Falling into the ‘let’s talk about how awesome I am’ trap is often difficult to avoid.
If you have a track record of selling homes in record time or have received awards for your hard work, it’s no surprise that you’d want to share these accomplishments. But, the downfall of this approach can often be detrimental to building real relationships.
There’s a better way to sell.
Steering clear of ego-driven marketing and creating client-centric marketing puts the client’s needs and goals front and center.
Because at the end of the day, clients don’t care about your accolades, but rather how your service will benefit them.
How to think about client-centric marketing.
The first step of this process is focusing all of your marketing on the potential client. Start thinking about the following:
- What about buying or selling a home scares them?
- How do you remove this fear?
- What is their end-goal?
- How will you help them achieve this?
- What are challenges they’ve experienced with other real estate agents?
- How will you not create these challenges for them?
Tips to get your client-centric marketing plan going.
Who exactly is your target market?
- First-time homebuyers, empty-nesters, investors.
- It’s extremely important to identify your target market so you can move onto understanding (and addressing) their pain points.
Give them a reason to contact you.
- Think about what type of value you can bring to your clients. This is the first step in building rapport.
- If you can provide them with unique information that’s helpful and compelling, they’ll contact you.
Provide them with clear Calls to Action.
- Be direct in why they should contact you. Don’t assume they will just do it.
- Give them numerous ways to get in touch. Some people prefer phone over digital communications, so give them a variety of options.
Don’t attempt to be everything to everyone.
- It may seem like a good technique, but it typically backfires.
- If you try to appeal to the entire market, you won’t be viewed as an expert by anyone. Stay focused.
Compel. Don’t sell.
- Avoid statements like “#1 in my market” or including meaningless credentials in an email signature.
- Again, clients care about themselves and their goals, not you and your awards.
Don’t try to be something you are not.
- If you see an agent who is super funny (but you’re more laid back), don’t imitate to reach success.
- Embrace who you are and what makes you unique and allow that to shine through in your marketing. Remember, you cannot be everything to everyone.
Client-centric marketing takeaways.
The sooner you can start speaking to potential clients versus at them, the sooner you will begin to see success in your marketing.
If you start feeling confused or stuck in creating a client-centric marketing plan, step back and ask yourself, ‘is this more about me or them?” If the answer is you, make some edits. If the answer is them, congratulations!
We wish you the very best of luck on your marketing journey!
Of course, if you have any escrow questions or needs, please contact us. It would be our pleasure to serve you.