As a real estate agent you are constantly getting asked the question “ Why You?”
Why should I give you my listing?
Why should I hire you to help me find my next property?
Why are you worth your commissions?
The best way to separate yourself from the crowd and not be seen as a commodity is to create a brand of who you are what you stand for that is unique. Many people say they have integrity and work hard. If those are the words coming out of your mouth when you pitch or when you post them on your site, it does nothing to make anyone see you as special.
Plato said “Storytellers rule the world.” It is just as true today. Forget selling and pushing your message out. Learn to tell stories so you can pull people in and become magnetic. Here are the three steps to take:
1) Paint the picture. Tell a story of someone you helped who was struggling to come up with the right price to list their home. Then describe what you did that was unique to find the buyer and get them multiple listings.
I helped http://alphonsobjorn.com/ from Hilton and Hyland craft a strategy for an open house at night with music, food and a focus around the art in the home. This generated publicity that attracted the buyer from another country who bought the Bel-Air Mansion.
2) Have your prospective clients SEE themselves in the story. When you tell a story that has challenges and you tell the story of how you went above and beyond for a client, then the potential new client will say to themselves “This is the type of agent I want working for me.”
For example, my agent, Kirk Gerou is a recognized top producing realtor with Berkshire Hathaway HomeServices, tells the story of how he was able to get my current home’s escrow closed despite huge rainstorms happening on the last day of the month. This allowed me to get the cash in time to make an offer on another home before it was off the market. Had he not gone the extra mile to drive in a rainstorm to get the inspection paperwork handled, both the sale and the new purchase would have not happened.
Are you creating stories that show you go the extra mile for your clients?
3) Show how you use social media in a way that tells the story of what makes the property unique. Just posting a picture with facts and figures is not enough. When you tell the story of who lived in the home (especially if it is someone famous) and why they loved living there, you make people want to see the property. My client Kevin Dees at Partner’s Trust did this when he got the listing for Johnny Depp’s downtown LA condos,
Kevin’s brand includes a top property countdown video series much like a top music countdown.
What is your unique hook going to be?
John Livesay is known as “The Pitch Whisperer,” who is a keynote sales speaker to brands like Coca-Cola, Anthem insurance and Coldwell Banker. He shares lessons learned from his award winning career at Conde Nast. His keynote talk gives sales teams the tools they need to become revenue rockstars. When that happens they win new clients and even learn how to win back ones that have left.
