I love that saying. It’s a Momily . . . one of those “don’t run with scissors” things my mom used to warn me about. “Don’t get too big for your britches!”
I had someone who must have really tiny britches reach out to me from my website today. He wants a press release and some web content. His website is gorgeous but the entire front page is dedicated to the brokerage’s office location. In fact, the page opens to yummy photos of the city and right below it you’ll find “Our Showcase Office.” Yes, I’m serious. The home page content is devoted to a description of the brokerage’s OFFICE. Wow.
My first thought after reading about their office’s “modern look” and design that was “conceptualized by one of the Best Interior Designers in the nation,” I figured that this was a commercial brokerage. Why else would you use valuable front page “real estate” on your site to talk about your offices?
Wrong. This is a residential real estate brokerage. And, potential clients are supposed to care about your office, WHY?
OK, as a website sleuth I should’ve known what was coming when, first, what he wants in his press release is a LONG list of “look at me, I’m totally awesome!”
Then, the first category in the nav bar on his website is “About.” Not listings, not advice, but About HIM. Of course. I seriously thought agents like this guy were a thing of the past.
Then, on his “about” page you’ll find misspellings, awful grammar and Realtor spelled with a lowercase “r,” (my pet peeve!). This is one of those brokerages who hasn’t caught on yet that real estate is not all about them. In fact, real estate has NOTHING to do with them. Clients want to know what’s in it for them and the fact that you have yummy offices means nothing to them. “We pride ourselves on being there for our clients” is trite, it’s stupid. It is MEANINGLESS to the average real estate consumer.
Yet this is what passes for content on certain real estate sites. These are the guys that are wondering why their bounce rate is so deplorable. Why they don’t rank in Google.
Real estate consumers aren’t looking for an egomaniac, diva real estate agent. They want to buy/sell a house and they want advice and information. This guy offers not even one nugget of value to the typical real estate consumer.
Do you think maybe he knows that and that’s why he reached out to All Writey Then? One can only hope. If you’re guilty of what he is doing, quit it. Seriously. You are in a service business, you aren’t a ballerina. Talk about your service, not about you. Sell what you do that’s different, even if that means you answer your phone when others don’t. But don’t for one minute think you’re a star to real estate consumers. No matter how many agents you coach, no matter how many hits your YouTube videos get, regardless of how popular you are on Active Rain, here’s the truth: There are umpteen other agents in your market and you are just one of the many.
Get over yourself and you’ll make more money.