Whether you are marketing to a niche group, attempting to get your name, company’s name or charity recognized in an overcrowded marketplace or selling Girl Scout cookies locally, it is important to stand out from other people offering the same service.
My marketing hero is Richard Branson, now Sir Richard Branson, the founder of the Virgin Group. How many CEOs would leave school at 16 with the headmaster’s words lingering in their ears of “Congratulations Branson, you will either end up a millionaire or in prison,” would not hire a super model to launch Virgin Brides but shave his beard, put makeup on and wear a wedding dress and would cross the Atlantic and Pacific Oceans in a hot-air balloon. His empire now includes airlines, records, entertainment, publishing, radio stations, financial services, internet services and a host of other companies – all branded Virgin. He started his companies in a basement and eventually moved to a houseboat that was great fun to visit on a canal in Maida Vale, just a few miles from London’s Hyde Park. This is one person that knows branding and is the master of it and is now estimated to be worth over $7 billion dollars – not too shabby!
Why am I blogging about this, you may ask? I have been viewing hundreds of Real Estate agents Bios so I can write to them and give them information about our new Web site. Most Bios, both on their Company’s Web-sites and their own Web-sites are either boring or non-existent. If I were looking to buy or sell a property please tell me something other than you are “committed to excellence”, a “top producer”, “know the market” and then list numerous designations that I must look up if I want to know what they mean. If I am selling my home or business, I want to know how you plan to market it in a way that is different from just listing it in the MLS or other listing service. If I am buying a home or business why is your expertise better than the agent’s down the road or the next agent on a Google search. Please tell me something about yourself and why I would like to spend time with you looking for property or why you can market my house in a creative way.
Market and brand yourself as something special, an expert or just a nice person but tell people about yourself. After all people buy or sell more than one property and they have family, friends, neighbors and colleagues for referrals. Tell me something that will make you stand out from the crowd.
“A business has to be involving, it has to be fun, and it has to exercise your creative instincts.” Richard Branson