Real Estate Marketing - The Talkability Factor

You won't find "talkability" in any dictionary. But it hasit seem like something they would want to share?
everything to do with your personal marketingCan you imagine them saying, "Tom, you won't
program. This article explains what it is and how itbelieve what my agent did for me..."?If so, you've
can help you grow your business.Let's start with aachieved talkability.Marketing Alone is Not Enough
definition:Talkability (noun) - 1. The ease with which aA remarkable service with average marketing will
product or service can be talked about. 2. Theoutsell an average service with great marketing.
likelihood that a product or service will be talkedRemarkable products and services have talkability, so
about.Ever experience a product or service soeven with average marketing their messages will
incredible, so above and beyond the norm, that youreach farther and wider than the average product
couldn't wait to tell someone about it? That'swith great marketing.Talkability Success Stories
talkability. Talkability is more powerful thanIf a product or service has extremely high talkability,
"noteworthy" and more interesting than "interesting."it hardly needs any marketing at all. Red Bull and
It lives in the "remarkable" neighborhood.So whatStarbucks had high talkability when they launched (still
does it have to do with real estate? Well, if youdo).As a result, they grew to epic proportions with
realize that most real estate business comes fromvirtually no initial advertising. Red Bull only started
referrals, you'll begin to see the true power ofadvertising a couple years ago, and Starbucks still
talkability in helping you grow your business.Increasingdoes virtually no advertising. Yet people couldn't resist
Your Talkability Factortalking about these products. These products surfed
To increase the talkability of your services, youon waves of talkability.Those are products. Now let's
must offer something so unique it's virtuallylook at a service with talkability. Here in Austin,
impossible for people to keep to themselves,Texas, there's a barbershop called Sexy Scissors.
something they cannot resist talking about. A firstTheir name says it all, and their motto drives it home:
step is to ask yourself the question, "If I were my"Hot stylists. Cold beer. Great haircuts." They have
own client, what would be remarkable to me?"This issports on all the TVs and a beer keg built right into
the fun part. It's called the "What if" game. First, turnthe receptionist's desk!See what I'm doing right now?
off your internal critic, that little nagging voice thatI've succumbed to the talkability of this service. As a
says things like "That's silly" or "That will never work."result, I'm giving them free publicity. Whether or not
Next, make a list of "What if" statements about youryou agree with their "angle," you have to
services:acknowledge the talkability of it. Can you imagine the
What if I found a way to offer free interior designnumber of men who've said, "Hey, Joe, have you
consultations to buyers, redeemable for 30 daysheard about that place called Sexy Scissors?"Has it
within move-in?What if I offered "around the town"worked? Well, as of this writing, they're building a
tours to relocation clients, showing them local schools,new location in Houston and putting out the call for
shopping and recreation?What if I offered sellers aadditional franchisees. I predict their growth will
free "Curb Appeal" consultation from a localcontinue for years to come.I'm not suggesting you
landscaper?What if started a monthly home-buyingstart a sexy real estate service. (Although, if you're
seminar and promoted it on the news?What if I tookin Los Angeles...) I'm suggesting you find a way to
a photography course and offered clients professionalput more talkability into your service. Think of it as a
home photos for their listing?way to recruit an army of marketers for your
What if ... what if ... what if.The point is to keepservice. The higher the talkability, the more people
going until you exhaust your imagination. If youthere are to spread your message.Brandon Cornett
produce nine ideas and keep only one, you haven'thas worked as a writer and advertising manager
lost anything. You've gained a great idea that willwithin the direct mail industry. He now dedicates his
create talkability.When you're screening ideas andtime to helping agents and brokers improve their real
deciding which to keep and which to cut, imagineestate marketing programs.
somebody telling their friends about each item. Does