Developing Your USP
We got a little technical on using different online media. We do want to use the tools that technology offers us today to help our communications have better impact on our prospects.
But let's not get carried away here.
Bottom line is - it's still the words that count MOST in whether these prospects will be interested in doing business with you.
You can have all the modern bells and whistles on your real estate investor website and in your e-mails.
If you fail to understand what your customers' problems are and how to present your service as a solution to these problems - the technology you use won't matter.
Technology will only works in combination with the words, not by itself.
Again, I have to send you back to the first Lesson where I said - you're selling your services.
How do you sell them?
By Developing Your USP –
Unique Selling Proposition
It all starts with thinking about and trying to understand your prospective customers' needs, wants, dreams, anxieties, limitations, obstacles, etc.
Then positioning your business as a solution provider and putting all of that into words.
This one is probably the most difficult task to accomplish, because it requires quite a bit of thinking on your part.
Coming up with some sort of a mission statement, or USP that distinguishes you from all other similar service providers ain't easy.
When your prospects visit your website, they're looking for answers to this question:
"Why out of all other available options, should I consider doing business with you?"
Whether they're buyers or sellers, you better have a compelling, well thought out answer to this question.
If you don't - they'll answer it in their own head.
Most likely it won't be the answer you'd like them to come up with, so DO IT FOR THEM.
Objections Kill the Deals
Most likely there's one main "differentiation" question that you could answer, but it doesn't stop there.
There will be several other most common questions your prospects will have. These are also known as "objections".
These objections are their own ideas about why your business COULDN'T be a valuable service for them. They're looking for excuses NOT to do business with you and fall back into a traditional, much better understood by them routine of listing with an agent or doing a "For Sale By Owner".
The better the answers on your website are to their objections, the higher the chances are - they'll consider doing business with you.
If you don't satisfy them - they won't be coming back or leaving their personal information for you to review.
