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Trying
to sell yourself requires looking at what makes people feel comfortable
with you and promoting those qualities. People are drawn to you
not because you know amortization tables better than the next Realtor,
but because they have a good rapport with you.
What
is rapport? The dictionary defines it as, "A relation, especially
one characterized by sympathetic understanding, emotional affinity,
or mutual trust."
"Ok, now that we know what we need to sell, lets look at how
to accomplish that. Do you have a family, a dog or a horse? Well,
then you already know what some of the needs are of your prospects.
Use these areas of knowledge in your advertising campaign.
When
creating your marketing materials, such as brochures, web pages
and virtual tours, let people see that you also own a horse and,
therefore, know what their requirements will be; someplace to board
the horse, a good neighborhood veterinarian and, of course, a place
to ride.
If
you already have your marketing materials, look them over critically,
and decide if they reflect who you are. Do they make you want to
contact that person? Does the text clearly state that you have knowledge
in these areas?
Then
remember that "less is more." Don't try to cover every
possible question or situation; these should be dealt with during
personal meetings and telephone conversations. Putting too much
information into a brochure or virtual tour can alienate some prospects.
Remember that the goal is to have them call you and use you as their
guide through the world of buying and selling real estate, not to
provide them with you life history in minute detail. Some things
should be included, such as your love of walking on the beach. This
will let prospects know you are familiar with their desire to be
near the water.
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