|
|
Write me!
writer@marte-cliff.com
Simplify Your Marketing with:
Pre-written real estate letter sets
Letters for Mortgage Lenders
Compelling
Web Copy
Create Prospect Trust With
Agent Bios
Join me on...  |
|
May your blessings outnumber
The shamrocks that grow,
And may trouble avoid you
Wherever you go.
~Irish Blessing
The Battle to Gain Client Trust - are You Winning?
You probably know I read Active Rain almost every day, and one of the recurring themes is the fact that buyers and sellers refuse to take sound advice from their real estate professionals.
Some take advice from their brother-in-law, their car mechanic, their child's first-grade teacher, or a news report before they listen to the professional they've chosen to help them.
Why is that?
My guess is that it's because there are SO many people out there who don't do their jobs, and if they do get involved with an actual closing, they leave the real work up to the agent on the other side of the transaction. You know who they are - if you've been in the business long, you've had to do their share as well as your own a few times.
These folks give everyone in the industry a bad name. It's human nature to tell 6 or 8 times more people when you've gotten bad service than when you've been pleased, so news of one lazy or incompetent agent spreads far and wide.
(I don't know why that is, but I'm trying hard to change it in my own behavior. Let's talk about the people who deserve our praise!)
What can you do to overcome the mistrust that these poor performers create in the marketplace?
You can start, of course, with giving excellent service to one client at a time. If you do that long enough and consistently enough, you should be able to build a sizeable business based on their referrals.
Strangely, it seems that the #1 most important thing you can do in the "excellent service" category is to return their phone calls and e-mails promptly. Such a simple thing, and yet so many fall down right there.
Until you've built a strong referral business, you can start by asking those happy customers and clients for testimonials. Then you can post the testimonials on your website and include them in your fliers, your listing presentation, your e-mail messages, and even in news ads. Third-party verification is stronger than anything you could say about yourself. And you do have to ask, or people won't think about it.
Next, you can offer good advice on your website, in your blog posts, and through e-mails delivered by auto responders.
Show those consumers that you know your business and are passionate about doing it well.
- Offer tips that will help homeowners sell more quickly and help buyers make choices they'll love for years to come.
- Show them that you know your market by offering reports on recent trends.
- Explain the differences between buying from a homeowner and buying from a bank.
- Talk about the dangers of over pricing and under-offering - tell them why those are poor ideas.
And don't worry about giving away your knowledge. They'll still need you.
In addition, reveal who you really are.
Some might disagree with me, but I believe it's important to let your prospective clients see the person behind the real estate license. You don't need to get into details, but let them know that you have people and animals you love, hobbies you enjoy, and causes you support. Sharing your past careers is also a good idea, because it gives prospects one more reason to like you.
Seeing the "real you" gives your prospects a hook to grab that says "Hey, she's like me, she volunteers at an animal shelter," or "Look, he used to be a drywall man, just like me."
Trust is something that is usually built over time, but you don't have that luxury with new clients. Use all the shortcuts at your disposal to get it done quickly - so they'll take your advice instead of listening to the "pool guy."
You can see examples of how I add these elements to agent bios by visiting my Copy by Marte website.
About those autoresponder letters…
If you don't have the time, don't have the desire, or don't write well… use mine.
Visit my real estate letters page to see all the choices.
And remember, this month only, the set of 18 Advice to Sellers Letters is only $47 when you enter the coupon code: "March" at checkout. (Don't enter the quote symbols)
Speaking of Trust…
My daughter-in-law, Jacquie Cliff, posted a thought-provoking article about buyer trust and negotiations on her real estate blog. It's short, but powerful, so give it a read.
Wishing you successful week!
writer@marte-cliff.com
P.S. When your website needs a lift, or you need custom letters, get in touch!
|
