Photo by Gustavo Fring
If you are anything like most real estate agents, you feel like you spend enormous amounts of time explaining why there is value in hiring a real state agent. Everywhere you go you find people that believe that real estate agents are lazy and expect to get paid thousands of dollars for doing nothing. You and I know that couldn’t be further from the truth.
The question is, how do you get them to realize how valuable you are?
How do you get your sphere to think of hiring you as their real estate agent as the obvious first step when they buy or sell real estate?
Just imagine how much more you could accomplish if every prospect you met believed in your value!
In today’s post, I am going to reveal to you how to reframe the way you think about how you talk to people so that:
You can identify more people already looking for your services
Eliminate the biggest objection of buyers and sellers
Capture the trust of strangers and make them eager to work with you before they meet you
If you are tired of trying to convince people to hire you and are ready to start working with people that appreciate you for all that you are worth, today’s post is for you. Make sure you pin and share this post to help the rest of the world understand the value of real estate agents.
Stop Selling Your Service Instead Of The Problems You Solve
As service providers, it only comes naturally to real estate agents to constantly remind people who they are and what they do. In fact, real estate agents are told you from day one how important it is that they always remind everyone they know what it is they do for a living. However, what they do not tell you is that in order for you to convert people this way they need to understand what problems you solve more then they understand your job title. People need to understand how and why you are directly beneficial or valuable to them in order for them to be converted. Think of it this way, you would never spend thousands of dollars on medical treatment from doctors if you didn’t believe that you were sick. Before people can realize how badly they need you, they need to understand that they have a problem to be solved in the first place. It is your job as a real estate agent to not only draw out these problems but to show people how your services are the best possible solution to those problems.
Stop Talking To The Wrong People
One of the main reasons that real estate agents struggle to convince people of their value is that they are talking to the wrong people. If you are constantly trying to shove your problem-solving services down the throats of the people that do not have those problems you are only wasting your time and energy.
Furthermore, you are taking yourself away from the people that actually do need your help problem-solving services as a real estate agent.
So how do you avoid this traffic?
You need to clearly define who your ideal real estate client is, what problems they have, and where their attention is held so that you can capture it for your self. Now let’s break down these three steps a bit further so that we can make sure you are no longer wasting your time talking to the wrong people.
Step One: Identify Your Ideal Client
The only way to start talking to all the right people is to identify who those “right” people are for you. Your ideal client should be the people you dream of working with more than any other type of client. Your ideal client should also be the type of people that share a set of problems that you have the abilities, talents, skills, and traits to solve. Consider every defining demographic that will give you better insights into who they are including their age, sex, income, education level, etc..
Step Two: Identify The Problems You Solve
Once you know exactly who your ideal client is you need to identify the major common problems that they share. Don’t limit yourself to just thinking in terms of real estate here, but in life overall. For example, if your ideal client is first-time buyers you know that these are people that have all of the common problems that come with getting your life together. These are the people that are also tackling new marriage, starting a family, getting their career on-track, etc.
Step three: Grab Their Attention At The Right Time
At this point, you know who your ideal clients are and what common problems they share. Now you need to draw a bridge between what you bring to the table and those problems. You need to establish a clear and easy-to-understand connection to their problems and each of your services so they can see your unique value for themselves.
Start Communicating Your Unique Value
In The Intentional Real Estate Agent’s Guided Journal I spend an entire chapter helping agents like you to understand what you have to offer that is unique to the competition and how to make sure your clients understand that unique value. I talk about how you cannot begin to draw a bridge between the common problems of your ideal clients and the services you are trying to sell them without first knowing what those common problems are.
In fact, the best way to help you start recognizing your unique value other than working with me directly is to use The Intentional Real Estate Agent’s Guided Journal. Therefore, let’s borrow a small section from it to get you started:
Let me be the first to tell you that not all real estate agents are created equally. Although you all carry the same basic responsibilities and legal obligations, there are great differences among you as agents, just as there are among you as people. You each bring to the table different life and professional experiences, skill sets, preferences, pet peeves, strengths, weaknesses, and abilities. In this section of your journal, we will be identifying what is unique about you and how that translates into unique value for your clients. This will play a big role in your branding and niche later.
The biggest and most common problems that my clients face are:
The talents, skills, and strengths that I possess to solve those problems are:
I am confident that I can solve my ideal clients’ problems because:
Get Free Help With Your Messaging
The way that you communicate who you are, what you do, who you serve, and how or why you are valuable to those people will make or break your career in real estate. All of your messaging from your business card to your blog needs to be artfully and scientifically tailored to effectively convert people from strangers to raving fans and clients.
And guess who can help you with all of that? This chick right here!
In an effort to help you through this challenging stage in your real estate career, I am offering free website & messaging audits to show you what you’re doing wrong, what you’re doing right, and how you can that even better. If you are still trying to convince people of your value as a real estate agent, booking a free audit with me will identify why and correct the problem for you!