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An Often Overlooked Secret of Marketing and Negotiating for Real Estate
Investors Looking for Deals
By Jason Van Orden
When you call sellers, what do you say? When you sit down to write a marketing
postcard to find deals, what do you write? When you go to negotiate price and
terms, how do you present it?
These are scary situations and it is not unusual to be at a loss for words at
such times. In fact, you may avoid these situations all together just so you
don’t have to face the overwhelming fear.
I want to help you erase that fear and find the words that will give you
confidence to call sellers, write advertising, and present offers. The
concept I am about to present is fundamental in developing a successful
marketing message.
Have you ever read an ad like this?
“The Braun® Multiquick Hand Blender offers a 200-watt motor, stainless steel
shaft, five-blade chopper attachment, and aerator head.” (Karen Thackston 2004)
Why in the world would I buy the Braun® Multiquick Hand Blender after reading
this description? Why should I care about a 200-watt motor or a stainless
steel shaft? I am sure this is an accurate description of the product’s
features, but why do I care? What if it read like this?
”The Braun® Multiquick Hand Blender is a priceless tool for any cook with a
busy schedule. Its powerful motor enables you to chop, whip, puree and blend
with lightning speed. Its stainless steel shaft holds up to years of use
without bending or breaking. The Multiquick`s five-blade attachment gives you
the ability to finely chop or grate even the hardest cheeses and nuts with
ease. And the specially designed aerator head incorporates air into the
liquids and sauces you blend, making them light and fluffy. You`ll create
delicious meals with ease and be out of the kitchen in record time.” (Karen
Thackston 2004)
OK. So if I want to blend at lightning speed and make my sauces light and
fluffy or if I want to finely chop the hardest of nuts without breaking or
bending my blender, then it sounds like this is the appliance for me.
What was different between these two descriptions? The first only listed
features. The second communicated the benefits. The first is more about the
product. The second is more about what is in it for me.
A feature is simply an attribute of a product or service. A benefit is what/
how the feature adds value to the customer. Successful salesmanship
communicates benefits.
Let me give you just a couple more examples.
“Open 24 Hours” is a feature.
A benefit that speaks value to your prospect is, “When your pregnant wife
craves pickles and ice cream at 3 a.m., you know where to get it.”
Here is a real estate example:
“We buy houses subject-to” is meaningless. Try this: “I can take over your
payments starting next month and help you avoid paying two house payments
when you move.” That speaks to what the prospect wants & what keeps him up at
night. Communicate your benefit in a way that brings emotion, fear and desire
to the surface.
Now think about what you tell someone when they ask you what you do. Do you
just say, “I buy houses”? Or do you say something like, “I buy houses in ten
days or less without closing costs or cleanup for the seller.”
Do you see the difference? I often say that you are not in the business of
buying and selling houses. When it comes to your customers/clients, when it
comes to marketing, when it comes to negotiating, you are in the business of
stress relief and solving impossible problems.
With that in mind, what are the specific benefits that you offer? Here are
five types of benefits to consider:
Convenience: People love to save time, energy, and effort. Can you make
someone’s life easier and more convenient?
Economy: People respond well to saving money or increasing how much money they
have. Show them the money.
Peace of Mind: We all have a tendency to seek pleasure and avoid pain. People
like to relax. Can you relieve their stress?
Ego: Can you appeal to the human desire for recognition or better image?
Fun: People need a break. People like to form memories. People don’t like to
be bored or constantly work. Can you provide a diversion?
Think about each of these categories. What benefits can you offer a seller or
buyer in each of these areas? Use meaningful specifics when you write
benefits. Don’t just say that you can buy their house fast. How fast? How
much money can you get them?
To take it one step further, which of the benefits that you offer are unique
to you? The key to cracking the marketing code and attracting volumes of
leads and deals is to answer this:
“Why should your prospect do business with you over any and every other option
available to him/her?”
If you have a good answer to this question, your business, marketing, and
negotiation will become tons easier and you will increase the stream of money
into your bank account significantly. This is the message that you must
communicate.
The answer to this question lies in the benefits that you offer that are
unique to you. This answer to this question is what is called a Unique
Selling Proposition.
By better understanding and communicating the benefits that you offer, you
will become a powerful salesperson. You will find that your marketing and
negotiating become significantly easier bringing massive returns in your
investing.
Paul White is a 42 year old former teacher. He now helps people all around the
world to become wealthy online. Whatever you are selling, visit the popular
site: http://www.profitmountain.com (http://www.profitmountain.com) and if
you subscribe to Profit Mountain`s FREE wealth building newsletter, you will
also receive FREE advertising for the next 12 months! (Worth $200!) as well
as loads of other things!
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