It’s an old real estate marketing standby – it works in direct mail marketing, advertising, and on the web. You can even put it to use in your blogs and articles. It’s AIDA, and it stands for Attention, Interest, Desire, and Action.
AIDA refers to the psychological process you must take your prospective clients through before they will ever sign on that dotted line.
You should incorporate AIDA into even the simplest marketing piece – from your direct mail postcards and letters, your print newsletters and e-newsletters, your website content and even your blog posts.
Here’s how:
First, you grab your prospect’s attention. Stand-out headlines, eye-catching graphics (spiky-haired Chihuahua, anyone?) and suspenseful openers are all tried-and-true ways to grab your prospect’s attention.
Remember that grabbing your prospect’s attention is easier said than done, with most Americans bombarded by 3,000 advertising messages (or more!) every day.
(Chapter 12 of the How to Win: Marketing Strategies for Successful – and Aspiring – Real Estate Agents e-book is all about crafting headlines to grab your prospect’s attention. Download your free sample at HERE.)
Second, you pique your prospect’s interest. There’s no scientific formula for doing this, but one easy, never-fail way is to demonstrate your understanding of your prospect’s needs and wants, worries, fears.
For example, “I understand that selling your home can be a scary, stressful experience. Media fear-mongering and a shaky economy certainly don’t help you sleep at night, either. . .”
Relating to your prospect and her needs, wants, worries and fears is a great segue into the third AIDA step. . .
Desire.
Before your prospect will ask you to help her buy or sell a home she has to want to hire you. That’s kind of a no-brainer, right? But how do you created that want – that desire – in your prospects?
Following on your understanding of the prospect’s wants, needs, fears and worries, explain how you (and you uniquely) will help your prospect get what she wants and needs, allay her fears and calm her worries.
For example,
“It’s true that buying or selling a home is a big deal. It’s a major financial decision, and often emotionally charged, too. But it doesn’t have to be a painful experience. . .
. . . If you have the right partner.
Of course, I understand that what matters most to you at the end of the day is being able to sell your home for the most money as quickly as possible. I’ll leverage a 15-step marketing plan and partnerships with local buyer’s agents who can help me connect their buyers with you. And as a Certified Negotiation Expert, I’ll have the upper hand when we go to the bargaining table – to get you the best deal.”
As a Realtor’s prospective client, I don’t much care who helps me buy or sell me house. But if I can find someone who will help me get what I want and need, allay my fears and calm my worries? Sold!!
Which brings me to the fourth and final AIDA step. . .
Action.
You’ve grabbed your prospect’s attention. You’ve piqued her interest. You’ve created a desire to let you, and you uniquely, help her achieve her wants and needs, allay her fears and calm her worries.
What now?
Don’t assume – even though you’ve brought your prospect this close to hiring you – that she’ll know what you want her to do next. Ask.
For example, “Call me today to set up a free listing consultation. I’ll explain in more detail all of the ways that I will help you sell your home for the most money as quickly as possible. Call 123-456-7891 today.”
That, in a nutshell, is AIDA. Use her wisely, and often, and you’ll convert more prospects to clients than you ever dreamed possible.
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