New agents and real estate school students have read part 1 which is linked below.
You made a BIG list showing:
- Results others have experienced because they accepted your invitation to help
- Transformation the individual experienced as a consequence of the result.
- Cost they would have paid if they had not accepted your help
- Source of pain the ideal client hungers to solve
At that time you were introduced to:
Low profitability is the outcome of market pricing
High profitability is the outcome of guiding clients to avoid hidden personal cost.
You filled pages with words related to results, transformation, cost and needed solutions.
All of these are IDENTIFIERS of what you have to OFFER!
Let me build some background for you.
When I vacation in Bar Harbor Maine, it is not the plane ride I am buying, Is the destination I buy, which is all about the lobstah as the locals pronounce it.
In the practical observation regarding real estate marketing, most real estate marketing is focused on trying to sell the plane to the buyer or homeowner, not the destination. These efforts are saturated with vanity metrics and success theater. Selling the plane, and losing track of the destination.
The invitation you want to extend to your preferred client should contain 90% transformation/outcome (destination) and 10% service delivery (plane).
Remember, they are buying the destination, not the plane.
Review the words you recorded.
Look for and list the most powerful words and phrases to describe the transformation you provide.
- You can turn negative to positive and positive to negative. But you want powerful words.
- Look for words with EMOTIONAL impact
- Listen for phrases that represent the words already circulating in your ideal clients head.
Refer to the Passion Words library provided through Craig Proctor. They are still very valid.
These are powerful to communicate your value. What you do not know yet is the portability created. You can choose to change your audience. Transformation words, powerful words are ideal for communicating via tele-seminars, video and even on stages. Written they become perfect for web pages, brochures, headlines, talk titles and for naming your 'BRANDED' system.
The disillusionment of "What now?" becomes, "Move aside, I'm coming through!"
Construct the story you will share. Incorporate your power words. Words that evoke emotion.
In addition, your story should answer the only five questions the home seller has. More is communicated and retained through a story than through be best engineered power point. It is most certainly worth investing your time, mental energy and emotion.
Answering the five questions without compelling to client to ask is the fast track to establishing you are in sync with their needs and trust builds rapidly.
Stop being the best kept secret!
Your invitation presents the gateway which leads to the transformation your preferred client is actually buying, To not present the invitation, you are denying them the opportunity of transformation. The offer you couple to the invitation keeps the gate open allowing you and the client to enlarge the conversation and benefit from sharing a greater purpose.
But you still need to be able to help clients buy and sell houses efficiently. That comes by getting involved in transactions a frequently as possible.
My name is Annette Lawrence a Broker/Associate, with REMAX Realtec Group in Palm Harbor FL. I've been in this business for more decades than I care to reveal.
Let me be clear, I am on a crusade. It is time for someone to do something about the FAILURE SYSTEM that new agents are unwittingly walking into. For decades 90 percent of newbies do not see their 2nd year anniversary. And when they have been crushed by the Failure System, they think it was their fault. 'I couldn't make it work' is the guilt they inherit along with debt, an IRS bill and $12,000 poorer. It does not have to be that way. That is why I write these blogs and wrote the book, "GET ON THE RIGHT TRACK - BREAKING THE FAILURE SYSTEM." (LuLu.com)
At least the real estate school student, the new agent, is being presented a chance to see the picture properly and to prepare appropriately. More needs to be done. Maybe the emerging influences in real estate will compel such a dramatic change that the resulting disruption makes the failure system a relic of past predation.
Wishing you the greatest of success
Vanity Metrics and Success Theater Blog : http://actvra.in/4K8c
Previous blog (Part 1) http://actvra.in/4R4h