"What's in it for me?"

Services for Real Estate Pros with Real Estate Client Prep

"What's in it for me?" That's the question on every prospect's mind (regardless of industry) when they are exposed to a business' message and so it's a crucial consideration for our own marketing.

If we approach our marketing in a way that not only answers that question - and answers it quickly in this time-starved age we live in - but also provides tangible proof, we stand a better chance of turning that prospect into a client.

When planning a marketing campaign, it's a good idea to step back and ask yourself what you want to present, how you want your prospects to get to the answer to their "WIIFM" question.

Do you want them to just read the answer: ie. "I am an expert in this local area and I strive to provide my clients with the best possible service" or the like. Let me be honest here: WAY too many agents have something like that on their website and it means virtually nothing to the prospect...it doesn't "prove" anything and the fact that every agent is saying it, just serves to make it lose any power it may have had in the first place.

But if a prospect experiences the answer to their question in a real, tangible way, that's a whole different ball game...if you can let them experience, and feel, your expertise BEFORE they ever even work with you, well then, that's a prospect well on their way to being your client.

I think educating a prospect right from the start, giving them valuable information that is going to really help them in their upcoming transaction - whether they hire you or not - is the best way to answer your prospect's "WIIFM" question.

It might be through blogging, it might be through e-newsletters, it might be through compelling offers and consistent, content-rich follow up...

Whatever it is, prospects really want to experience your expertise before they hire you...so give them what they want.

I'd love to hear from others about what has worked for them in answering the "WIIFM" question...please share away in the comments!


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Comments (4)

Fernando Herboso - Broker for Maxus Realty Group
Maxus Realty Group - Broker 301-246-0001 - Gaithersburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

I use youtube. .and it has provided me with a bypass directly to the consumer to answer this. .

Apr 21, 2013 11:04 PM
Ed & Tracy Oliva
West USA Realty - Arizona - Fountain Hills, AZ
The Oliva Team Arizona Agents
Keep up the good Info and the great job, good luck with your business in 2013 and with your sales, E
Apr 21, 2013 11:08 PM
Barbara Todaro
RE/MAX Executive Realty - Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning, Caroline.... good post.... with every piece of marketing that I prepare, I first think about what the potential client wants to hear..... what is the goal of the marketing piece.... people like to do business with successful people and if it's "listing success" then I will focus on that.... my blog posts will have keywords that reflect that..... an example would be "lisitng agent in franklin ma" for a keyword phrase and that would be complemented with postcards that reflect that and print ads that do the same.....
think like the target would think............suggested....

Apr 21, 2013 11:13 PM
Caroline Fitzgerald - BestPreppedListings.com
Real Estate Client Prep - Richmond, VA

Fernando - Your videos are fantastic! Have you considered putting them higher on your website so more people will see them? That's a fantastic marketing system!!

Ed - Thank you! I appreciate your good wishes.

Barbara - Think like the target would think...well put! I think that it's so easy for any entrepreneur to just focus on the message we want to get out, at the expense of what the target prospect wants to hear. Thanks for the comment and the suggestion!

Apr 21, 2013 11:28 PM

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