With an ever-growing number of competitors in the real estate industry, it’s not enough to simply have a valuable service and hope your cookie-cutter marketing will be enough to win customer conversions. Your potential clients are flooded with marketing campaigns left and right, whether by email, PPC ads or simply in their Google search results.
Most importantly, your audience is perusing mostly through words as opposed to audio. This means you must stick out by showing the worth of your service immediately through your word choice. As recently emphasized by Jim Walberg and David Collins in our Estate of Mind podcast, we believe that changing the vocabulary of your marketing campaigns can effectively improve your audience’s perceived value of your services.
Here are five simple vocabulary shifts that every real estate agent should use to easily create a higher perceived value of your real estate services:
1. Luxury Real Estate “Business” vs. Luxury Real Estate “Practice”
When a client hears the term “business,” they’re typically thinking of a money-making entity out for their own profit. Referring to your own company as a “practice” associates you with services that typically look out for the best interest of the client, such as medical professionals. Treat yourself as one who serves your community, as opposed to just another business out to make money.
Your client’s perception of you as a professional as opposed to simply a business will do much to improve overall customer trust in your advice as well as final negotiations.
2. Flyer vs. Brochure
Offering “brochures” instead of “flyers” to potential buyers gives them the impression that something exciting, even exotic, awaits in their future. Flyers are synonymous with advertisement, whereas brochures are a resource detailing options for a luxurious vacation, or, in your case, displaying luxury homes for the next chapter of your customers’ lives.
3. “I’ve sold at this price point” vs. “Yes, I can sell this neighborhood”
When you radiate a mindset of selling neighborhoods, this gives a home buyer the impression that you’ve likely sold other homes in their future neighborhood, and that those already living there are probably just like them, preemptively giving them the security of already “fitting in” with their potential new neighbors.
Focusing on yourself more as a community builder and less as someone who solely sells high-end homes will only help build trust with potential clients. Building yourself up as client-focused, rather than sales-obsessed, will help shift how potential clients perceive you.
4. Commission vs. Professional Fees
The word “commission” comes with the self-interested money-making mentality which might make …….