Craig Proctor became the #1 REMAX agent in the world at 29 but, he didnt start out that way.
In fact, when Craig started he languished for a year surviving off the meager scraps that other agents would throw him. He continuously faced the frustration and pain of not being able to pay his bills while he watched others succeed. This combined with the fact that his marketing was costing him far more than he was making was enough to make him consider quitting in the early days.
Craig admits that he made the same mistake that 99% of all beginners make. He simply looked around at what everyone else was doing and did the exact same thing. Since all his ads looked exactly the same it was impossible to even get the attention, let alone business of potential clients in the cutthroat real estate market. Its a blueprint for financial disaster and unfortunately this is all too common, and why most marketing is such a huge waste of money.
Here are 4 bullet points to consider when building an attraction business
1 – The One Reason The only reason to advertise is to have prospects call you. Anything else is a waste and should not be attempted. Let’s be clear: no one really cares about you or your image.
2 – Replace Image Ads With USP Ads The second breakthrough is to instantly replace all image ads with highly effective Direct Response style ads where the only objective is to get the potential customer to contact us. We create the desire to contact us by implementing a Unique Selling Proposition within the ads. This quickly sets us apart from every other provider in the market.
3 – Offer The Prospects A “Lead Magnet” They Actually Want What a revelation! At least in was in the Real Estate Business. Part of creating a compelling USP is to give the prospects exactly what they are looking for. In Real Estate for example most prospects are not looking for an agent, they are looking for a nice home. So instead of running ads that highlight services, you simply ran ads that highlight the emotional benefit that prospects were looking for. In the case: “Lovely homes, quiet street, great neighborhood.”
4 – Advertise What The Prospects Want You may start to notice a pattern here; It’s called “WIIFM.” Or What’s In It For Me? Many small business owners make the mistake of advertising what they sell: the product or service. The secret to getting predictable high-response rates from your ads is to connect with the prospects emotional “hot-buttons.” What does your prospect desire and dream about? Find what that is and make sure that is what you are actually advertising.
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