You are Worth MORE Than 3%! Now SHOW it!

Why should I hire YOU as the next agent? Your answer is the key to your marketing success, but it also sort of didn’t matter before the NAR settlement.

You see, the assumption that agents all charged 6% screwed things up. Rather than showing homeowners how you differed from other agents, you just had to get them to think of you FIRST! That was it. Your face shows up when they think about selling their home, and BOOM! You get the listing.

Now? You’ll certainly want to be the face they think of first, but you’ll have to handle a new challenge. They’ll want to know WHY you are the best option! This shifts marketing away from simply being top-of-mind (still important) to DIFFERENTIATION. In other words, you must show why you are the best choice for the specific kinds of customers you want to attract.

Who knows what the upcoming months will bring. My guess is that we’ll see an explosion of offers from agents. There will be flat fee services, lower commission options, and even AI agents that handle most of the transactions with no humans needed! Customers will also start asking questions they never thought of before. They’ll want to know not only what you charge but also what they get for that price. Your ability to show them how you stand apart from the other agents will be crucial.

So, how do you do that? How do you show your value so that customers see you as their ONLY choice? Let’s start with one thing NOT to do. Do not post a list of your costs or responsibilities on social media! (cringe) Showing your value isn’t about explaining your expenses or responsibilities to people. That just sounds like whining. Not a good look!

Instead, remember why people choose to work with you specifically over other agents. They choose you because they LIKE and TRUST you! In fact, if you’ve done a good job with this, many people won’t even care what you charge. They’ll simply know that you are their obvious choice, and they’re willing to pay whatever you charge! Wouldn’t it be great to have a waiting list of people who are eager to get on your schedule?

Building those kinds of relationships used to take face-to-face interactions. You would need to spend time on the phone, cementing and nurturing those contacts. It was a lot of work, but totally worth it. Now though? Things have shifted. Video makes it easier than ever to stay relevant to the right people. On the other hand, it also makes it easier for your competitors. And that’s not even mentioning the impact AI real estate agents will have as they emerge too!

So, get to it! Make some videos right now…

OK, you’re still here. I assume that means you want a bit more guidance?

The way you demonstrate your value in your content is by showing your ideal customer that you know EXACTLY what they are feeling. You know what they worry about, what gets them pumped up, and even what they fear might go wrong during the transaction. Knowing those things means you can create videos that address each one. Not knowing them means you’ve got more work to do.

This isn’t a step you can skip! You MUST understand the kinds of customers you want to attract before you can attract them. The old days of telling people you “can help ANYONE buy or sell a house” are over. Instead, the more you directly match your message to your ideal customer, the easier it will be to draw them in, especially with video.

Find the things they care about in your community and make videos about them! Think about it. When you see a video on social media that features your favorite restaurant, gym, sports team, etc., you tend to pay attention. You feel good things! You likely feel that you have something in common with the person who made or shared the video. It’s an instantaneous bond! Those videos are the best way to let new people get to know you. Right off the bat, they’ll see how they might enjoy spending time with you down the road.

Next, you need to start showing them that you can help address their biggest challenges. This is where your business shows up. Now you can start showing them what you do for a living. A behind the scenes video or case study is perfect here. Tell them a story about a client you helped who just so happens to be in the exact same situation as the viewer (your ideal client). Let them see themselves in that role with you as their guide. Even better? Get a client to share the story! Testimonials are the strongest possible way to demonstrate your value.

Last, you’ll want an aggressive advertisement. This is your call to action! Get them to pick up the phone! Make it all about how they can hire you and why they should. By now, they’ll already know and like you from the previous videos. This last one is just to get them to take action and reach out when the time comes.

Use a bit of smarts to set up a daisy chained ads campaign and let it rip! You’ve got a whole funnel now that will attract, nurture, and even convert your ideal clients.

The best part? They won’t care what you charge! Since they are fully committed to working with you, the only thing they’ll want to know is where to sign. It's not a bad place to be, huh?

So, what are you waiting for? The first video is always the hardest. Get started today before your competitors jump on this. It pays to be first.