 People do business with those they like. That’s a universal truth I’ve learned throughout my years (ok, decades – I’m getting old!) of marketing. It’s also a lesson I wish I understood back when I was a real estate agent and mortgage lender. Instead, most of the time, I would try to convince prospects to sign on the bottom line with my by reciting rapid-fire statistics, data, and other facts. While these all were accurate and important and, all it proved to them is that I’d had too much coffee that morning. But, it did nothing to draw them closer, establish trust, build a relationship, and display that I was eager to LISTEN to THEM. Despite myself, I got a few sales and made a living, but it was more a facet of a historically-hot market. Since then, I’ve learned a Golden Rule of sales:
To be a real salesperson, you have to find the courage to be a true, genuine, and flawed human being. Too often, we as salespeople, marketers, and business people try to be everthing to everyone, adapting like a chameleon, mirroring and mimicking and telling them exactly what they want to hear. We also tend to water down our “brand” – that unique promise of value and what makes us different and special. We think that by standing out and being authentic, we’ll only possibly lose a certain segment of clients who may not like us. Instead, by being ourselves unapolageticly and unequivoably, we actually attract more people, and more people loyally, as they can sense that we ARE real, breathing human beings with lives that don’t just include our jobs. Basically, the more they get to know us, the more they’ll like us – and love giving us their business. For that reason, one small but powerful component of your social media and online marketing should be a get-to-know-me series of images, graphics, or even an interview. What the heck does this have to do with your business, the product or service you’re selling, or your clients? Nothing! But I promise you that it will also be warmly received and appreciated by your audience, past clients, referral partners, and everyone else spanning A-Z in your database. They might even find that they have something in common that you two can connect over. Of course, it’s perfectly ok if they have SOMETHING to do with work, which will deomstrate your love and passion for what you do. While these questions may seem incredibly basic, your clients will love that you want to share an authentic piece of YOU – not just the business/sales/work personal version of you. Your vulnerability in revealing your personal life and personality will be perceived as strength and confidence. Take these questions and produce a “Get to know your Realtor/Loan Officer/Financial Planner (or whatever)” series: Where are you from? What did you want to be when you were a kid? Where did you go to college? Where do you live? (You don’t need to reveal your address or anything!) What are three things about you not man people know? What do you love about your job? Favorite holiday? Favorite sports team? Favorite food/vacation sport/movie etc.? What are your hobbies, interests and passions? What do you like doing in your down time? Tell them about your family. Share an embarrassing professional moment! Craziest work story. What your clients usually say/ask/think etc. What your assistant/wife/coworkers say about you. These are just a few ideas to get you started and brainstorming. Contact me if you'd like help! -Norm Real Estate Marketing w/Norm
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