Presenting in Today's Market, not yesteryear is a matter of knowing that old sales techniques just flat out don't work. The idea that a client/prospect wants to sit and listen to an hour presentation of your agencies puffery is a complete disconnect in today's instant world. It is not about the Agency, although your Brand may feel it is--they are wrong. It is about you, Mr Agent, and what you can do for them and nothing more. The minute you start talking about life in your Blue, Red, Yellow coat and how your Blue, Red, Yellow or Balloon brand is the biggest, best-est in the world your client has glazed over. Each and every day we are inundated with Brand messages to the point that we humans can perfectly ignore them. To break through the clutter you need to be different. Stop using canned presentations today and you will close more deals.-
People work with people the Like, Trust and Respect--all others are not considered. The way to build any of those emotions in your prospect is to focus on their needs and not your Brand message. It is your Brand telling you that their message is important to your client. The Brand with the most agents, the Brand with the most sales, the Brand with the most signs in the yard are about Brand and not about the people who live in these homes and want to sell them. I came into real estate in 2010 as an agent.
Before then I was working as a marketing guy for real estate in 2008 and 2009. The worst of times with the downturn had me focused on what really worked. It is always about your clients, it is never about you. What you can do for your prospects is all they care about so talk about that, ask questions, come prepared to discuss their home, not your needs and your Brand's message.
What I learned at Presentation Live in DC last weekend under Borino's tutelage is that once you understand this basic principle than you can get to the real work of being a trusted professional. People flat out do not want to be sold today, they want to have reasons to buy. They want to know that you, as a professional, understand their needs, understand their neighborhood and market and are fully invested in them getting exactly what they want. If you can not do that in under 30 minutes then you will more than likely loose. Focus on the needs of your clients and they will focus on getting you some referrals. Presenting in today's market, not the market of yesteryear you can find success. Give me a call if you would like more information.
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