Compel Your Prospects To Call You
SURPRISE, REAL ESTATE INVESTORS!
You’re in the marketing business!
Yes, you’re a Real Estate Entrepreneur or an Investor, but first and foremost you’re in the business of marketing your real estate business and the solutions you provide. And the level of success you experience in your business will come down quite simply, to how good a marketer you turn out to be.
There’s an old axiom in our society that goes, if a man (or woman) can build a better mousetrap than the next person, then, although his/her house is in the woods, the world will beat a plan to his door. Right?
Wrong! Just ask Steve Jobs how he feels about his beloved Mac operating system being creamed by Microsoft Windows! (heck, Windows didn’t even show up until 1990!) And I’m sure the makers of beta-cam felt content knowing their VCRs were the better product while SONY went out and “dominated” the video market with their VHS. So much for the better mouse trap…
The truth is, the world doesn’t care about your better book, mousetrap, sermon or Creative real Estate business, unless you make them care! And that‘s what marketing is all about. And that’s why it is incredibly important to
Compel Your Prospects To Call You!
Let me ask you something. Have you been to a real estate seminar recently? It’s becoming big business now and would-be real estate entrepreneurs with $$$ in their eyes are being pumped out at a starting rate.
How many other Real Estate Entrepreneurs and Investors are out there, maybe in your town? 10? 30? 100? More? Whatever the answer to that, there are more of us out there nowadays, and a lot of the marketing out there is beginning to look mighty similar.
Unlike franchise opportunities, or other businesses that require a sizable up-front financial investment to get started in business, all Real Estate Investors need to get started is a bit of education, a car, a phone, a fax, and a few hundred dollars. With the prospect of getting big chunks of cash in their pocket pretty quickly and easily, its no surprise that there are so many people wanting to get into real estate investing to capitalize on the opportunity.
If you’re a vascular surgeon, or a jeweler, or some kind of specialist, you may have one or two other competitors in town. You still need to give people a compelling reason to call you, but even if you don’t, odds are 2 to 1 or 3 to 1 that a prospective customer will find out about you and call you about your services.
In the world of real estate, things aren’t quite as forgiving as that. In bigger cites you have 20-30 ads in the real estate wanted section of the paper. In the smaller town you still have to contend with battalions of realtors going around bombarding homesellers with pictures of their heads and absurd prattle about them being #1 (aren’t we all?), liking to ski and play piano and other assorted gibberish.
So for your average seller prospect who is motivated, or getting motivated, finding someone who can potentially provide a solution for them is becoming somewhat like choosing tomatoes at the local supermarket.
There’s a whole endcap full of them. And they are all red and plump looking kind of the same, just like the column of “We buy Houses” ads in the paper The seller will set aside the soft or sub-par tomatoes and then after a while choose arbitrarily from the ones closest at hand.
What they won’t do is set up a trolley next to the endcap and start loading tomatoes into it to get to the bottom of the pile. And once the substandard ones are out of the way, they won’t spend much time sweating the decision.
After all, what decision is there to be made? They are all the same anyway, aren’t they? A tomato’s a tomato. A slicer’s a slicer. What’s there to decide? One big red guy isn’t going to be so earth-shatteringly different from the next? Except for those sickly looking ones you set aside in the beginning, they all look pretty much alike. You take your chances when you buy them and don’t really know until you get home and cut into them whether you made a good decision or not.
You think I’m kidding about this? This analogy is pretty much how it is when sellers out there in the market place who need to sell and are getting pretty motivated start looking around for solutions to their problem. You think because you’ve spent so much time, energy, money and emotion in educating yourself about Creative Real Estate that they’ll see your ad or letter and be moved to respond to it just because its yours.
Well, just think again. The truth of the matter is, unless you are thinking about these things we are talking about here, you are too close to the tree to see that you are just one of many out there in the forest. A forest that being looked at by your sellers, not you!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ben Innes-Ker is a full time real estate investor and author of the Motivated Seller Magnet - Automatic Lead Generating System. He is constantly fine-tuning his marketing and business systems to make his investing more profitable with less effort, so he can spend more time enjoying life with his wife and 2 young children. He shares these unique profit making systems with his Power Marketing Members.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Let me ask you something. Have you been to a real estate seminar recently? It’s becoming big business now and would-be real estate entrepreneurs with $$$ in their eyes are being pumped out at a starting rate.
How many other Real Estate Entrepreneurs and Investors are out there, maybe in your town? 10? 30? 100? More? Whatever the answer to that, there are more of us out there nowadays, and a lot of the marketing out there is beginning to look mighty similar.
Unlike franchise opportunities, or other businesses that require a sizable up-front financial investment to get started in business, all Real Estate Investors need to get started is a bit of education, a car, a phone, a fax, and a few hundred dollars. With the prospect of getting big chunks of cash in their pocket pretty quickly and easily, its no surprise that there are so many people wanting to get into real estate investing to capitalize on the opportunity.
If you’re a vascular surgeon, or a jeweler, or some kind of specialist, you may have one or two other competitors in town. You still need to give people a compelling reason to call you, but even if you don’t, odds are 2 to 1 or 3 to 1 that a prospective customer will find out about you and call you about your services.
In the world of real estate, things aren’t quite as forgiving as that. In bigger cites you have 20-30 ads in the real estate wanted section of the paper. In the smaller town you still have to contend with battalions of realtors going around bombarding homesellers with pictures of their heads and absurd prattle about them being #1 (aren’t we all?), liking to ski and play piano and other assorted gibberish.
So for your average seller prospect who is motivated, or getting motivated, finding someone who can potentially provide a solution for them is becoming somewhat like choosing tomatoes at the local supermarket.
There’s a whole endcap full of them. And they are all red and plump looking kind of the same, just like the column of “We buy Houses” ads in the paper The seller will set aside the soft or sub-par tomatoes and then after a while choose arbitrarily from the ones closest at hand.
What they won’t do is set up a trolley next to the endcap and start loading tomatoes into it to get to the bottom of the pile. And once the substandard ones are out of the way, they won’t spend much time sweating the decision.
After all, what decision is there to be made? They are all the same anyway, aren’t they? A tomato’s a tomato. A slicer’s a slicer. What’s there to decide? One big red guy isn’t going to be so earth-shatteringly different from the next? Except for those sickly looking ones you set aside in the beginning, they all look pretty much alike. You take your chances when you buy them and don’t really know until you get home and cut into them whether you made a good decision or not.
You think I’m kidding about this? This analogy is pretty much how it is when sellers out there in the market place who need to sell and are getting pretty motivated start looking around for solutions to their problem. You think because you’ve spent so much time, energy, money and emotion in educating yourself about Creative Real Estate that they’ll see your ad or letter and be moved to respond to it just because its yours.
Well, just think again. The truth of the matter is, unless you are thinking about these things we are talking about here, you are too close to the tree to see that you are just one of many out there in the forest. A forest that being looked at by your sellers, not you!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ben Innes-Ker is a full time real estate investor and author of the Motivated Seller Magnet - Automatic Lead Generating System. He is constantly fine-tuning his marketing and business systems to make his investing more profitable with less effort, so he can spend more time enjoying life with his wife and 2 young children. He shares these unique profit making systems with his Power Marketing Members.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
posted by benji at 1:46 PM
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