22 Mar The One Thing Buyers/Sellers Really Want is Something You Never Thought About
How to Be the only Realtor They will Work With
Don’t you hate it when you hear bad press about realtors? Then you saw NAR’s and CREA’s response to that. “#OMG, Thanks for nothing CREA.”
How about discovering a strategy you could use to overcome any negativity going around, and make clients want you and only you? I’ve got the secret for you below. This strategy is even more important for luxury realtors who need to show they’ve got an extra special recipe cooking.
I’ve got all the ingredients for your special sauce, and after you view the video below by Kevin Ward, you’ll be more certain you can serve up an enticing experience for your prospects.
After I saw the inadvertent thrashing of Realtor’s brand image as a whole, I thought we should look at the issue of how and why realtors are chosen today – so you can connect emotionally with your prospects like a magnet.
Run from Cliches
The CREA TV ads attempted to reassure home buyers that they weren’t buying a former grow op house or moving next to “kinky” neighbours. Yet, they didn’t appease buyers let alone sellers who, strangely, weren’t even represented in the TV ads I saw.
Here’s what Subtej Nijjar, a partner at Union Creative said about their CREA TV ads:
“The goal is to get Canadians and homebuyers to understand some of the pitfalls that are unknown to us in buying and selling a home and some of the skills real-estate agents bring to the table.”
What Union Creative did was make realtors a commodity by making benefits so seem shallow, and by using endearing terms like “bring to the table.” So heart warming! They’ve made it harder for you to differentiate yourself as a relevant individual who brings special emotional rewards — that’s the only way you can differentiate yourself. If you’re a clone of all the other realtors, you’re not much better than the cliche image NAR or CREA are building up.
Buyers (and Homesellers, the most prized customer) don’t care about possible ‘grow ops.’ They assume those details are taken care of. They expect the realtor to find the right buyer fast, negotiate the best price and at least take away the pain of the transaction. Yet, as you’ll see below, most of them want emotional benefits even more. A realtor who understands those emotional benefits won’t have to haggle with commission or even prove skills and experience.
People buy and sell on emotion. Changing homes is more about lifestyle, quality of living, and optimism about what’s ahead. As Kevin Ward of YesMasters suggests — take care of the heart.
18 Benefits for You to Synthesize into One
Other than feeling good about what they’re doing, there’s a collection of benefits buyers/sellers are looking for. Each benefit is an opportunity to distinguish yourself apart from the noname competition. And please keep in mind the names RE/MAX or Century 21 isn’t what makes people feel good — it’s everything you do to enhance what they’re doing with their lives.
If prospects aren’t choosing you, it’s not because of your gender, skin colour, age, ethnicity, pedigree or physical attractiveness. It’s because they don’t believe you share the same values nor appreciate the amazing life change they visualize. They may feel you’re ruining their experience. Although they want these 18 benefits below, overall they want to be happy and feel that you’re capable of supporting that happiness, even briefly.
Here’s 18 Benefits Buyers/Sellers want from a Realtor
Use each of these benefits in your secret sauce to let them know who will make them happiest and most satisfied:
- Confidence that a specific realtor will generate the best results
- Is likable and makes the buyer/seller feel better about the buying/selling experience and what they’re doing with their lives — creating friendship, trust and meaning
- Listens to buyers to understand what they want
- They want someone who has the same values and can make the whole experience positive and feel good (not the same as likability, e.g., your mom is very likable, but you wouldn’t want her arranging or catering your stag party)
- Will sell your house faster
- Is ethical, honest, and abides by the law
- Has a strong internet marketing and local marketing capability
- Saves you frustration and anxiety by finding qualified, ready to buy homebuyers
- Saves you the agony of arranging showings and talking to buyers
- Sets the right selling price
- More objective and experienced about how to sell your home helping you avoid a selling strategy that could put in financial danger
- Understands the local market and does an accurate estimate of the property
- Gives you confidence during an emotional, possibly insecure time in your life
- Knows what needs to be improved to raise the property value
- Negotiates effectively with buyers
- Helps you avoid a situation where you are holding 2 mortgages
- Knows what’s been selling in your neighbourhood
- Has the resources of a brokerage to offer to you
That’s a lot of items you can use in your web and social media content strategy to build your unique, relevant, helpful, supportive image. When you are completely unique, you have no competition.
Even after you’ve achieved some online reach and sales success, you may be held back by the fact that you aren’t unique, relevant and memorable. You look like all the other faces in the local realtor sales flyer. Are you above the crowd when you’re on the same page with 40 other realtor faces? Sure, that’s good branding for Remax, Sothebys, Century21, Royal Lepage, Sutton Group, and all the others.
The key for you might be to never appear undifferentiated online or in print or TV. From your business cards to your Facebook page, be unique and relevant to your specific target.
Set Yourself Apart with Positive Emotion-Building Content
To set yourself apart, you can write your online content in a way that separates you as a better, more capable, honest, ethical, valuable realtor who solves your buyers/sellers needs in the exact way they want.
Please don’t let your brokerage, CREA or NAR cheapen or commoditize your realtor brand image. Listen to what Kevin Ward of YesMasters.com says about being unique and connecting with client’s hearts:
I hope you’ve enjoyed this alternate view of the big brand experience and have the wisdom to begin that venture into significance and reverence to your clients.
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