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Let's start with a quiz. I'll mention two words and you see what image comes to mind. Ready? Here goes: Ivory soap. Quick. What image do you see? A bar of white soap floating on water in a bathtub? Ah yes, floating soap. One of the biggest marketing hits in the history of capitalism. The story goes that small amounts of air were intentionally whipped into the mixture, producing a smooth textured bar of soap that was easy to lather. The resulting slogan "It floats" from the late 19th century still floats in our minds today. I read that Americans have used 40 billion bars of it -- enough bars to circle the earth 101 ½ times. Okay, one more quiz: Are you the floating agent in the minds of your target market? If your name was mentioned randomly to anyone who lives in your farm area, would that person immediately say, "Oh, yeah, she's the Realtor who does a great job."? If not, why not? Like they say, "There's no time like the present." Especially in 2014. Why this year? A recent LendingTree survey found that 71 percent of current homeowners are considering selling their home in 2014. The survey also found that 74 percent expect mortgage rates to be higher 12 months from now. In fact, most economists believe that will be the case - some predicting as high as 5.5 percent. Nevertheless, current and potential homeowners don't expect to shy away from the housing market. Of the 71 percent of homeowners thinking of selling in 2014, 24 percent plan to sell their home regardless of any home value increase or decrease while 47 percent say they plan to sell if they experience an increase in their home value. So there is the potential for a lot of business this year. The question is: will your name float to the top of the minds of these sellers and buyers? If you're unsure, consider these steps to stand out: 1. Know your value proposition. What makes the value you offer clients different from your competitors? This is a must know. Why should anyone choose you over all the other agents in your city? Is it specific skills or tools or training? List them. Then hammer home one or two in all of your communications. Your finished message should cause your competitor to say, "Dang, she's got me on that one." For ideas, visit your competitors' websites and social network sites for ideas on how to improve your buoyancy. Also, survey past clients, ask them why they chose you? 2. Use visuals. Marketing has changed and bullet points don't get the job done anymore. Think of the 30-second rule, you've got 30 seconds to make an impact and if you don't do it in that time frame, you're done. Powerful and professional images can help you. Load up on them for your website, your ads, your social media, your flyers, your newsletters - everything you put out there needs fascinating, eye-catching images that are customized and recognizable for your city and farm area. 3. Reduce your target market. You might have heard the old saying, 'Aim for everyone and you hit no one.' Branding yourself in a big world is tough work. But if the world you go after is smaller, then your job is more manageable. Get focused on who you're really going after and suddenly standing out is possible. In today's highly specialized world, prospects rarely seek generalists. They want the pro with the knowhow and experience to solve their problem. Let me hear from you. How would you rank your floatability in your farm area? Are you standing out enough to generate the kind of business you want in 2014? If not, what are some specific actions you can start taking today to stand out more? Bubba Mills is chief operating officer and managing partner of Corcoran Consulting Inc. (800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential broker or agent's existing practice.
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