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We
All Rely on Experts
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You might
like to think
of yourself as somewhat of a rebel and
even if you are, it more than likely means that you
respect an alternative form of authority rather than no
authority at all. What should be fairly obvious is the fact that most
Democrats and Republicans would disagree on which
authority has the right answer on the War in Iraq.
EXPERTS
GALORE
If you want
to find experts on Things to do in San Diego, The Most
Energy Efficient Automobile or the Real Estate market in
Miami, most people these days will turn to the Internet.
Are all online sources equally reliable and trustworthy?
Of course not!
But we all have to take the Internet as we find it.
Of all the experts on the real estate market in
your area, only a handful are represented on the first
page of the major search engines.
And of those that show up on page one or rarely on
page two, how do most people judge the site’s relevance?
WHAT’S
IN A NAME?
Take this
mini-quiz and you will see for yourself how important a
domain name is. Let’s
say you do a search on Google for River City Real Estate
and all the Websites listed have pretty inviting
descriptions so most people check out the domain name or
URL of the site. Which
name would you take more seriously?
- RandySellsRiverCity.com
- RiverCityRealEstateGuide.com
- RCRE.com
The point
is that to be taken seriously as an authority, you need to
start with an authoritative name.
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Your
Website is Your State |
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Putting
words in print conveys a certain authority and
putting your words on your Web page does the same
thing. You
can negate this advantage, however, by relying on a
template Website that fails to position you as
different from everybody else.
In fact, fostering your image as an important
authority in real estate in your area is one of the
main jobs of a custom Website. If you would like to
find out more about creating this kind of an
advantage for your marketing, visit me online at
http://www.sellrealestate.net/FreeWebPlan.asp.
PERCEPTION
IS REALITY
Now
you may be an agent or a broker who knows darned
good and well that nobody, and I mean nobody, knows
more about real estate in your area than you do.
Even so, if your Website does not appear on
page one of the search engines or if nobody in town
even knows about your Website, very few prospective
buyers or sellers will ever perceive that you are
their best source of information.
HOW
DO YOU GET THE MESSAGE ACROSS?
You
certainly do NOT write pages about your expertise or
your superiority, as that would be
counter-productive.
It may seem ironic but whenever an advertiser
claims to be The Best, the world gets suspicious.
The way to get your message of superior
expertise across to your prospects is to provide
good, solid, helpful, useful information on your
Website. When
you help people out with information they judge to
be useful and effective, they determine on their own
that you are an expert in the field they are
currently researching.
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A
terrific way to position yourself as an
authority in your field is to write a newsletter
that offers helpful information to your prospects.
Let’s say you know a lot about real
estate but writing newsletters is not your forte?
Get somebody to write one for you.
In all of our custom and semi-custom
Websites we include an Enewsletter that goes out
automatically every 30 days.
You don’t have to write it but it looks
as though you did.
If the newsletter you send out looks like a
professional but canned newsletter, it lessens any
glow of authority that might shine on you.
In other words, you are not much of an
authority on real estate if your advice is simply
to tell someone to read information that someone
else compiled.
ARE
THERE PROBLEMS WITH EMAIL?
Some
agents tell me that they do not want to send out
an Enewsletter because they do not want to add to
the already overwhelming amounts of SPAM.
Is this a valid reason to avoid Email?
NO! It
ain’t spam if you get permission to Email!
Also, most ordinary people do not receive
the volumes of unsolicited Email that you receive
and may actually want to receive a good,
informative Enewsletter from you.
Another objection I often hear from agents
is that since everybody does not read their
newsletter, there is no point in sending it out.
Since when does subscribing to a newspaper,
magazine or Enewsletter imply a promise to read
each and every issue faithfully?
THE
UP SIDE OF EMAIL
Studies
show that of all parts of the Internet, Email is
the most popular and most widely used aspect by
people of all ages.
Email lets us keep in touch with friends
and family that are miles away without having to
pick up the phone or find a stamp.
If you are not using Email to establish
your authority, you are missing out on the
Internet’s most valuable tool.
Please call me today if you would like to
correct this situation. 999-814-5347.
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