Convert Prospects Into Customers
You're Selling Whether You Admit It or Not
You may not want to admit it, but if you're in business (whether real estate investing or any other business) you are in sales.
You may not like to think of yourself as a sales person, but you better learn how to sell your services to your customers, or you'll be out of business very soon (or you'll be struggling forever.)
Without sales there's no revenue. No business can survive without revenue.
You may have an image of a sleaze ball high-pressure salesman embedded in your brain that makes you resist a general idea of selling and/or salesmanship.
A lot of us, myself included, hate high pressure confrontational sales, sales pitches delivered with lots of hype, unsupported claims, unproven results, etc., etc.
As a result we despise salespeople who carry out these practices.
In no way I'm referring to something like this or trying to encourage you to engage in this type of activities.
Instead, I'm talking about creating a marketing environment in which your clients’ decision process is made simple and easy, because of the way you present your business and the reasons to choose you as opposed to your competitors.
Your Real Estate Business Depends On How Well
You're Converting Prospects Into Customers
In real estate our customers are home sellers, home buyers and tenants. They don't automatically become our customers just because we're out there buying, selling and renting homes.
I'll have to assume you already know how to market for prospective customers, i.e., you know how and where to advertise and promote your services so homebuyers, home sellers and tenants find you and contact you.
Once your marketing/advertising is working – your prospects will start getting in touch with you. That's where your sales skills and sales process will make a world of difference.
It's important to realize - these sellers, buyers and tenants go through their own selection process of determining with whom they'll be doing business.
Initially they're just cold prospects who are simply inquiring about your services. They're NOT in any way predisposed to doing business with you, unless they get to you by referral.
The truth is - it's EXTREMELY unlikely that as a real estate business person you're operating in a competitive vacuum.
Would you agree with me, if you're buying homes:
- There're other ads in your "real estate wanted" classifieds section besides yours,
- There're "We Buy Houses" signs on the intersections that don't have your phone number of them,
- There're mail pieces from investors delivered to home owners in your area and it weren't you who mailed them....
The same is true if you're selling, renting, lease/optioning or owner financing your homes. There're other investors doing pretty much the same in your marketplace.
You get my point.
To get your fair share (or better yet a larger share) of customers (buyers, sellers, renters) you must find ways to distinguish yourself from the rest of the competition.
Having a website for real estate investors that gives you a set of unique advantages over your competitors is a way to get noticed by your prospects and eventually convert them into customers.