There I was, driving down the street when I saw it: A sign that said, “Eager to Close!! Seller Will Pay All Closing Costs!!”
(Yes, the explanation marks were included on the damn sign.)
At the time, I was in the housing market. That sign was meant to attract people like me. It didn’t work.
My reaction to the sign was disgust – not excitement.
What was the agent thinking? Did she really think we’d pay listing price on that home? Not. A. Chance. We’d negotiate the hell out of that house… if we even took the time to look at it. And at that moment, I kept driving.
The palpable angst, fear, and desperation in the real estate agent’s message sent me running for the hills – not running toward the sale.
Does your website content make you look just as desperate?
It’s no secret that the real estate industry is filled with hungry agents who want to close their next home so that they can make a buck. As an entrepreneur, I respect the need to sell something. But the approach you take matters. It could get prospective buyers driving by – or it could get them in the door.
There are two ways you can approach a potential customer.
The first is the desperate way (see the example above.)
It’s the biggest turn off and the most gut-wrenching, cringeworthy approach.
Here’s another, less obvious, example of obvious desperation from a real estate agent during our house hunt.
While at an open house, the listing agent started chatting us up. My husband and I were the only ones in the house at the time, but she claimed that there was a lot of interest in the house. As we kept the conversation flowing, the truth came out. She was eager for us to place an offer on the house because it had been on the market for 120+ days.
Having an Air of Confidence in Marketing
The second approach is more refined. It’s also the approach that won our real estate agents the contract.
We’ve known our real estate agents for years. They’re a married couple who just enjoy getting out of the house and helping people look at homes. The interest they have in their job is palpable. They want to help.
When we bought our first house, this was the team of agents that helped us make the purchase. My husband met them while he was out on his own looking at houses. They saw him peering into the window of an empty for house for sale and stopped to ask him if he needed some help. He did and they handed him their business card.
This approach is helpful.
They saw someone who was clearly interested in buying a house and in need of help. They offered their expertise.
The approach was also gentle.
They never once made us feel like we had to buy immediately. Instead, they asked us what we wanted and then hit the ground running to help us find it. It was a win-win.
Which Approach Are You Taking?
I’ve won my fair share of sales contests. I’ve grown my own business selling my services without the help of an outside sales force. I get the need to sell, sell, sell.
I have also sat on the other side of a hard sale and felt how uncomfortable it can get. It’s awful. It doesn’t make the seller feel good (or at least it shouldn’t.) It doesn’t make the person being sold to feel good. It’s a lose-lose.
The world is cluttered with noise both online and offline. People are constantly trying to get your attention on television, the radio, road signs, social media, search engine results, and with flashy, ridiculous, embarrassing banner ads.
You need to stand out! But the way you stand out matters. Are you using desperation to get found? Or are you offering helpful, valuable website content to hit home with your marketing message?
One makes you sound like a teenager at an Ed Sheeran concert…
… the other makes you sound like an easy-going professional who is so confident in what she has to offer, she doesn’t have to beg, plead, and hound you to sign a contract.