YOU are your Point Of Difference

The current spectrum of online marketing products seems to be funnelling all the agents down a similar path. It appears that it is going to get harder & harder to create a real point of difference.

The main way that you will be able to stay ahead is through clever use of innovations and even though others will follow your lead you can at least be further along the path than the next agent. You want to be seen as the innovator not the immitator.

Agents worldwide seem to be grabbing onto the smallest detail within their businesses and are passionately selling their point of difference based on that alone. Things like we create the best brochures or we do longer or more frequent open homes, etc simply won’t be enough to grab the seller’s attention compared to some of the web 2.0 marketing strategies that we are currently developing.

Ultimately the consumer is going to become even more confused by all the similarities within agent’s marketing that they won’t really care who they select to interview for the market appraisal & may end up choosing their agent based on commission rates.

At the end of the day the only real point of difference that you have is YOU. You have to market yourself in such a way that you can connect with people. You have to become a presenter & embrace the Web 2.0 strategies, via video & podcasting because unfortunately as an agent people assume things about you without even meeting you – video helps more people to get to know you.

Within these videos you have to provide your potential clients with social proof that you are an excellent negotiator & you should provide supporting evidence eg. testimonials (video or audio preferably) and wherever possible you should use piggy backing. I’ll explain piggy backing in my next post.

Understand that it’s going to be a bit tricky to wear the sellers agent hat & the buyers agent hat within the one video. A buyer may be put off by putting too much seller based slant into the video & vice versa.

Have a planned approach to these videos. Remember that the video could end up anywhere on the web & if it’s too outrageous the majority of people won’t connect with you.

Ultimately, it’s about getting people to meet you & getting them to like & trust you. Make sure you include some information realting to the area in which you work because both sellers & buyers would be more interested in watching your video if you provide some insights about your area rather than just making it all about you.  A professional video company can help you with this.