‘Shtick’ and ‘real estate marketing’ seem to go hand-in-hand. For example, does everything you touch turn to sold? It happens to a lot of agents. Shtick lost its luster years ago and the next generation of buyers and sellers, the 80 – 95 million strong Generation Y, have different expectations.
To appeal to this next generation of buyers and sellers, you’ll need to take a hard look at your business branding. Gen Y are big internet researchers. In fact, according to a 2009 PEW Research Study, 90% of Gen Y have used search engines like Google and 84% went online to research products. Above all else, Gen Y values authenticity. With those two things in mind, here are three critical, notoriously shtick-heavy parts of your business branding/marketing to consider:
Do you remember the early 2000’s when most professional agent photos contained one of three things?:
- Cell Phone, in use.
- Business Power Poses
Cell phones and pets have become kitschy and although business power poses have their place, today’s buyers and sellers value authenticity over flawless appearance. It would be refreshing to see a photo of an agent helping with a home inspection, appraisal or out in the field on marketing pieces rather than canned headshots.
Speaking of headshots, business cards have long been the home for agent photos. This isn’t without its merit; business cards are among the most handed out business branding pieces agents have. While having your photo on a business card is okay, consider replacing your photo with a stunning listing photo.
By going against the status quo, the listing photo on your business card will stand out and intrigue buyers to ask more about the property. Tried and tested, this was one of my most successful listing marketing tools as an agent and seller clients loved it.
With 90% of Gen Y doing research online, your website/blog will be (or should be) the cornerstone of your business presence. If you’re using a website design from the late 90s or early 2000s, chances are you’re losing valuable prospects to poor design. The internet is a vast resource and as such, offers multiple options to find similar information. Stand apart by offering a modern website design with articles and information about the local area.
Older websites tend to place a lot of emphasis on who you are, your experience as an agent etc. While prospects want to get to know who you are, this information is better suited to an ‘about’ or ‘contact’ page.
Give prospects what they want, and you’ll be rewarded with their loyalty and business. What do you do differently from everyone else to attract new clients?