Telling a prospective client you want to be their number 2 choice is an effective way to get their business. People naturally resist change and are reluctant to hire a new company or individual. Even though your presentation may be first rate, not everyone will buy on the first try. The only way to get second chances is to not be dismissed after chance #1. So when a prospect tells you they already have a real estate agent (or supplier), simply tell them “Let me be your #2. If you have any problems or feel you need another opinion or advice, call me.” Marketing gurus like Jack Trout understand the usefulness of this approach.
It has several benefits:
1. It immediately takes the pressure off the client to decide “right now”. They will feel relieved and be more willing to talk to you. The sales pitch is over and they can relax and open up.
2. When you call or contact them again, it’s not just another sales call. It’s just #2 checking in to see how they’re doing or passing on some information.
3. It starts a relationship which is the fundamental building block of good business, customer retention & referrals. A relationship builds trust and removes the ever present fear of taking action. Customer loyalty to you or your brand is built upon this trust. Clients are more willing to refer professionals they trust.
Strangely enough, there is evidence to support that being number 2 (or even 3 or 4) in search engine results is as profitable as being number one.
So, like Avis Rental Car, be number 2 and try harder.
A lot of real estate businesses could take this idea one step further and use it to partner WITH their competition.
Real estate company A generates leads. And they spend a lot of time and money doing it. But only about 15% of those ever end up as closed sales.
So company A could go to company B and arranges to sell the leads/referrals to a competing company that can better serve them. Company B sells its unused leads back to company A.
This shatters the idea that the real estate business is a winner take all game. It can really turn into a very profitable marketing strategy.
The exact specifics/legalities depend on the specific situation, but it’s the overall idea that can really take your business to new levels: Being able to profit with your competition is something most real estate businesses probably don’t think about too much.
As a pragmatist, I am open to trying new things. You certainly present a novel way to handle leads. Read the next post to see a method for converting more leads:
http://tinyurl.com/3aqmns