STEP TWO: Create A Compelling Tag Line

Real Estate Marketing

This is Step Two In Our Series: “Fail-Proof On-Line Real Estate Marketing System For Non-Techies”

In Step One, you defined your tribe and determined who your Ideal Prospect is. You have a written profile of your Ideal Prospect and you know precisely to whom you will be targeting your real estate marketing efforts. Now it is time to begin branding yourself as the expert they want to deal with – the ONLY expert they want to work with. So how do you do that? By creating a compelling tag line (also known as a Unique Selling Proposition). A Unique Selling Proposition (USP) plays an integral role in your real estate marketing efforts. It distinguishes you from your competition. It tells your Ideal Prospect why they want to work with you – how you will help them get what they want. Most importantly, a USP talks to your Ideal Prospect in THEIR language. It tells them ‘What’s In It For THEM’ – and why it will benefit them to work with you. SURPRISE! Your Ideal Prospect couldn’t care less about how much you care. They don’t care one bit – not even one iota – about you. In fact, they have absolutely NO INTEREST in knowing anything about you at all! The ONLY thing they care about is this: can you help them get what they want? Weak real estate marketing tag lines will talk about your experience, your expertise, your passion and your integrity. Oftentimes, I see agents use clever little snippets – “Your Home Expert” or perhaps, “Your Way Home”. Something like that. While these tag lines may be catchy – they do not give your Ideal Prospect a compelling reason to contact you. They do not tell your Ideal Prospect what it is that you will DO for them – how you will help them get what they want. While being honest, passionate, experienced, etc. are nice attributes – and certainly things you want to cover once you have connected with a prospect –these things do not give your Ideal Prospect a compelling reason to contact you now! Think about it: who says, “Trust me”? Someone that you cannot trust, right? Your Ideal Prospects will decide for themselves whether or not you are what you say you are. The best way to show that you are trustworthy is to deliver on your promise: to do what you say you will do – and to do it consistently. So telling your Ideal Prospect that they can trust you does not make your USP compelling. “When It Absolute, Positively Must Be There!” A compelling USP will ATTRACT your Ideal Prospect to you. It tells your prospect how you will help them get what they want. So that is the first rule of an effective USP in real estate marketing: tell your Ideal Prospect what you do that will get them what they want. An example of a brilliant and compelling USP is FedEx’s “When it absolutely, positively must be there overnight.” FedEx’s USP doesn’t say anything about “Trust us.” Or “We care.” It doesn’t even say that they are experts in their field. What it DOES state is what it will DO for their Ideal Prospect: guarantee delivery of their overnight package in a timely fashion. Do you care if FedEx cares? Not if they can’t deliver your package the next morning. Do you care if they are experts in their field? Not if they can’t deliver your package the next morning. Now let’s look at an example that is specific to real estate: Let’s say that you have decided that your area of focus will be buyers and sellers of lofts in the West Loop. A good USP for you may be something like: “Looking for a loft in the West Loop? Go to www.WestLoopLofts.com now!” Remember: your Ideal Prospect is someone interested in buying or selling lofts in the West Loop. All you want to communicate to them is that you are the ‘go-to’ person for lofts in the West Loop. We will go into further detail on different ways you can enhance delivery of that message in future episodes (or you can download our free 7-day mini-course right now for some great ideas. Just click here now) – but this is the beginning. Right now, all you are trying to do is get your Ideal Prospect’s attention. Your tag line does not need to be complicated or catchy – in fact, sometimes simple is better and more easily remembered. It just has to talk to your Ideal Prospect in their language. What do you do that will help them get what they want? It’s OK To Experiment: You may want to play around with the wording a bit until you get it just right. So don’t feel shy about experimenting with it. Put it up, use it – and tweak it until you find the one that really fits your real estate marketing like a glove. This USP tells your Ideal Prospect – without any doubt – how you can help them get what they want. If they are a buyer that wants to purchase a loft in the West Loop, they know that you can help them. If they own a loft in the West Loop – and are thinking of selling -they know that you have buyers for their loft. By now you have determined your area of specialty (Step One) and how you are going to attract your Ideal Prospect’s attention (Step Two). Now how do you get that message out to them? Tomorrow, we will cover Step Three: Keyword Research – Getting Your Ideal Prospect To Find You In Google’s Ocean. So – get to work crafting your USP and we will see you tomorrow! “Dedicated To Your Success!” Mary Nack Neil Venketramen

BTW – On Day 3 of our FREE 7-day mini-course, we cover the topic of USP’s more deeply and extensively analyze the FedEx USP. Click here now and start receiving it! Miss Step One? Click here now! Ready for Step Three? Click here now!