Why Do Realtors Put Their Pictures on Their Business Cards?

(And on ads, brochures, signs, too.) I’ve heard many explanations, but none really convincing. “It’s a relationship business.” “It’s recognition.” “It’s vanity in a vain industry.” “It’s expected, since everyone else does it.” (This one makes sense – kind of like a negative feedback loop.) Art sales is a relationship business; stockbrokers want the same level of recognition; cosmetic surgeons are in the vanity business.

Maybe all the above reasons are a little true, maybe none. But from a sales and marketing perspective it doesn’t really make sense. A model or actor might put their photo on their card, but their face is their product; they are their brand. A Realtor’s product is a house, it’s not themselves. And a Realtor’s brand is more related to the company they work for than to themselves.

Short Thoughts on Niche Marketing, Target Marketing & Branding

Very few industries understand the power of niche marketing. It’s often viewed as too expensive per prospect – not realizing that the quality of the lead is usually so much higher. American Airlines tried it a few years ago with their “women’s” website, but that is/was too broad of a niche. Niche marketing is usually seen as something that niche businesses do (manufacturers of fishing rods, motorcycles, etc.), rather than as a viable tool for general marketers.

Niche marketing differs from Targeted marketing in that Niche aims to appeal to a group differentiated by interests (“the pet-friendly airline”); while Targeted sends a specific offer (a “20% off” email to folks who haven’t flown in the past 6 months) to a distinct but undifferentiated audience.

Why People Buy

There are many reasons why people buy products, services, cars, candy bars, airline tickets, or laundry soap. But at the bottom line, the buying process is similar whether the item being sold is a toothbrush or a home. And the process is similar on-line or at a brick-and-mortar store.

Basically, buying is a problem-solving process. Solve the buyer’s problem and you will have a much better chance of making a sale (product or service).