Writing a Slogan or Tag Line

I believe your slogan either has to be a great one or you are better with none at all. This holds true for both company slogans and personal slogans. Mine is a play on a well-known slogan, but I have personalized it. Now it embodies everything I stand for as a marketer and it guides me every day.

“Good ideas are a dime a dozen, but implementation is priceless!”

A properly written slogan can have a positive effect in building and sustaining name recognition. A good slogan read or heard on its own immediately identifies not just the company, but the company’s product.

(Check out this post I wrote about Writing the Perfect Tagline.)

With that said what are some of the benefits of a good slogan?

1. It can motivate people to buy.
2. Describes what is special about you or your business.
3. Adds punch to your stationery and ads.
4. Captures people’s attention.
5. Differentiates you from your competition.
6. Encapsulates your business philosophy.
7. Focuses your marketing on target markets.

What are some of the attributes of a good slogan?

1. It should be short.
2. It should be memorable.
3. It should reflect your business philosophy and target markets.
4. It should appeal to your customer’s emotions.
5. It should have a “ring” to it.
6. It should work when written and said out loud.
7. It should be specific.

So how do you develop a slogan?

Sometimes the easiest way is to write out the greatest benefit of working with you or using your product.

Using the example of a Skylight installation company that thinks the benefit of working with them is that they can install a skylight with the least disruption in their customer’s lives, the slogan could be:

“Providing a clear difference in your home”
or
“The worry-free skylight installation company”
or
“Give us 3 days and you will see the light”

You need to find ways to distinguish your business or service from others and it has to be a credible difference. Something you can prove in a few words. Think about what your clients want to buy not about what you want to sell. Try to appeal to what they would look for in your company or service that makes them comfortable dealing with you. What are the most important aspects of your business or service that meets the most important needs of your clients.

Writing a slogan for a Realtor.

I have collected slogans from Realtors and it never ceases to amaze me how self-centric (is that a word?) they are. Did the writer ever ask themselves what attributes a home buyer or seller looks for in a Realtor? Did these Realtors look inside themselves and determine what characteristic or strength they have that people look for in a Realtor? Aren’t there certain attributes such as honesty and integrity that go without saying? Do the slogans instantly identify the benefit of choosing that Realtor?

These slogans can be broken down into two groups. Those that differentiate a Realtor and creates a positive impression on the reader and the others that in my opinion state the obvious and do not provide a credible difference. I use them as examples only and in no way mean to detract from their effectiveness for the specific Realtor. Hopefully you will agree with my picks, but I am open to criticism.

Advertising Do’s and Don’ts

Of all places to turn to for advice the last place I thought I would look is a federal government web site, but Industry Canada has published this excellent list of advertising do’s and don’ts and it is worth a read even if you do not advertise in publications as the tips pertain to all forms of advertising.

DO’s

1. Do avoid fine print disclaimers. They often fail to change the general impression conveyed by an advertisement. If you do use them, make sure the overall impression created by the ad and the disclaimer is not misleading.

2. Do fully and clearly disclose all material information in the advertisement.

3. Do avoid using terms or phrases in an advertisement that are not meaningful and clear to the ordinary person.

4. Do charge the lowest of two or more prices appearing on a product.

5. Do ensure that you have reasonable quantities of a product advertised at a bargain price.

6. Do, when conducting a contest, disclose all material details required by the Competition Act before potential participants are committed to it.

7. Do ensure that your sales force is familiar with these “Do’s and Don’ts”. Advertisers may be held responsible for representations made by employees.

DON’Ts

1. Don’t confuse “regular price” or “ordinary price” with “manufacturer’s suggested list price” or a like term. They are often not the same.

2. Don’t use “regular price” or “ordinary price” in an advertisement unless the product has been offered in good faith for sale at that price for a substantial period of time, or a substantial volume of the product has been sold at that price.

3. Don’t use the words “sale” or “special” in relation to the price of a product unless a significant price reduction has occurred.

4. Don’t run a “sale” for a long period or repeat it every week.

5. Don’t increase the price of the product or service to cover the cost of a free product or service.

6. Don’t use illustrations that are different from the product being sold.

7. Don’t make a performance claim unless you can prove it, even if you think it is accurate. Testimonials usually do not amount to adequate proof.

8. Don’t sell a product above your advertised price.

9. Don’t unduly delay the distribution of prizes when conducting a contest.

10. Don’t forget that no one actually needs to be misled for a court to find that an advertisement is misleading.

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How To Calculate Profit - The Lemonade Stand Method

Sometimes we get caught so up in our businesses that we forget we are in business to make a profit. I also think some of us have forgotten how to calculate profit so I think this Sunkist Calculating Profits Worksheet will help re-focus our efforts.

After all, the first business you started was probably a lemonade stand and nothing has really changed except for the way we look at things. Click on the image at the right to see the full size pdf. I think it will help you get back to the basics of your business…or give you an idea for a new one.

International Home Buyers - Who, what where?

NAR’s 2007 Profile of International Home Buying Activity shows that a quarter of REALTORS® report more international business in 2006 than five years ago. Nearly one in five respondents sold a home to an international client in the past year, and one-third say they believe foreign retirees are an increasingly important market in the United States.

The research explored the characteristics of second-home purchases in the United States made by international clients. Here are six of the top findings, which reveal important trends that will help you tap into the expanding international niche:

• Stronger preference for condos and apartments. In 2006, most international home buyers purchased single-family homes or townhomes, and like most domestic home buyers, they financed their purchase. However, they showed stronger preferences for condos/apartments when compared to U.S. home buyers; 22 percent of international buyers purchased condos/apartments, versus 12 percent of U.S. buyers.
• More pay in cash. Twenty-eight percent of foreign buyers bought their houses with cash, compared to 8 percent of U.S. buyers.
• Purchase pricier homes. The median sales price of homes purchased by international buyers was $299,500, which is significantly higher than the U.S. median of $221,900 during the same period.
• Homes used for vacation, investment. Forty-seven percent of all international buyers purchased homes exclusively for vacation, while 22 percent were motivated primarily by investment. Nearly a third of foreign buyers cited both vacation and investment as reasons for their purchase. International homeowners spent an average of 4.2 months of the year in their U.S. property in 2006.
• Buyers from Mexico most prevalent. A third of all international buyers are from Europe, but buyers from Asia and North America (outside the United States) each represent about one-fourth of the total market. Sixteen percent of all international buyers are from Latin America. By individual country, most buyers come from Mexico (13 percent), the United Kingdom (12 percent) and Canada (11 percent). (See below)
• Florida leads the pack. Foreign buyers purchase homes across the United States, but 52 percent of sales in 2006 were concentrated in three states: Florida (26 percent), California (16 percent), and Texas (10 percent). The South attracted nearly half – 49 percent – of international buyers last year, while 31 percent purchased homes in the West.

Canadian home buyers also headed to the South – 46 percent of them purchased home in that region of the U.S. Thirty-eight percent of buyers from Canada bought a property in the West, 10 percent in the Midwest and 6 percent in the Northeast. Similar to Mexican buyers, Florida was the location of choice well over a third of Canadians purchasing homes in the U.S., and California was the second most popular destination.

The U.S. real estate market is still considered a prime investment opportunity for foreign buyers and a “safe haven” in which to put their money. With the weakened U.S. dollar against foreign currencies, those currencies buy a lot more than in previous years. For example, the British Pound Sterling was worth $1.44 in 2001; by 2004 it was worth $1.83. As of mid-year 2007, the pound was worth nearly $2.00. The Euro has also increased in value against the U.S. dollar. More purchasing power for foreign buyers mean they can afford “more house” – particularly in a stabilizing U.S. housing market.

Open House Tip #3 - Coloring for the Kids

When you hold an open house it is your time to shine and you should not miss an opportunity to make a positive impression on people coming through the house.  After all they are probably looking for a professional Realtor to list their home.

This recommendation is effective in two ways; it either entertains kids and gives he parents a chance to view the home and/or it impresses parents and creates a positive impression of you.

I recommend you print some stock coloring pages, add your branding discretely to the page and put them out on the kitchen table.  Free coloring pages are available on the internet.  For crayons go to a dollar store and pick up packages or 16 for a buck.  I know a lot of people don’t bring kids to open houses, but if they have kids they will be impressed  you were thinking about them and I have seen people take the pages and crayons home for the kids.

If there are no kids offer the coloring and a pack of crayons to people.  Guess what happens next?  The kids color the pages and put the on the refrigerator with all of the other artwork and your name is displayed for weeks on the fridge.

Email Newsletter Usability

The Nielsen Norman Group has published a study on Email Newsletter Usability that sheds some light on the effectiveness of this marketing strategy.

Their findings were interesting and highlighted the importance of both design and an effective subscription management service. The study also confirmed that newsletters have a social impact as they are often forwarded to friends, family and colleagues.

If you are in this business this is probably a report worth purchasing, but as a user I have paraphrased the findings from the Executive Summary.

Following are some of the highlights:

“69% of the users indicated they looked forward to receiving a particular newsletter.”

“Users have highly emotional reactions to newsletters. This is in strong contrast to studies of website usability, where users are usually much more oriented towards functionality. Even a website that you visit daily will feel like a tool where you simply want to get in and get out.”

“The positive emotional aspect of newsletters is that they can create much more of a bond between user and company than a website can. The negative aspect is that usability problems have much stronger impact on the customer relationship than they normally do.”

“Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox.”

“Averaged across the study, newsletters lost 19% of potential subscribers due to usability difficulties in their subscription processes and designs. People often stay subscribed to newsletters they don’t want (cursing the sender with every new issue that clutters their inbox), so the unsubscribe process is also worth improving.”

“Newsletters need to be smooth and easy: they must be seen to reduce the burdens of modern life. Even if free, the cost in e-mail clutter must be paid for by being helpful and relevant to users - and by communicating these benefits in a few characters in the subject line.”

The study also explored why people who were frustrated by the Unsubscribe process continued to receive the newsletter. I can personally attest to this as I continue to receive newsletter that I do not read, but every time I try to unsubscribe I end up spending too much time trying to get through the process.

The four main reasons people didn’t attempt to unsubscribe were:

1. Emotional attachment to the newsletter: Users said that it didn’t feel good to sever the relationship, even when they no longer read the mailings.
2. Low expectations for the website’s usability: People assumed that it would be difficult and time-consuming to unsubscribe, so they postponed the job for another day and simply deleted the newsletter’s current issue.
3. Fear that unsubscribing would fail and would subject the user to even more mail: Many people have heard that asking to get off spam lists only confirms the validity of their email address to the spammers; this notion has become an urban legend that contaminates users’ mental model of legitimate newsletter publishers as well.
4. Easier options: It’s often easier to simply use a spam-blocking feature to stop future issues than it is to unsubscribe.

Competing For Readers Time
Users are getting more selective about which newsletters they’ll read. According to the study some are cutting back on the number of newsletters they receive. These users view newsletters as being in direct competition with each other for a limited number of slots in the inbox. Users will unsubscribe from a newsletter or stop reading it—even if it’s good—if they come across a different one on the same topic that better serves their needs.

This study also revealed that users spent an average of 51 seconds on each of the newsletters they read from their own inbox. Users spent an additional 33 seconds on information found by pursuing newsletter links to websites.

How Do People Read Newsletter? (Click on image for larger view)

Eyetracking heatmaps showing how many users read each part of two newsletters. The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas.

Wondering How Much That Flat Sold For in England?

There is a new service in the UK called NetHousePrices that offers a free public service that provides access to UK house prices in England, Scotland and Wales, as recorded by the Land Registry (since April 2000) and the Registers of Scotland (since May 2000). I am not aware of any service like this in the U.S. or Canada, but I think it would be a useful too

You can go to Sold Prices, enter a postal code and then refine your search from there. If you need a postal code you can use SW5 0BE . I don’t know exactly where it is, but it will give you results.

More on Headshots

One of the best articles I have read on the subject of advertising photography and headshots is from Tomlin Nicks Wells & Townsend Advertising Inc. And while we are on the subject of leading Realtor and Broker advertising agencies I would rank them at the top.Before we get into the subject of portrait photography I wouldalso recommend their eMagazine called Out of the Box. It is subscribed to by more than 275,000 real estate professionals and you will see why with every issue.

When they are creating an ad for a client they view photography as the foundation of any exceptional advertising or marketing campaign. “The greatest advertising copy in the world, combined with the most irresistible offer, will draw little attention without high-impact images to support the message.”

What they do want in a headshot:

1. High resolution images.
2. VERY relaxed, candid, warm, open HONEST images of you.
3. ONE will work, several are better.
4. Look squarely into the camera, offer a warm, but not overly friendly smile, emit a feeling of safety, as though you were seeing an old relative you haven’t seen in a long time.
5. Just be a real human being, forget being a star!

What they don’t want in a headshot:

1. Crossed-arms
2. Smug looks
3. “Sold” signs
4. Dogs
5. Horses
6. Relatives
7. Or even a hint of narcissism.

What they recommend you wear for your shoot:

1. You should have two or three outfits that you like and look good in.
2. Brighter the better and contrast is important. For example, the contrast between a blouse or a shirt and a coat should be light to dark.
3. If you don’t normally wear a tie, don’t wear a tie in the photo, just wear what you normally do, but make sure it is clean and ironed.
4. Ladies, a high neck line is usually a nice look. Light make-up.
5. Haircut and hair designs need to be fresh. Teeth clean.

Here are some examples they provide as guidelines for their clients with their actual comments:

SOME BAD PHOTOS (Click on the Images for a larger version)

This is a stupid, ridiculous pose
that will cost this gentleman
plenty if he uses it. Too CEO,
and it is clear he is not a CEO.
Bad haircut.
And while finger pointing may
be popular, it is certainly not cool.
BAD PHOTO!

Mediocre shot. Yes, he
looks real,candid, warm,
friendly and professional.
We could even
live with the thumbs-up
sign. The problem is, he
wore a really bad shirt. Get us some COLOR!

The “I haven’t smiled in 14 year look”
is not what we are looking for.
Does this gentleman look like
someone you’d want to call.
He may be the best real estate
agent in America, but, this
photo will not produce telephone calls.

Another look at a
remarkably candid pose.
Now, while the pose
is warm and real, this is
not a great photo for us to work with.
The background is a distraction,
his hair could have
been combed.

SOME GOOD PHOTOS (Click on the Images for a larger version)

This is a nice pose, very relaxed and
honest looking young lady. She looks believable,
clean, fresh, sober and effective.
She is pretty, but not too-pretty; she is confident,
but not too confident.
This is an excellent photo for advertising use.

Warm smiles work.
Fake smiles do not work.
Relax, find your happy button
and push it during the
photo shoot. Exaggerate
it if you must, focus on
the shoot.

 

Excellent image! EXACTLY what we’re
looking for in terms of distance,
lighting, contrast, brilliance,
pose, cropping, and the attitude projected.
This gentleman has achieved approachability
without having to resort to cheesy poses or trickery.
THIS IS WANT YOU WANT!

Nice color.
Good contrast.
Well cropped.
High resolution photo.
This is what we are looking for..

 

Clean, fresh, happy, professional looking woman who
appears to be very successful without having to have
her photo taken standing next to her Mercedes Benz
to prove it.The color contrast, in this photo, was
created between the chair and clothes she is wearing, and its makes the photo. Notice the color matching between the tint in her hair and her coat. She’s happy, but not overjoyed in a fake way! REAL WORKS! Work on staying REAL! Light make-up, fresh haircut, she has done everything right.

If you have an example of either a great head shot or one that is not so great, please send me a copy.

I want to thank Tomlin Nicks Wells & Townsend for permission to use these photos and recommend if you are looking for high quality, effective advertising you give them a call at 800.221.4048. For other marketing you can always call me at 800-568-8338.

By the way, no Realtors’ feelings were hurt during the shooting of these images.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Client Appreciation Events - “Friend-Raising, not Fund-Raising”

I can’t remember where I read the quote that client appreciation events are for “friend-raising, not fund-raising”, but it is great advice.

The secret to a successful client appreciation event is having an effective marketing strategy and planning. Now the planning part is obvious, but why is the marketing strategy important? You need to be aware of the perception the event is going to create and how the event will impact your business. By nature it is to show your appreciation for their business, but the choice of event and the venue will have a major impact on the results. Will you be mingling or sitting in an audience? Will there be an opportunity for your clients to network among themselves? Will they be feeling they are participating in a cause such as a charity event or simply enjoying themselves?

A successful event should be seen not only as an opportunity to make your clients feel appreciated, but it should demonstrate that you care about them too by ensuring they can meet new people and potentially help their businesses too. Keep in mind some of these events will be high touch and some will allow little contact with your clients.

Client appreciation events fall into four major categories:

1. Charitable Events - Hosting an event where the proceeds got to charity or paying the fee for your clients to participate in an event like a golf tournament or gala evening for a cause.
2. Sporting and Recreational - Hosting a golf tournament, family softball game, a night at the horse races, tickets to a hockey or baseball game etc
3. Cultural and the Arts - Inviting clients to plays, concerts, art shows etc.
4. Educational - Inviting clients to a seminar, to listen to a speaker, to learn something such as a cooking class or travel lecture.

When you choose an event think about the following:

• Does this fit in with the image of me and or my business?
• Is it high touch or low touch? Will I be able to meet clients one-on-one?
• How much will the event cost?
• How much of my time will be required prior to the event?
• What will be the lasting impact of the event?
• What do I hope to achieve from this event? Intrinsic value? Financial return?
• Will my clients mingle well together or should I hold two events and segment my guests?
• How will I invite guests and ensure they actually attend?
• How will I thank my clients for attending?

If you want some more ideas give me a call at 800-568-8338.

If you enjoyed this article and don’t want to miss the next one click here to get my marketing posts by email as soon as they are published. You will be prompted for an email address and you are set to go.

Web Site Templates for Realtors - Free (well sort of)

As a marketing guy I get asked by Realtors and businesses about web sites every day. Depending on their technical capabilities and their marketing plan I generally recommend using a template with built-in content management to not only keep costs down, but to control their destiny.

I have recommended Ubertor to many clients and created web sites on behalf of many more clients such as Leslie Sutton, Annie Harkins, Clive Benjafield and Steve Mitchell to showcase a few and have always felt comfortable recommending the company because thousands of Realtors can’t be wrong!

Well it just got a whole lot easier to recommend Ubertor with their announcement today that they are offering a 30 day free trial and they are going to waive their set-up fees.

So if you are a small business and have always wanted a web site you can sign up for their Lite Plan and be operational almost immediately. The total cost is only $ 9.99 per month or I think $ 99.00 per year.

For Realtors you have the choice of their Basic, Premium or Plus plans with the primary difference being the number of active listings and the ability to have an additional agent, ability to customize the pages and the number of pages. You can switch from one plan to another without penalty so it doesn’t matter if you choose the wrong one.

Want to take your website to the next level? On the Ubertor Premium Plan you will have access and control over the Cascading Style Sheets (CSS) that control the look and feel of your website. With a CSS programmer and the Ubertor Premium Plan you can completely
customize your website in the way that you want.

If you have time I would strongly recommend the Ubertor Blog as the latest in Realtor technology is featured there.