When you get face to face with sellers, you can get the listing. When you have a buyer, you're able to establish an instant rapport and guide them smoothly through finding and buying the perfect home.
But … when you try to write a prospecting letter, your efforts fizzle and your results are dismal.
The list of reasons has to be headed by your natural reluctance to toot your own horn. And for that, you have to blame Mom – or Dad – or any other adults who influenced your early years.
If you were raised as I was - to be quiet, never brag, never be pushy - it isn't easy to break out and tell the world what you have to offer.
Even though you know you must do it, your attempts can be ineffective. They're wimpy because you haven't got the courage to step out of your comfort zone and show people what you can do for them. Somewhere inside, you're saying "But bragging is so rude!"
In fact, you may be trained so well that you don't even allow yourself to consider how much better you are than the average agent. You may be one of those agents who, when I begin to write their copy, tells me "I don't do anything any different than anyone else."
The first step to overcoming this obstacle is to realize that yes, you are better than the average agent.
The things you do are beyond what average agents do. You wouldn't even be here on Active Rain if you weren't in the top tier of agents nationwide.
So, step out of yourself for an hour and start writing a letter about you. Sing your own praises. Tell about the extra effort you make to help your clients. Talk about the things you do for them when you'd rather be curled up with a good book or spending an afternoon with friends and family.
Think about every compliment you've gotten from a client or an associate - and realize that they mentioned what you did because it's beyond the norm that they expect.
No one else ever has to see your letter. In fact, you can shred it when you're finished. But you need to admit to yourself that yes, you are better – and you need to understand why.
Next, start incorporating some of what you learned about yourself into your marketing copy. You don't have to shout "I'm great" but you do need to start incorporating some of the extra things you do into your marketing copy.
The tasks you perform for your clients may sound like routine to you, but they may sound exceptional to your future clients.