The number one question I’m asked from realtors, investors and mortgage brokers in any training I do always comes back to “how to get more customers in real estate”
And although they have ‘different’ markets or…should I say “customers”…
You will ALWAYS benefit if you follow this cardinal marketing rule:
‘Understand everything about your prospective customer BETTER than they do’
In other words, know exactly what your customer’s problems are so you can design the solution (read: your service) so they choose YOU over someone else.
This means you have to do some digging.
Is it worth it?
I dunno – how much time are you wasting with dead leads?
‘Discover’ How To Get More Customers In Real Estate
Every training or talk I do, someone asks what it means to “discover” your customers’ problems and understand “who” they are.
Let’s face it, in this world of real estate our business can easily be categorized as a commodity – especially if you’re a realtor or mortgage broker.
From what I’ve seen, most realtors and mortgage brokers use a “shotgun” marketing approach (read: hope and pray to ‘hit’ someone in which to sell their service)
That means they have NO CLEAR MARKET or MESSAGE.
They often tell me they can do EVERYTHING for EVERY ONE.
By the way – investors…I’m talking to you too! (“I buy anything, anywhere, anytime”)
“What’s the problem with that Joey?”
When you try to do EVERYTHING for EVERYONE, you wind up doing nothing for no-one.
I know it’s kinda circular logic – because I’m sure you DO have some customers…
But I’m guessing you do a LOT of chasing and running around trying to figure out and convince someone to buy from you.
The reason is like I said above: you’re positioned as a commodity.
Nothin’ special
Because the realtor down the block is saying the same thing you are!
The broker is competing on the same ‘lowest interest’.
The real estate investor is promising the SAME ROI as you.
So WHAT MAKES YOU DIFFERENT?
You’re In Luck
I’m going to give you a quick insight into the techniques I teach my private realtor coaching clients…
Techniques that helps POSITION themselves apart from the herd and TRIPLE lead generation
Let’s go…
Why You?
I challenge you to ask yourself “WHAT EXACTLY do I do for my customers that my competitor doesn’t?”
I’m not asking you to TELL me why I should buy from you because you sold my neighbour’s house, or even that you sold it for 98.7% of the asking price…
Because Jim-Bob-Joe, who’s postcard landed in my mailbox claims to have done the same thing.
And, if I’m “in the buying mood” Jim-Bob-Joe just might get my call because his flyer was the last one I saw.
My friend…this is called HOPE MARKETING!
In the ‘realtor world’ they label it as a ‘numbers game’.
Guess what – that numbers game COSTS A LOT OF MONEY.
Not to mention time…
What’s Your USP?
Your Unique Selling Proposition (USP) is EXTREMELY important –
And this is where I see most realtors (investors, mortgage brokers) mess up.
They entrust this message to someone else (read: their internal marketing agency – auto-built website, etc)
And they end up with an over-used, static message people see over and over and over again.
Talk about blending in with the crowd.
If you don’t want to get noticed – this is a perfect strategy..
Because if YOU can’t identify why people BENEFIT from choosing you over someone else, you’re ALWAYS going to be a commodity…
And that means you’ll always compete on price.
Read that again: HOW do people benefit AFTER they’ve worked with you? How will you have changed their life?
Real Life Case Study
I’m reminded of a client who had a VERY difficult customer to deal with…you know the type.
I agreed with her that this customer was OVER THE TOP, but instead of looking at all the irrational demands as obstacles, I asked her look to look behind the obstacle for an opportunity to discover the ‘unmet needs’ other realtors were obviously ignoring.
Even though it was a tough run with this customer, by focusing her attention on what the customer was demanding, we were able to re-construct her USP and begin delivering a message NO OTHER realtor has thought about.
Of course, we didn’t use ALL of the demands, but that ‘insight’ of listening to the customer uncovered an area that has been ignored forever by ALL the realtors in her area.
Do you THINK she stands out?
Yes or yes?
Customer discovery is about ‘listening’ … CLOSELY because when you do, THEY will tell you what YOU need to solve.
And THAT’S what goes into your USP marketing message.
If there’s anything I can help you with it’s this: “don’t tell the market what you do – let the market tell you what it WANTS you to do.”
In other words “give them what they want and then sell them what they need”
Let’s get a conversation going below – let me know your thoughts!