People buy. Realtors sell. Sometimes those who are involved in selling including within the real estate market ignore this premise.
To encourage people to buy, they must first buy you. Then they must buy your company. Next, they must buy your sales solution. The fourth “buy” is your delivery. Finally, they must buy the price.
Buying you is the beginning of building trust because people buy from people they know and trust. There are many ways to build trust.
Barbara Todaro educates those in this group about using a FREE marketing analysis which builds trust. A recent blog posting by Michael Jacobs suggests FREE when implemented correctly can also build the sales relationship.
To have people buy you does require an investment of your time. For example, constructing a free market analysis does take time. In my real estate practice, I have created a simple marketing packet with information about:
- Showing schedule if more than one property is involved
- The property or properties (MLS information)
- What differentiates Dirt Road Real Estate
- Sample of Arizona sales contract
- Information about free range and open carry
This marketing packet allows for the buyer to add additional information from me such as a market analysis.
Sales Coaching Tip: The market analysis is a great way to learn and increase your knowledge about the surrounding properties especially in a high velocity market.
For those moving from another state into AZ, this information becomes valuable. This marketing packet is a subliminal pre-commitment buying incentive.
Also, with the inclusion of the AZ purchase contract I can schedule a time to review the sales contract and answer any questions. My goal is to incentivize the client to buy me first. Then having them “bought” me, having them buy the solution becomes much easier.
With the ongoing references by buyers to automated valuation model (AVM), to believing the data from the Internet is accurate and potential inherent distrust of salespeople including Realtors, developing and securing an incentive for buyers to trust you becomes even more essential.
Graphic courtesy of Pixabay