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Their
Problems
Versus
Your Solutions
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Whether
you are talking with a prospective customer on the
phone, in person, via Email, with advertising messages or
on your Website your sales will increase if you
concentrate on THEIR PROBLEMS rather than on YOUR
SOLUTIONS.
YOUR
SOLUTIONS
Items that fall into the category of Your Solutions
include information about your skills at finding just the
right property, your negotiating skills, and your ability to
find a buyer for their property.
Even providing a link to your MLS data on your
Website is an example of Your Solution when presented as
most agents do.
THEIR
PROBLEMS
Their
Problems can take a variety of forms that include such
things as uncomfortable or unfamiliar with using Internet search
tools, including IDX search; needing to know whether or not they
will qualify for the home they want to buy; questioning whether
or not they will they get enough money out of their existing
home to buy the next home they want; wondering if they should
spend money to fix their home up before listing or sell it “as
is.”
HOW
TO FOCUS ON THEIR PROBLEMS
Asking good questions is a proven method for
identifying a prospect’s current problems.
That is the first step because you cannot focus on
their needs if you don’t know what they are. On a Website,
you ask questions in what is known as an interactive format.
Visit http://www.sellrealestate.net/
LeadGeneration.htm to see examples of how this is done.
The questions you ask and the way you ask them
determines how credible your prospects consider you to be.
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How
to Lower Their Defenses |
Often
times people don’t want to talk to a sales person
because they don’t want to be hounded or pressured or made
to feel obligated. On
the Internet, some fear that their Email address might be
sold to spammers. A Website that honestly addresses their
issues and concerns will go a long way towards allaying
fears and thus, lowering prospects’ defenses.
GIVE
PEOPLE CHOICES
When it comes to searching for homes online, you
might ask whether a prospect wants to search your MLS data
or would the prospect prefer to give you their criteria and
then receive by Email listings that meet their needs.
People feel more comfortable when they are given
choices.
MAKE
THE CHOICES REAL
Ask prospective home sellers whether they would
rather have you provide them with a professional property
valuation or would they rather use the tools you provide on
your Website to do it themselves?
Many prospective sellers will take you up on both
offers because folks really do want to know what their home
is worth.
LIMIT
THE NUMBER OF CHOICES
You’ve seen them, I’m sure.
A real estate Website that offers as many as 30 or 50
sidebar links. How is a poor Web visitor to choose?
First we know that NOBODY is going to sit there and
read and study all those page links to find the best place
to start. People
just do not do that. Second
we know that when given too many choices on a Website many
people choose to go somewhere else.
I am not saying that you should not offer a lot of
great content. What
I am saying is that you or your Web designer should make the
effort to organize it so that it is easy for your prospects
to make the right decision.
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The
main purpose of some advertising is awareness or
name recognition. Another
name for this type of advertising is Branding. If used
or designed properly this kind of advertising will focus
on THEIR PROBLEMS and bring good results for you. The
purpose is to make sure that people who you want to
target or do business with know who you are and think of
you when they get ready to make a move. This
kind of advertising can be very costly but the Internet
provides a tool to take the cost right out of it.
That tool is Email.
EMAIL
AUTO-RESPONDERS
Send prospects an interesting and informative
E-newsletter on a regular basis and you will get
business because of it.
We create this kind of marketing and automatic
response technology for our clients by building the
E-newsletter into their Web Design.
Our clients love it because they do not have to
write it themselves. They do not even have to remember to send it out.
It goes automatically to everyone in their
Newsletter database.
Their clients and prospective clients know who
they are. That
is effective branding.
Would you like to see how a custom Website can
make all of your marketing more effective?
Visit us online at http://www.sellrealestate.net/
FreeWebPlan.asp.
Tell me what kinds of leads you want and I’ll
tell you how to get them.
OTHER
WAYS TO USE EMAIL
In
addition to E-newsletters that go out automatically
to everyone in your database, you can use Auto-responder
Email in a variety of ways:
ONE:
Build a profitable Email Database.
Since you cannot really buy an effective Email
database, it is important to include Database building
technology into your Website.
This is easy to do when you offer interesting
articles to visitors who enter their name and Email
address using a form on your Website.
TWO:
Prospect follow-up can become frustrating and time
consuming unless you use Auto-responder technology to
send out targeted follow up messages.
You can send one series of messages to
prospective sellers and a different series to
prospective buyers.
You can even differentiate between buyers looking
to invest and those prospects that might be buying their
first home. You can send as many messages as you like
and as often as you like
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