If you want to generate more sales and do less “selling”, then positioning is your key to success.
And when I say “selling,” I mean things like talking in scripts, putting on listing presentations or dong anything where you attempt to convince someone to do business with you.
Positioning is what you do to establish how others perceive you in business.
One of the most under utilized forms of positioning in real estate is with other real estate agents.
Upon first glance, it does not seem that important because other agents typically don’t buy directly from us. They are not our customer.
However, they are important because they bring the other side of the party to the sale. They bring the customer of our client.
Here’s a little story to demonstrate.
Let’s say you are in a seller’s market (like we currently have in Nashville). And you have a buyer that has made an offer on a home. Because we are in a seller’s market, this home naturally has multiple offers.
Your client places their highest and best offer and they wait for the seller’s response.
While the seller is reviewing the offers, they determine that your offer and one other are two best offers. Because they are so close, the seller is unsure who to pick.
So they ask you for their agents opinion of the two offers and their experience with the competing parties.
If you (or your clients) were difficult to deal with in previous transactions, I can guarantee that information will be provided to the seller.
It will put you and your clients offer at a disadvantage.
That’s one reason why I make sure that I’ve done all that I can to make every transaction as smooth as possible.
And, if I have a difficult client, I don’t make it the problem of my cooperating broker. As a matter of principle, I don’t take on difficult clients. Every now and then, one will slip under the radar or have a temporary moment of insanity.
And that’s ok, as long as you don’t pass the buck on dealing with the problem.
It’s just what you do if you want others to perceive you as a professional.
In my book, Kill Cold Calls, I share how I use positioning every day in my marketing to demonstrate my real estate expertise.
And when prospects are exposed to it frequently, they begin to see you as an authority. It’s 1000X more powerful because they come to that conclusion all on their own.
They will want to do business with you based on the stories that you tell and the expert opinion that you provide.
If you want to see how I use stories to put myself at the top of the list, then pick up a copy of my book at the link below.
Also, hit reply and let me know where you need the most help changing how other people perceive you in business.
Talk to you soon!