When I begin working with a new real estate agent client, invariably one of the first things I ask my client to do is to give me her "spiel" -- to pitch me as if I were a prospective client of hers.
I did that the other day with a client, Shelly (who, I have to say, gave me permission to blog about her!). For about five minutes, Shelly talked about all of the reasons she's a great real estate agent. And they were all true -- she's a certified negotiator, a home stager, an accredited buyer's representative, a REALTOR®, an agent with one of the largest national agencies . . . the list goes on.
At the end of her spiel, guess what the response was.
A blank stare.
Because, to be frank, who cares? Who, besides Shelly, cares that she's a great real estate agent?
"Her clients!" you say?
Nope.
At the risk of sounding harsh, I'll repeat: your clients do not care why you're the best real estate agent on the planet.
They care how you are going to help them sell (or buy) a home for more (or less) money in less time, with less headache.
Now, all of those reasons why you're great are important because they give you the ability to help your clients sell (or buy) a home for more (or less) money in less time, with less headache. The key is positioning your greatness in that light - in terms of how it will help your clients get what they want.
In other words, your prospective clients want to know one thing and one thing only: WIIFM? What's in it for me? Why should I hire you and not the next guy?
The answer to that question is very simple: You, not the next guy, are the one who will help them solve their problems or achieve their dreams. Of course, you have to back that statement up with reasons why and an explanation of how you will help your prospective clients solve their problems or achieve their dreams.
Your first step is to ask: Who are my prospective clients? Then: What are their motivations? What keeps them up at night? What are their problems and their dreams? Finally: How do I help my clients solve the problems or achieve the dreams that motivate them?
For example: Your current prospect is a family who needs to sell their house because the husband has been relocated for work. They're in an upper middle-class neighborhood where prices have fallen some, though not nearly as much in the areas hardest-hit by the real estate crash. They have two kids, who are in elementary and middle school.
What are their motivations? They are anxious about selling quickly, so they don't have to be away from Dad for too long. Also, they want to sell before the start of the next school year, so that the kids can start the year in their new school. At the same time, the house is their principal source of wealth and they need to transfer the proceeds of this sale to a down payment on their new home -- so they want to sell for as much money as possible.
So how does Shelly, the amazing real estate agent with all of the wonderful qualities she recited to me, help these clients solve their problems and achieve the dreams that motivate them?
- As a home stager, Shelly can stage the home -- proven to sell a home more quickly for more money
- The last 5 homes that Shelly sold closed just 3 months after they were listed -- she has a good track record of selling homes quickly
- As a certified negotiator, Shelly has the experience and expertise it takes to get her clients the best deal at the bargaining table -- so they can keep more of the wealth they've created in the home
Clearly, Shelly's still talking about all of the qualities that make her a great agent. But she's doing it as she answers the prospective client's question: What's in it for me?
To read a more detailed explanation of how to explain "What's in it for me?" to your clients -- and dramatically boost your income as a result -- check out my e-book: WIIFM: 5 Letters that Can Change Your Life (Or At Least Your Business), just $5.95 at https://www.cmrealestatemarketing.com/how-to-flourish-ebook.
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molly@cmrealestatemarketing.com
480-987-7958
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