We see new marketing materials from agents every day. Some are good; most aren't; nearly all commit one of two grave mistakes. In this market you need to be innovating, adapting your business plan to not only survive, but thrive in a market of reduced competition. But, if you're like me, you don't have time to be making avoidable mistakes. Here's what to watch out for, and how to fix it.

THE PROBLEM: You could be projecting that image and not even know it. Let me give you a concrete example. I received a newsletter from a wonderful agent. I know she fights hard for her clients, cares about them, and has integrity. She sent me an article about real estate being the best investment of all time and included some poorly-conceived statistics. This agent is good at many things, technical analysis is not one of them. The idea behind this marketing is great (mine existing clients for investment business), but it comes across as a desperate effort by an agent trying anything to get more business. If you were consumer, is that the kind of agent you would hire -- the one who does anything to get more business?

THE SOLUTION: There is nothing wrong with expanding your product line. But we're in a market where many consumers are skeptical and wary of real estate agents. You need to work doubly hard to fight the negative perceptions and establish yourself as above the rest. In the above example, this agent ruined her credibility in no time flat by "B.S.ing" her way through a subject manner she wasn't proficient in. She could have come out like a hero by bringing in outside help. Here at MeadeFirst, we would have been happy to co-author her article and provide some outside expertise -- no charge -- the technical side of things is our business.

Most clients handily admit they would much rather have an agent that says "I don't know, but I can find out" than one who provides incomplete or inaccurate information. But even better, they will almost always choose the agent who has anticipated the question and has either gotten themselves up-to-speed or has an outside expert ready and waiting. We can help you do both.

THE PROBLEM: You may be modifying your business plan, changing your focus, and adjusting to new opportunities. That's a great start, but it's not enough. You might be doing all of those things, but so are your competitors. Even with agents leaving the industry, there's a good chance that most people in your sphere of influence know more than one real estate agent. You need to put yourself in the position of being the first choice.

THE SOLUTION: Around my company we have a saying:

If you're not in business to innovate, then why are you in business?

Doing the same thing as everyone else but doing it a little bit better is not innovation. What special skills do you have? What unique information can you provide? How are you changing the way real estate is conducted for the better? Be specific and tangible. Don't be afraid to try new ideas -- the risk is usually low.

As an example, we introduced some of our analytic products as a way to change consumer decision-making. We saw consumers making investment decision by the seats of their pants -- not good. So we developed a tangible demonstration of our expertise and established ourselves as unique and alone in how we do business. As far as we're concerned, we have no direct competitors. Wouldn't you like your clients and prospects to think of you that way? People like to be around and are inspired by those pushing the envelope and doing new things. Your marketing materials should be presenting that image.

We can help with both the above. Whether it's providing some third-party expertise, co-authoring articles, private-labeled software, or custom website elements, we can help you stand out from the crowd (and it won't cost you a thing.) All you need to do is ask.