This guest post was written by Larry Easto who is a
best-selling business writer, and publisher of Real Estate Marketing Link

Among the many things about real estate marketing that intrigue me are the contradictions in how individual agents promote themselves.  This is especially noticeable in agents’ advertising.

Certainly each and every one of us is unique as a human being. And just as certainly, most agents pride themselves on their own independence and individuality.  Many go to great lengths to create and present images that help promote their uniqueness.  

I have no doubt whatsoever that promoting our individuality is an important component of marketing professional services.  However, when entering the advertising realm, most elements of individuality are ignored in favor of ‘me-too’ advertising. 

To see examples of ‘me-too’ advertising, you only need to look at real estate listings, either in print or on-line format. In virtually every case, each agent looks much like all of the others.

Yes, male agents look different than female agents, and agents of different skin colors are quite distinguishable. But by and large, they all look like…they all look like stereotypical real estate agents.  This same ‘me-too’ approach to advertising is also obvious on real estate company websites.

Because most agents recognize the importance of having a web presence, they choose to participate on their company’s website. Regardless of which company they are associated with-RE/MAX,  Century 21, Prudential, or whatever – agents can conveniently create their own web presence on the larger corporate site.  But to enjoy this convenience, they give up their individuality.

Instead of presenting themselves as individual real estate agents, uniquely qualified to assist individual clients, they appear to be just one of many other RE/MAX,  Century 21, Prudential, or whatever, agents.

Although convenient, participating in corporate websites are not the only, nor are they the best, approach to establishing a web presence. This is especially true if you want to promote your individuality and uniqueness.  If promoting your individuality and uniqueness is a key component of your marketing, your best approach is to develop your own unique website.

After all, you are unique as an individual and also as a real estate agent. Shouldn’t your web presence reflect your individuality?  Learn more about unique websites.

Note from Kathleen:  Another factor to keep in mind is that in virually all cases, you’ll never be able to drive traffic to your website by being found on the search engines when you use a brokerage website!