Yeah, yeah. We’re all Donald trump in our own minds. Well if you don’t break that kind of mentality in a big way you’ll be run out of business faster than The Donald would chase your butt from the board room. While EGO may work for the man with his name plastered on the side of skyscrapers, it will NOT work for you and your marketing. Close your eyes and think right now of 2-3 automobile salespeople in your area. Can’t do it can you? How about 3 accountants? 3 Lawyers (the ones you would actually USE…not cheese balls with “one call, that’s all” TV commercials during Judge Judy. Point is-people just aren’t that into you. And while as professionals those words may burn our eyeballs and send steam through or nostrils, they are very matter of fact. NONE of us are Coca-Cola, Microsoft or Apple. NONE of us have the branding power that these mega-institutions wield. Our NAMES are no benefit to home sellers. Our VALUE propositions are the reasons they call on us to help them.
A Few Popular “No’s” in real estate marketing:
1. I’m #1 (Who cares!)
2. A cute picture with a pet or a son/daughter (No one is hiring a pet sitter or “Mommy”. Pros only please)
3. A play on words: “You’re HOME Team Advantage”..or “Susie Moore will sell it for MORE” (ugh…threw up a little in my mouth)
Try these on:
1. Your Home will SELL 53% Faster
2. I GUARANTEE To Sell Your Home in 29 Days or I hand You $1000 CASH!
3. Would You Like to Sell Your Home for $10,320 MORE MONEY?
Which of these do you think gets the call EVERY TIME? Pretty easy. Hint: The next guy Trump sends packing picks one of the first three.
There’s an old saying that goes “The Secrets are all hidden in Plain Sight” and my friend, this is the BIGGEST secret of them all when it comes to marketing. I have personally sold more than 8,000 regular old residential resale homes. I have written ad copy for national campaigns on TV and radio. I have created magical postcards and letters using this ONE style. And it WORKS! When you learn that no one cares about how great you are or how many little 3 letter designations you put on your business card you instantly become the welcome guest that the sellers WANT to talk to instead of the unwelcome pest bugging them to list-it’s a VERY definitive position when it comes to getting listings automatically. And when you REALLY get the understanding implanted in your head that they only care about what you can do for them (prospects listen to WIFM “What’s In It for Me”) and you decide to feverishly dismiss all ego-driven bs from your marketing and replace it with Direct-Response headlines emboldened with copy following that’s full of benefit-driven calls to action, then you will become the CELEBRITY in your marketplace. You’ll be the guy/girl on the other side of the desk who decides just WHO works with WHOM and you’ll be very used to hearing those words “You’re Hired”.
So, this is the first post to this blog and your first taste of Mass Listing Control. Hold on because it’s going to be a fast and furious ride through the hardcore world of real estate marketing that builds massive listing inventory for YOU…and FAST. Subscribe now to get advance notices of my very best tips because I want you to accelerate your business rapidly. Control the listings-Create your future. Get Ready to Rock!
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