Personal Stigmatization Techniques for Real Estate Agents and Brok
by:
Dan R. Vella
A key principle of marketing is to find thing
unique simply about what you offer as the basis of your sales message. Even as if what you offer is a commodity, there is always one thing unique in your business -- you. A big error ready-made by galore Real Estate Agents and Brokers is to try to develop an institutional pictures like most big companies. Folk do not like to do business with institutions; they like to do business with people. In advertising terms, stigmatization is the "image" created in the minds of folk once
they see or hear a name, product or logo. Companies invest a lot of money in creating and maintaining their brand, but the Computer network has sparked a new trend called "Personal Branding". Personal stigmatization isn't only important for promoting a product, business or political cause, but besides for promoting yourself for advancement inside
your own organization. It involves developing your personal reputation. Stigmatization can be done to any product, or any person. Before undertaking an exercise in personal branding, however, consider your distinctive strengths and abilities and what they offer the market place. Traditionally personal stigmatization was for sporting celebrities who gained tremendous coverage and following through their sporting prowess. Film stars have besides had celebrity status and association since movies began.
A personal brand is simply about creating strong, favorable associations in the minds of folk that you encounter. If you don’t actively do this, they will still do associations. Therefore, it may be better to be active
and undertake the stigmatization exercise for yourself, you cannot control what they think but can give them several information to assist with the associations.
WHY Stigmatization OURSELVES?
Places you in a leadership role
Enhances prestige
Attracts the right folk and right opportunities
Adds perceived value to what you are selling
Earns recognition
Associates you with a trend
Increases your earning potential
Differentiate yourself from the competition
Position your focused message in the hearts and minds of your target customers
Confers top of mind status
Increases authority and credence of decisions
HOW DO WE BRAND OURSELVES?
Like any stigmatization exercise, the key to personal stigmatization is having a nice product, one which you understand and pitch to the right market. The 1st step in personal stigmatization is knowing who you are, find out what strengths your brand possesses and how these strengths can help you. Personal stigmatization is not simply about presenting a façade to the public; a poor product will not stand up to market scrutiny. This is besides a select of brand elements, folk you deal with, the look that you have, and how you conduct yourself. Once this has been done, determine what you are going to offer. As a product what do you do, what need makes the product of you satisfy in the market. Next numbers out the position you will take in the audience of your mind. What unique space do you will to occupy and what unique associations do you want folk to recall once
they think of you? Finally, once you have established the 1st three steps, manage your brand over its lifecycle. That is support visible, be consistent and be yourself. According to Montoya, the well-known personal stigmatization guru, the key to managing your personal brand is word-of-mouth (WOM), the most sure form of communication.
How makes one go simply about building a personal brand? Recognize your personal strengths and gifts! Think simply about how you better connect with people, consider what your target audience inevitably and wants, identify the value you deliver to meet those inevitably and wants, and communicate in a way that reaches your constituents in their hearts and minds and via the channels that activity better for you
Functional associations are important such as timeliness, quality, dedication; as are emotional associations like inspiring, leadership, being an innovator.
The three C’s of personal stigmatization are clarity, consistency and constancy.
Clarity deals with being honest simply about yourself and your strengths and promises of value attached to your personal brand and being clean in the way you communicate them. Often, for simplicity, you must focus on one or two aspects that are most vital and focus on communication them. Think simply about the things you associate with prominent artists or mangers, and they are unlikely to be complicated.
Consistency is keeping things consistent for the customers. This makes not mean staying stuck in the past, but simply not undertaking forceful
changes. Coca Cola have had a consistent message for 50 years; the message evolves endlessly and is not stagnant but is consistent. Artists like Madonna change every three or four years, but there is a consistency to the change.
Constancy means being visible with your brand and maintaining an on-going level of awareness in the marketplace. Oprah Winfrey is visible constantly, and though most of folk do not have the visibility or exposure of Oprah, they can still be visible in a smaller audience. There is no point trying to build a brand pictures quickly to coincide with a new exhibition or performance you may have coming up – brands take time to build in consumers minds.
A FREE PERSONAL Stigmatization TOOLKIT FOR REAL ESTATE PROFESSIONALS
NetReal.net, a institution noted for its template-based Real Estate Web design solutions, offers a Winter Holidays Gift for Real Estate Agents and Brokers – the Personal Stigmatization Toolkit: http://www.netreal.net/personal_branding.php The Personal Stigmatization Toolkit contains the “Essential Marketing for Real Estate Professionals” ebook and 17 Real Estate Reports and the tools to personalise them with your name, contact information and photo.
NetReal’s editorial team put together the top 25 highest- rated Real Estate marketing articles of 2004, and created a must-have e-book - “Essential Marketing for Real Estate Professionals”. The ebook covers Marketing 101 , Network marketing, Personal Marketing, Client acquisition and retention, Teleselling & Direct Mailing, E-marketing. You can personalise this e-book with your data and send it to your contacts, perfectly free of charge. This is a great way to offer a helpful gift to your colleagues and partners.
The “17 free Proprietary
Reports” allow you to create your own proprietary
Real Estate reports (for buyers, sellers, investors, movers) with your contact information and photo/logo and an exquisite design. Distribute them to your prospects or clients as e-docs or written
materials, or transfer
them on your website. Show your expertness with these great tools to acquire new clients.
The Personal Stigmatization Toolkit for Real Estate Professionals (http://www.netreal.net/personal_branding.php) is free for everyone.
Dan R. Vella is marketing editor for NetReal.net. NetReal.net (www.netreal.net) is a privately-owned institution providing real estate web sites and marketing solutions for real estate industry, focusing especially on the low-cost end, and empowering the real-estate agents through the use to Computer network technologies with the most low-cost costs.
webrealtor@gmail.com
