Agents write neighborhood business stories because they are told that they need to be perceived as the “hyper-local” expert.
And there is nothing wrong with it, as long as you don’t make this mistake.
Forgetting to add value.
Most of these stories focus solely on the business itself and not the needs of the audience.
Why do I say this?
The average “local” business story is a regurgitation of the info on that businesses website.
It’s nothing new. Special. Or highly valuable to your prospective client.
You should do both of you a favor and do this instead.
- Pick a business that you know.
- Find their special sauce.
- Tell your audience why they are awesome.
- Relate it to you, your business and how it helps your clients.
- Include a call to action.
Most folks skip steps 2 – 5.
Here’s why you shouldn’t do that.
The business needs to be special in some way. If one of your prospects goes to this place and has a different experience, it’s going to reflect on you. It’s like finding a hair in your biscuit.
Explaining the “Why” of the business helps them focus on what to expect. And makes a deeper emotional connection. Your business owners will love you for this.
Demonstrating their special sauce can help you explain why you are awesome too. And without feeling like straight self-promotion.
Here’s one that will always get me in trouble.
Not including a call to action [CTA] is selfish.
What if you have a prospect who resonates with the story and wants to take the next step. If you don’t tell them what to do, they won’t do anything. Or, they will go searching somewhere else for the answer.
Most people are afraid of the CTA, because the only one they consider is the appointment. And they don’t want to be rejected.
Asking for the appointment too soon is the business version of the pickup line. Not the image that I’d want to project with my CTA.
Think about your audience and consider what their logical next step might be, and them ask them to do that instead.
It could be a link to listings on your website. Hitting reply and asking you a question. Reading other similar articles. Or picking up the phone and giving you a call.
The CTA that works best will be the next step that the majority of your audience needs to take.
The first big step in the lead conversion precess is having a real estate related conversation.
Always keep that in mind.
To see how an example of a recent blog post like this, then go here:
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