Hiya! Norm MacLoud here again. Thanks for joining in!

This is a wee, quick training module to make sure you get the most out of your ‘27 Sequential Scripts’.

The main purpose of this particular strategy is to help get your name out there in your community as a qualified, licensed, and serious – real estate professional.

It’s without a doubt the most effective method you can use to create YOU as a ‘brand’. Social media has enabled individuals like you and me to brand ourselves like never before.

But why is ‘branding’ by itself so important?

Let’s get back to the basic meaning of the word. In the 19th century, American ranchers began to brand their cattle with a hot iron. The reason was simple.

Many settlers to the United States came from much smaller, mostly European countries where space was at a premium. Farmers would keep their cattle and livestock on small farms. 

Those farms would have fences or would have walls around their fields. So it was easy to keep their animals separated from cattle belonging to neighboring farms.

In the States, space was not an issue. In fact, the prairies were – and are – so vast, it was (and is still) almost impossible to fence. So the cattle would graze freely, mixing with the animals belonging to other ranchers.

The only practical way to distinguish one farmer’s livestock from another was by creating a metal brand that could be heated over an open fire and applied to the animal’s skin.

This would burn the outer layers of the hide and a permanent scar would form. A ‘branding scar’.

It’s probable the early ranchers would simply use a letter. If the farmer’s name was ‘Smith’, it might just be a simple capital ‘S’. But if there was another farmer nearby called ‘Smith’, maybe he would surround an ‘S’ within a circle.

So these early settlers actually invented ‘logos’ before the word ‘logo’ was ever heard of. (‘Logo’ didn’t enter into general use until the 1960s. The ‘Mad Men’ of Madison Avenue jumped on that bandwagon very quickly!)

Just think about this…

What was – or is – the basic reason for these early settlers, heading ‘Out West’ in their covered wagons, these pioneers, to brand their cattle? 

So those cattle would stand out. Be distinct. Be different. Be RECOGNIZED by the people who lived or worked in the nearby community.

It’s the same for you as a real estate professional. Even more so today with so many new agents coming into the profession. You have to brand yourself – not with a red-hot iron on your rear end, fortunately – but within YOUR community.

The simple, easy and fast way to do that is to ALWAYS link your own name to the  city district, town, barrio, village, the community you serve.

But the name of that city district, town, barrio, village, or community MUST COME FIRST. It has to stand out more than you. Why?

Because in the early stages of your career as a real estate executive, nobody will associate YOU with their community. You may have lived there all your life, but way less people will know who you are than you think!

Want proof?

The average attendance at an American wedding is 115 to 120* people. We’re not talking big celebrity weddings here. We’re talking ‘normal’ people like you and me. Local townsfolk, usually made up from friends and family…

Often ‘family’ we haven’t seen in years. And probably won’t see again in years. (With luck, in my case…)

(*2023 figures)

But the truth of the matter is EVERYBODY who lives in your city district, town, barrio, village, the community you serve, has heard the name of their community.

So by linking your community name with YOUR name, people VERY quickly begin to associate you with the area they live in – and that’s the area you serve!

I know I’m repeating myself here, but there’s no way you can brand yourself that’s simpler, easier and faster than ‘The Power Of The Written Word’…

Or in your case, ‘The Power Of The Written Words’ … Just TWO words – YOUR community linked with YOUR name.

So as I already mentioned in ‘The One Word Real Estate Lead Magnet’ – and I make no apology for repeating this – it’s absolutely killer-crucial for you…

Say your name is Jenny Smith. Say the area you serve is called ‘Springfield’.

Instead of saying, ‘Jenny Smith, Real Estate Agent’, you BRAND yourself as ‘Springfield Real Estate Agent, Jenny Smith’.

Say you’re Jim Jones, from Riverside. You don’t say you’re ‘Jim Jones, Real Estate Broker’. 

You BRAND yourself as ‘Riverside Real Estate Broker, Jim Jones’. Or ‘Riverside Realtor, Jim Jones’. (Assuming you’re a member of the NAR® – see the note below.)

In any event, you have to ALWAYS stress the NAME of the area RIGHT UP FRONT.

Now we’ve established the ground rules, here’s one more tip for you based on my own experiences of using this strategy – 

And let me assure you, this is real ‘Insider Information’ I’ve gained over more years of writing than I care to admit…

The Power Of The Headline

You may have heard of the term ‘Clickbait’. This is a relatively new ‘Internet Age’ buzzword.

The dictionary defines ‘Clickbait’ as ‘… something (such as a headline) designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest.’

I don’t know if it’s happened to you, but I’ve lost count of the number of times I’ve been caught by a ‘Clickbait Link’ online.

You’re happily working away on your laptop. Suddenly, you realize you’re a thousand and one miles away from what you started looking at. 

You’ve disappeared down a ‘virtual rabbit hole’ and you wonder, ‘How on Earth did I get here? What was I doing? What the…???’

That’s the ‘…content of dubious value or interest…’ the dictionary is warning us about. Annoying – like cute kittens rolling around with a ball of wool – kinda.

The truth is this ‘Clickbait’ is what newspaper editors call the ‘Headline’ that catches your eye and piques your interest to read what follows.

It’s been around as long as the printed word. But understand this – the dictionary definition of ‘…content of dubious value or interest…’ can be quite unfair to serious real estate professionals like you and me.

As long as the content of what follows your headline IS of value and of interest, then there’s nothing ‘Clickbait-ey’ about it at all.

If your prospective home buyers or home sellers benefit from the information you have, then you, as a qualified real estate executive, are providing a valuable service to those buyers and sellers.

No way are they going to feel like you’ve used any underhanded, clickbait strategy to pull them in.

For that reason, in the 27 Sequential Scripts that follow, you’ll see the headline in each script is not just a simple explanation of the content of the script that follows.

My favorite in this particular sequence is actually the headline in Script #2 – ‘[Your Area Here]? You’ll Need Fizzy Toothpaste, Rubber and Vanilla’’

I could have simply written a headline to describe the script’s content – something boring like ‘Using Household Items For Cleaning’

How boring is that? But when you use a few words from the actual text to make a headline, it’s eye-catching, just a wee bit weird and intriguing: 

‘Fizzy Toothpaste, Rubber and Vanilla in [Your Area Here]’…

ESPECIALLY because you include the name of your community! (Read the script and you’ll understand ‘Fizzy Toothpaste’, by the way.)

So here’s what to do…

Decide first of all how you want to describe yourself. ‘Real Estate Agent’, ‘Real Estate Broker’, ‘Real Estate Professional’ or ‘REALTOR®’*

*As for the trademark term ‘REALTOR®’: Bear in mind I am NOT an attorney. The use of the term is strictly governed by the National Association of Realtors®. 

Before you use it, be 100% sure of the legal issues. If in doubt, either consult an attorney or don’t use the word! 

I’m given to understand you have to be a member of the NAR® if you want to use the word. But don’t quote me on that!

I have no connection at all with this website. It appears to explain the dos and don’ts quite clearly:-

https://realtytech.com/

So, how to use these scripts? I’ve made it as easy as I can.

If you have a Word Processing Program like ‘Microsoft Word’ or Apple’s ‘Pages’, then you’ll know what to do.

Personally, I use Google Docs. It’s free if you have a gmail account.

But you don’t have to even use a word processing program. Here are 3 options.

1 – You can download the entire series of 27 scripts by clicking on the link below.

2 – You can copy them one by one and paste them into your word processing program.

3 – Copy them and paste them into your regular email program.

Whatever you choose, all you have to do is to put the name of the specific area you serve into each headline.

Then include your ‘Lead Magnet’ into the first paragraph of each script right after the salutation – which is the first word in your script.

Personally, I use the salutation “Hi!” But you can change it if you prefer something more formal.

Then, IMMEDIATELY AFTER THE SALUTATION, put in your chosen ‘Lead Magnet’. (Personally, I just copy and paste it for accuracy.)

So the FIRST line is going to look like this: (for example)

“Hi! Springfield Real Estate Agent, Jenny Smith here.”

Or…

“Hi! Riverside Real Estate Broker, Jim Jones here.”

Or… 

“Hi! Riverside Realtor, Jim Jones here.”

Then, in the LAST paragraph of each script, include your name and your preferred contact details. 

(I’d recommend a cell phone number. Either a second line – your dedicated business number – or a separate phone. Your choice!)

In any event, make it easy for your hot-to-trot home buyers and desperate-to-move home sellers to get in touch!