CHAPTER 3 Show Prospects Ho ospects How You Helped Other Customers Reach Their Goals You might have heard the adage, “Don’t just tell people — show them!” It’s the key to success in many industries and professions, from sales and marketing to filmmaking. Why? Because all of your competitors claim to help their clients. But very few demonstrate it in a concrete, convincing way. The best way to demonstrate your value to prospective customers — to prove why they should work with you — is to give them testimonials and case studies of how you helped other customers reach their goals. WHY DOES THIS MATTER? Why do you need to give them testimonials and case studies? Let me explain. The average real estate customer needs to learn about real estate. They don’t know who’s a good Realtor® and not a good Realtor®. They find real estate concepts and terminology confusing. Frankly, they don’t understand real estate more than you, or I know engine rebuilding, civil litigation, or heart surgery. If we were to go out and hire a mechanic to rebuild our engine, a lawyer to defend us in a lawsuit, or a doctor to perform our heart surgery, we wouldn’t know much about the process. We can’t say who’s good and who’s not. It’s the same thing for prospective real estate customers. They don’t know who’s good and who’s not. So, by giving them case
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