Are you still marketing your listings the same way you did two years ago? If so, it's time to update your marketing materials to meet the demands of today's consumers. Throughout the 1980s and the 1990s, we trained agents to put together "brag books." You would place samples of your marketing materials in a high-quality leather binder, collect your testimonials and provide the seller with a detailed marketing plan. Your print advertising would prominently display your picture. If you were really aggressive, you would include a picture of the seller's house on the front of your proposal. Fifteen years ago, this was an effective way to differentiate your services. As the Internet has matured, so have the strategies for marketing yourself in print and online. We are constantly bombarded with so much information that many of us suffer from information overload. We scan, rather than read. Many of us have short attention spans. To do a better job of marketing to your clients, follow the thr...
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