Standing Out In a Crowded Market - Matt Purcell #112

Matt Purcell says the average agent video spends 29 of its 30 seconds on the hair gel and the watch. He was invited to speak to hundreds of agents on the Gold Coast and, by his own account, spent an hour pulling their marketing apart.

Matt Purcell is a marketing and branding strategist who works across industries and started out as a musician in Newcastle.

What you will learn:

- His three Ms framework, and why the work starts with your own history rather than with a camera

- Why personal brand is marketing to three separate audiences at once, and why each one wants something different from you

- The rule of thumb he uses on ad spend, and what it means if you are nowhere near it

- The one word exercise that exposes every hole in a funnel

- Why he says confusion loses the sale, and what to do instead of trying to look clever

Chapters

00:00 Why agents default to what feels safe

02:55 Bus stops, brand recognition, and what nobody tests

04:23 Packaging a portfolio like a catalogue

07:22 Building a customer profile out loud

11:52 The three audiences a personal brand is actually for

14:49 Seventeen houses, twelve bad agents, and what the buyer remembered

16:18 Heaven and hell in your messaging

19:21 Six years old, at the kitchen table

23:51 Learning personal branding as a musician

26:52 Doing due diligence on the person you are paying

28:20 Never fake it, face it

34:21 The five temptations for a seven figure founder

38:50 Whether to run your own ads, and the clause to put in the contract

43:16 Creative, targeting, funnel, in that order

46:14 The "then what" exercise

52:09 What one thing you want to be known for

58:13 Finding a true identity in his late twenties

1:04:14 Advice for anyone in their twenties

1:05:44 Find someone who solves problems better than anyone you know

1:11:44 Rich poor people, and dying to the image

Matt Purcell makes marketing that does the selling for the agent. Property should work the same way.

Most properties only make money if the market does. The ones that pay for themselves from the day you settle are bought differently, and it comes down to four points.

Get the free guide: https://go.bothsides.au/score

Bothsides:

◼️ The weekly email - https://bothsides.au

◼️ Bothsides Buyers Agency - https://www.bothsidesbuyersagency.com.au

◼️ Dan - https://www.instagram.com/daniel_beardall/

◼️ Watch on YouTube - https://www.youtube.com/@bothsidespodcast

General information only. Not financial, tax, legal or credit advice. Bothsides is not a mortgage broker or credit provider.