When Realtors Become Commodities
Who's Who? Every realtor's advertisements and business cards look exactly the same. To make one, simply combine these elements: A photo of a smiling realtor A quote about caring about the home buyer or seller--something like, "putting you first" or "because I care" The name of the brokerage firm Contact information Realtors earn the bulk of their new clients from referrals, so the business cards created with the elements listed above work just fine. All a referral needs to know is the realtor's contact information and what she looks like so that when they meet it will feel a little familiar. Standing out in a Crowd But why would a realtor use the same approach in her advertisements as she does in her business cards? A realtor's ad on a billboard, in a newspaper, and in the yellow pages is meant to attract customers that can't be reached by word of mouth via a referral. If a realtor is going to stand out among the sea of similarity that comprises ...