It’s got cold suddenly.
And it’s been getting dark earlier.
Before you start thinking I’m indulging in National State the Bleeding Obvious Day let me explain where I’m headed.
I was shuffling down the High Street where I live yesterday day freezing my face off as a wind whipped in off the south coast.
It was that horribly dusky 4pm ish time of the day when I was struck by a great piece of marketing.
Not literally I must add, actually the only way I think that could happen is a billboard falling on top of someone.
Or perhaps a well-designed flier catching a gust of wind and whacking you straight in the kisser.
Anyway I digress. The local travel agent had flashing lights in their window spelling out three simple but brilliantly attention-grabbing words which shone like a beacon of hope through the late October afternoon gloom.
“We sell sunshine.”
Bang. Simple but super.
It’s a cracking example of selling the benefits not the features. And why the words you use matter – big time.
All those cold, miserable people scurrying past with their hoods up, scarves on and wrapped up like south coast mummies aren’t thinking ‘I hope that travel agent is organised with lots of shiny brochures’ or ‘I really need 10 per cent off a coach trip to Windsor Castle.’
Nope. Those who are in the market for a holiday this time of year are predominantly looking for winter sun. And the window sign clearly tells them that this agent has exactly that so come on in folks.
As estate agents you sell houses, right?
And as letting agents you find landlords tenants correct?
But before you do any of that you have to sell trust, a good track record and your expertise.
When I’ve instructed agents in the past integrity and honesty were the most important things I needed to feel I would be getting from them. I also wanted good results obviously.
So how do you sell trust, integrity and results? Here are some brief thoughts.
Trust – Promote your track record of testimonials from delighted customers. Whether it’s via getting Google Reviews, writing up case studies or having a jam-packed testimonials page on your website -these all help sell trust. Social proof.
Integrity – Again testimonials help but I think also having a clear tone of voice on your website. Genuine, personable and professional without losing the human touch.
Results – A client of mine researched their local market and came up with a Rightmove graph that showed clearly they had the highest level of sales agreed through to completion in the town. They also attend valuations with a full folder of comparables and case studies.
There are loads more other ways you can build on the above themes but I’m off to the travel agents now to try to buy me and the Lyons’ posse some sun in February.
Thanks for reading and here’s to your next instruction.
PS: I’m currently selling the last few remaining areas for our weekly ‘way to get your audience to know you, like you and trust you’ offer – Interested? Ping me an email with the postcodes you serve and ‘I want to feel sunny’ in the subject line to Jerry@propertyprexpert.co.uk