This week I've been spending a lot of time thinking about our team's value to our clients and how we can best convey it.
I am connected with a lot of agents on social media and dedicated time this week "studying" the messages they are sharing online around their value. In doing that, I noticed how many agents (like 99%) rely on flimsy value propositions to attract business.
Here's a sampling of the messaging I saw from many Realtor's social media:
- I answer my phone
- Even on vacation I'm still working
- I give accurate information
- You can trust me
- I give nice gifts
- I donate to charity with every closing
- I show homes on the weekend and nights
- I am professional
- My clients consider me a friend
- I am never too busy for your referrals
Don't get me wrong. These things are GREAT (I mean some of them are at least) but I want to challenge our Ballers across the country to think differently when it comes to the messages you're putting out there about the value you provide. I don't think the list above makes any agent particularly valuable to clients - many of them are bare minimum givens or basic professionalism.
A little story - I hired my current attorney after my prior attorney wasn't displaying the aggression or level of advocacy I felt necessary for our interests. Former attorney very nice guy. Fancy office, annual holiday card and invite to client events but didn't feel he was getting me where I wanted to be. New attorney steps in. Bedside manner is um... lacking. No thank you cards, no client events, office isn't flashy. But, I completely know he is aggressive on my behalf, he's thinking ahead, and I know he's the right person for the job. I have referred him dozens of clients now, I never referred my former attorney anyone. My attorney provides real value to me based on my needs and that's why he will remain my attorney. I am loyal to him without the parties and feel good stuff because of the results he provides me.
Same thing goes for our leads/clients. They have needs and the highest value you can provide is a strategy aimed at meeting those. If you get great at identifying your clients' needs through listening and asking great questions, it makes it clear what value you need to provide. In my experience most clients' needs revolve around money and/or time. This is why the 72 Sold messaging and program is so attractive to many sellers - thankfully the program gives you a big hint on how you can position yourself to leads and clients to be truly valuable. But let's not forget about your buyers - they too have needs around money and/or time - just in different contexts.
So if you know this and begin to focus on building your value propositions around the needs of money and/or time instead of the basics of being a professional human being (like "I answer my phone") you now are speaking to the pain point of people who need your services. You are showing a higher level of value than 99% of your peers and once you execute for them, you will have raving fans without necessarily needing to go over the top with ongoing glad-handing.
I can see you guys' value. My hope is by pausing and making this small adjustment, the rest of the world will be able to see it too.
Love you guys,