Mar 072012
A twighlight photography of a home without power.
Our semi annual real estate photo of the day.
A twighlight exterior of a home in Fletcher, NC
I just finished the 22 immutable laws of marketing by Al Ries and Jack Trout. It was an interesting book that seems to be built on the
experience and wisdom derived from companies doing business in the late 80′s and early 90′s. A lot has changed since then and a lot has stayed the same.
From the perspective of real estate marketing, properties, agents, and companies there are some valuable insights to be Found in this book. My take away is that the most powerful marketing advantage comes from being the first in the minds of the consumer to provide a unique product or service. Once there cultivate this perception for the long haul and be extremely careful aout changing your core message or expanding in a way that changes this message or dilutes it. If you are the established luxury real estate company in your area defend this perception and don’t add discount brokerage as your new offering. Previously you were unique, now you are like the others.
Of course there is a lot more to the book, I do recommend it. It is only 130 pages long and packs a lot of wisdom into those pages.
The excerpt below is a post by Fred Light in a real estate video forum. He was responding to a videographer who was frustrated with trying to find business. Fred is a very successful real estate videographer and owner of http://www.nashuavideotours.com/
I really liked Fred’s response because he was able to put into words something that I have seen for years. I have been lucky to work with brokers who are consistently top producers and I have taken notes on what makes them successful so I can do the same with my business.
There really are two distinct mindsets with Realtors regarding business and marketing. Some people just UNDERSTAND the concept of marketing. They know being IN business means spending money to make money. They understand that the money spent on doing video isn’t at all about THE LISTING, it’s about their agent/company branding… it’s about attracting new customers, new listings, about setting themselves apart from their competition, etc. It’s NOT about the listing specifically. It’s about marketing and branding.
Back in the days when I actually attempted marketing to Realtors (I don’t anymore…waste of time)… I would go to real estate conventions.
I had my computer set up at my booth, was playing sample tours, etc. at my booth. I realized very quickly that 10 Realtors would come by… (they’re all in the same industry, they all see the SAME presentation I had).
9 out of 10 had the same response! They asked about the location, remarked about the colors in the kitchen, “loved” the view, thought the sofa was pretty, etc… They were looking at these videos like an HGTV show. And ONE of those ten would walk up and immediately say “that’s amazing – what does it cost? How long does it take? etc… Same people, same industry, same situattion – two distinctly different ways of looking at the same thing.
Real estate attracts many who can’t do anything else. They used to be nurses, day care providers, truck drivers, housewives, etc. Those people, although very nice, are NOT coming into the business with a business/ marketing mind or attitude. They’re not BUSINESS PEOPLE.
I absolutely find the most successful Realtors are those who come into the business with previous BUSINESS EXPERIENCE. They understand all of these “business 101″ concepts. They come into the business with money in their pocket for marketing, branding and working capital while they get their business off the ground.
They understand why this all makes sense. They understand why sometimes you have to invest money in your business WITHOUT an expectation of the sale to make that investment back, because that investment comes back in many other ways that grow your business and your profile.
Most of the others come into the business with their last $500 for their training and licenses and they sit around waiting for the phone to ring – without a clue. They’re in a big fat hole from Day 1 and never get out. They’re always chasing a commission check.
I just had a agency on Martha’s Vineyard have me come down last week and shoot 31 houses… a portion of the inventory. I am going back next month to do the balance of their inventory. Then they want me to come back every month to shoot every new listing they get. They give me accommodations and PAY… (and it’s not a bad place to work.. LOL).
Why? Because the want to position themselves as the TOP broker on the island. They want to attract new sellers based on their superb marketing. The company is even footing the bill, not the individual agents (which is unusual), but it’s because they absolutely understand the value of this – and are willing to pay for it.
You have to find the RIGHT customers, and it’s probably less than 5% of the entire market of Realtors… THAT’S the challenge.
I’ve chosen to just get my work out there in a big way and be seen… and I let those 5% find ME. 100% of the calls I receive are about scheduling and pricing. Not one person… EVER… asks “why” they should use video, or question the value, the reasoning, the justification, etc… NEVER. They just want to schedule an appointment. And I’m actually hiring a scheduler because the phone rings off the hook and I spend 3 hours at the end of every day scheduling shoots… !
Creating a product for the right price is key. But finding that small group of the right agents is a big one. Funny thing is they really do get it, and the other 90%? They’ll never get it. You can try and “sell” them for two hours – you’ll still never get a customer. It always seems pretty black and white. I think it’s a business brain that some people just HAVE from birth! LOL
Jun 052011
Nice cabin in Black Mountain, NC. I photographed this home for Dawn Wilson.
Here is another recent photo shoot that I did for Jennifer. Cabins like this can be tricky and color correction on interiors takes a little longer than usual.
Here is an exterior.
Photographs of a home in Brevard, NC
Jennifer Merrell recently listed a interesting home in Brevard, NC. The home is a part of Brevard’s history. If you want to hear the story just ask Jennifer.
