Like it or not, consumers use perception to make their buying decision about how a business works.
For example, you may be a great listing agent and have knowledge and expertise well beyond your competitors, however, the consumer chooses based on brand perception alone overlooking your winning strategic approach.
Yes, it’s maddening, however, why wouldn’t they decide like that given that they really have no idea how the real estate agency business actually works; therefore they have to rely on perception based on their best guess!
The solution is to have a clear formula and convince a consumer by teaching them that you are strategic in your approach and proving to them that’s how the business actually works rather than presuming a brand does the work.
However, be very prepared to back this up with facts or you’ll be swimming upstream just like a salmon!
For full show notes, go to http://therealtyclassroom.com/podcast/ep08/
