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Tell Your Real Estate Prospects You Offer What They Want Most

By
Services for Real Estate Pros with Marte Cliff Copywriting

If you’re like most top agents, your marketing materials probably don’t tell prospective clients that you will provide what they want most.

Why? Because what your buyers and sellers want most is something you give them without thinking it’s a big deal. It’s not special; it’s merely the way you do business.

And since it is something you take for granted, you probably don’t realize that from the client’s point of view (not knowing the value of your expertise or of all the work you do behind the scenes) it is perhaps THE most important benefit of doing business with you.

You also might not realize just how many other agents fail to provide it.

So what is it that buyers and sellers want most?

Attention

  • They want you to actually listen to them, so they will be heard and understood.clients want your attention
  • Buyers want to know that you understand their needs and wants.
  • Sellers want your respectful attention to their selling and showing preferences.
  • They all want you to return their phone calls and emails in a timely fashion.
  • They all want you to take time to answer all of their questions clearly and completely.
  • They all want you to stay in touch, even when you don’t have anything new to tell them.

Since you take the giving of attention for granted, you probably don’t mention it in your marketing. You assume that they’ll assume it’s part of the package.

But that’s not necessarily true. Consumers who have had dealings with agents who didn’t have your attitude know that signing a representation agreement doesn’t mean they’ll get attention.

Consider my son’s experience.

He had a rental property he wanted to sell and he had to list it with 4 different agents before he found one who would give him and his listing any attention.

Agent #1 put up a sign and was never heard from again. My son waited until the listing expired, then moved on to agent #2 – one who was supposed to be the most productive agent in the County. He at least sent a link to the listing on MLS, but then, nothing. Not a word.

He sent emails and left voice messages for this agent several times between March and June. When he got no replies he finally wrote and said he wanted to cancel the listing. THAT time he got an answer: NO. It was against company policy. Rather than pay for an attorney, he also let that listing run out.

Interestingly, after he listed with Agent #3, Agent #2 emailed him to say that he had a potential buyer and asked if he could show the property. My son wrote back and said of course, but he needed to work through the listing agent. Funny that no showing ever took place…

#3 faded away and was never heard from after the first month.

Then came #4 – and when the listing expired with him, it was renewed. Why? Because he has caused it to be shown many times. He brought in a couple of offers that didn’t quite work out in spite of his best efforts. Also – he sent an email or called every now and then. He also responded if one of us contacted him.

And yes, agent #4 did eventually get that property sold.

Your marketing message can and should mention the attention you give.

Agent returning phone callsYou can work it into your home page and your buyer and seller pages, and you should absolutely work it in to your agent bio.

Include it in your first interview with a new client by telling them how often they can expect to hear from you and how long it generally takes to return a phone call, email, or text. Since you do have other clients, you don’t want them to expect an instant reply, so talk about not taking other people’s calls when you’re with them.

Of course, it has to be the truth. I once sat in with friends when they interviewed an agent who promised the moon – and then failed to do any of the things she promised.

“Listen” sign courtesy of Stuart Miles at FreeDigitalPhotos.net

Man on the phone courtesy of Morguefile.com

Original of this article is posted at https://copybymarte.com/does-your-marketing-fail-to-mention-what-buyers-and-sellers-want-most/

Comments (39)

John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Hi Marte, I can see how the experience your son had was the subject matter for this post.

And your analysis here is going to be something I use in an upcoming marketing campaign, SO THANK YOU VERY MUCH for your thoughts.  Attention.  Who would have thought?  A basic human interaction.  And something sorely amiss in our daily routines.  Thanks again!

Feb 19, 2019 04:16 AM
Nick Vandekar, 610-203-4543
Realty ONE Group Advocates 484-237-2055 - Downingtown, PA
Selling the Main Line & Chester County

So true, things we do naturally are what we need to brag about. We also need to understand the clients expectations of what they want and expect. Glad your son eventually found the right agent.

Feb 19, 2019 08:03 AM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

its laughable how the simple and time-proven dynamic of customer service is made into so many complicated faces and forms. Serving the customer is easy-peasy and talk only drags it out. RESULTS DON'T LIE but people do. Service!

Feb 19, 2019 08:26 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

John Henry Yes, attention does seem to be sorely missing these days - as evidenced by the people who are "out with friends and family" but have their faces stuck to their phones.

Feb 19, 2019 09:07 AM
Katie Campbell
Renaissance Real Estate LLC - Poulsbo, WA
Real estate agent serving all of Kitsap County

Great story! I wouldn't consider taking on a client and ignoring them! Every property is important to my clients and I treat each client with respect and the diligence I would expect if I were buying or selling. You have reminded me that not everyone approaches their work the same way and I will be sure to use your suggestions when marketing myself in the future.  Thanks for sharing your insight!

Feb 19, 2019 09:56 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Katie Campbell When you're doing things right, it's easy to assume others are as well. It's just not always true.

Just like other drivers on the highway - never assume they'll be driving safely!

Feb 19, 2019 10:48 AM
Katie Campbell

I have to tell you that's my favorite analogy! Thanks!

Feb 19, 2019 01:56 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Marte:

This is right on target. I think it’s easy for agents to forget the buyer or seller’s perspective, but to focus, perhaps unintentionally on our own and forget the need for attention - in its many forms - by our clients.

Jeff

Feb 19, 2019 06:56 PM
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

Good simple advice here, and I'm surprised at the lack of service from those first 3 agents your son used... he should have gotten a referral from you.

Feb 19, 2019 07:30 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jeff Dowler, CRS People DO want attention. Way back when I first started in real estate I was often the only one in the office. My broker would send renewal forms to his clients and some of them would call. They'd say things like "I haven't heard from you people in 6 months and now you want me to renew this listings. Why in hell should I?"

Georgie Hunter R(S) 58089 Unfortunately, he did.

Agent #1 was a client of mine who talked a darned good story. Agent #2 was someone who had been one of "my agents" when I owned Cliff Realty. He was someone I really liked, so you can imagine how disappointed I was in his service.

I forget how we came across numbers 3 and 4.

Feb 19, 2019 08:02 PM
Joyce Marsh
Joyce Marsh Real Estate LLC - Daytona Beach, FL
Joyce Marsh Luxury Living

I've heard it so many times especially from sellers who selected the wrong agent at the start. Maybe they went with one that was too busy and they never hear from them again or don't listen to them at all.  Listening and communication is key to having a successful and happy relationship with your clients.

Feb 20, 2019 10:11 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Joyce Marsh, Luxury Market Specialist What I think is too bad is that there are so many "wrong agents" out there. They give the whole industry a bad name.

Feb 20, 2019 11:17 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Very good advice Marte--I never thought of telling prospective client up front about returning calls/texts etc promptly and how often they will hear from me. Thanks

Feb 20, 2019 12:45 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Mary Hutchison, SRES, ABR I think it's a good idea to give them that reassurance that they've chosen well, especially if they've had dealings with agents who don't communicate well.

Feb 20, 2019 12:49 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Great post, Marte... it's a shame to some degree that this even has to be discussed. One thing I provide all my clients (buyers and sellers) is a written personal performance guarantee which essentially covers the points you make. I've found that I'm usually the only agent who does this and that my doing it provides a lot of "comfort" to prospective clients.

Feb 21, 2019 04:19 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Carol Williams good morning, Carol. I'd like to suggest this post for your Second Chance Saturday.

Feb 21, 2019 04:19 AM
Nina Hollander, Broker

Carol Williams as I don't really follow the featured posts because so many of them leave me scratching my head... I did not notice that!

Feb 21, 2019 12:27 PM
Carol Williams

Thanks for the suggestion, Nina Hollander . I see Marte received the well deserved Gold Star. 

Feb 21, 2019 11:01 AM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, I have to agree with Nina, that this even has to be discussed.   Giving excellent customer service requires listening to their needs, and making sure they know you care about their needs.

Feb 21, 2019 07:18 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander I think you're wise to provide that written guarantee. And yes, it is a shame that this should even be an issue.

Joan Cox Caring about the person and not just the commission check really is the key to all of it, isn't it?

Feb 21, 2019 08:55 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Hi Marte,
The 3 P's alone just don't work, do they?  Put it in MLS, Put up a sign and Pray.  It takes an active marketing plan and communication. 

Feb 21, 2019 11:00 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Carol Williams No, those 3 P's don't work. Best to try the 4 P's of marketing:

Picture, promise, proof, and push.

Feb 21, 2019 12:07 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Oh my goodness, I totally expected the 3 agents who failed to fail for 3 totally different reasons, Marte! How sad that the absolute EASIEST part of our job is omitted by 3/4 of our peers. Not only is communication with the clients the easiest part of what we do but, it's the most enjoyable (well, 99% of the time)! 

I have a buyer and a seller guarantee that includes communication but, I do not market it enough. I will make a note of doing that - thank you for the tip!

Feb 22, 2019 10:22 PM