Every agent - no matter how many years (or days) in the business - has something that sets them apart from other agents. In our latest episode, 6 Figure Coach Genny Williams shares the process to finding your Unique Edge.
3 Takeaways:
1. Never use words like Integrity, Honesty or Trustworthy in your marketing.
2. Find your Unique Edge by first looking at your skillsets and success stories.
3. Build an Ideal Client Profile starting by listing the types of clients you don’t want.
We start by taking a question from an agent via Facebook on how to deal with the objection: “Why shouldn’t I just work directly with the listing agent?” Greg gave his perspective and favorite scripts, and then Genny shared how to use your stats, concessions and negotiation skills to answer that objection.
Then we cover how to eliminate this objection upstream with better marketing, and why most agents are using bland and boring marketing full of buzzwords they should never use, like Honesty and Integrity.
Genny then gave us an overview of the process to find your Unique Edge, starting with your skillsets, past experience and success stories. She shared her own story of using her top 3 skillsets in her marketing, and stories of successful clients who’ve done the same. We also cover two different approaches you can take as a new agent, and why Genny told everyone that she was new to the business.
We finish by showing you how to narrow down your ideal client - starting with who you don’t want to work with - and how to overcome obstacles and mindsets that hold you back from working exclusively with your ideal clients.
Show Highlights:
4:45 Objection Handler - “I want to work with the listing agent.”
6:45 Why you must know your stats - what you save your buyer clients on your avg deal
9:00 How to use concessions and negotiation skills as part of your point of difference to buyers
11:45 Boring agent marketing and why you must stand out to a buyer before they even contact a listing agent
14:30 Why you should never use the words Integrity, Trustworthy and Honest in your marketing. Those are words other people should be using to describe you, not words you use to describe yourself
19:00 International real estate differences
22:12 Overview of the process for discovering your unique edge - Start by looking at skillsets you get feedback on from family and friends
26:20 How to grade your perfect day, based on your personality and prospecting methods, and hold yourself to it
29:00 How to look at your background positions, past experiences and past successes that might reveal something unique about you
31:00 Clients only know what you tell them. If you tell them a success story, they don’t know if that’s your only one or if it’s just the tip of the iceberg
33:00 How to use your lack of experience in the business to your advantage
34:50 Genny’s background and how she applied her 3 key skills to her own marketing to find her Unique Edge
36:40 How to create an Ideal Client Profile - Start with who you DON’T want
38:10 Obstacles to working with higher niche clients or selling real estate while renting, and why none of those things really matter
40:15 Listing Appointment Tip- Use Facebook to find the rough number of potential buyers for that specific home and share how you will attract that demographic
43:00 How Genny helped one of her clients transition from working all over the city to farming his higher-end neighborhood and becoming the dominant agent in the area
45:40 How Greg articulates the team’s message and point of difference to their market
This process can be used to craft an Ideal Client Profile and an appealing message that will attract them. Knowing yourself, your strengths and your ideal client is the first step in building a fun and fulfilling real estate career.
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