Comments on: The Team Member Photo

By: David Ross

David Ross — Fri, 04 Dec 2009 01:25:43 +0000

It really doesn’t matter whether an agent captures their own content, or they out-source, its the end product that counts! Not every agent can afford to commission a professional marketing company, we know that.
If you are going to do it yourself, you need to think of your market, your brand and your personality (relevance), feel comfortable and be yourself.
And Peter is right, copy and context are just as important.

By: Greg Vincent

Greg Vincent — Thu, 03 Dec 2009 23:37:09 +0000

Peter, a Fan Page on Facebook has recently been created called Worst Real Estate Mug Shots.

It’s worth a look.
http://www.facebook.com/pages/manage/?act=26608445#/pages/Worst-Real-Estate-Mug-Shots/183933859481?ref=mf

By: Peter Ricci

Peter Ricci — Thu, 03 Dec 2009 23:14:34 +0000

I thought it prudent to call Bethwyn and let her know about my reference to her, seems someone from REA beat me to the punch, she was a god sport about it.

Some great points added also by Pete.

Rachel, I think it is a choice and I don’t think they look America, most of them a very shiny people though :)

I doubt a potato head like me would get a guernsey at McGrath, its like that Seinfeld episode where Elaine accuses the cafe owner of …. well I wouldn’t go that far!

David, nice try on the professional, yes, it makes a difference, but I have been surprised at the level some agents are now at with their own photography.

By: Pete Richards

Pete Richards — Thu, 03 Dec 2009 22:53:23 +0000

Good post Peter, and you’re right, this is an area neglected by agents. In fact, I’d take it one step further and say that agent profiling in general is often done very badly.

Remember, prospective vendors are selecting someone to step them through a complex, expensive and emotional process, they’re looking to engage a professional service provider, so your marketing materials need to reflect that.

Photography is a big part of this, for the reasons covered already, but the copy writing is at least equally as important, if the copy is riddled with spelling mistakes and errors the prospective client is going to notice and not think much of your attention to detail.

I’d always suggest that copy not be written in the first person (I am, I did), but written in the third person (Peter is, Peter has). Just that twist alone will make copy sound more sincere.

Check spelling and grammar, better still, get a colleague to check it for you, and also take great care when using spell check, as many of them are AmericanIZED.

Finally, the reproduction of a document is also very important. You could write the best copy and use the best photograph, but if you then photocopy it in black and white and dump them in letterboxes as sheets of paper you’re not representing yourself to your full potential.

By: Leanne Pilkington

Leanne Pilkington — Thu, 03 Dec 2009 22:38:33 +0000

I completely agree with you Peter, agents completely underestimate the impact a poor photo can have. They are better off not using one at all if they are not prepared to go to the trouble of getting a great one done.

By: Rachael Lord

Rachael Lord — Thu, 03 Dec 2009 22:27:10 +0000

We don’t use any agent photos. The glamour shots seem a little too American don’t you think?

By: David Ross

David Ross — Thu, 03 Dec 2009 21:46:51 +0000

Peter,
I would always recommend to use a professional when considering property or profile photography (I am slightly biased however) because you are talking about your brand. A professionally taken profile shot (like the two McGrath agents above) tells me that these agents care about their image and their brand, are professional, and understand the relevance of quality content in building profile. Perception is reality.
If I was a vendor looking for an agent, I would presume that they would apply this same care and professionalism to the process of selling my property.
McGrath get marketing and they understand the importance of brand. This has been John’s strength from the very start and his agent profiles are an extension of that.
Good article. It’s nice to talk about content!