In just seven months, real estate marketing coach Jennifer Cummings helped Christina Martinez, the highest-producing real estate agent in the country, boost her commissions to $7 million from $4 million.
Cummings believes the secret to success is for agents to move from "advertising," or generating attention and promoting images or brands, to "marketing," which involves motivating someone to make a purchase. She recommends that agents discover the prospect's needs, build trust, and lead them to the point where they are ready to make a commitment. Cummings also urges agents to market to a specific group, determine whether they will use the Internet or print as their medium of choice, and figure out what message they want to send, then identify the needs and wants of their target audience.
Additionally, agents should create a hook to grab the reader's attention, such as "Save up to $100,000 on Your Next Mortgage!," and ensure that their marketing materials are written in a conversational tone. They should employ bullet points, headlines, and subheadlines to make their content easy to read and provide a way for prospects to contact them to receive special reports or checklists.
This article was written by Bernice Ross and appeared in Inman News on 8/1/08 and was reprinted by NYSAR Communication Central Marketing and Technology Tips dated 8/11/08
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