AVOID THESE MISTAKES Here are a couple of mistakes to avoid when communicating with a prospect. Be careful that what you say doesn't make you sound the same as every other agent. Remember, you want to establish your USP. So, rely on something other than the same claims and the same promises. In a sea of agents who all say the same thing, there are better ways to stand out from your competition. Keep your market positioning in mind. Here's a real-life example of why this matters. Have you ever heard of a car dealer radio spot or TV commercial? Every car dealer ad says, "We have the lowest prices. We will not be beaten. Our prices are so low." Let's imagine we have a car dealership with the lowest prices. Who cares? The problem is that everybody claims to have the lowest prices, but the consumer needs help determining the lowest prices. With every car dealer claiming the lowest prices, it doesn't matter if you genuinely have the lowest prices because you appear no different from everyone else.
TIRED CLICHES
Here are some of the claims I've noticed real estate agents make. If you claim to have these same things, it may be hard to stand out from your competition. "I'm available 24/7, 365 d e 24/7, 365 days a year!" A lot of agents say things such as this. I'm available anytime. Call me at 2 in the morning, and I will answer the phone." "I have the best service!" In fact, this claim is sad. I honestly feel bad, but I know of a real estate company that started up — a real estate team —and they talked about how they had the best service. That was everything they talked about.
Their branding was so pitiful that they had to change their
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