Estate Agents _ What do you really sell?
It_s been cold recently.
And it_s been getting dark earlier.
Before you start thinking I_m indulging in National State the Bleeding Obvious Day let me explain where I_m headed.
I was shuffling down the High Street where I live the other day freezing my face off.
It was that horribly dusky 4pm ish time of the day when I was struck by a great piece of marketing.
Not literally I must add, actually the only way I think that could happen is a billboard falling on top of someone. Or perhaps a really well designed flier catching a gust of wind and whacking you straight in the mush.
Anyway I digress. The local travel agent had in flashing lights in their window three simple but brilliantly attention grabbing words shining out of the late November afternoon gloom.
_We sell sunshine._
Bang. Simple but super.
It_s a cracking example of selling the benefits not the features.
All those cold, miserable people scurrying past with their hoods up, scarves on and wrapped up like south coast mummies aren_t thinking _I hope that travel agent is organised with lots of shiny brochures_ or _I really need 10 per cent off a coach trip to Windsor Castle._
Nope. Those who are in the market for a holiday this time of year are predominantly looking for winter sun. And the window sign clearly tells them that this agent has exactly that so come on in folks.
As estate agents you sell houses right? And as letting agents you find landlords tenants correct?
But before you do any of that you have to sell trust, a good track record and your expertise.
When I_ve instructed agents in the past integrity and honesty were the most important things I needed to feel I would be getting from them. I also wanted good results obviously.
So how do you sell trust, integrity and results? Here are some brief thoughts.
Trust _ Promote your track record of testimonials from delighted customers. Whether it_s via getting Google Reviews, writing up case studies or having a jam packed testimonials page on your website -these all help sell trust.
Integrity _ Again testimonials help but I think also having a clear tone of voice on your website. Genuine, personable and professional without losing the human touch.
Results _ A client of mine researched their local market and came up with a Rightmove graph that showed clearly they had the highest level of sales agreed through to completion in the town. They also attend valuations with a full folder of comparables and case studies.
There are loads more other ways you can build on the above themes but I_m off to the travel agents now to try to buy me and the Lyons_ posse some sun in February.
Thanks for reading and here_s to your next instruction.
Jerry
PS: I_m currently selling the last few remaining areas for our weekly _way to get your audience to know you, like you and trust you_ offer – Interested? Ping me an email with _Tell me more sonny_ in the subject line to Jerry@propertyprexpert.co.uk
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