During our monthly Kingman Golden Valley Association of Realtors (KGVAR) Breakfast Breakout informal learning session, we discussed several of the NAR critical dangers to Realtors from the D.A.N.G.E.R. Report published in 2015. What was interesting is many of these perceived threats to real estate agents returned to this one word “Value.”
"Value" is an interesting word in the world of sales. I have consistently contended Value is perceived by the buyer and cannot be created by the salesperson.
Rarely can Realtors or real estate agents clearly articulate the Value they bring as professionals. There exist several challenges to be able to create this Value Statement.
First, the shorter the better. People have short attention spans. Years ago, I read a report by Microsoft indicating a goldfish had a longer attention span than a human being by one second. Since then people have disputed those findings. However, with so many technologies creating distractions, I do believe technology has had an impact on the attention span of human beings.
Second, the Value must emotionally resonate with the target audience. With different generations in the marketplace, the perceived Value is probably different from Millennials to Baby Boomers. People for the most part regardless of demographics buy first on emotions then justified by logic. These differences may require a different Value Statement for each demographic group.
Third, your Value must reflect your knowledge, expertise, market area and ethics. This reflection may be quite subtle. One word of caution is to potentially avoid the word honest. The reason is are you honest when explain why you failed to return the call to someone who in the past has demonstrated to be very demanding?
By recognizing these three challenges, creating a powerful Value Statement is not easy. Recently I am considering altering my value statement which was “Facilitating Your Little Piece of Heaven.” This was created because I heard the phrase “Little Piece of Heaven” from many of my buyers.
Now in listening to the compliments from my buyers, they have all appreciated my professionalism, my attention to detail and my follow through. So, I am rethinking my Value Statement based upon this new information.
Once you have created a Value Statement then start using it. Look for the reactions of others especially the body language. The greater the reaction suggests the more emotional Value either positive or negative. Eventually with dedication to this goal, you will find those words that best describe the Value you bring to your clients.
Graphics courtesy of Pixabay
Comments(5)