Tuesday, 13 September 2016
1 Powerful Way to Differentiate Yourself in the Property Market
A trendy suburban cafe, around 11 am on a warm spring day. The customer walks past a stand with some local mags, sees a page with a real estate agent's banner. She's about to move on, dismissing it as advertising, but then sees a catchy headline and an article. "Well," She thinks, "I dropped in for a coffee, and don't have anything to read. This'll do." And with that, she picks it up and orders herself a skinny latte.
A few minutes later, she's on her smartphone and scanning ads for real estate in the area. She's a successful woman, has a young family, and is still in the house they bought when they married. The house is getting a little cramped now though, "I wonder what we could upgrade to, if we did?" She ponders before looking again at that article, which discussed the booming real estate market. "Perhaps I'll give them a call."
You published that article a few weeks ago, and it made it into that cafe, and now it is being read by a potential customer. A person who, for whatever reason, was not even thinking about real estate, and especially not about selling their house, until now.
What changed her mind? You did.
The persuasive power of words
Now this woman has taken the first step towards selling, and you were the catalyst. It's very likely you'll be the first call she makes. You'll now get the chance to talk to her about selling and buying in the same market. The pros and cons. The advantages of getting it done efficiently. You will be able to explain to her how you can make it easy for her. And the best bit? She's a willing listener. She came to you, not the other way around.
This is the power of having market commentary out there, in writing. It carries authority, it delivers non-sales-pitch information, it has a subtle call to action. Most of all, it sparks interest, puts the seed of an idea into the reader's head.
The truth is everyone can find a real estate agent if they need one. One Google search and it's done. But often they don't have the prompt to do so. People need to be asked to think about selling or buying real estate. That's why real estate agents spend so much time canvasing the market for listings. It's the hardest part of the job (it's not uncommon to make hundreds of calls a week), which is why anything that assists people in getting over that hurdle is so valuable. If a simple article makes people think about selling; then it's worth its weight in gold.
It doesn't have to be a big thing though - you're an expert in your field, and well acquainted with the goings on in your local market. I bet you have lots to say. I bet you wish people knew how good you are at your job. Well, the answer is to get your opinion out there; regularly. Start locally. Start by communicating with your established client list and roster of sales queries. Get your picture and opinion in the local paper. Write a newsletter. Write a blog.
It does require some work, but consider this: If just one extra listing came from your blog or newsletter, the commission on that sale alone will repay you for your efforts.
Get help if you need it, but do it anyway
Despite what you might fear, generally people are not too picky about grammar. So if writing is not your forte, don't fret. A poorly worded or written piece is better than nothing at all, so by all means, write it anyway and get it out there.
If you really want your opinion to convert to sales though, you need to write it well, and with an ear for persuasive copy. Good writing gets more attention than bad writing. And human beings simply enjoy well-written material. So it is worth the effort to get it done well. Given how much money is potentially waiting, it's worth considering hiring a writer to do it for you. Rates are more reasonable than you might imagine, and the big advantage is that you can establish a regular flow of writing from your desk; freeing up your time for better things, like selling property!
If you are interested in hearing more about how a professional writer with real estate experience can help you, have a look at our services and get in touch today.