According to an on-line Brandweek story, The National Association of Realtors has launched a $25 million awareness campaign, highlighting the benefits of using a qualified Realtor to sell a home.
Association president Thomas M. Stevens as says, “NAR's public awareness campaign helps millions of home buyers, and sellers and commercial business owners understand the benefits of working with a Realtor.
That's fine as far as it goes. However, having spent the past thirty some years as an itinerate peddler and advertising maven, I can tell you that no two Realtors® are created equal. So while the national campaign (which is adaptable for state and local organizations) may raise awareness for Realtors®, the question individual Realtors® need to answer is, “Why You?”
Every Realtor® (every salesperson for that matter) is a personal brand. More than the company you work for, more than the products you sell, your brand is everything you do for your customers. How are you different? What are you prepared to do that others aren’t? What do you want to be known for?
If you know the answers, how are you telling people about them? It takes more than slapping your picture in magazines, for sale signs and billboards to convey your brand.
I never make a conscious decision to use a Realtor® yet I’ve used a Realtor® to buy and sell all my homes. I’ve had several great experiences and one memorable experience where the Realtor® helping me purchase a home disappeared three days before closing.
If you’re doing great things and learn how to market yourself you’ll be on your way to becoming the Oprah Winfrey, Michael Jordan or Jimmy Buffet of your product or service category.