Marketing the Ultimate Property: Your Message

Marketing the Ultimate Property: Your Message

Every real estate agent has the potential to own the ultimate property. It is a property whose condition varies, whose variables are many, whose value reflects an agent’s personal values. It is not a property on a map but a place in people’s hearts: a place that advances based on what an agent says and does, or recedes because of what an agent fails to say and forgets (or does not know how) to do.

It is a property whose ultimate worth is the product of a message. That message may be a motto or a collection of phrases that constitutes a philosophy; that is a personal constitution; that states a promise; that promises a specific good, be it exemplary care or concierge-like service; that is a promise to keep, in spite of whatever challenges may arise—in spite of whatever may happen—because an agent’s reputation rises or falls with every act that complements or contradicts that message; because that message is the purpose of marketing.

Marketing that message is a professional responsibility. But few agents accept that responsibility, not because they disagree with its importance, but because they do not want to be irresponsible about how they market themselves.

I understand that concern.

I respect the concerns of anyone who invests in real estate marketing and logos, because building a career is like constructing a house. That is to say, craftsmanship defines a career in the same way it shapes a house.

From the details most may not see, which nonetheless matter most to those who make it a point to see them, to the perspective that time allows and experience affords—craftsmanship is what someone does, regardless of what others do; regardless of what others too easily do: compromise.

My advice, then, is simple.

Do not compromise excellence for expediency. Do not compromise a property by cheapening its price. Do not compromise a message for the sake of money; for the quick buck—from a fast-buck artist—that will most likely lose its value and result in a loss of reputation.

Do, however, build a career that is true to a message.

To real estate agents, I say: Be men and women of integrity. Be true to what you said on paper. Be true to the best things people have read about you in their newspapers. Be true to what is not—and must never be—for sale, your character.

By following these rules, a real estate agent can better communicate a message. That message can resonate with clients and reverberate throughout an agent’s community. That message begins with words, but it can only flourish with deeds.

From an agent’s deeds to a client’s deed to a house, the two are inseparable. The two are the fulfillment of a message and the means to repeating this process.

The process is marketing, not in a formulaic sense but in a formative way—in a way that builds character and strengthens it, too. The process is what every real estate agent should pursue.

JanilJeanJanil Jean is the Director of Overseas Operations for


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