{"id":96220,"date":"2025-02-18T22:11:28","date_gmt":"2025-02-18T22:11:28","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/real-estate\/5-claims-real-estate-pros-need-to-stop-using-in-their-marketing\/"},"modified":"2025-02-18T22:11:28","modified_gmt":"2025-02-18T22:11:28","slug":"5-claims-real-estate-pros-need-to-stop-using-in-their-marketing","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=96220","title":{"rendered":"5 claims real estate pros need to stop using in their marketing"},"content":{"rendered":"


\n<\/p>\n

\n

I just wanted everyone to know that I am the \u201cNumber One Executive Evers,\u201d I also help lead the \u201cNumber One Fastest Growing News Organization\u201d in the world. We have the \u201cHighest Reader Satisfaction On The Web,\u201d and I was voted the \u201cBest Wife In The World.\u201d There, I said it. I\u2019m a marketing pro!\n<\/p>\n

What\u2019s that you say? How can you disagree with my claims? I put them in print, they must be true!<\/em>\n<\/p>\n

Alas, some of these may not be true, much like blatant imaginative statements made on real estate websites and business cards worldwide.\n<\/p>\n

As most of you know, I\u2019m not a Realtor, but I am a consumer who long worked 70+ hours at a boutique firm. With that,\n<\/p>\n

I give you my Top 5 Offensive (and often false) Claims<\/em> (pro tip \u2013 avoid these claims):\n<\/p>\n

CLAIM #1- Top Realtor<\/strong>\n<\/p>\n

This is a personal favorite \u2013 simply Google \u201cTop [insert your city here] Realtor\u201d and the results are endless. How is it possible that hundreds of people are ALSO the \u201cTop Realtor\u201d in your city? This claim is frequently used because it is subjective, but when everyone claims this ranking, it falls on deaf ears!\n<\/p>\n

So, what does your claim mean? Are you the top highest producing, the top recruiting broker in the city, or do you claim the top closing ratio? All of us here know that fluff is abundant on websites and canned material still rules the day, but if you have to fake it\u2026 it ain\u2019t that good.\n<\/p>\n

CLAIM #2- Your Neighborhood Specialist<\/strong>\n<\/p>\n

There are many specialists out there, and several Realtors can specialize in the same subdivision, but don\u2019t close your eyes, point at a map, and pick a spot to farm, thus claiming your \u201cspecialty.\u201d That would be like ME saying that I am THE Scripps Ranch, CA specialist (yet I\u2019ve never been there and besides, the Bergs have it on lockdown).\n<\/p>\n

I got a flyer on the door the other day. This Realtor claimed to be my neighborhood\u2019s specialist and \u201cTop Realtor.\u201d Strange- I have never seen a sign in anyone\u2019s yard with your name on it here \u2013 not once. Hmm\u2026 a look at the MLS and<\/a>\u2026 nope, you haven\u2019t had a listing in this subdivision since it broke ground four years ago, so my bet is that my neighborhood looked sexy and you wanted to be invited to the party. Fine, but don\u2019t make false claims \u2013 your market will see right through you.\n<\/p>\n

Please don\u2019t say you are a specialist unless you really are! I would hate to go to a gastroenterologist only to learn he\u2019s actually a pediatrician.<\/p>\n

Advertisement. Scroll to continue reading.<\/span><\/div>\n

CLAIM #3- Top 1% of Agents<\/strong>\n<\/p>\n

Top One Percenters get under my skin in a big way. Locally, there\u2019s a super smarmy Realtor whose website features a clip art illustration of a guy with a huge screw in his back saying \u201cdon\u2019t let this happen to you\u201d followed up with his doctored photo, his name and claims to be in the \u201cTop 1% of Agents Nationwide.\u201d\n<\/p>\n

I know he is a major producer, so I might believe him, but where does he get this number? Where does anyone not actually in the Top 1% get this number? If I were a Realtor and I was in the Top 1%, I\u2019d be linking to every flashy site that mentioned my honor, lest consumers think I\u2019m using a subjective term.\n<\/p>\n

If you have a claim to fame (as I know some of you do), don\u2019t just say it- back it up!\n<\/p>\n

Your consumers would like to know \u2013 what are you the \u201cTop 1%\u201d of?!?!! Put \u201cTop 1%\u201d on your business card, but let people know what you are the best at (Top 1% of new home sales achieved in May 2016, Top 1% of Realtors who have been in the industry for under 12 months). Otherwise, to the consumer, it is fluffy fluffy fluff fluff.\n<\/p>\n

CLAIM #4- Fastest Growing Company<\/strong>\n<\/p>\n

This isn\u2019t exclusive to real estate, but it is abused frequently in the industry. Look, there is a grassroots brokerage here that has cute marketing and is up to four agents; they claim to be the \u201cfastest-growing company\u201d in Austin\u2026 how is this measured? By percentage? If you have two people in a company and add one person that year, your company has grown by 50% \u2013 woo hoo!\n<\/p>\n

Wait, should I be impressed with that? Be careful of how you approach marketing your growth, don\u2019t just make blanket statements.\n<\/p>\n

CLAIM #5- Highest Customer Satisfaction<\/strong>\n<\/p>\n

How is this measured? Did your assistant call after each closing and ask, \u201cyes or no, were you satisfied with Mr. Realtor?\u201d or is it based on a national survey, an Internet Poll, an obscure rating website, or is it an honor bestowed upon you by a builder or your local Board? If you have proof, back it up, otherwise, knock it off.\n<\/p>\n

The takeaway<\/strong>\n<\/p>\n

The words \u201ctop,\u201d \u201cbest,\u201d and \u201cspecialist\u201d are frequently abused in real estate marketing. Many Realtors have beaten these dramatic claims to death. Consumers do like flowery speech and if I were buying\/selling, I would love to know that my Realtor is the best. But as a consumer, I can tell you \u2013 give me what I want \u2013 tell me what you are the best at!<\/p>\n

Advertisement. Scroll to continue reading.<\/span><\/div>\n

Blanket statements can come across as lies, so be specific! As Seth Godin says, \u201cjust saying it doesn\u2019t make it true.\u201d In your marketing and on your website, link to the sites that have given you honors, OR simply state, \u201cTop Producing Re\/Max Agent in Michigan!\u201d Period.\n\t\t\t<\/p>\n<\/div>\n