IN HER CAREER, CRISTEL STENHOUSE has observed numerous property managers who head out to an appraisal, deliver a folder and expect to gain business. But, she says, they don’t entirely grasp the importance of the folder and all it encompasses. It is a unique selling point that you should be taking advantage of at all times.
“TO SUCCEED… You need to find something to hold on to, something to motivate you, something to inspire you.” – Tony Dorsett
I have observed numerous property managers who head out to an appraisal, deliver a folder and expect to gain business. But they don’t entirely grasp the importance of the folder and all it encompasses. The logo, the colours, the slogan – together they have been strategically planned to connect with their brand’s core values, draw attention and set the mood; no two brands are the same, and rarely will they share core values or vision.
Do you feel that? It’s your unique selling point smacking you in the face!
Think about it: prospective landlords approach numerous agents when they are ready to engage one – but rarely two from the same brand. You have something that distinguishes you from your competitors.
Now let’s work at exploring your brand. You need to consider and look into the following:
THE LOGO
What do the colours represent? Colours play an exceedingly significant role in our lives, whether we realise it or not. They have the ability to affect our emotions and moods in a way that few other things can.
What is the psychology behind these colours? Are they calming, luxurious, comforting? How can you use these colours to influence the mood of a listing presentation? Can you incorporate more of these colours in your listing kit?
THE SLOGAN
Slogans are a significant key in an attempt to get the customer to focus on the brand and stay there. Many large brands have a slogan they have used for years and are well known within households.
Consider why those words have been used. What do they mean?
THE BRAND’S HISTORY
Find the heart of your brand. People crave information; understand your brand and let potential clients know why you are so passionate about it.
Where did the brand originate? Who founded the company and developed it to what it is today? What are their core values? What is their vision?
TOP 10 TIPS FOR MAXIMISING YOUR BRANDING
- What does your brand offer that others don’t? Each and every brand has something unique – find yours!
- Do you have a property management coach? Do you give your property managers better tools and technology? Do you do brand training regularly? Do you have more offices in the area than other brands?
- You need to be one with your brand, because without an in-depth knowledge and love for it it’s impossible to sell it effectively. Our service is not a tangible product and therefore the brand can be a major decider for a prospective owner; in most cases it offers them a level of comfort.
- Don’t just do the research – get involved and celebrate your brand! Attend training, conferences and awards; get to know others in the industry, learn from everyone and enjoy it. I had been in real estate for years before I was content to mingle at events, but nowadays I understand how important it is – and to be honest I embrace it (some who know me probably won’t believe this!). It helps you grow as a person and find a level of confidence that is evident when you carry out a listing presentation.
- Use your department manager, mentor or coach. Spend as much time with them as you can; they have a great deal to teach you if you are willing to listen. They are remarkable at holding you to your own results and guiding you to growth – you just need to reach out to them.
- Take a moment to find out what advertising or marketing material is available to you. Quite often the portals are updated without you being notified. Is there a new piece of information that would improve your listing presentation? And the best part is, it is likely to be free of charge!
- Make the most out of sponsorships, corporate events and brand advertising. Your brand pays to put the name out there, so incorporate this into your presentation. How much money do they give in sponsorship? Do they sponsor events? Make a big deal out of it; ask potential clients if they have seen the latest television commercial. You can discuss employment standards, and how your brand holds careers nights to attract the best in the business.
- Hold an investor evening; most brands will have the corporate team get involved. Let prospects know that you do this and have photos of an evening you have held. You have the support from your brand to get out there and do it.
- Most brands have employee access to a portal. It generally provides information on new employees, what has happened within the brand, as well as training, suppliers and quite often pieces of information you can use whilst listing and managing property. Access this regularly and take everything you possibly can from it – and implement it.
- Incorporate the extra services; most brands have teamed up with suppliers, finance brokers or insurers. Explain the benefits the potential client will have if they utilise these channels.
Ultimately, you need to discover why your brand is different. What makes it stand out? What values does it hold that will match those of your prospect? Motivate and give prospective clients reason to list with you.
You see, if you follow your brand correctly and get involved, you are a part of something. This gives you something to hold on to. Its culture, branding, core values, vision, training, systems and mentors, if it has these, are in place to motivate you, and the brand’s successes are there to inspire you!
Your brand is providing you with all the tools – it is what you do with them that ultimately determines how successful you will be.
