UNKNOWN. KNOWN. CHOSEN. How To Rapidly Build A 'High-Trust-Agent' Brand

UNKNOWN

KNOWNCHOSEN

© 2014 - AGENT BRAND CO

How to Rapidly Build a ‘High-Trust-Agent’ Brand, Stand Out

from Your Competition, and

Get Property Sellers CHOOSING YOU!!© 2014 - AGENT BRAND CO

Hi, I’m Peter Hutton,Real Estate Brand Expert


We All Start Out As ‘UNKNOWNS’....

And At The Beginning We’re At The ‘Wrong-End’ Of A Long ‘Queue Of

Agents’© 2014 - AGENT BRAND CO

...But With The Right Brand Strategy You Can Become ‘Known’

As An ‘Authority’...


Plus... When You Get The Strategy Right,

You Not Only Become Known, Sellers Choose You!!


Who Here Would Like To List And

Sell More Property?


...And What About Becoming An Agent Sellers

Call First?© 2014 - AGENT BRAND CO

Buuuuut...


Here’s The Problem...


. . . FROM TOO MUCH CHOICE


The ‘LISTING-OPPORTUNITY-PIE’

37%

28%

25%

9%

LISTING OPPORTUNITY

1 AGENT 2 AGENTS 3 AGENTS 4 AGENTS

STATS• Around 40

agents per patch

• Only 2.2 agents per listing opportunity

= 5% agents per listing

opportunity


The ‘80-20 RULE’ - Pareto’s Principle

60%

40%

WHICH GROUP RECEIVES THE MOST LISTING OPPORTUNITIES?

TOP 4% AGENTS OTHER 96%

EXAMPLE• 200 properties

listed and sold P.A. in a patch

• Of 40 agents in a patch -- 2 agents list 120 properties between them -- 38 agents fight over 80 properties


Seller’s Default Position When Choosing An Agent Is They

Choose The ‘Familiar-Agent-Brand’


The 3 Reasons Why 96% Of Agents Struggle To Get

Listings© 2014 - AGENT BRAND CO

#1 - They Don’t Know You


#2 - They’re Unsure About You


#3 - They’re Unclear How You’ll Do It


Don’t Know You + Unsure + Unclear = Sellers Ignore You =

You Don’t Get ‘CHOSEN’


Building Your Brand Is About Trust


NO CONFIDENCE

NO TRUST

YOU DON’T GET CHOSEN

The Vicious ‘TRUST’ Cycle


The ‘TRUST-STRUCTURE’


2 Aspects To Trustworthiness

HARD FACTS

SOFT ABILITIES


5 Aspects To ‘Hard Facts’

1. Credibility2. Consistency3. Reliability4. Results5. Knowledge (..and

that’s a BIG one)


5 Aspects To ‘Soft Abilities’

1. Sense of intimacy2. Emotional intelligence3. Empathy4. Likeability5. Being ‘other-oriented’


Surveys Year After Year Show Paramedics Are One Of THE Most ‘Trusted Professions’


What Paramedics Can Teach Us About Building a ‘High-Trust-

Agent’ BrandLead With The ‘Hard Facts’... Follow With The ‘Soft Abilities’


The BIGGEST Influencer Of Trust Is Certainty


5 HOT TIPS


#1 - Stop Looking Like A Real Estate Agent - They’re Not

High On The Trust List


#2 - Focus Your Self-Marketing On ‘Hard-Facts’

1. Credibility2. Consistency3. Reliability4. Results5. Knowledge (..and

that’s a BIG one)


#3 - Never Hard Sell You, Only Pre-Sell You By Becoming An

Authority


#4 - Use ‘Education-Based’ Marketing


#5 - Use ‘Inbound’ Marketing


‘helps them’ offer

A Z

Just starting to thinkabout moving & doing something about it

Getting ready to put their property

on the market[just 2% to 7%

are “ready”]

‘helps you’ offer

here you’re too late

start here

95% of agents 5% of agents

Prospecting Spectrum


How Do You Boil A Live Frog?


The ‘Ladder

Of Loyalty’

listing appointment

suspect

prospect

lead


The ‘High-Trust-Agent’ System


Connect With Peter Hutton

facebook.com/peter.hutton

[email protected]

a g e n t b r a n d . c o


https://www.facebook.com/peter.hutton

https://www.facebook.com/peter.hutton

mailto:[email protected]

http://agentbrand.co/

UNKNOWN. KNOWN. CHOSEN. How To Rapidly Build A 'High-Trust-Agent' Brand

Marketing

Transcript of UNKNOWN. KNOWN. CHOSEN. How To Rapidly Build A 'High-Trust-Agent' Brand