This a great follow-up to my Dark Arts story so you don’t make the same mistake as most people.
There was a good post in Lab Coat Agents today with two quotes about using fear in your marketing.
In the post, Bill Harney with KCM was quoted as saying, “Your seller ads should focus on your solving the seller fears.”
And he’s absolutely right. Solving your client’s problems is a huge part of being an agent.
And here’s where it went wrong.
The next quote in the post is from a First American Title Survey.
Here’s what it said:
“First American just released the results of a survey which sheds light on the reasons for the current lack of supply. The survey asked title agents and real estate professionals to identify what they believe are the top reasons for this lack of inventory in their markets. Here are the results of the survey:
47% – existing homeowners are worried that they will not be able to find a home to buy
5% – first-time buyer demand is absorbing a large share of available homes
3% – existing homeowners’ mortgage rates are lower than the current rates
6% – insufficient or negative equity in the home
6% – foreign buyer demand is absorbing a large share of available homes”
What do you see that is wrong with applying the second quote with the first?
For starters, most title people and real estate agents do not really understand the consumer so they would have no idea of what sellers fear. And even if they asked sellers, how do they know that they were told the right answer. Most people never share their true fears with their family, let alone their agent.
Assuming a survey holds all the answers is a big mistake. Most people tell you what they think you want them to say in surveys. If not done right, they can be a huge waste of your time and money.
You need to spend some time analyzing the market. Talking to people, observing their actions and reading what they write. This will tell you 1000X more than any marketing survey.
This last part will make you say, “Why didn’t I see that.” Don’t worry though. Long ago, I was fooled by it too.
If you read this post and decided to pick one of the fears to discuss with your clients, which one would it be?
Of course, we would all pick the first fear because it was reported by 47% of the respondents.
That the logical thing to do, right?
Now let’s look at the logic behind the fear.
In order for people to take action, they really need to connect with the fear. They must have experienced it strongly in the recent past.
But, this fear is something that you won’t start to face until you decide to sell your home. And then more when you actually stick the sign in the yard.
That fear is not evident in the vast majority of your audience because they haven’t made the decision to sell.
On the pain scale, it’s a 0.5 out of 10. Not even a bump in the road.
And if they do nothing, they still get to live a comfy life in their current home.
Emotions alone will not make sales for you. They only help you get their attention and make a connection if you do it the right way.
You have to tie emotions to a vision that shows how wonderful life could be if only they made the decision to move forward.
It’s the vision that drives decision. [That’s paraphrased from the late, great Jim Camp.]
That’s enough for today.
Are you starting to see how using emotion and vision can help you make more sales?
If you want to join a FB group that separates the fluff from the stuff that works, then come see me at Real Estate Marketing All-Stars: