business? Does it have a significance that sets you apart from your competitors?Could that tag line be used to create a theme to use as an anchor for all of your marketing promotions? If so, begin creating your marketing campaigns around it, and use it to help your prospects remember you.
The theme can be signified both by your tag line and your graphics. And then it can be woven into other elements of your marketing copy.
If you haven't thought about this, here are some ideas to consider:
For a long time agents have referred to real estate as a "jungle." You could position yourself as the jungle guide, the safari leader, or the tamer of wild beasts - and the jungle theme opens up dozens of possibilities for graphic design.
Realtors "wear many hats" in their daily work. If you love hats, you could become known as the Realtor of many hats. Then make it a point to wear interesting hats, and when you write your marketing materials refer to hats as you explain the benefits of working with you. "When I put on my accountant's hat, I'll help you determine... "
Right now NAR is offering a "Green Realtor" designation. If you're the first in your community to earn that designation, and if you're passionate about protecting the earth, you could use the "green theme" throughout your materials. In fact, even if you aren't first to earn the designation, you could be first to focus on it.
If you have a hobby or a lifestyle that draws you to list and sell certain kinds of property, become known as the "boating realtor" or the "equestrian realtor" or the "rancher's realtor."
You could even create a theme around a hobby like photography or gardening or baking, or driving race cars.
The whole purpose is to make yourself known by your tag line and your theme, so that when people think of "your" subject, they think of you.
To do that, you'll need to choose graphics for your website, your letterhead, your personal brochures, postcards, and business cards that carry the theme.
Every interest or hobby or theme has certain words that are associated with it. Construct your marketing copy in a way that associates those words with the purchase and sale of real estate, and with the service you give.
It's not a simple task. You may need professional copywriting help to carry it off. But if you do it well, you'll create an image that lets you stand out from all those other agents.
What's the point of making such an effort?
Being remembered - by new prospects and by past clients who will send referrals.
We humans have short attention spans, and we need something just a little unusual or different to help us anchor our thoughts.
Of course, when you go out of your way to be remembered, you have to hold yourself to high performance standards. You want them all to remember the fantastic service you gave - not remember that they want to avoid you!
Marte Cliff is a Freelance Copywriter who specializes in writing for real estate and related industries.
She'll help you with one letter, or an entire marketing plan. For Real Estate agents and brokers who are ready to get full value from their websites, she'll be happy to put together an entire package - from the web copy to the lead generation packages that make an agent's phone ring.
