The only thing that separates you from your competition is your brand. Luke Acree talks about how to create an impression piece that will wow prospects and get you more clients.
Guys today we’re talking about making your name industry synonymous, and I want to dive a little deeper into this strategy of an impression piece, and how that can help. An impression piece is really the first thing you’re going to give a client or prospect when you meet them, maybe it’s a business card or a folder, and a question I ask all my agents is when you get a lead off of Zillow of Realtor.com, what is it that separates you from all the other agents that are vying for that same business, that same lead? And when you really think about it the only thing that separates you from your competition is your brand.
It’s what you bring to the table and that’s why it’s so important that you give a great first impression. So when it comes to your impression piece there’s really two areas I would focus on.
The first is your messaging. Does your impression please give a true representation of the messages, the brand, the business that you want to portray? If you’re a luxury real estate agent and you send a piece to someone who’s in the market for a luxury home, when they receive that piece, does it evoke the emotion in them to show them that you specialize in luxury real estate? Or, when you design your impression piece, is it a consistent message with all your other marketing like your website or your social profile? Because the last thing you want to do is have a conflicting message.
The second area I would focus on is the quality. Don’t settle on the quality of your impression piece. I know so often in this business it’s so hard, because you’re focusing on sales, you’re focusing on customer service, you’re focusing on marketing. So the easiest thing to let slip is maybe the design of a product or the print quality of a product. But I promise you this, it is worth it every time to spend a little bit more money, a little bit more energy, on designing a high-quality impression piece. The truth is people tend to form an opinion of you the first seven seconds of seeing your brand, and the last thing you want to do is give them a bad design because subconsciously they’re going to apply that to your other skills in real estate. I know you have the potential be great, and your impression piece has to convey that.
So there you have it guys, when it comes to your impression piece, there’s two areas to focus on. You want to focus on the messaging and then make sure you have a high-quality piece.