Bill Zimmerman's Weekly Tip - If You Try To Be All Things to All People, You Dilute Your Effectiveness

Good Morning,



Count your blessings. Don't you just love air conditioning! With the blazing heat and early fire season I'm just happy my job is mostly indoors. All the smoke from nearby fires makes it smell like someone's camping outside. Chin up - this too shall pass...


Time to dive into today's tip (the 4th of 8 Universal Business Principles):

Number 4 - If You Try to Be All Things to All People, You Dilute Your Effectiveness

Its Very Important to Know Who You’re Talking To; Select Your Target Market So You Can Focus Your Marketing Efforts and Be Efficient With Your Spending.


Who Are You Targeting With Your Marketing Efforts?

If you ask most agents who they are trying to target with their marketing dollars, they’ll most likely be very vague in their response. Most agents probably believe they are after ANYone and Everyone in the hopes of attracting SOMEone who is looking to buy or sell a home. The problem with this strategy is that when you try to be everything to everyone, you fail to address the specific needs of anyone. If you’re “targeting” everyone, your message is bound to be broad and unfocused. It’s unlikely to be compelling and direct enough to draw in your prospect (whoever that is). An unclear definition of who you are talking to with your marketing will lead watered down statements that don’t mean very much to anyone (such as “List with Me. I CARE ABOUT YOUR BUSINESS.” You may fool yourself with an empty statement like this, but you won’t fool prospects.) Targeting is very important. It’s important because it will determine where and how you should advertise and what you should say. So ask yourself…


Who Would You Like to Work With?

Are you after buyers or sellers? If you’re after buyers, are you targeting first time buyers? Move up buyers? If first time buyers are your target, you need to develop a Renters ad in an Editorial-Style. Or a Zero Down ad. If you’re more interested in move-up buyers, develop a Trade-Up ad. If you after both sellers and buyers, then developing a Costly Home-sellers or Home-buyers editorial ad.


If you have questions or would like to discuss your business as it relates to the principles I've been sharing, feel free to contact me. Also, even though the refinance boom is in full swing, my primary focus is still on your purchase business - getting the job done right and on time.


Your Partner in Greater Success,


Bill Zimmerman
(NMLS #3773)