This is part three of a seven-part series to help Realtors grow their business.  To download the free audio version, click here.

Raving Fans.

This third secret is one of my favorites: Raving Fans.  The Raving Fans strategy refers to third party endorsements.  Whether you're a real estate professional or another business person, people expect you to go on about your service.  But they don't know whether or not to believe you.

But when a third party endorses you to a prospect, that can be powerfully persuasive.

This strategy is particularly effective when the third party endorsement comes from someone that your prospective client can relate to.  Allow me to illustrate this for you.

Your prospect needs to sell their home because of a difficult divorce situation.  One way to try and influence them is to give a listing presentation and explain to them everything that you do for your clients.  There's some power to that.  But let's imagine another way...

Let's say that you pull out your "Raving Fans" notebook of third party endorsements and 'thank you' letters and say this:

"I know that this is a difficult time for you.  It wasn't long ago that some other clients of mine were in a very similar situation.  They wrote me a letter about it...would you mind if I shared it with you?"

Then you open the Raving Fans book to the letter and share with them or even let them read it themselves.

"Our divorce was a very difficult time, and I was not looking forward to selling our home.  Fortunately for us, we worked with Rita Realtor.  She was able, with her expertise and caring concern, to make it as smooth as possible, so that we could focus on the kids and other pressing matters.  Thank you, Mrs. Realtor!"

That's a totally different level of trust and rapport, isn't it?

The best way to use your Raving Fans book is just like that, to try and collect a letter for every unique situation or objection.  So if someone says "I'm not sure this price is right" or "I think we're going to work with a friend in your business" you don't have to try and convince them.  You simply say, "I know how you feel.  In fact, I recently had a client that said that same thing to me.  I think I have their letter here...can I share it with you?"

Let me give you an example from my own business as a mortgage loan expert.  When I'm looking to build business partnerships with Realtors, it's common for them to offer the objection "We have an in-house lender."  I could try to convince them somehow to give me a shot...begging for the business...or I could say something a bit more powerful:

"That's great.  Some of the best Realtors that I work with have an in-house lender.  Do you know Cathy Bates from Coldwell Banker?  She recently wrote me a letter...can I share it with you?"

Now, even if you're not from Hemet, California and don't know that Cathy is a consistent, top producing Realtor in our valley, this letter is still more powerfully persuasive than just about anything I could say.  YOU CAN DO THIS. 

Here are some other great benefits to having a Raving Fans Book:

• It helps with your confidence level.  Let's face it...we can't win every time.  When things don't go our way or when a deal falls out, it helps to remind yourself that you do a great job.
• It holds you accountable.  If you have a habit of collecting Raving Fan letters, it holds you accountable.  Every person that you meet, you make an intention of treating them with such respect and giving them service at such a high level, that they would be willing to write you a Raving Fan letter.

The Raving Fan strategy is inexpensive and easy to begin.  Here are some action steps for you to move on right now:

1. Pick up a three ring binder and some clear plastic sheet protectors at your local office supply store.
2. Set a goal to get a Raving Fan letter from your last 10 clients and everyone you work with from here on.
3. Bring your Raving Fan book to every presentation you give.
4. Set a goal to write a Raving Fan letter for the important people on your success team.  If someone deserves your kudos, then give!
5. Set a goal to have a Raving Fan letter for 3 common objections in your industry.
6. Share your Raving Fan letters on your website or blog.

Move at the speed of instruction...start your Raving Fan book today.