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Branding Yourself To Increased Profitability"
by: Lanard Perry
Successful Realtors know the importance of branding their
identities into the consciousness of the communities in
which they live, like the big boys; Pepsi, McDonald's,
Burger King, and other companies we know and have come to

Why is branding important? Think about it! When you want a
soda do you buy an unknown off-brand just because it's

Or, do you reach for a Coke? I'm a Pepsi guy myself, but you
get my drift!

And why do you do that? Because there's comfort in
familiarity and you know what you're getting when you buy

We spend mega bucks on name brand products just because
we've been inundated with their marketing campaign messages.

Don't believe me? Try this! Quick, who said "Have It Your
Way"; "Soup and Sandwich, Soup and Sandwich"; "Oh, I wish I
was an ____ ____ ____, that is what I truly want to Be…".
Point made!

People support businesses and products that they are
comfortably familiar with, even when the familiarity is
solely based on marketing campaigns, while avoiding the

The same is true for homeowners wanting to list properties
for sale with real estate agents. Unless there's a
compelling reason to do so they're not going to list their
property with a rookie agent, or worst yet somebody who's
been in the business for years, but who hasn’t really been
in the business. Know what I mean?

Now, we may not like it but we do understand it. Still, it's
difficult for newly licensed and even some veteran real
estate agents to make a living selling real estate because
of it.

So how does this impact you? It doesn't if you have
thousands of dollars and can afford a couple of years to get
beyond it.

But if you're relatively new to the profession and have
limited resources you just might have a problem.

Established agents have already put in time and money
cultivating their images, and when people in their
respective communities want to buy or sell real estate they
think of them – not you.

So, what can you do about it? Lots actually, but for now
I'll focus on one thing; farming prospects.

Why? Because when done right you can easily put hundreds of
business cards, letters and other marketing materials in the
hands of known sellers and potential buyers every month.

Simply stated, the more people you contact the sooner you
brand yourself as an agent worthy of consideration. Anything
short of this is whistling in the wind.

Take a moment and honestly assess your situation. How many
contacts are you presently averaging - daily, weekly,

Are they random contacts (shotgun approach) of people who
might be interested in your services, or with real prospects
known to need services right now (laser beam approach)?

A good real estate listing system can help put you on a fast
track to gaining name recognition within your community in
months, instead of years. And it won't cost you thousands of
dollars to implement.

Let me suggest, though, that you avoid systems that appear
complicated, or that are hundreds of pages long. If it takes
days to read and weeks to comprehend whose really going to
read it and follow through to boring completion, anyway? Not

Also, consider the following before committing to a
particular listing system.

1. Does it come with a satisfaction money back guarantee?

2. If you're buying on line is a contact name and phone
number readily available on the website?

3. Can you reach anybody or get a response to a message when
you call before buying?

If the answers to any of the above are a resounding "no"
then I suggest that you put your credit card back in your
pocket and continue looking.

Proceed with caution, but do proceed, as you need a system
that'll give you a competitive advantage.

Summarily, a good real estate listing system can help you
brand yourself relatively quickly. So, get one as soon as
you can and start claiming your share of the market!

About the Author

Lanard Perry is the author of "Farming Expired Listings", a real
estate listing system that shows Realtors how to average 1-2 listings a week. Visit for a FREE Sample Chapter.


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