A teacher is better than two books. (German proverb)
An extremely effective way to convert a lead is with the “Nutshell Speech”. I used it with great success. It is almost 100% effective with first time home buyers.
What is the Nutshell Speech?
The Nutshell Speech is a summary of the real estate transaction, from start to finish. It explains each step of the process. It is a short course in buying or selling real estate. You teach, ask questions, answer questions, give away some tips. You do not explicitly sell yourself. The goal is to educate.
Why Is It So Effective?
The reason for its success is at least fivefold.
1. First, it’s not a sales pitch. People tune out the sales pitch but they listen to information that can help them. I always told prospective clients whether or not they hired me, I wanted them to understand the process. I took the pressure off them to hire me. And this helped them hire me.
2. It shows off your understanding and expertise in real estate. People want to hire experts. It’s a fact. Knowing that you know makes people comfortable. They will trust you.
3. It shows your caring personality. What better way to reveal yourself & create a rapport than in a seminar. And that’s what the Nutshell Speech is, in a nutshell. People will not hesitate to call someone they feel they already know. After the speech, you are no longer a stranger selling a service. You’re a caring human being helping another human being.
Real estate is personal, always was, always will be. People are buying a home where they will create memories, create a famiy, create a new life. Yes, it’s also an investment, but that really takes a back seat to the emotional connection of home ownership. Computers can show you the surface facts like beds, baths, square feet, zestimate, bird’s eye views but only people can know a home’s heart and soul.
4. Most importantly, knowledge reduces anxiety and fear. After marriage, the decision to buy a home is the most anxiety producing. If you reduce this anxiety, people will feel at ease and thank you for that positive feeling. Fear is also the main obstacle to taking action. Remove fear and people will act. And often act immediately. I was usually hired on the spot.
5. You will have huge advantage over your competition. I realized that leads were calling me as well as others. The reason they had reached me in the list was because none before me had succeeded in getting their business. The Nutshell Speech would not only put me head and shoulders above the prior competition but it would provide the perfect opportunity for the seekers to end their search.
The Nutshell Speech Overcomes Price Fear
Yes, it’s true. People have told me the reason they hired me was because of the Nutshell Speech. They felt confident in my ability to get the job done, even though I was not the cheapest. Not only did they hire me, they never tried to bargain down my fee.
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5 Ways To Market Yourself As An Expert
Tutorial Marketing.
Great message. Post it on RealEstateVoices so we can all vote for it. Lar
will do lar!
That was fast, I went to RealEstateVoices, there it was, so I voted. Lar
I’ve heard a few of these tips before but in a different manner. I think the way you broke it down works much better. Your point about knowledge is especially true.
Thanks Angie. This method has worked for me for over 25 years.