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We are all the same ... and that's the problem

Letters From the Home Front

By Kris Berg, Wednesday, June 25, 2008.

Inman News

Yesterday, there was this guy in the grocery store. He was in the frozen foods aisle (near the fish sticks, to be exact). He was wearing a kilt.

If my brain was wired to code, I wouldn't be sitting here 24 hours later thinking about the oddly dressed man. "He was wearing a kilt!" I announced. "So?" said my daughter. Moving on to what I thought might be a more receptive audience, I shared this bit of intelligence with my husband. "A kilt. That's what it was!" I announced, to which he replied in his best "placate Kris" voice, "He has huevos."

A kilt, and nary a wind instrument in sight. He wasn't even visibly Scottish. Maybe he was on his way to a gig, and the bagpipes were in the car. Maybe he was hot. Or, maybe he just likes plaids. My family didn't seem to find this the least bit odd. I guess it's just me. Sometimes I tend to overthink the problem.

I notice things when they are out of context. So do our clients. Now, if my fellow hunter and gatherer had been visibly trying to be different for the sake of being different, my reaction might not have been one of amusement and curiosity. Rather, I might have been coming home to share with the clan my most recent dork-sighting. The fact that this man was quite comfortable in his skirt amidst the sea of expected blue jeans was what got my attention and ultimately my respect. My family didn't care, but then they weren't shopping at that particular moment. I was, and he was a standout.

Marketing. In trying to make a distinction, we are all becoming the same. Now, I'm not saying we should all run to the store tomorrow wearing togas or kimonos. But, on second thought, why not? Someone's shopping and, if you wear it well, they might notice you.

New agents are given this little book of rules. They are all given the same book, complete with how-tos on advertising and working the sphere, with lead generation and open house protocol. The book comes with a free canned Web site, scripts for courting buyers and sellers, and a mile-high pile of standardized presentation slicks. It outlines, in black and white, the pathway to success. Nowhere in this book is a plaid skirt.

We are all too busy trying to be the same that we forget to make a distinction. And, we are all working so hard to make a distinction that we are becoming the same.

Take my business photo (please). I call it the Barbie photo. I hate it. This photo (the one grinning at you at the top of this epic) was a reasonable likeness of me three years ago when it was taken. Now, having reached my half-life (and Science Guys will appreciate that half-life is an exponential thing), I might as well have Photoshopped Heather Locklear onto my collateral material. My hair color and length, as well as the number of chins I sport, change with each neap tide. Faced with the realization that it is time to update my image (literally), I find myself asking, "Why?"

Why exactly do I feel compelled to put my mug on all of my business stuff? Well, for one, everyone else does it. Then there is the branding argument, but if we all have our pictures on everything, aren't we all the same brand? Does it really matter to my clients what I looked like in the summer of '96?

But, everyone is doing it! And that is the problem.

In my former life, I was an engineer -- a traffic engineer, to be precise. Have you ever thought about why all of those stop signs are red and octagonal? It's so you don't have to think. You get where you are going without distraction. You see the signs but you don't really notice them.

If your goal is to have everyone breeze by in an orderly fashion, red is the way to go. But if you really want to stop traffic, maybe you should consider purple with polka dots.

We can't be conformists and at the same time be standouts. Sure, there are the wardrobe basics that we must all have. The Web site is now as necessary as the little black dress. The first guy who had one of those was a novelty. Now, we are all mired in sameness, a bunch of little black dresses with "For Buyers" and "For Sellers" buttons and the requisite page on the "Dangers of Overpricing." Basics are good, but they only become a fashion statement once they are accessorized.

I still see brokers promoting sameness, and I think this is an enormous disservice to the agents. One argument is that uniformity strengthens the broker brand and, therefore, the agent's. If the result is an online and offline presence that is a homogeneous snoozer, how can it accomplish either? Then there is the argument that it is incumbent on the broker to provide the closet of basics to all agents in order for them to compete and succeed, recognizing that the more progressive and aggressive agents will build on this foundation. The problem here is that in giving the agents these basics, the same Web page, the same yard sign, the same postcard, and the same "@company" e-mail address, you are all but guaranteeing their anonymity. For too many, the basics will be enough. But they aren't. I think it might be time for the broker to rethink this role.

I clearly don't have the answers. If I did, I would be living, if not in Warren Buffett's house, then at least in his guestroom. But, I do think that brokers are overthinking the problem. And I do know that if I had 1,000 agents under my wing, I wouldn't try to dress them. Instead, I would take on the role of personal shopper. I would lay out all of their choices and then I would tell them to pick the outfits that suit them. I would encourage them to boldly accessorize. And then I would point them to the checkout stand. We all have different tastes and budgets, and one size does not fit all, so I wouldn't make everyone wear the same uniform. If, as an agent, I can't put my own wardrobe together, I don't deserve to be dressing the part.

Kris Berg is a real estate broker associate for Prudential California Realty in San Diego. She also writes a consumer-focused real estate blog, The San Diego Home Blog.

Berg will speak at Real Estate Connect in San Francisco, July 23-25, 2008. Register today.

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Submitted by on June 25, 2008 - 2:02am.

Wow Kris. Talk about hitting the nail on the head.

Susie Blackmon
http://www.BuckingtheRealEstateTrend.com

 
Submitted by Jeff Bergstrom on June 25, 2008 - 5:42am.

Real estate agents have always tended toward a self-focus approach to marketing. Afterall, their good name is one thing they could always count on. This approach is going to, if it hasn't already, go on steriods in terms of today's electronic media. Websites feature, NameOfAgent.com. Entire realty teams are stacked behind, NameOfAgentPartners.com. When agent marketing moves to Google, Facebook, Linkedin, MySpace and other online member communities , self-branding is the only way to go. Notice anyone missing from this picture? Agents are doing all the work, developing sites, incorporating tools and executing their own business strategies. So what role does the tradional Broker play? Traditional Brokers do NOTHING that helps agents brand in electronic environments. Some say, a national Broker affliation hurts your branding efforts in various online communities. If you think we are all the same in the real estate industry--you ain't seen nothing yet!

 
Submitted by on June 25, 2008 - 5:46am.

Great thoughts Kris. It's too bad that our business cards can't let people know more easily how different we can be. I started building a card without my photo on it and received looks from other Realtors that indicated I was crazy. I never managed to get my face off the business card, but I have managed to remove it from all but one page within my website.

Todd Anderson
www.YouInParkCity.com

 
Submitted by on June 25, 2008 - 5:53am.

Kris, you are right. The real estate business is all about copying each other. So much so that the typcial fee charged by brokers is eerily the same (or close) from "sea to shining sea".

If there was ever a time break away from the pack it might be now.

Thanks for the insight.

Terry Shortt, CRS, GRI
Broker, Instructor
TW Shortt and Associates
Fl. Real Estate School
And Training Company
Key West,Florida, USA
www.ClassesFormingNow.com

 
Submitted by Ken Brand on June 25, 2008 - 5:55am.

Exactly!

Ken Brand
http://www.Kens411.com
Twitter: @KenBrand

 
Submitted by Greg Vincent on June 25, 2008 - 6:16am.

I agree that it is going to get harder & harder to create a real point of difference. Agents worldwide are grabbing onto the smallest detail within their businesses and are passionately selling based on that alone.

Things like we create the best brochures or we do longer or more frequent open homes, etc aren't going to be enough to grab someone's attention.

During the process the consumer is going to become even more confused by all the different options available & when it all gets too hard for them they will look for other alternative ways to do business.

At the end of the day the only real point of difference that you have is YOU. You have to market yourself in such a way that you can connect with people. You have to become a presenter & embrace the Web 2.0 strategies, via video & podcasting because unfortunately as an agent people assume things about you without even meeting you - video helps more people to get to know you.

GENYRE = ENERGY
www.GenYRE.com.au

 
Submitted by on June 25, 2008 - 6:29am.

Hey Kris,

I think you've hit right at the heart of the matter. That old school brokerage model is officially Dead! Creating an army of drones worked when the market is white hot & "sales ability was equivalent to the ability to fog a mirror.

The new breed of 2.0 brokerage creates room for uniqueness & customization & personal branding -- while delivering the training & systems that make sense today. In fact, what if your brokerage actually did something to help you win in the market -- instead of just pushing paper.

We're launching the very 1st nationally scalable brokerage based around these concepts. Our official release happens at Inman SF next month.

Matt Fagioli
Diamond Dwellings
678.279.4707

 
Submitted by on June 25, 2008 - 7:22am.

Hey Kris,

This is exactly why Bug! Realty is working so well.

We are contrarians.

We stand out.

People are curious, as to why we are not just another Realtor Clone, like the rest.

Read the book, The Purple Cow, by Seth Godin.

And, it WORKS!

Great article.

See you in SF? Stop by our booth.

Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.

www.bugrealty.com
www.kevinseney.com

 
Submitted by on June 25, 2008 - 7:27am.

Becky Boomsma
www.BeckyBoomsma.com

Kris,
Your comments with regard to the conformity and "sameness" that plagues real estate agents and brands echo many of our thoughts and frustration, not only in the industry, but by consumers, as well. I attribute most of this lackluster presence, as you do, to the broker mandates and control to clone us into that "likeness" so that the brand stands out as a unity, and does not become diluted with the agent efforts to appear unique in any fashion and stand out above the brand. In the process of following broker mandates and cloning that all business cards look the same for the brand, and all the other marketing that requires certain state, local, and brand requirement appearing similar, the agent must seek out more creative avenues to deliver the message of uniqueness and abilities. Embrace and seek change. There is merit to some conformity, as well as unique and exceptional presence and marketing. Find and incorporate creative ways to work around these mandates to define your unique edge. Do not become a "template" of the industry. Run your business like an independent corporation. Open you mind to becoming the exception to the "rule", being the very best that you can be with unique delivery, and get in front of the consumer to present your point of difference. Then market your skills and value through specialized advertising and education to the consumer to revise the assumption that all agents are the same and offer the same level of product and skill. Brokers should adopt your suggestion to offer choices of branded marketing, and the major brands should be promoting and embracing this concept. They should also cut back in their pursuit to monitize and control every opportunity to "tax" the agents for sales and marketing ideas and opportunities. For brokers and agents, the business will come and increase exponentially when you make the experience easy, fun, and interesting - value added and memorable - when you elevate your presence and appeal to the consumer's senses. Define your edge through creative, relevant marketing and exceptional expertise, becoming much more apparent and top of mind with consumers. Thanks for your humorous and interesting perspective.

 
Submitted by Wade Treadway on June 25, 2008 - 7:29am.

Marketing is just one area of brokering that has become absurdly homogenous. How many times have you gone on a listing pitch to find several CMAs from several different brokerages and they are identical. Punch it into the MLS and out it comes. Todays breed of broker tends to be what we affectionately refer to as kitchen brokers. They are lucky to know the front door from the backdoor due to the lack of knowledge of their product. The industry today is forcing this league of faceless entities that all act and behave in exactly the same manner.
Be original, be factual and learn your product, you and your clients/customers will be much happier for it.

 
Submitted by Greg Vincent on June 25, 2008 - 8:06am.

"Do not become a "template" of the industry."
Becky, I agree totally with this concept. The problem with broker mandates & attempts not to dilute the brand, actually restrict the speed at which agents need to change within our industry.

I'm not suggesting to get away from the brands but they need to understand that they either become a bit more flexible & adaptive in their approach or agents will end up leaving them in droves out of the necessity to remain competitive.

We were previously within a group but went out & established our own brand. Even though it was a huge poject to undertake, the new found freedom was exhilarating.

GENYRE = ENERGY
www.GenYRE.com.au

 
Submitted by Ralph M on June 25, 2008 - 8:10am.

Very good Article..

Some of the "sameness" should also be contstrued as real estate professionals have to follow laws that from one state to another, are about the same.

Being "Different" is very good.

I am different, as you already know. :)

www.aarsteam.com
www.nosellercost.com
www.weuuzit.com
www.iuuzit.com

 
Submitted by Robb Murry on June 25, 2008 - 10:25am.

The kilt story was perfect. What a great story to drive a point home. Creating a personal brand will help an agent stand out from the flock of agents out in their market, but the real power of a personal brand is realized when that agent confidently wears their brand everywhere. Be memorable, be consistent, and be successful. What a great perspective grabbing story!

 
Submitted by on June 25, 2008 - 10:37am.

Great Blog...in todays society, change is good, change is great! But I do know that "Old School" individuals cannot role with the changes. Being different is what we strive for, it's our own personal brand! Thanks for a "standing out" blog!

Cheron Lange
www.letourfamilyhelpyours.com
bog.letourfamilyhelpyours.com

 
Submitted by Wenceslao Fernandez Jr on June 25, 2008 - 11:37am.

Wow, Kris! This piece surely hit a spot for many.

Actually, this is why I'm so happy to work with a National company that DOES NOT try to fit me into any kind of mold, but nurtures and encourages my uniqueness while providing me with all the basic tools to model my business after.

Whatever I decide, every system and model is made available to me and for me to adjust to me, my personality and my needs and aspirations.

I must admint, Bug! Realty has a great concept and again, it is great to know that I can be so flexible if I so choose, as to find something catchy that works for me even as a member of an National Realty company and implement it.

All I have to come up with is that kind of catchy gimmick while I enjoy capped splits (after meeting the cap I'm at 100%), profit sharing, control of my (not the broker's) listings and so much more.

Branding is first about reaching my clients, then about me, then about my office and company. After all, all buyers and sellers listen to the same radio station, don't they?

They're tuning into WIFM (What's In-it For Me), which forces me to think of them first while demonstrating how my business expertise, honesty, reliability and integrity helps me support their needs.

For the most part, that, in and of itself, is unfortunately (or fortunately for me), quite different for our industry.

It's really great to be free. Isn't it?!

www.MiamiRealEstateKing.com
Certified Distressed Property Expert
Miami-Dade County, Florida.

 
Submitted by Catherine Read on June 25, 2008 - 1:55pm.

Well Kris you certainly hit a nerve here. It reminds me of a column by Chip & Dan Heath in the March 2007 issue of FastCompany Magazine entitled "Polarize Me." It's about deciding how you are going to distinguish yourself in a way that is memorable - or in this instance "sticky" (they wrote the book Made to Stick - I highly recommend it.)

I work with many Long & Foster real estate agents in building their web presence. We start with the free agent website provided by their broker. Yep - free. It's a template product, but not much different from other agent website products widely available for a fee. Only these sites have unlimited capacity for pages, every page provides an IDX search function, and the agents can fill it up with anything they want - videos, maps, links to outside sites, photos - anything.

Here's the paradoxical part of this: When you hand an agent a blank pad of art paper and a brand new box of 64 crayons - all for free - you quickly discover it's not the tools that are the issue. They lack ideas. They don't know where to start. They don't know what to say. They aren't certain what information consumers want. They don't know how to size photos! (Which is why I have my own company and steady work.)

My advice to them is to start with meeting the consumers' need for the type of information they want presented in a way that is functional and easy to navigate. We all use Google and Amazon for a reason - functionality. Secondarily, it's about inviting them to contact you for more information - maybe about schools, commuting questions, cost of living, etc. People want to work with someone who can adapt to THEIR style of communication and how THEY want to do business.

Doing simple things effectively and consistently helps to build your brand with or without a kilt. This was a really great post!

 
Submitted by on June 26, 2008 - 4:06am.

I smile. I pretty much break all the rules. No picture of myself on anything either. I don't believe in it.

 
Submitted by on June 26, 2008 - 8:57pm.

The disconnect is that brokers typically hire agents as independent contractors.

As an independent contractor, you own your own business, you pay your own way, and you must stand out to succeed. Sometimes that creates conflict when you stand out in a way that your broker doesn't appreciate, or when your broker wants you to adopt something that doesn't make sense or work for your business.

I imagine it's different for Redfin and others where the salespeople are employees. In an employee relationship, the company takes care of you, they provide benefits, base pay, resources and an expense account. Assuming you like and respect the company prior to accepting a postition... of course you'll uphold their brand values and tow the party line.

Not so for brokers trying to influence independent contractors who pay to play, more like herding cats.

Catherine, interesting comments about the blank paper and 64 color crayons... we have found that to be true as well.

Diane Cohn, Realtor
Chase International

www.renorealtyblog.com
www.chasenation.com

 
Submitted by Christine Donovan - Costa Mesa Real Estate on July 6, 2008 - 10:23pm.

Marketing is one of our most important jobs for our clients. Yet, you are right that there is a sameness, a conformity, in most real estate agents.

I strive to be a bit different in hopes of both assisting my clients and in standing out from the rest of the industry.

Website: Costa Mesa Real Estate

Blog: Costa Mesa Real Estate Blog