Real Estate Marketing & Beyond
It’s no secret that real estate investors have gotten some bad press in the last few years. There is no denying that some of it was deserved. But in most cases, I believe that it comes from the fact that people in general don’t have much if any knowledge about what we do. And for the most part they don’t have any real understanding of the valuable services we provide.
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A lot of people think real estate investors as a whole take advantage of folks that are down and out; folks that are in some type of distress. While I’m sure those investors are out there, the vast majority of real estate investors provide a valuable service to people that are in need of a quick solution to their problem.
How can we change this perception?
I know it is hard to believe, but leaving behind a good impression isn’t second nature for everyone. It takes some thought and consistent action to make anything a habit, so here 6 tips to help you stand out from the crowd.
1. It’s vital that you understand the importance of always doing what you say you are going to do. Don’t make promises that you can’t keep. Your job is to help sellers understand how you can help them. But equally important, be honest if what they want or need is something you just can’t provide.
2. Always be willing to spend the necessary time to really understand their individual situation. At times this is easy. Other times, this involves spending what can be a really painful 30 minutes or more listening quietly while they tell you the family history and all of their own problems. Remember that you are not in the “houseS business”; you are really in is the “problem solving business”.
3. Perfect your “elevator speech”. When someone asks you what you do, it should always start out with “I help people…” You can fill in the blanks. It is the responsibility of each and every one of us to change the way real estate investors as a whole a viewed.
4. Be memorable in a good way. Real estate investors have a chance to change the way our business is viewed simply by changing the way we interact with people on a daily basis. This includes looking professional, showing up on time for every appointment and having a supply of business cards on hand.
5. Always conduct business in an ethical manner. Whether or not you are able to strike a deal with the seller today, be the person they will want to call back when circumstances change and they are finally motivated. Wish them well as they make their choice, and always leave the door open so that you can be their back up plan if things don’t turn out as they expected.
6. Last but not least, always “Under Promise and Over Deliver”. That’s probably the easiest way to be memorable in a good way.
If you look at this list of six simple steps, it’s hard to believe that everyone isn’t already doing business this way.
