Lets take a test.
Name the companies that use the following tag-lines.
1. The Real Thing
2. The King of Beers
3. Mmm mmm mmm mmm good
4. Good to the last drop
Pretty simple stuff, right?
Coke is the "real" thing. (After all, Coke was first on the scene in the cola world. So, you can either have the real cola, or an imitation, right?)
Let's look at Budweiser. Long has it been known that Budweiser is the "king" of beers. (It doesn't get any better than being the king. The king is the top of the heap, the head honcho, the alpha dog. Why would you associate with something that isn't the best??)
Campbell's soup is "mmmm mmmm" good.
Maxwell House coffee really is "good to the last drop".
Recognize the pattern yet? Did you catch what was being said?
All of these tag lines have been used by these very successful companies for years. Not because they are excellent brand references that people have literally heard for years...although that is certainly true...but because they SELL! Not only do the help sell the product, they sell the brand. In other words, when you hear that phrase, you automatically know what brand they are talking about.
How much more effective could your advertising be if you treated your tag line -- your branding slogan, if you will -- as a sales opportunity rather than a contest to see who can come up with the cutest catch-phrase??
You can immediately improve your own tag line and achieve better results from your advertising by simply changing the words you use to words that actually mean something. For example, what's the more effective tag line....
1. Your (honest, hard-working, professional, friendly...feel free to insert any other adjectives here) real estate expert...for life!
Or...
2. Working to deliver the best results for you. Always!
I can tell you from personal experience, if I had a dollar for every time I have seen the first one on a website, business card, flyer, postcard, etc, I could retire. It is probably one of the most over-used and, forgive me for saying so, weakest tag line an agent could use.(Hey, someone has to be honest with you...)
If you are using this (or something like this) as your tagline, you are wasting valuable space that could be used to help build your brand!
A chain is only as good as it's weakest link. Your tagline is no different. There are a group of words that are used in real estate advertising that just simply don't deliver the punch that the agents thinks they deliver. Here is a list of words you should avoid:
FRIENDLY -- Of course your friendly. You work in a position that requires it. I have never met a single agent ever anywhere that doesn't possess the ability to at least fake his/her way through an appointment appearing to be friendly. (Go to an appoint and be an ass and see how far that gets ya...)
PROFESSIONAL -- (Ummm.....Duh! I would hope you are professional...) Why would you waste valuable advertising space promoting something that the client is already expecting to exist merely by the fact that you hold the position that you do? McDonald's food is safe to eat. Fords will help you get from point A to point B. My service is professional. See the problem??
HONEST -- See 'friendly' and 'professional'. (Again, this is expected of you already. Why waste your time trying to talk about something that is automatically implied?)
HARD-WORKING -- I have met very few agents in this industry that are not working hard. I have met a bunch that don't work very smart, but I think all of them work hard. Do you really want to be measured by how many more hours you will spend working for them versus how many hours your competition will put in? Or, would you rather be measured by how much more effective you are at selling homes?
Pretty much any word that you can use as an adjective about yourself falls into this category including knowledgeable, reliable, trustworthy (dear Lord, please don't use this one!!) etc...
Now, by the same token, there is a group of powerful words that can be used to deliver a better message about your ability and maintain the aspects of your ability that the client is already assuming exist within you. Those are:
RESULTS -- People are buying results when they hire you. It only makes sense to promote that fact in your tag line. You are hired to sell a home. That is a result that your client wanted. Bring that to the forefront so that other clients know you can deliver those results.
DELIVER -- Delivering something is hugely important. You are bringing them something they want. I order a pizza...I don't want to go get it. I want it brought to me. Bring me something I value and I will pay you for it. Do it well, and I will tell other people.
BEST -- Being the best at anything positive will bring you results. Be the best blogger in your area, you will get clients from it. Being the best at any aspect of your job gives the ability for you to leverage this aspect and you will get new clients coming to you because of it.
YOU -- If your advertising is a message to a potential new client, why talk about yourself? Why not talk about what they want? Using the word 'you' implies that a specific focus on the individual client and will create a connection between you as the agent and them as your customer.
GUARANTEED -- The value of a guarantee is implied by the client, not you. Offering something that is guaranteed implies that you are true to your word; you can produce a desired result and are willing to back it up. Guarantees provide that same feeling of confidence in your clients by removing doubt and potential risk.
LARGEST -- It has long been thought that there is strength in numbers. The size of an organization has typically been thought as being the 'safest' choice merely based on the size. Remember, nothing draws a crowd like a crowd. So, whatever you can say about being the largest in your market space will help you. It doesn't have to be the largest brokerage. It could be the largest internet presence, the largest service network, etc.
There are certainly more words that fall into this group, but I think you get the hint. Your tag line isn't about a catchy slogan or a cutesy jingle. It is your very first attempt at selling your client that you are the best choice for them. In order for this to work effectively, you should be talking about what THEY want from you rather than what you want to be seen as in their eyes. Talk about what the client wants...not about patting yourself on the back for possessing those same qualities they automatically assume exist merely based on the fact that you hold the position that you hold. Therefore, choose your words carefully.
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Clint. I'm flagging you for a feature on this one, and here's why. My very first weeks in the business, colleagues were asking me what my tagline was going to be. I had no idea! Although my previous career had been in marketing, it was important to me to understand the business and the clients before I could just throw out some clever words. I wanted those words to have meaning. Please feel free to critique my profile and give me your feedback. Thanks.
Karen -- Well, thank you so much!! :-) And, I think you did yourself a favor by assuming you knew what to say before you knew what you were getting in to...Most people do not posses that level of clarity.
Ohhh...change agent. Love it! :-) Change is scary for most people...in fact, it is one of those unmentioned fears that plagues almost everyone. Focusing on that change and helping people overcome the fear associated with it is a GREAT way of establishing yourself as a leader, a helper, the person you should call when you need a change. Its purposeful. Its direct.
I like it. ;-) IMHO, you did well.
Hiya Clint - very well done! I like your DOs as well as your DON'Ts. You are spot on in saying that people want to hear what you are going to do for THEM, not how great you are.
The only thing I would caution against is the use of "largest" or "#1 anything," as this can easily turns into a pissing match between brokerages or agents. Statistics can be manipulated pretty much any way one wishes to come up with a claim like this - and the public knows it. I'm witnessing this in a local context right now. Include this office, some outside locale agents under the same brokerage umbrella, exclude that word, use this date range not that in your description and voila! Suddenly you have arrived at a superlative. The race to top one another becomes laughable and irrelevant. #1 Expert - at what?
I really enjoyed reading this article. I'm still working on a tag line and this has given me a lot of information to think about. For the time being I'm using a simple line "Real estate, real simple." But I think I'm going to need to tweek it a bit. However, until I feel something really speaks to me as an agent, I'm keeping it that simple. Thanks for sharing!
Elaine -- Thank you so much!! I am happy that you liked the post. ;-)
I almost didnt include that one for that very reason. The logic behind it made sense, but the flipside to it was exactly what you brought up here...ya know...Prove it. Kinda thinking I should have left it out, but I think everyone has to pick and choose pieces that best work for them. But, I surely see your point.
Sedruola -- I am happy to hear you liked the post. ;-) And, that it is something you can use to help. Simple is good. Take a look at the examples at the top of the post. Cant get much simpler.
Clint - There are some overused words floating around out there (including rockstar, unfortunately). Since we're on the topic - what are your thoughts on mine: "Your all access pass to San Antonio real estate."
Matt -- I would certainly agree on the over-usage of some terms (guru).
With regards to your tagline...
IMHO, If you are tapping into your personal knowledge of your previous career, then this tagline fits you and makes perfect sense. But, in doing so, you are assuming that everyone will read it the same way that you do...
To someone that isnt a concert-goer or part of that music-oriented set, the power of the statement is kinda lost. Also, it doesn't describe what you can do for them other than let them in the door. Again, just MHO...
Clint,
our tagline is No Hassle, No pressure, Just Service" What do you think?
I have been trying to come up with ideas for more memorable signage, cards etc. I am not sure that humor is good here...most of the SF homes in the county are 500k and up on average and we need something warm yet competent as a line.
Steve and Jan -- IMHO......The times that I hear the 'no pressure no hassle' approach is on used car commercials. I am not sure I like the approach mostly because of that. The service part is strong, however. You can say the same thing by using a phrase like 'stress-free' or 'relax' and not sound nearly as, for lack of a better term, cheesy.
Come up with something that focuses on the strength of the service.
"Achieving results with the service you deserve"
"Making your move stress-free since (insert year)"
Very good points Clint! Thank You...you often cannot see these things for yourself
Steve and Jan -- Again, just MHO....but, for what it is worth, I am happy to help. ;-) Anytime.
And, thank you guys for being such strong commentors on my posts. I appreciate it greatly!
Hi Clint, excellent post, I've been tossing around taglines in my head trying to choose one and this really helps. I'm thinking "Your guide to Albuquerque Real Estate."
Rich -- Thank you so much! I am happy that this post has helped.
IMHO......I like that as a tag. First off, it shows that you are there to help...guiding them along the way. It is also location specific. Having a set target is perfect as it sets you up as an expert for that specific area.