Can Pavarotti Make a Difference for Estate Agents?

There are more than 7 billion people in the world and only one person exactly like you.

That’s something I remind my young daughter of regularly.

And if I was to believe most agencies’ marketing there are more than 16,000 estate agency brands in the UK but only one like theirs.

9.99 times out of 10 that’s a load of nonsense. There are lots of agencies who look the same, sound the same, act the same. You’d be hard pushed to spot the difference to be honest.

Being different from your rivals and being able to highlight it in your marketing and when you are on valuations can often be the difference between thriving or simply surviving.

The easiest way to show your agency is different is to be seen and heard to be different.

Close your eyes and imagine this. Actually, screw that, it doesn’t work for a written blog so just read on.

Let’s say 10 agents are in a room trying to get the attention of Mrs Ambrose who has a three-bed semi to sell but is unsure about who to instruct.

9 agents are jumping around like excited salmon screeching ‘pick me, pick me, pick me.’ (Talking fish?)

It’s becoming inaudible background noise until one agent stands up proudly and in a voice that would make Pavarotti weep with deep joy sings ‘Piiiiiiiiiiiickkkkkkkkkk meeeeeeeeeeeeeeeeeeeee.’

Who do you think good old Mrs Ambrose is going to notice?

Look I’m not saying our Pavarotti soundalike will win the instruction, but I could guarantee they’d get noticed above the noise. And that gives them a chance.

Now I’m not suggesting you sing to your prospects – helluva point of difference though – I’m just encouraging you to try something different to stand out.

It could be using informal photos of your team taken when they are away from the office, walking the dog, fishing, with their kids. I’ve seen an agency use this approach well recently.

It could be adding photos of your team on for sale or to let boards.

It could be canvassing campaign letters which don’t sound like canvassing campaign letters.

It could be by donating 10 per cent of your annual profits to local community causes. Very different and if I owned an agency I’d pursue this approach as I think it’d be worth it in PR and marketing returns alone – not to consider how motivating it would be for staff.

And if you are regularly putting content out there try using a more down to earth tone and talk about other subjects than just the local property market and homes.

The amount of people looking to buy or sell or rent or let in your patch at any given time is miniscule. Cast your content’s topic net wider and get noticed by a far bigger audience which will position your agency better in the future.

And that last point is where members of my Estate Agent Content Club are standing out as being different, with a little help from moi.

If you’re interested in finding out what makes them and the articles, letters and content they have access to so different from their rivals drop me an email saying ‘Jesmondo, show me don’t tell me.’

Thanks for your time and here’s to your next instruction.

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