unknown. known. chosen. how to rapidly build a 'high-trust-agent' brand
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UNKNOWN
KNOWNCHOSEN
© 2014 - AGENT BRAND CO
How to Rapidly Build a ‘High-Trust-Agent’ Brand, Stand Out
from Your Competition, and
Get Property Sellers CHOOSING YOU!!© 2014 - AGENT BRAND CO
Hi, I’m Peter Hutton,Real Estate Brand Expert
© 2014 - AGENT BRAND CO
We All Start Out As ‘UNKNOWNS’....
And At The Beginning We’re At The ‘Wrong-End’ Of A Long ‘Queue Of
Agents’© 2014 - AGENT BRAND CO
...But With The Right Brand Strategy You Can Become ‘Known’
As An ‘Authority’...
© 2014 - AGENT BRAND CO
Plus... When You Get The Strategy Right,
You Not Only Become Known, Sellers Choose You!!
© 2014 - AGENT BRAND CO
Who Here Would Like To List And
Sell More Property?
© 2014 - AGENT BRAND CO
...And What About Becoming An Agent Sellers
Call First?© 2014 - AGENT BRAND CO
Buuuuut...
© 2014 - AGENT BRAND CO
Here’s The Problem...
© 2014 - AGENT BRAND CO
. . . FROM TOO MUCH CHOICE
© 2014 - AGENT BRAND CO
The ‘LISTING-OPPORTUNITY-PIE’
37%
28%
25%
9%
LISTING OPPORTUNITY
1 AGENT 2 AGENTS 3 AGENTS 4 AGENTS
STATS• Around 40
agents per patch
• Only 2.2 agents per listing opportunity
= 5% agents per listing
opportunity
© 2014 - AGENT BRAND CO
The ‘80-20 RULE’ - Pareto’s Principle
60%
40%
WHICH GROUP RECEIVES THE MOST LISTING OPPORTUNITIES?
TOP 4% AGENTS OTHER 96%
EXAMPLE• 200 properties
listed and sold P.A. in a patch
• Of 40 agents in a patch -- 2 agents list 120 properties between them -- 38 agents fight over 80 properties
© 2014 - AGENT BRAND CO
Seller’s Default Position When Choosing An Agent Is They
Choose The ‘Familiar-Agent-Brand’
© 2014 - AGENT BRAND CO
The 3 Reasons Why 96% Of Agents Struggle To Get
Listings© 2014 - AGENT BRAND CO
#1 - They Don’t Know You
© 2014 - AGENT BRAND CO
#2 - They’re Unsure About You
© 2014 - AGENT BRAND CO
#3 - They’re Unclear How You’ll Do It
© 2014 - AGENT BRAND CO
Don’t Know You + Unsure + Unclear = Sellers Ignore You =
You Don’t Get ‘CHOSEN’
© 2014 - AGENT BRAND CO
Building Your Brand Is About Trust
© 2014 - AGENT BRAND CO
NO CONFIDENCE
NO TRUST
YOU DON’T GET CHOSEN
The Vicious ‘TRUST’ Cycle
© 2014 - AGENT BRAND CO
The ‘TRUST-STRUCTURE’
© 2014 - AGENT BRAND CO
2 Aspects To Trustworthiness
HARD FACTS
SOFT ABILITIES
© 2014 - AGENT BRAND CO
5 Aspects To ‘Hard Facts’
1. Credibility2. Consistency3. Reliability4. Results5. Knowledge (..and
that’s a BIG one)
© 2014 - AGENT BRAND CO
5 Aspects To ‘Soft Abilities’
1. Sense of intimacy2. Emotional intelligence3. Empathy4. Likeability5. Being ‘other-oriented’
© 2014 - AGENT BRAND CO
Surveys Year After Year Show Paramedics Are One Of THE Most ‘Trusted Professions’
© 2014 - AGENT BRAND CO
What Paramedics Can Teach Us About Building a ‘High-Trust-
Agent’ BrandLead With The ‘Hard Facts’... Follow With The ‘Soft Abilities’
© 2014 - AGENT BRAND CO
The BIGGEST Influencer Of Trust Is Certainty
© 2014 - AGENT BRAND CO
...So To Be Chosen All you Have To Do
Is Provide Them Certainty© 2014 - AGENT BRAND CO
5 HOT TIPS
© 2014 - AGENT BRAND CO
#1 - Stop Looking Like A Real Estate Agent - They’re Not
High On The Trust List
© 2014 - AGENT BRAND CO
#2 - Focus Your Self-Marketing On ‘Hard-Facts’
1. Credibility2. Consistency3. Reliability4. Results5. Knowledge (..and
that’s a BIG one)
© 2014 - AGENT BRAND CO
#3 - Never Hard Sell You, Only Pre-Sell You By Becoming An
Authority
© 2014 - AGENT BRAND CO
#4 - Use ‘Education-Based’ Marketing
© 2014 - AGENT BRAND CO
#5 - Use ‘Inbound’ Marketing
© 2014 - AGENT BRAND CO
‘helps them’ offer
A Z
Just starting to thinkabout moving & doing something about it
Getting ready to put their property
on the market[just 2% to 7%
are “ready”]
‘helps you’ offer
here you’re too late
start here
95% of agents 5% of agents
Prospecting Spectrum
© 2014 - AGENT BRAND CO
How Do You Boil A Live Frog?
© 2014 - AGENT BRAND CO
The ‘Ladder
Of Loyalty’
listing appointment
suspect
prospect
lead
© 2014 - AGENT BRAND CO
The ‘High-Trust-Agent’ System
© 2014 - AGENT BRAND CO
Connect With Peter Hutton
facebook.com/peter.hutton
peter@agentbrand.co
a g e n t b r a n d . c o
© 2014 - AGENT BRAND CO
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