Use Emotion to Close the Deal

By Craig Forte, Founder - Posted on
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“Recently I had dream clients wanting to buy their first house, a young couple about to get married. They were on a budget but we found a house that worked for them. Houses in that price range were up for grabs by investors, so I needed to act fast. “Once we wrote up the ‘Offer to Purchase’ contract I submitted it to the listing agent with a cover letter. I took a photo of the young couple and imported it to MS Word and pasted it on the cover letter with their names under the photo. My cover letter described the couple and why they wanted the seller’s home to be their home. I brought the logical transaction to an emotional point of view. “Everyone wants to sell to a person who will take care of their biggest possession. It was a great buying strategy. The first thing the listing agent said to me when she told me she contacted the owner was “I described to the owner the description of the buyers and what their picture looked like. The sellers response was, ‘That is who I want to sell to.'”

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Craig Forte
Craig Forte has helped more than 32,000 real estate professionals over the last 22 years, helping them generate more clients, more referrals and repeats, and grow their production with less stress, time and effort – all by using innovative marketing training, systems and tools.
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