This is a story about a firm that invented a better mousetrap (a real mousetrap) but went out of business because it believed: “If you invent a better mousetrap the world will beat a path to your door.”
How does this apply to succeeding in real estate?
Most Realtors are missing two critical ingredients for success:
1). They don’t have a better mousetrap (their own unique formula for selling homes).
2). They don’t have a compelling marketing message that sets them apart from every other Realtor and creates intense curiosity among home sellers.
Don’t be afraid to tweak the traditional home selling process and promote your “one of a kind” formula with a marketing message that challenges the existing paradigm and completely sets you apart from every other agent.
DIFFERENT PROCESS EXAMPLES: A different kind of yard sign? No yard sign? Delayed MLS entry? A day-by-day pre-MLS marketing plan? A shorter listing term for sellers who price their homes right. Not allowing buyers in the door until a specific day. Aggressively marketing a home but not releasing the address until a specific day. Scheduling appointments so buyers see each other coming and going. Learning how to market for and accumulate buyers before you list homes in a given area or price range (one of our favorites).
DIFFERENT MESSAGE EXAMPLES: Sell your home in 72 hours at full retail price. Sell your home to a private buyer and move at your convenience. Sell your home twice as fast for 2% more than with any other agent.
Don’t listen to those who criticize you for breaking the box and playing with the system. Doing the same old thing will get you the same old result. If you’re not satisfied with where you are you have nothing to lose.
Greg Hague, The Real Estate Maverick