WHY YOUR BUYERS AND AGENTS DON’T TRUST YOU
We are bombarded each and every day with commercials, emails, and ads for mortgage companies and Realtors. Just turn on the radio, watch TV, or go to your favorite website or social media platform and there are these ads.
The challenge is that we are all saying the same things to the same people and so the result is that we all sound alike. This leads consumers to feel that we are all in fact the same.
Yesterday, when I arrived home I decided to test this out and pretend I was a consumer. I turned on the TV to watch the news and there they were 3 different mortgage company ads. Then I decided to just check my Facebook, Instagram and Linkedin pages and guess what. More ads and videos for agents and mortgage companies.
THE HEAD OF LETTUCE SYNDROME
I have coined the phrase Head Of Lettuce Syndrome which simply means we are all viewed as a commodity by the general public and unfortunately by Realtors as well.
Think about this for a second. You go into a grocery store and you see 2 heads of lettuce. Both look green and fresh and they are sitting right next to each other.
One has sticker for 89 cents and one has a sticker for 99 cents.
WHICH ONE WOULD YOU CHOOSE?
The answer of course is obvious but this is the dilemma we must all deal with each and every day. Compound this with the fact that there are more of us now in the industry since the crash, and we are all facing inventory shortages in every market and shrinking profit margins.
LET’S GET BACK TO BASICS FIRST.
I hate to be the one to break this to you but fancy script or marketing piece will fix this issue. Instead, you have to understand some very basic concepts that I will share with you here.
FIRST People Must KNOW -LIKE AND TRUST YOU BEFORE THEY WILL WORK WITH YOU
This may sound very basic but it’s true. People need to feel like they know who you are and like you. They also must feel they can trust you. The issue is that most ads are simply trying to tell people to call someone they don’t know or go on line and reveal all of your personal information before a relationship is even established.
The better way to establish this bond of Knowing -Liking and Trusting would be to do a series of on-line informational videos. Write a short book or report that provides information. Record a seminar or webinar for first time buyers.
Your ads should be sending buyers to these types of information before you even ask them to call you. To say it a bit differently, buy them a drink first or go on a date before you ask them for a commitment.
SECOND- NO ONE BELIEVES ANYTHING YOU SAY ABOUT YOURSELF… BUT
All of the ads I referenced above did not pass the average consumers BS meter. You know we all have one right? People don’t believe us and when I say people I mean consumers and agents or other professionals.
But they will believe what others like them say about you. Take a minute here and digest that.
Go ahead right now and start collecting reviews from your agents and your customers. Take a video of you with them at closing. Ask them to do a video for you of their experience or answer a quick survey. In fact in my book 48 Proven Ways To Close More Loans I dedicated 4 of the strategies just to this idea.
THIRD- SUCCESS IN BUSINESS AND IN LIFE IS ALL ABOUT WHO IS CHASING WHO.
Here’s a reality that most of us simply ignore and I am not sure why. When you chase business you lose control. Whoever is being chased has more power then the person doing the chasing. I actually have found 48 Proven Ways to Attract business and many of them don’t cost you a penny to implement.
Check it out here https://48waysbook.com/sales-letter
Yet I consistently see guru’s in our industry sharing tactics that are all very creative ways for you and I to go chase business. The reality is that your job is to attract business to you. To go even further, your job as an originator is to create more demand for your services than you even have time for.
That leads to growth and stability in your income and production goals.
Position yourself as an expert and teacher. Then go ahead and teach and provide valuable information everywhere you can. Stop advertising and start attracting by providing value. When you do this your levels of “KNOWING- TRUSTING AND LIKING” will immediately increase, consumers will seek you out and your business will grow!
Brian Sacks is a branch manager with Homebridge Financial in Owings Mills Maryland. He has been originating for 35 years with career closings over 1.5 Billion Dollars and 5833 transactions.
Brian is also the creator of the Top Originator Secrets Blog and has recently published an originator success manual on 48 PROVEN WAYS TO IMMEDIATELY Grow Your Production. You can learn more at https://48waysbook.com/sales-letter