Welcome to this week’s Marketing Minute Tip. This week I’m going to share with you some of Real Estate Professional Craig Proctor’s best-kept marketing secrets. Secrets he usually reserves exclusively for his high-dollar coaching students. His students pay as much as $3,000 a month for access to this information but he has graciously agreed to allow me to reveal a few of his best profit-producing tactics with you.
Secret Selling Tip #1
Offer a guarantee. We may not like hearing that because it sounds a little bit frightening. We are being asked to make a commitment to someone we barely know (our prospect) and then we hope they don’t take advantage of us…especially if it’s a great guarantee like: “Your Home Sold In Under 120 Days or I’ll Buy It For You” or “Try It For 90 Days And If You’re Not COMPLETELY Satisfied, Bring It Back For a Full Refund.”
But here’s the secret to this tactic? Anywhere from 93 to 97% percent of the people who buy from you will NEVER take you up on it. Even if they’re justified in doing so! Why? Because it’s more work for them! Sure, they want the guarantee. They want to know they have an “escape” route, that no decision is final, that they don’t really have to commit. But here’s the reality! Once that purchase or decision to use you is made, unless you completely blow it, the customer rarely bothers backing out. Again, it’s just too much work.
Secret Selling Tip #2
Offer a unique service or program your competitors don’t. This is one of my favorites and one Craig does remarkably well. You see, being in the Real Estate business, Craig Proctor has A LOT of competition and really needs to be creative in how he sets himself apart.
So, every Sunday he runs a Sunday Tour of Homes program where he opens 12 homes, each for 10 minutes with 15 minutes of travel in between each one. This gives his buyers the opportunity to see as many homes as possible in the least amount of time.
Another clever technique is Craig’s unique buyer profiling system where buyers can sign up to receive priority access to all new listings matching their criteria including bank foreclosures, company owned properties, distress sales, and more.
But these don’t just apply to the Real Estate business. You can use the same principles in a retail store, physician’s office, service provider, you name it. Instead of offering priority access to Real Estate listings, you offer priority access in the form of exclusive shopping hours, first-rights to prime doctors’ appointments, etc.
Secret Selling Tip #3
The last tactic we’re going to discuss involves comparison shopping. Here you do the homework FOR your prospects instead of making them do it on their own. Why? So you can influence what they compare and how they interpret the results. Here’s an example:
Being a realtor, Craig would use the MLS or Real Estate Board data to draw his comparisons. You would use whatever similar agencies exist in your field. Using this technique, one of his advertisements might read something like:
“Craig Proctor sells his listings for 99% of the seller’s asking price but the average realtor, according to the Real Estate Board average, only sells their listings for 95% of the seller’s asking price. That means Craig gets approximately 4% more for his sellers than other realtors. And on a $500,000 house that’s $20,000. More than a little pocket change!”
You can also use this technique when comparing how long it takes you to sell something, your refund rate, your client retention rate, etc. The applications really are limited only by your imagination and trackable results!
If you would like to learn more about the Marketing Strategy we reviewed today go to www.YourMarketingRobot.com
Or, to see more information about our complete membership system, go to www.ProspectsToProfits.net or give one or our reps a call at 1-800-858-8889.
To your marketing success,
Automated Marketing Solutions