This post is a MUST READ for an agent who is looking for a game-changer in their practice.
If you are serious about increasing revenue, decreasing your cost per sale, and increasing the value that your clients place on your service, read on.
If done the right way, this concept can be the difference between missing, meeting, or exceeding your goals. Also contributing to this conversation is Ron Mazza. Ron has trained and coached thousands of real estate agents over the years. The game-changing concept that Isaiah and Ron will discuss centers on “Putting Together an Offer.” It’s based on a great book called The irresistible offer by Mark Joyner. I read this book a long time ago when I first got involved in business. The basic concept shared in the book has been one of the reasons why I’ve been able to take a single idea into a business, no matter the industry, and quickly scale it and generate revenue without raising venture capital or a lot of startup cash.
A lot of these concepts can be used in any business but also are particularly applicable to real estate. The real estate industry is extremely competitive; even tech companies have become direct competitors, putting pressure on agent commissions and value. These tech companies present a do-it-yourself online model to the homeowner and plant a seed their head about what a commission is, how much it should be, and why. This information creates challenges for agents, making it more important than ever to have a unique offer (unique selling proposition or value proposition).
One important thing to do is ask yourself this simple question, “what makes you different than anybody else that you compete with?” There are different answers to this question. Some are good, some are bad and some are great. One of the most common mistakes that I see among entrepreneurs or salespeople is they’ll write a fancy business plan, put up a great website, and do other great things. They will mistakenly do all those activities BEFORE they start their marketing plan!
That marketing plan is all about your offer. That’s why it needs to be at the core of everything. It’s the building block of all your other activities. It determines what’s on your business cards, what’s on your website, what callers hear on your greeting before they get your voicemail. At every turn, they should be reading or hearing your offer in some way. If prospects are hearing your offer regularly, it will become part of your brand. Then word-of-mouth kicks in and people start talking about you thinking of you first.
At the end of the day, it’s about one simple thing: mindshare dominance. With all the competition out there, it’s all about dominating the marketplace at a macro level.
When Ron Mazza considers the importance of having a unique offer or unique value proposition in
today’s market, he says, “I think the first word of that says it all. Unique. It’s something different. It’s something that only you share or people try to copy from you.” Once you have proposed it and put it out there, it’s yours. Anybody else who tries it is just following you, which puts you one notch higher. You’ll own it, have authenticity and first-mover advantage on your side.
Click here to listen to the rest of the conversation with Isaiah and Ron, who offer further points on how you can make the offer that will help you stand out from the pack in your market.