Real Estate Marketing: Go Beyond the Free Consultation
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by Brandon Cornett
Does this line sound familiar? “Call today for a free consultation.” Or how about the wordier version: “Call today for a no-obligation consultation.”
I'm betting it does sound familiar. Because while working in the direct-mail industry, I saw these exact words on more real estate marketing pieces than I care to count.
And that's the first thing wrong with the free consultation — it's overused, and it has been for years.
Here's what else is wrong with it (and those who have tested this offer against others will agree with me here). Your prospects expect a free consultation, and they know they're going to get one ... if not from you, then from some other agent they'll inevitably meet.
One final problem with the free consultation: Much of the information you'll share during the consultation can be found on the Internet, if you know where to look. And believe me, your prospects know where to look!
They can view homes online. They can find current interest rates online. They can get home buying tips online. And now, with the advent of such websites as HomeValues.com and Zillow.com, they can even get a ballpark valuation of their home based on current sales information — and it's free.
Here's the bottom line. The “no-obligation consultation” can no longer stand on its own as a real estate marketing offer or initiative. It will not spur anyone to act. It's okay to use it as a supporting offer, but you need to include something of real value to generate any kind of response.
It's time to adjust your approach.
So what do you do? I'll tell you, and you're going to be amazed at the simplicity and power of this often-overlooked approach.
Build a stronger offer
The goal here is obvious. You need to strengthen your offer. You need to build value into your real estate marketing program. You need to give your prospects a good reason to contact you.
Let me repeat that. You want them to contact you. You don't need to convince them you're the best agent in the universe. You don't need them to accept your general philosophy on client care.
You need them to call you!
Why so much emphasis on a simple phone call? Remember our statistic from earlier: 74% of people shopping for a real estate agent go with the first agent they call.
People are busy. They know they need an experienced professional to help them with the home-buying or selling process, but they don't want to spend days calling around town. They don't even want to spend an hour.
They'll make one phone call — occasionally two — based on an ad or direct-mail piece they saw, an Internet search they made, or a referral they got from a friend.
They'll make this single phone call simply to gain enough information about the agent to convince themselves they've “landed a good one.” Aside from that, they don't care to look any further. If the first agent they call is professional, knowledgeable, enthusiastic and friendly, then the first agent they call will be their agent for the long haul.
It's that simple.
So the goal, again, is to be the first real estate professional they call. And let's face it ... the free consultation has about as good a chance of earning that call as I have of becoming a professional basketball player (and you should know at this point that I was cut from my high school team).
Value. That's what will earn the shopper's first call. Something of great value to them. The more value you build into your marketing message, the more likely people will be to respond to it.
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