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Posts Tagged Business

How to Become Irresistible.

by Rebecca Chandler

Recently, I was reminded of a line from the movie, “Beaches” in which a self-absorbed Bette Midler says, “But enough about me, let’s talk about you,……..what do you think about me?”   Look through some real estate advertising.  Does this line sound familiar?  Most do two things –

1. Present listing content.

2. Showboat the agent or broker

Today’s consumers research almost every purchase decision.  They rely heavily on user generated reviews.  And, they make informed decisions when choosing products and services based on their own specific needs.  In other words, they are less interested in hearing about you and much more interested in hearing about what you mean to them.

In this  ”other person centered” approach to marketing, what can you do to make sure your efforts are centered on your target audience, and not on you?  Take a look at your marketing and put yourself in the consumer’s seat.  What DO they think of you?

Then, rework and target your messaging.

Who, specifically, am I trying to reach?  First time home buyers?  Move ups? Active adults?  Investors?  What is most important and absolutely “irresistible” to them?

Here are 5 things you can do to begin to connect with your target audience in a meaningful and relevant way.

  1. Stalk them. Put yourselves in their shoes.  Go where they would go – both online and offline.  Look for the specific ways they connect.
  2. Impersonate them.  Speak in their language.  Look for the things that would be most beneficial, valuable, absolutely irresistible for them.  Write them down.
  3. Go to marketing therapy.  Look at your marketing.  Does your website appeal to your target audience?  Impersonate your target audience and test their list of “irresistibles” against it.   Are you connecting?
  4. Do a makeover.  And, by the way, it’s not about you.  The most prominent message in your marketing should be absolutely irresistible to your target audience.  Chances are, that’s not your “#1 in Metropolis” status.  It’s around the meaningful conversations you have with them – when you connect with them one-on-one.
  5. Go full throttle.  Once you’ve created your irresistible messages, PUSH your message in every media outlet and device that they use – your social network, websites, mobile sites, print advertising like ads, flyers, brochures, direct mail, events, display.  Talk to the right marketing professional like a Real Estate Book representative to help you get your message out effectively – and affordably.  Keep in mind that good advertising should never cost you money.  It should always make you money.  Track all your advertising for results and conversion to business.

By focusing on the needs of your prospective clients, your marketing will become more effective.  After all –

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

– Dale Carnegie

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Do you want buyers to stroll around the neighborhood or walk through the door?

by Rebecca Chandler

In a recent blog postJohn Packes,  described the difference between “surfing” on the web and “splashing” on mobile.  Basically, when you are on the web on your home computer, you search, visit a site, then search again, find another site – and repeat.  ”Surfing” around the web.  On a mobile site, you are more likely to go directly to the desired information and then leave.  No more searching. “Splash” in and then get out.

There’s another dynamic in relation to the way we search for real estate on the web or on a mobile device.  Let’s call it “searching” vs. “finding.”  When you are on a website,  an app, or a searchable listing site, you are, most likely, strolling through a neighborhood or city, looking at multiple homes and comparing.  However, when you see an printed ad or a sign and you text or scan a code to see a specific home, it’s like you are walking through the door of that home.

That’s a big difference when you are trying to market a listing – or win a listing through your marketing plan.  While other agents simply give a buyer directions to the town or neighborhood to find the seller’s home, you are giving them the keys to the front door and inviting them in to look around.  They are making it more difficult than necessary and you are making it as simple as possible to see the home.

To see a sample of how this works, text T312634 to 85377.  To do this, open the text feature on your phone.  In the “To” field, type in the numbers 85377.  In the message field, type in T312634.  You’ll receive a return text with a link to a sample property from The Real Estate Book’s mobile site. This is what the consumer experiences when they see this code in an ad, on a sign, or on a flyer or brochure.   As an agent, you get an immediate text notification that someone is interested in the home – and you get their phone number so you can text or call them back as a follow up.

To learn more, speak with your local Real Estate Book representative or go to http://mediakit.realestatebook.com/

Or – join us for a live webinar on Thursday, May 9th from 2 p.m. to 3 p.m. EDT.  Register here.

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Harness the Power of Your Customers’ Testimonials

By John Boe

Do you routinely use customer testimonials to enhance your sales presentations and strengthen your marketing material? When it comes to effective marketing and business development, a glowing endorsement from a client is the gold standard. Using testimonials is a great way to build credibility and develop rapport. In addition, customer endorsements are an effective sales tool when responding to a prospect’s objections. Nothing promotes credibility faster in the mind of a skeptical prospect than a heartfelt and sincerely written testimonial from a trusted third party source.

There are many ways to request a testimonial from a customer, but as with most things, timing is everything. For example, don’t ask for a testimonial from a customer that you’re meeting for the first time, because you may appear overly aggressive. The most effective testimonials are derived from three primary sources; positive comments received from verbal feedback, customer surveys, and thank you notes. If you take the time to nurture your key customer relationships and go the extra mile when rendering service, most of your customers will be happy to give you a strong testimonial endorsement if you ask them for it.

Here are some valuable considerations to help you get the maximum benefit from your customer testimonials:

1. Always get your customer’s permission prior to using his or her testimonial.
2. Never rewrite a customer’s testimonial without obtaining approval.
3. The testimonial must show the person’s name, job title, and organization. If you’re using a written testimonial, it’s a good idea to include your customer’s picture as well.
4. There are three types of testimonial formats to consider; written, audio, and video. While written testimonials are by far the most frequently used format, audio and video testimonials have been proven to be more effective.
5. Obviously, some customers have better writing skills than others. You’ll want to coach your customers a bit on how to properly structure their testimonials in order to make them effective. Provide specific guidelines and give them copies of your most powerful and persuasive customer testimonials to serve as positive examples.
6. Vague testimonials don’t really say anything of value. The best testimonials use specific examples that backup key selling points. For example: How much money and or time did your customer actually save by using your product or services? How did your product or service solve your customer’s problems or improve their lives?
7. You need to be proactive and set a business goal of having a minimum of twelve customer testimonials.

From an advertising perspective, a testimonial from a happy customer has the potential to be worth as much as a full-page newspaper ad. Harnessing the good will of your satisfied customers’ is the key to taking your business to the next level.

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions.

For more information, visit www.johnboe.com.

Reprinted with permission from RISMedia. ©2013. All rights reserved.

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