Creating attractive marketing can be a challenge, especially given how many other options home buyers and home sellers have today.
Many times we want to send the message that if they work with us, all of their problems will be solved. They are floundering, and we are the hero coming in to save the day.
However, there’s a more effective approach that catches a lot more attention. It’s centered on making your customer the hero.
Focus on the Customer’s Journey
Most of us, when we create marketing on our website or social media or anywhere else, focus on our own accomplishments. We talk about how many homes we’ve sold or how many buyers we have helped.
The problem is that our customer isn’t focused on us. They’re focused on themselves and their own journey. They are thinking about their job change, or finally fulfilling the dream of being a homeowner, or whether they can get the profit they need on their sale.
When your marketing meets them in this story, it will be significantly more effective. Customer-centric companies are 60% more profitable than businesses where the message is self-centered.
How Do You Make the Customer the Hero?
It’s a pretty significant mindset change to think about your customer being the hero of the story. Instead of you swooping in to save the day, you become Yoda and they are Luke Skywalker.
You’re the guide, helping them fulfill their destiny.
If that sounds over-the-top, I certainly understand. You don’t necessarily have to say that outright in your marketing. But remember, every individual is the star of the movie in their own mind. They’re entirely focused on fulfilling their dreams, and when you dovetail with that you’ll create an instant connection.
Think about how to focus your marketing around helping the client:
- Fulfill their dream of owning a home
- Get where they want to be geographically (closer to work, great schools, etc.) and in life
- Feel a sense of accomplishment about this step in life
- Enjoy the experience of selling their home
Every Hero Has a Challenge
Think about every movie you’ve ever seen – the hero of the story always encounters a problem that holds them back. They end up needing a guide to show them how to become who they need to be. Then, they overcome the challenge and break through.
The reason this is the story of every movie – from action flicks to romantic comedies – is that we all identify with it. We all face challenges and just need a little nudge to become who we truly want to be.
As a Realtor®, this is your opening. You have the opportunity to become the guide and help your client overcome the challenges of buying and selling. It may not be as dramatic as saving the universe, but helping your customers get their desired results will make them just as happy as if they did.
How can you tie these ideas into your real estate marketing? How can you be the Yoda that your Luke Skywalker needs to finally break through into a great accomplishment?
Be the Realtor® who focuses on your customer’s dreams. It will make all the difference in your business!
This post originally shared on PrinterBees' Real Estate Marketing Magazine.