Believe me, I know that "teaching" and "showing" clients works much better than "telling" them. I've seen my own clients - Real Estate Agents who became "teachers" in their business. Amanda Howard, one of my clients in Huntsville, Alabama, has shifted her approach with prospective sellers and buyers. Amanda and her team now focus on learning what their clients need to know to be successful in buying and selling, and then teaching the clients to empower them to have a successful sale or purchase of their properties. By becoming educators and teachers to their clients, Amanda and her team are turning the tables on today's market. They are completely customer focused and as a result Amanda is realizing a better profit in her business.
Here are a few steps to add education-based marketing to your business:
1. Narrow your target audience. It's been said if you attempt to reach everyone, you end up reaching no one. Instead, focus on those who need your services most and make your message sound as if you're talking directly to an individual who falls into that market.
2. Determine what your prospects believe are the most important issues. What questions do you hear most often? What do they say are their biggest problems? Walk in their shoes - what are they going through?
3. Make sure your marketing materials are teaching prospects how to overcome their problems. How about instead of an ad that says: "Want to sell your home? Use me, I sold 120 last year;" go with, "How to avoid the 5 worst real estate sales mistakes."
4. Hold seminars and workshops. Again, promote them with a problem solution format that prospects see as learning something valuable. Here are a few examples of workshops you might conduct in your city:
- Top 5 reasons why right now is the time to buy a home
- 15 tips to get the financing you need for your new home
- 12 red flags to watch for when buying a home
The sky's the limit. Just address current problems potential clients have and then offer solutions.
Education-based marketing makes it so much easier for prospects to open their door to you because you're giving them something they know they can use. It solves their problems. In short, it helps them.
Tell me what you think of becoming a "teacher." Will this help you? Do you have examples of how you've used education-based marketing? I'd love to hear from you. Comment below or E-mail me at bob@corcorancoaching.com.
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