It’s like some sort of invisible roadblock stops folks dead in their tracks, washes defeat over them, zaps their enthusiasm and causes them to turn to cookie cutter marketing.
When it comes down to it, a lot of folks struggle with their core marketing – “what makes me unique? how is this property different?”
The cause is a simple one (easily overlooked) and it’s this: you may be looking for inspiration in all the wrong places. See, most great ideas aren’t new at all, they’re just solutions to problems or answers to questions.
The more successful the business, the more folks were asking questions that their product/service answered.
Makes sense, right?
The Right Questions
Next time you’re looking for inspiration, sit back and ask yourself a question that needs answering. Ask the questions that will give you the answer to your clients most pressing problems.
Q: “How can I make it easier to show homes to single parents?”
Q: “Why would this home be a good investment?”
Seriously, just sit down with a legal pad and write the question at the top of the page. Be sure background distratctions are gone, just you and your thoughts.
You’ll be amazed at the answers (and the winning hook to your marketing) you come up with once you start asking questions.
The right question delivers you the right answer.
Ken Brand
December 15, 2008 at 7:46 am
Mark,
How simple.
When your hair is on fire and heft of day to day burdens has beads of sweat stinging your eyes, it’s easy to lose sight and barrel ahead. Pausing to catch your breath, collect your wits, sit, think and take notes is simple and powerful.
I’ll have to carve out some time today, to sit and think. Thanks for the reminder.
Mark Eckenrode | HomeStomper
December 15, 2008 at 8:23 am
@ken: you’re right. it’s so easy to get stuck in “go” mode. which is why love me my moleskine notebook. i carry it with me so any downtime can be brain dump time. never know when i’ll get stuck in “go” next 😉
Chris Shouse
December 15, 2008 at 11:27 am
I love it, and in Vegas there is a lot of road constuction going on so sometimes you really sit for awhile. I will just whip out my book and start writing.
Ines Hegedus-Garcia
December 15, 2008 at 3:03 pm
Hey Mark – to sell properties I usually focus on the stuff I’m good at. I look for architectural elements, relevancy and go to town describing those with passion, but answering common questions makes so much sense. (It’s the obvious that people tend to overlook)
Mark Eckenrode | HomeStomper
December 15, 2008 at 3:46 pm
@chris: disclaimer: i do not recommend writing while driving 🙂
@ines: nothing wrong with talking about architecture and stuff. in fact, those can be very unique selling features. combine that with asking yourself the simple questions and you come up with compelling benefits of those features and answer a lot of people’s internal objections