I’ve “sold” a lot of things in my life – without ever wearing a “salesperson’s” hat.
• I “sold” Midwestern State University to prospective students;
• I “sold” the TCU Football Program to recruits and their families;
• I “sold” e-Partners in Giving to funeral homes and non-profits;
• Heck….I even “sold” my wife on naming our first-born son Crash.
When I worked for an ad agency, I was “selling” a variety of things, which allowed me to hone my “selling” technique. While each client/project was unique, I tried to attack each opportunity with a similar game plan. I started out by asking three simple questions:
1) What is the goal?
2) Who is the target audience?
3) What differentiates you from everyone else?
I took these answers and tried to formulate a strategic marketing plan. It was like a riddle with dozens of correct answers. The key was finding the BEST answer and formulating a clear-cut brand, message and/or campaign around it.
I loved it! (I was pretty decent at it, too!)
The only issue: There were a lot of times when I was “selling” something I didn’t believe in with all my heart and soul.
That’s why I’m SO excited about my newest adventure – real estate. For the first time in my life, I’m selling something that I whole-heartedly believe in…MYSELF.
Explanation: While a lot of people think that real estate agents are selling houses – they’re really selling their services. There is nothing I can do or say to make someone buy a particular house, but I can “sell” the trustworthiness, knowledge, organization and communication skills that I bring to the table.
So now that I have my real estate license, I’ve been working hard on my personal marketing campaign. I wanted to use this post to share my formulated game plan:
Just Say the Word
I simply took four words that I’ve used FOREVER and put them to work: “Just say the word!” I’ve been writing this phrase on the bottom of e-mails and letters for as long as I can remember, and saying it even longer.
“If there is anything I can do for you – just say the word!”
“Need any help? Just say the word!”
“If you want to get together – just say the word!”
Most importantly, it helps me accomplish my goal of staying relevant without shoving real estate down people’s throats.
My unofficial policy: I will NEVER use these four words in direct relation to real estate. (Example: I won’t be send out an impersonal e-mail blast that says: “If you ever want me to sell your house – just say the word!”)
It loses its punch AND makes me a douche bag!
While I AM hoping that “buy” or “sell” are words that surface from time – I’m happy with words like “lunch” … “drinks” … “advice” … or simply “HELP!”
I’m actually hoping that these solicited words will even allow me to use skill sets that I’ve developed over the years, “write”… “develop” … “network.”
Even though I’m jumping into real estate with both feet, I can still write a marketing/communications plan… “If I can help you build your business – just say the word.”
Even though I’m excited about helping people find their dream house, I can still develop a web site… “If I can help you develop an online presence – just say the word!”
Even though I want to help people find a house they can turn into a home, I can still connect people… “If I want me to introduce you guys – just say the word!”
How am I going to use these four words?
Answer: Anyway that I can.
That’s one of the reasons that I’m writing this post – explaining to my friend’s and family what’s coming down the pike. If we have a personal relationship…there is a GREAT chance I’ll gently remind you to….just say the word.