The DOs and DON'Ts Of Using Real Estate Sales Records For Marketing

When used effectively, real estate sales records can help attract prospects.

On the other hand, if used ineffectively, they can chase prospects away.

Here is how to effectively use your sales records in your real estate marketing.

DO...

...use your real estate sales records if you are among the top 5% sales people in your market.

It has been suggested that 5% of the real estate agents sell 95% of all real estate.

If you are among this group of top producers, feature your accomplishment in your marketing communications.

If you are not among this group, what can you do to earn your position as a top producer?

...use your sales records if they are recent and continuous

Prospects will be attracted to sales people whose records show current and continuous high achievement.

In a competitive market like real estate you are only as good as your last sales period.

...use specific numbers from your real estate sales records: “127 clients served in 2009”, “$38 million worth of real estate sold” etc.

Specific numbers are more believable.

...refer to clients' having hired you: “Proud (or happy, honored, delighted, etc.) to have served 136 families last year”

You did not achieve these results on your own.

The process started when prospects hired you to help them.

This will help establish your competence and trustworthiness.

...use your real estate sales record to acknowledge the importance of referrals “97% of my new clients were referrals”.

In reinforcing your competence and trustworthiness, this statement will help prospects develop a positive attitude towards you and consider hiring you.

...use your records to promote and reinforce your attitude.

What is the major benefit that clients receive from your service?

Is it advice about local neighborhoods, home design, interior decorating or something else?

By linking this benefit to your real estate sales records, you will help prospects understand how your achievements will help them.

Making this connection logical and believable can be a challenge for even the best of writers.

If you would like some help with this challenge, check out personalized achievement coaching.

DON'T …

… use sales records that make you seem just like other sales people in your market.

Unless specific records connect with either or both of your personal brand and brand promise, don't use them.

...use out-dated or one-time only records.

Prospects tend to avoid sales people whose best days are behind them and those who appear to be “one-hit” wonders.

...use generic words and phrases like 'many', 'plenty of...', 'scores...'

These words will lead prospects to ask “How many?” and even worse, “Why not use an exact number?”

Both are good questions.

If you have great real estate sales records, why not use them?

If you don't have great records yet, what can you do to achieve them.

… even think of claiming that you achieved these great results on your own.

No one can achieve outstanding real estate records working alone.

Clients, colleagues, support staff, network contacts and suppliers all contribute to everyone's success in real estate.

Do more than simply accept this as a reality.

Present it as a feature of your service … and help prospects understand how your resources...the people that helped you achieve your results...can help them.

… use your sales records as an opportunity to brag about yourself.

No one likes a braggart.

There is no better way to chase prospects away than by bragging about your achievements.

...give the impression that you are too busy to accept new clients.

Regardless of how busy you are, adopt the approach:

“Business is great ...but I can always ready to help clients with their real estate needs."

The bottom line on real estate sales records: if you have achieved some great results, by all means use them as part of your real estate marketing.

But use them carefully and effectively.

If you would like some help identifying the marketing application of your sales records, check out Personalized Achievement Coaching.

This coaching service...available on request...will help you develop and apply new ideas based on your past marketing achievements.

If however you have yet to achieve great results, focus your real estate marketing on some of your other strengths while you work on achieving great sales results.

If you would like some help in achieving better results in your marketing, Personalized Achievement Coaching will also assist you. Check it out.