Signed Postcard
Few professions bring more competition than real estate. Some days it looks as if everyone believes that they too can become a realtor. As a result, the confused potential customer seeking a true professional, must rely on generally understood standards of professionalism as seen in other business categories.
Of course, realtors know this, don't they? Look at the threshold professional requirements that most realtors demand. For starters, no top listing agent associates with a brokerage office that doesn't "show" well. In other words, top agents demand top office space. It's tough to communicate professionalism from the back seat of your car or a desk in the kid's playroom.
The business card is next. Again, high quality embossed printing is the minimum standard. Further, all other professional communication pieces are expected to display the same commitment to quality or the top listing agent simply won't pass them out. Period.
How about the signs? Each signed placed on an offered property is professionally developed and produced. No top agent would dream of going to an office supply store and tacking a generic "for sale" sign on a newly listed property. Not only would the owner be outraged, but the professionalism of the listing agent would be rightfully challenged.
The value of internet marketing is now widely understood by top listing agents. They demand a professionally developed website from both brokerage and listing services. Further, the very top listing agents require a personal website, professionally developed with high quality business email addresses and functions. Top agents won't risk the lack of professionalism that comes with using the same email address as their children or mother-in-law might use. Not professional.
Well dressed agents driving quality cars talking on the latest smart phone technology in a well-bred way ooze professionalism in every category. These are professionals from beginning to end.
Then something sort of weird happens. The same top listing agent, who demands complete professionalism in every other category, then allows just any old picture to be thrown up on the otherwise professional website. Does this represent their best in the professional marketing of their latest listing? Weird. This makes no sense in light of every other professionally motivated action.
The property photograph is often the very first representation of an agent's professionalism, as seen by the potential buyer. Before the new client sees the office space, the business card, the snappy sign, the business wardrobe, the nice car and hears the professional speech of the listing agent...before all this, the potential customer looks at a picture that speaks a thousand words. Look with fresh eyes. What are those words communicating? Professionalism or a "so-what-this-doesn't-really-matter" attitude?
Why this disconnect? Why professionalism in all things except photography? Not sure. Partly it's a new requirement in the age of internet marketing and professionals need to catch up to the times. Partly.
Remember to think like the potential client. This is the soul of all great marketing. Think like the client, not like a realtor. The client determines the degree of professionalism in the same way for pretty much all business categories. In this case, the potential client expects to see the same level of photography that they see on other websites used for a purchase. Real estate is no different. Why should the client think otherwise? They don't.
Top listing professionals know this already. As a result, they refuse to be seen as unprofessional in any category and realize that a unified marketing message is the heart and soul of their personal brand. All real estate agents share one thing in common. Like it or not, the realtor is the brand. It's the brand called you. Any slippage in one category impacts the whole brand.
Top listing agents demand professionalism in every category of their business life. No exceptions. Professionalism includes professional photographs for their listings. This is, of course, why they are top agents. Isn't it?
Steve Meidahl is a professional photographer with studios in Philadelphia and New England. When not writing or working with his clientele, Steve enjoys playing jazz piano, karate, tennis, motorcycles and flying small airplanes. For further information visit Steve Meidahl's website at http://www.studiophila.com or read one of his published articles.
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