What are you thinking about? [VIDEO CLIP]
Watch the video clip at the above link before reading the rest of this post ... I'll wait.
Done? Okay, now quit laughing. You might just be the young German coastguardsman.
When someone visits your site by searching for "real estate Toledo" because they're looking for info on the Toledo market, but lands on your site and sees the latest movie releases in Greater Toledo, mentions of awards you've won, and a list of books you recommend, you ARE the young German coastguardsman ... offering something completely other than what your visitors are asking for.
The young man is earnest and enthusiastic, but speaking a completely different language than the boat captain with the emergency. This is you, if you have a fun site with lots of stuff on it that has nothing (or very little) to do with your local real estate market.
You also may be the coastguardsman when someone uses the MLS search on your site, picks up the phone, calls you, and says, "I'm calling about the house you have on Walnut Street" - but since you don't have a listing on Walnut Street, you tell them, "I don't have any listings on Walnut Street" and hang up. Had you taken a breath - and a moment - you might have realized that they're probably using the MLS search function on your home page and they've called you instead of the listing agent.
Although the video is funny and meant to encourage literal language skills, the comparisons between how well we communicate with our prospective clients are clear.
Next time someone yells, "We're sinking! We are sinking!" what can you do to be ready with a solution?
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