact, the general public makes fun of it. From agents using their vehicles as video broadcast studios to the ubiquitous headshots on their business cards, there’s a lot to ridicule. I mean, nothing screams “unique!” like having your dash-cam video show up with 300 similar ones online.

Most of all, the cookie-cutter-agent myth is perpetuated.

Promotional music videos

It takes a very brave (or deluded) soul to attempt to copy the more brilliant real estate promotional videos. Unless you’re loaded with talent and money, this is a practice that few can get away with.

If you’ve tried it and you aren’t getting rave reviews from anyone other than your mama and those you work with, realize it’s not doing you any good and you should probably dump it.

If you can’t sing like Des Moines agent Meghan Hill Mitchum (or hire someone to sing for you), reconsider the Adele parody video you’re so keen on doing.

If you can’t pull off the attitude like L.A. agents Cherrie Brown, Zach McReynolds and Sara Spalione, ditch that rap video idea.

“I want to make one but don’t know where to start. Is there an alternative to hiring a video production company?” asks an agent online.

No, not if you want to avoid looking lame

The same holds true for those Hollywood-style listing videos. If you don’t have the budget, stick with the crowd and make them straightforward – after all, listing videos don’t stay alive forever (unless your clients overpriced the home), or unless you happen to be Brian Keith Lewis whose videos are watched over and over.

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By the way, if you want to cop someone else’s ideas, check out more of Lewis’ listing videos.

 

Agent Photos on biz cards

Unless you are Eric Lavey, whose face is apparently his brand, your face has no business being plastered all over your business card and marketing materials.

Yet, despite all the talk of the importance of branding, agent headshots still take center stage on the one marketing material they hand out most often.

“ … it’s a business model that hasn’t changed in a century to keep with the times,”

bemoans a consumer in an online forum about lame real estate agent headshots with accompanying cheesy real estate slogans (but more on those in a minute).

There are arguments for and against. St. Paul broker Teresa Boardman presents some interesting thoughts on the topic at Inman.com.

We rather like the way The ONION treats the debate in “I Wasn’t Going to Buy This House Until I Saw The Realtor’s Headshot On The Sign.” Author Sam Cone even manages to work in the cringe-worthy agent tagline “You’re my No. 1 priority!”

“I guess what I’m saying is that it’s just such a relief when professionals take the time to demonstrate a true respect for my intelligence,” he says.

Before ordering your next batch of photo-embellished business cards, check this out: the Google search term “lame real estate agent photos” returns about 5,220,000 results. In many cases, adding these photos to your cards is a mistake.

Then, if you must go through with it, use a professionally snapped, updated photo, leave the weird hat and/or companion animal at home and consider putting your headshot on the backside of the card and reserve the front for the professional-branded stuff.

 

Ok, let’s get back to those real estate slogans

Why do so many agents not know that real estate slogans and taglines, so prolific decades ago, are viewed by today’s real estate consumer as smarmy? That there are websites devoted to poking fun at them?

Like closing gifts, it’s something only those in the real estate industry feel they need to do to attract and keep clients.

Real estate slogans are sort of a shortcut around providing amazing customer service, perhaps

So, what are agents finding when they enter “real estate slogans and taglines” into the magical Google search box?

You don’t want to know.

“To Buy or Sell Call Mel!” was actually chosen by a writer at fitsmallbusiness.com as a “fun, memorable and straight to the point” tagline. “What’s not to love?” the author asks.

We don’t even know where to start to answer that question.

Another site tells us that you need real estate slogans because it’s not good to “make your customer base work to find out who you are and what you do. Tell them loudly and clearly and start building trust and loyalty at first contact.”

Wait.

Don’t agents’ business cards and websites typically have the name of their brokerage emblazoned across them? And, don’t the vast majority of real estate brokerages have the word “realty” or “real estate” in them? And, don’t most agents who are members of the NAR put the word “REALTOR” after or below their name? Clients want to know how you’re going to help them buy or sell, not that you can come up with a catchy clogan.

It’s safe to say then, that agents are pretty good at identifying themselves as such and that real estate slogans typically do nothing toward that end.

But, we’ll play

Imagine you are a real estate consumer trying to nail down who you will hire to represent you in a real estate transaction. Will “Everything I touch turns to SOLD” instill trust and loyalty or will “A Local Expert” be the tagline that seals the deal for you?

“They are awful and the reason why people think agents are idiots and like used car salesmen,” claims one agent in the comments section at fitsmallbusiness.com.

If you absolutely feel that you have to use a tagline, avoid sounding like an idiot or used car salesman and hire a company that specializes in branding to help you come up with one.

If it’s cheap and easy, it’ll be cheesy (someday)

If you’re tempted to copy another agent’s marketing technique, understand that it isn’t going to make you stand out from the crowd unless few others are doing it. And, you can count on others picking it up if it’s inexpensive and easy (like the aforementioned dash-cam videos).

On the flip side, the more expensive or labor intensive a real estate marketing method, the less the chance it will be copied. For instance, branded real estate-oriented newspapers sent to a geographic farm can get pricey, so if you decide to go this route, it’s doubtful others in your market will copy you.

A ghost-written, agent-branded real estate book (not an e-book – that’s too cheap and easy) to hand out to buyers or sellers offers the same rip-off protection.

But, in the end, the cheapest, most effective marketing vehicle is word-of-mouth. And you’ll get that by providing your experience, knowledge and a dash of charisma to all you do business with. In other words, plain, ol’-fashioned excellent customer service.

Ready to stand out with a professional real estate website? Learn more about LeadSites.

For marketing ideas that will help you stand out from the crowd, be sure to check out these marketing tips.

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