Open the current Homes & Land and you’ll find brokers marketing themselves with phrases like:

“Exceptional Real Estate Service”

“Steamboat’s clear choice for real estate marketing.”

“Steamboat’s premiere real estate brokerage.”

We don’t buy it any more. In an age where we receive over 1100 messages a day we’ve become immune to shallow marketing speak. We listen and more importantly, we pay attention to our friends and independent sources who recommend a product or service. The reviews on Amazon and the ratings on eBay are wildly successful because of this. We, the market, get to decide if you’re worthy, not you.

Instead of opening the thesaurus and looking for a good adjective for the next print ad, your job should be creating real, meaningful testimonials and benchmarks by which to measure and market your business. Your job should be to have the market talk about you in a way that gives insight into who you are and the incredible value you provide. It’s an ongoing process not a onetime exercise. It takes time and an unselfish attitude.

If you’ve been in real estate for any length of time and haven’t been focusing on this, you’ve been wasting your time. If you don’t have a cache of testimonials I suggest you get busy. As the number of brokers in Routt county approaches infinity, the ones who survive are the ones who have earned a fantastic reputation and have the permission to talk about it. And more importantly the market talks about them.

Those who the market talk about (in a good way) win. Any names come to mind?