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AUGUST, 2005
REAL ESTATE RESULTS NEWSLETTER
I hope you are enjoying the summer. From what I know, however, most of the country is experiencing unusual weather. Atlanta has almost drowned this summer. Personally, I am looking forward to fall!
In this month’s newsletter:
Niche Marketing
Whenever real estate agents get together, the issue of niche marketing usually generates some healthy discussion. One school of thought says that if you narrow your focus to a specific niche market, your prospecting opportunities diminish. A second school of thought says that you can’t be everything to everyone, and you should specialize.
The benefits of specialization include the possibility that marketing expenditures will be reduced because your marketing efforts will be very focused. There is also the potential for an increased number of referrals because your existing clients will have a strong reason for others to seek out your services. For more information, read this article that summarizes many of the benefits of specialization, and gives tips on how to go about defining your specialization.
Also, keep in mind that specializing doesn’t necessarily mean that you never work with clients outside your specialty. What it does mean is that you develop a clear message to prospects in your target market, and carefully target your marketing efforts.
How to Make Your Brand Come Alive!
Branding yourself is a great way to establish yourself in a niche market. Read this article by Allison Fishwick, a real estate coach. According to Allison, “By branding yourself correctly, you can create the perception in peoples’ minds that you are the only option—the only agent—who will sell their homes.” The article also describes four qualities of a successful brand.
Once you have branded yourself, you need to make your brand come alive. Just printing a logo on your listing presentation won’t do the job. You need to become your brand. Here’s another article that gives you examples of ways in which you can use your brand in every day conversation.
 Websites - Excellent Local Information Sources
I came across two new sources for local information:
1. Home Town Locator (HTL) - This site contains city profiles that include census, demographic and income data, parks, schools, libraries, hospitals, airports, hotels, environmental conditions, local newspapers, media outlets, employment, maps, coordinates and aerial photos.
According to the site’s Terms of Use, you cannot frame the site into your real estate website. However, you can create links to specific pages on the site. For example, here’s the HTL page for Atlanta. You could even direct your visitors to an aerial map of Roswell, an Atlanta suburb.
2. SchoolTree.Org - The reason this site exists is stated as follows: “We don’t think parents, teachers, students, or anyone should pay for public information”. The site contains extensive information and easy-to-read charts. I did not find a Terms of Use statement prohibiting framing the site.
Build a Brand or Make Your Website a Lead Generating Resource!
Call us today, toll-free at 888-716-2418, or 770-631-2735 in the Atlanta area.
Do you have a question about real estate marketing tools? brands? websites? Send us an e-mail. We’ll answer your questions in an upcoming Real Estate Results Newsletter.
Until next month...
Kathleen Allardyce
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