People remember a story, they don't remember data. Do you walk into a listing presentation with tons of data, projections, and what you can do for them? Maybe, but you also must have a story. Anyone can spew numbers and data out, not everyone can provide a great story that makes you remember them.
Everyone has a story, especially if you've been in this business for any length of time. Nearly every deal has some unique story, like the time I walked into a vacant house to show my clients with a foot of water in the entire house, or how I managed to save a deal an hour before closing when the other party decided to back out.
Can you offer a solution or just facts? Anyone can provide information or statistics. Buyers and sellers want to know you can provide solutions. And because this is such a relationship-driven industry, people need to know you care about them, not just about you. You are not the hero of the story, your client is. They need to feel like they are the main character, not you. You are the guide to get them where they need to go.
Know your audience.
If you don't tell a compelling story, your audience will tune you out. I'm not going to be talking about Instagram, snap chat and how I will market their home on social media to a seller in their 70s. They don't relate. Even though I will market to the right audience, I don't tell stories that clients can't relate to. We will hold open houses and price their home so they get what they need out of it.
People want to know what's going to happen next. Did you save the day? Was all hope almost lost? Now, while you don't need to divulge a novel of epic proportions, you should evoke some emotion. Like the time a new couple was buying their very first home and just before closing the owners had removed all the appliances without permission. The couple was devastated until we negotiated for all new appliances at the last minute.
Continue to tell stories.
Use examples to explain how you market. Use past experiences of success stories and even problems that arise and how you found solutions. I tell the story of a military family I helped buy a house. They knew they were only going to be stationed for 3 years, so not only did we find a house that would work for them now, but that would sell easily in 3 years and they could walk away with a profit. It's finding the solution now and in the future, that really appealed to these folks.
Read More: 10 Things Homebuyers Want to Know
Give on-going solutions.
Instead of giving them a name and number of a repairman, tell them how to maintain parts of the house both now and in the future. give stories of maintenance that has saved homeowners hundreds of dollars. Provide answers and where to find the answer.
Never forget that your client is the hero in the story, not you. You are the guide, just like Yoda, Peeta, Hermione and Ron. Guide them through the difficult areas and help them find solutions. There must be a path toward a happy or a sad ending and with you, the ending should always be happy. - Join me on Linkedin for the original post.