Just recently I was asked to give a talk for my good friend and co-author
from our bestselling Singapore book Get Rich Now: 15
Strategies of a self-made millionaire, Dr. Dennis Wee. (Dr. Wee is one of the
Singapore's most famous entrepreneurs. Although he hasn't finished his
high school, he managed to start and build his own
real estate company, Dennis Wee Group, to become Singapore's leading real estate company
real estate companies generating $ 3.8 billion in sales in 2006.)
He wanted me to share some marketing secrets with his real estate
agents and I was more than happy to do it because I believe there are so many
more than agents can do to position, market and market their services.
Unfortunately, most agents, whether in real estate or financial services
(insurance) or any other industry, tend to see themselves as a
seller. This self-perception limits their growth and income!
Thinking they are just sellers they don't see
opportunities to develop their careers into full-fledged businesses. There is
so many more benefits for someone to think big and build a great business,
versus just existing and making a living. Donald Trump said: "If
you'll think, you might as well think big. "But it is
another topic for another session.
Here I will show you some detailed examples of how an agent can
differentiate yourself by using simple positioning and branding
strategies that I have used with other clients with great success.
Many people perceive that being an agent in any industry is like being
seller. Someone who is always in competition with everyone else
thousands of salespeople in the industry. To some extent, this is correct.
These other agents are also looking for the same offers as you. He
is a matter of who gets the deal first. So they go unabated
out there to the cold prospect.
Now I am not a fan of cold prospecting. For me, cold prospecting is
like banging your head against the wall, hoping it collapses in front of you
start to bleed … most people end up being very disappointed. To do what
do you think new agents don't last long? I strongly suspect it's because
they realized that their heads couldn't go against the wall.
But there are ways to turn it around. In my interviews I like to ask
the audience: Do you prefer to work hard and seek out prospects, OR
Do you prefer to let your prospects search for you?
The answer is obvious.
But more than having less work and an easier time, there is
deeper psychological benefits so you can let your prospects seek you out
instead of you prospecting them cold. Simply put, when you search
someone out there, you will be open to ideas, advice, person expertise.
This is the reason why you are looking for it in the first place – to become an expert
There won't be the resistance wall you got used to when
you cold perspective. In fact, now they're the ones who jump over the hoops to
look for you in your field. Dude, it's always exciting to talk about it
Believe me, this is a whole new paradigm. Imagine becoming a celebrity
overnight and people are doing all they can to get in touch
with you. Think of reality TV stars like Survivor and American
Idol … It's that powerful!
So how can you achieve this?
Let's look at a typical scenario:
You've probably opened your mailbox day in and day out just to
find it crammed with stacks of flyers from various realtors. Only
look more closely. You will realize that all of them claim to be the
"specialist" in the field. Now if everyone is a specialist then does he
doesnt matter who you call? Absolutely not!
"But I am different from others. I have more experience, quality,
etc … ”you protest.
Let me be frank. It doesn't matter who you are or what you
the bottom is. If prospects don't recognize it right away, you're right
like everyone. It doesn't matter how different you think you are.
Repeat after me: if you are like everyone else, you are a non-body.
Remember: it all depends on their perception, not yours.
So instead of just being another specialist in the field, be different. Until there
I haven't met any agent who positions themselves as the
specialist at the service of "first-time buyers". Do you think it's powerful?
First-time home buyers are inexperienced. They don't know what
expect what the whole buying process is going to be, how long will it be
take, what possible hiccups might occur, etc. They are in a place where
they don't know what they don't know. Do you think they have
needs / concerns of those who have already bought a house? Of
Classes! If you can manage to gain their trust, do you think they will look
for someone else?
The point is this: you have the information that first-time buyers are
research (in fact, all real estate agents should know these
information). But by letting them know that you are the expert who can guide
them all through the process safely, by itself will earn you a
You may need to make minor changes to the way you do things,
like explaining the buying process in more detail, go through the
gritty nitty details that you normally don't need with an experience
buyers, etc. But all this will help consolidate your positioning and
brand image as an expert at the service of first-time buyers. And once your brand image
fate, you will be busy with so many referrals for others for the first time
buyers. Is the market for first-time buyers large enough for you?
Once you've established your branding, it's easy to market your
services. You can easily get the publicity that was once impossible
for you. If the media want to form an opinion on what first-time buyers
are thinking about a new housing policy, who are they looking for? They go
interview the expert (you). And after appearing in the media, you will have
gained even more credibility. Can you see how this will snowball
It all starts with creating a strong positioning, branding and
marketing strategy that's right for you.
What other positioning can differentiate you? What would you say:
o The real estate investment expert (investors love to work with
who understand their investment needs, someone who is not just another
o Specialist in divorce cases (they certainly have different needs
compared to regular buyers); or
o downgraders or upgraders; or
o Serve only those looking for luxurious and upscale homes valued at $ XX
amount and above (your benefit must of course reflect this); and
o Much more!
As you can see it is essential to create a strong positioning to get
your prospects to start looking specifically for you. I assure you that I am
not an expert in the real estate industry. But I am an expert in
positioning, branding and marketing. These same principles can be applied in
other industries, such as the financial services industry, perfectly
So start positioning yourself today!