Real Estate Marketing - Teaching Sells

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A few days ago, I mentioned that many of the steps to success are counter-intuitive. Today’s tip is another one of those myths of marketing that sounds good when you first hear it – but will actually drain your resources without any guarantee of success.

The biggest myth in marketing is that your marketing materials must tell prospects who you are, what you do and what you’ve accomplished. The reality is that at this stage of the game, your prospects don’t care.

See, your prospects aren’t concerned with learning more about who they are. They don’t wake up in the morning and wonder who will give them a beautiful brochure or clever postcard today. They don’t start their day wishing they could learn more about the multitude of vendors competing for their attention. Rather, they are focused on their own problems and concerns and tend to notice things that speak directly to those issues.

So, the best marketing materials you can create shouldn’t focus on you. You should write them by putting yourself in your prospect’s shoes and asking: “If I was this person, what, specifically, would I be going through? Where would my biggest problem or pain lie? What would I be feeling?” The marketing piece would then be written to that person, describing in detail the problems he faces, the frustrations he feels, and finally, how to solve or alleviate those problems.

Marketing isn’t about being creative, but understanding your prospects’ psychology. If your marketing materials can describe their problems better than they can, show that you understand their pain, demonstrate that you’ve helped people just like them and offer them step-by-step solutions to those problems, you’ll have a much greater chance of winning their trust and building credibility with them. 

Teaching Sells

A man walked into my office asked the receptionist for directions to a local eatery that had been advertised in our local paper. The receptionist who was very congenial to the man answered his question without haste and proceeded to ask him where he was from, what  brought him here and could she be of assistance while  he was visiting the city. The man was bowed over!

After, 15 min she had found out he was here on business and needed to talk to someone about re-locating his business here but did not know or trust those that were advising him. She explained to him that we were much more than a real estate sales office and could teach him the intricities of doing business in a foreign country.

After, teaching him how to conduct business here he was very grateful for our help and when it was time for him to buy property here he came to us . Not only did we make this sale but he referred us to others!

That struck home I immediately saw that we needed to add  helpful content to our website so that we could position ourselves the go to company. 

I describe this process in more detail in “7 Step Marketing Action Plan for Realtors“. If you have not downloaded your FREE copy please do so Now.

Tomorrow, I’ll talk about the most efficient ways to market your services.

Best regards,