Saturday, May 19, 2007

What's In It For THEM

I got a flyer from a friend today and he asked me to review it for content. It was a laundry list of things that were important to their company BUT did not have any relevance for the consumer. A couple of things that were glaring errors:

1. The headline stated what it was (a TIMI Interest Only Loan) in bold large font and the benefits (lower interest rate, no money down, tax savings, etc.) were stated in MUCH smaller type and definitely not bold. While the type of loan is important to the bank, the benefits are what are going to make people want to learn more.

2. It was written in banker jargon - they need to paint a picture of what a 5/1 loan will do, not just state that is what it is! "Avoid scary rate hikes", "protect your interest rate for 5 years", and "Don't get slammed with huge payments" all tell the consumer what the result is, not just what the definition is.

3. The biggest mistake was was "Contact me today for more information" - all about them! A better way to put this is a call to action that will benefit the consumer "Call today to find out how to take advantage of this fabulous loan program".

Now this was just one example of good intentions gone wrong AND I am sometimes guilty of forgetting that there are humans at the other end of the my copy. I will say "large deck" instead of "entertain on the large lanai and enjoy outdoor living in screened luxury". Sometimes painting a picture seems like too much work but I can GUARANTEE that is worth effort!

Always remember that your reader is wondering what is in it for THEM!

Wednesday, May 16, 2007

Gratitude

So I am listening to The Secret on my IPod and I got to the chapter on gratitude. They said that we should be grateful for all that is good and bad that has shaped us to this point and it made want to talk about the things that I am grateful for professionally (of course I am thankful for a loving and supportive husband, family and also for having wonderful friends, pets and abundance in my "real" life).

I have always felt that all the jobs and situations that I encountered prior to entering real estate have contributed to my success - some of it in just that fact that I know a lot of people because it took me a while to find this career! I have added all those people to the list of contacts that I mail to and call periodically and they all like the snapshot of the market they get hearing from me. I also learned to work with people - the ones I like AND the ones that I would not pick for friends. ALL of them add something to my work and I am grateful that I had the opportunity to meet them!

I am grateful for the education that I got upon entering the business. It is amazing how hearing what to do turns into knowing what to do. If you are new to the business find out where the people who are successful are and learn from them. If you have classes available - take them. If you do not have classes available ask a successful realtor if you can help her (FOR FREE) and learn what she is doing that you could emulate. You don't have to agree with HOW she does it - just be open to learning WHY she does it and adapt that to your style. If you are an "old dog" learn some new tricks. Read books, listen to Millionaire Mondays, listen to Jeff Wilhems, Brian Buffini, Joe Stumpf, Howard Britton or Craig Proctor. Read Seth Godin, Brian Tracy or anyone else with great ideas either for customer service, lead generating or just being a better person.

Learn the rules of your state, industry or market center. Learn how to protect your clients. Ask questions, practice BEFORE you are writing an offer or going on a listing appointment. Stay current with what is happening in your marketplace. Have the hard talks with your clients about what it will take to get a home sold in this marketplace. Do something EVERY day to try and sell your listings.

I am also thankful for having wonderful professional partners. I have a wonderful listing partner who compliments my weaknesses and celebrates my skills (and who also happens to be a great friend)! My banker (Brian P.) and I walked a neighborhood last week and talked to people about their mortgage and house options. I also have a great insurance guy, a wonderful title rep, and also super coworkers who make working with them a pleasure.

Last but not least - I have wonderful clients. They are patient and understanding even when their house is not selling. They tell me what I am doing right and what I need to work on. They love their new house or are thrilled that their old one sold. They make it fun to go to work each day and also refer me to their friends and family.

Overall I am grateful that I found something to do that wraps up all my wierd talents into one really neat career!