You Cannot Create a Desire or a Problem in Someone… You Can Only AWAKEN One that Already ExistsTo do this, you want to listen, and identify the emotional hot buttons they have. Then tie your product or services into credible ways you can solve their problem, or make their desire come about quickly and easily. Would you like some examples that apply to real estate? I thought you would. Let’s say you’re showing a home with an alarm system to a client who values security. Don’t simply say, “This home has a 21 point perimeter alarm system with fire monitor and cell back-up.” You want to communicate the BENEFIT in a way they’ll understand. You want to say, “This home has a state of the art alarm system, so you’ll feel safe when you’re husband is away and you’re home alone with the children.” Here’s another one: Let’s say you’re showing a home to a couple you know value social interaction with others – such as parties, events and entertaining. If the home has a wonderful floor plan for entertaining with flowing patios and wonderful conversation spots, don’t just mention the amenities, make them come to life by giving your prospects a mental picture of how their friends will enjoy their home (and make them look respected) when entertaining. How about an example about your services… If you’re promoting your real estate services to, say, a potential buyer, you want to say something like, “My platinum buyers program will perform an automatic computer search of the entire marketplace each day to give you the inside-track on the perfect home (before other buyers), at the most competitive price. Plus, I have over 17 ways to save you thousands when financing your next home.”
Do you see the difference with all these examples?It’s not about the alarm system. It’s not about the computer search or the financing program or the flowing patios and conversational spaces. And it’s not about you or your computer search system. It’s about BENEFITS. It’s about their feelings. Their fears. Their desires and dreams – and how you can help. Would you like to know a “short-cut” for training your mind to think this way? Next time you mention any feature or service to someone – whether it’s the features of a home or your services – always answer the question (which is quietly being asked in your client’s minds)… “What Will This DO For Them?” Features (the alarm system, spacious patios, your computer search system, etc.) are what something IS. Benefits are what something DOES. People buy because of the perceived benefits they’ll get by using your product or service (what it does for them in terms of solving problems and fulfilling desires). Features are how they justify their purchase from a logical standpoint, after they’ve made the decision to buy. Practice this little technique in your real estate business, and watch your conversion and closing rates (and your production!) take a huge leap forward.