Real Estate Marketing - Persuasion or Education?

By : Tara Revell 

Grab a pencil and draw a line down the middle of your paper. On one side of the paper write the word "Fears and Concerns". Now, on the other side of the paper write the words, "Hopes and Dreams." Take a moment and think of all the fears that your prospects or clients might have when buying or selling a home and write them in the "fears and concerns" column. Think of all their "hopes and dreams" and write them down in that column. Now you have the basis from which all real estate marketing should originate. Remember that real estate marketing is not selling, persuading, hypnosis, or anything else you could possibly think of that would be against someone's will. It's about educating the client why you are the best real estate agent or broker to do business with. Last time I checked, you were awesome. I'm not just saying that, I mean it. You are on the road to becoming a Top Producer, you provide incredible world class service regardless of your clients income level, and you are just an all-around awesome woman. Now not to gossip, but we both know there are real estate agents out there who are not awesome. And because you have such a great moral work ethic why would you want anybody working with someone who is not as awesome as you? You simply wouldn't. Back to the list. Every time you write an e-mail, newsletter, your script for a listing presentation, etc., you want to speak to your client's fears and concerns. Bring them up even before they ask. The majority of the fears and concerns are the same with all clients. By speaking to their fears and concerns your building rapport and they feel that you understand them. Once you have addressed their fears and concerns you will want to lead them into discussing and focusing on their hopes and dreams. You'll never want to end a conversation with your client on a negative note having only addressed their fears and concerns. This is like going to a restaurant and eating your chocolate desert first, then followed by eating the most disgusting vegetable you can ever think of. You will leave with a bad taste in your mouth. Don't let your clients ever leave you with a bad taste in their mouth. Always end the conversation with your clients by focusing on their hopes and delivering the outcome of their dreams.

Author Resource:-TopWomenInRealEstate.com helps women real estate agents and brokers maximize their business by utilizing marketing, selling, and business strategies from the best in the industry.

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