Your Prospects Don't Care About You as Much as You Care About Them Think of it this way. You probably have a pretty clear picture of your marketplace and the agents who compete against you. You scour every ad. Your ears are tuned to hear what's going on in the market. You solicit feedback on yourself and your competitors. You live and breathe your real estate business. In short, because you are so close to your business, you've entirely lost your objectivity - your perspective. Well, let me tell you something very important. Your prospects couldn't care less. When your prospects decide to hire a real estate agent, the sea of choices looks just like that - a sea - a vast ocean of choices with no directional markers to steer his or her path to your door. You know you're there. You know exactly who is operating inside this big body of water - who's fighting for position just underneath the surface. But how can your prospects possibly find you if you don't put up a marker to show them where you are and - most importantly - why they should use you. You may think you've got a marker up because of all the money you're pouring into advertising. But if the message you're spending money on looks just the same as the message that all other real estate agents are using, you really haven't put up a marker at all. All that you and the other agents in your town have down is raised the water level. Are you the #1 agent in your town, your company, your state or province? Well, take it from a customer (and I've asked the same question of hundreds of customers) - So What?! . . . And what this really means is: "So - what does this mean for me? What's in it for me?"
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