The other day, I had a “come to Jesus” moment in my closet. In a hurry to get dressed, I couldn’t find what I needed. Frustrated and grumpy, I donated six bags of clothes and got rid of what didn’t work. I only kept essential items that fit great.
The same is true of your marketing and advertising. It should fit great.
Under the law, claims in advertisements must be truthful, not deceptive or unfair, and evidence-based.
So what does that mean for us? How do we bring this to our industry?
Step 1: Take an honest evaluation of yourself. What do you do well?
The problem: Most are fearful of claiming who they truly are.
Step 2: Claim it publicly. What problem do your strengths solve for others?
The problem: Insecurity. Marketing that gets noticed means standing out from the crowd. That can be new and scary for some.
Step 3: Be who you’ve claimed in your marketing and/or corporate messaging.
The problem: Companies (or large trade associations) can market one thing and do another internally. 1
Agents can’t do that.
An agent who markets one thing and delivers another may as well be wearing clothes that don’t fit. Others see it right away. There’s no hiding behind a board of directors or an executive team for an agent. Clients will sense a lack of alignment and assume you aren’t worthy of their trust. They’ll hire someone else because it “doesn’t feel right.”
Worse?
If marketing says one thing, and operators deliver or demonstrate another, it isn’t just ineffective. It’s a lie. It’s not truth in advertising (plus it’s morally bankrupt and manipulative.)
Don’t do that.
When you share the unvarnished truth about what you do well in a way that serves others, your marketing is powerful. Anything else is a perpetual and perilous high-wire act.
The good news? You already have the makings of a unique and powerful marketing message. It doesn’t need to be doctored - just discovered.
The future of real estate?
It’s bright for agents and companies that put truth in their advertising and act in alignment. Those who don’t may have their own “come to Jesus” moment. They may not retain talent, keep members, or get hired because they aren’t who they claim to be.
I’m ok with that.
The common refrain to agents these days is, “Know your value” or “Articulate your value.” Before you ask the question, can you answer it for yourself? Does your association, company, and leadership consistently demonstrate what you claim? Truth and alignment are required there, first.