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THE REALTOR MARKETING RESULTS NEWSLETTER February, 2005

IN THIS ISSUE Why your personalized marketing never worked. How to tell if your website is focused on your customers. Free mortgage information for your website.

WEBSITE NEWS We invite you to visit our new website just for REALTORS:   www.RealtorMarketingResults.com . And, if you know someone in a small business that is not real estate related, refer them to: www.SmallBusinessMarketingPro.com Separating the information for small business marketing and REALTOR marketing is working out well.

WHY YOUR PERSONALIZED MARKETING NEVER WORKED We work with REALTORS to create personal identities that will differentiate them from the competition in the marketplace.  Ideally, REALTORs aggressively market their personal identity on their website, yard signs, listing flyers, brochures -- anyplace where their name is seen. Very often, however, the approach taken is more "personalized" marketing versus personal marketing.  One of the leaders in the realtor marketing industry, Hobbs Herder, does a fantastic job of working with REALTORS to establish identities and marketing strategies. (Their fees are just a bit higher than ours)  You can learn how to avoid the "personalized" marketing mistake in this Hobbs Herder article . Return to Top

HOW TO TELL IF YOUR WEBSITE IS FOCUSED ON YOUR CUSTOMERS Its difficult to write sales copy when you are the product!  And, that is the challenge REALTORS face.  You are running a real estate consulting practice; your expertise and personality are the factors your prospects weigh when they decide to work with you. One of the most common mistakes REALTORS make on their websites is to emphasize the things that make them outstanding in the real estate industry, not the benefits they bring to a prospect. For example, the industry rewards you for being a top dollar producer. But, your prospects and customers won't always translate that achievement into something that will benefit them. Even your profile should describe the things about you that will be of direct benefit to your customers, not just a list of accomplishments or awards received. There's a useful tool that will help you determine just how customer-focused your web pages are. Go to this page: http://www.futurenowinc.com/wewe.htm and enter your web pages' address in the calculator. You'll receive an analysis of your site's customer focus, and no registration is required. Return to Top

FREE MORTGAGE INFORMATION FOR YOUR WEBSITE You may be familiar with BankRate.com. It is a site that provides a wide range of information concerning lending rates nationwide. Did you know that you can also display some of their rate charts on your website?  It is a free service, and the information is updated right on your site! Naturally, you would want to let your visitors know that any information posted is for overview purposes.  The rate information is not targeted at lenders in Atlanta, for example.  But, your visitors may find a chart showing the history of mortgage rates very interesting. And, if your site doesn't have any calculators now, you can add Bankrate's calculators including rent vs buy, affordabillity, and others. The link to the free service is not very obvious, so if you are interested, check out this Bankrate page ! Return to Top

 

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