BrokerageIndustry News

Pearly whites, wide smiles scare off real estate consumers

New research uncovers disturbing trend in agent marketing

Are you getting the most from your marketing materials? You may be turning away potential clients in droves without even realizing it. If you're still using marketing techniques from the 1990s, it's time to give your marketing materials a facelift. The nineties were the decade of the personal marketing piece. Experts told us to display our picture prominently on our business cards, brochures, post cards, and anything else we gave to potential clients. Today's consumer, however, is now demanding a different approach. Recent research has surfaced a surprising fact: one of worst things you can put on your marketing pieces or on the home page of your Web site is your face. That's right – your face. Although additional studies may be necessary to confirm this is actually the case, the data below make a strong case for this viewpoint. Here are the facts: 1. Clients surf past agent Web sites that have the agent's picture on the home page. According to VREO Software's focus group resear...

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