Archive for February, 2009
Lie to Me. Your brochure says you are lying!
I've recently been sucked in to a new TV drama called "Lie to Me". If you haven't seen it, it's about a guy who is supposed to be the world's leading deception expert. He can read you like a book using your facial expressions and body language. They cut in real footage of well known liars in the act of lying and show you how the facial expression or gesture is exactly the same. Fascinating!
While most people don't have PHD's in this field they are intuitive and can detect lies or sense that someone is saying one thing but telling another with their non-verbal language. We call it intuition but an expert will tell you it is not intuition, it's a scientific fact - the difference is that you and I can't name what it is or why we know it. We aren't trained - we just know.
This same concept is true with your marketing materials. Website, brochures, fliers, postcards, newsletters, etc. The personal computer has given everyone the tools to make cool stuff. The problem is that not everyone has the design training or the intuition to use design to effectively support their message. Your brochure copy may be saying you are a waterfront luxury homes specialist while the actual brochure is telling people you are a used car salesman. Or maybe your marketing materials are saying you are lazy, unorganized, downmarket - whatever. The point is your brochure is NOT supporting your message.
An example of this would be a brochure about Home Stageing & Decluttering. This brochure tells us that decluttering will make our home more attractive to buyers. We should agree it's absolutely a good investment to hire an expert to declutter and showcase our home BUT this brochure is putting doubt in our minds and we are not fully sold. Why? Because the clutter and mess on this brochure is even worse than our most neglected spare room! We don't have the design degree or training to name it - we're just not sold.
Consider that having your admininistrative assistant design your marketing pieces may not be in your best interest. Their time could be better spent performing tasks they are proficient with. Designing brochures and ads will likely take them longer than a professional and with sub par results. A more cost effective solution would be to hire a professional to provide you with templates that you can re-use for new brochures, newsletters and so forth. This will cut down costs and give you the added benefit of all marketing materials being professional and consistent.
If you are a die hard DIY person then I would suggest purchasing a professionally designed template or use one that comes with your publishing program which you can modify. There are resources available that will help you improve your layouts by helping you learn to identify what needs improvement and to call out many of the usual amateur pitfalls:
Non-Designer's Design Book, The (3rd Edition) (Non Designer's Design Book)
The Non-Designer's Design and Type Books, Deluxe Edition
Realtors choose to be inspired and successful
I recently came across two quotes from Abraham Lincoln that remind me of how I approach my own work:
"Most folks are about as happy as they make up their minds to be."
"If I had eight hours to chop down a tree, I'd spend six sharpening my axe."
My creativity and enjoyment for my work sometimes requires a jump start. No matter how busy I am with work, I incorporate time for what I call "building my toolbox".
This involves researching new technologies, checking out what's new in my field (web development, marketing & seo) and in yours (real estate technology and marketing). I do this not only to keep on top of the latest trends but because it inspires me. I love learning new things and I love sharpening my skills and challenging myself.
Enough about me. My intention is to share some ideas that may help inspire you. Listening to news about the economy and the mortgage crisis could leave even the most enthusiastic Realtor somewhat discouraged. If you are feeling discouraged or disheartened about real estate, your profession, your marketing efforts etc. This would be a great time to do some axe sharpening. Times are changing, the way we market our services and do business are changing. This can be frightening for some but others who are willing to embrace change will surely benefit.
Spend some time on the internet looking outward, not just at other Realtors but also other industries to see how they are embracing social media, blogs and other technologies. Think about ways to connect with clients and industry peers in terms of your ability to fulfill their needs and answer their questions. Realize that in the tough times your services are even more precious to home buyers and sellers. Anyone can sell a house in a seller's market.
Do you need to sharpen your skills by learning more about short sales? Are you attracting and can you be of service to first time home buyers? Their number will be increasing due to low interest rates, higher inventory, tax credits and FHA loan programs. Does your website have any information for foreign buyers? I have read that international investors are interested in US real estate.
See how successful real estate blogs are evolving, shifting their focus as the real estate market changes:
- And the Blog Goes On - The NY Times
- ActiveRain - A community of real estate bloggers.
- Why Real Estate Blogging Makes you a Better Realtor - The Real Estate Tomato
- How to Create the Abundance Mindset - Zen Habits
What is a blog?
Star Position Search & Navigation Solutions
Everyone who has a website receives these types of messages sooner or later. If you receive an email offering a service from a company or person that you do not know, it’s called spam. Delete it. (more...)
Google top ten? Re-think your website goals!
If your main website goal is to be found in the top 10 search results on Google then you will want to consider re-defining your goals.
I have many clients who enjoy an enviable top 10, #1, top 3 etc. search engine position. This was their goal and a key reason for hiring me. These same clients now want to increase their results to include additional search terms and generate even more traffic. They are convinced that even though they are prominent for the search terms of their market area it just isn't good enough and they need more. Well sure, who doesn't want more traffic?
There is a flaw in this strategy, ask yourself this; What is this great flow of traffic going to do when they get to your website? Call you? Hire you? Send you money, buy your stuff or just surf on to another search result? Check your web stats, if your visitor's are moving on then you need to consider why.
Admittedly, just a few years ago, having a web presence and being found in a search was novel enough to generate leads. This is no longer the case. The web isn't new, it has evolved and so have the people who use it.
People using a search engine or "googling" are researching, looking for an answer, looking to purchase something specific or maybe want to be entertained. The website that answers the question, fulfills the need, engages the visitor, earns trust, makes a connection, builds a relationship etc. will generate the lead. And this of course, should be the goal of your website.
You need to take responsibility for your web success by building relationships and trust with your visitors. Define your your audience and give them what they want. Re-focus the time, energy and money you spend on search engine positioning and direct it towards content for your audience.
Incidentally, acheiving this goal will also greatly improve your SEO.
