Now that you know who your ideal prospect is and what they eat for breakfast, it’s time to get clear on what you’re doing for them and why.
If I asked you why you’re in real estate, what would you say? Usually it’s something like . . .
- I want to make a ton of money
- I want to help people
- I want to be famous
- I want to be considered a guru by my peers
- Did I mention I want to make a ton of money?
Notice anything here? These are mostly high-level, self-centered answers. There’s nothing wrong with that because you’re being honest with yourself. These answers are actually your result — where you’re going.
Now you need to figure out how to get there. And this is where knowing your ideal prospect comes in. These lovely people are going to get you what you want, but first you need to give them what they want. That’s why you defined your target prospect first. You need to get in the habit of thinking of them first and yourself second.
So what benefit do you provide? Are you getting rid of a large monthly payment? Are you saving their credit? Maybe you’re a bird dog for investors. Whatever it is, you’re relieving a pain . . . most likely a financial one. And those pains are biggies. People pay attention to anyone who can help them save or make money.
You’ll not only relieve pain, but bring pleasure too. Relief of pain is normally a stronger motivation for someone to take action, but you’ll get plenty who seek pleasure first.
Make a list of the pains and pleasures your ideal audience has that you can directly affect. Be as specific and detailed as possible. Don’t think about just their financial picture . . . dig deeper. Take some time, as this is going to be the backbone of your marketing plan and everything you write, say, and do. And you will be 20 steps ahead of your competition.
Some quick tips:
- Remember, pain and pleasure are two sides of the same coin. When you take away one, you normally get the other.
- When you’re exploring the pains and pleasures, keep asking yourself “Who cares?” or “Why does it matter?” until you can’t answer anymore. This will open up all the subtle aspects of your prospect’s fears, needs, and desires.
- Put yourself in their shoes. If you had a house payment that was 2/3 of your income, what feelings would you have and what thoughts would run through your head? Embarrassment, hopelessness, and negative self-talk are common.
- Think of who else is affected — kids, spouses, pets, parents, siblings.
- Now think in terms of what you offer that will “fix” them and their situation and write it down. How is it going to help them?
Once you have this list, you’re ready to move on and start writing!