company's name. Maybe they did have the best service — I don't know. The fact is, it didn't matter to consumers. It didn't get the company any business. "I return phone calls!" (Yawn!) Many agents like to talk about the fact that they return phone calls. Does anyone sit and stare at the phone when it rings? Does any real estate agent with minimal confidence and enthusiasm not return customers' calls? "I know the area!" I suggest avoiding saying this because almost everybody claims to know the area. If you claim to know the area, follow up immediately with proof. Study your site to learn all you can about it — the demographics, income levels, offering and actual sales prices, sales trends, shopping, schools, and everything else. Make sure your selling proposition is unique. If it's similar to everyone else's, then it won't help you stand out. And if you don't stand out from your competition, you're just part of the background noise. That's different than the way to grow your business. KEY TAKEAWAYS: • Identify the passion, experience, or skill that differentiates you from competitors. • If communicated well, your market positioning signals your value to customers. • You have 10 seconds or less to make a great first impression on prospects. • Avoid clichés that make you sound like all the other agents when communicating.
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