For eons salespeople have used past sales to attract new ones. Touting "Top Producer" or total sales volume numbers can leave potential clients scratching their heads, wondering what all the jargon means to them. Even today, savvy sellers look past the agents promoting how much over asking price their listings sell for, knowing those numbers can be manufactured (curious how to do that?).
Make your marketing dollars go farther than mere repetition and stop doing something simply because it's how it's always been done. With each sale you have the opportunity to more clearly define your business and attract the clients you actually want to work with.
Every client you've helped has needed you for their own reasons and your greatest success was not in closing their deal, but in serving them how they needed to be helped. This is the gold. This is how you stand out and cut through the noise. Speak less about you and more about your clients.
How did they find you?
Had they been working unsuccessfully with someone else previously? Did you do what other people could not?
What were their specific and special needs? How did you meet and exceed them?
What challenge(s) did you help them overcome?
How is their life changed as a result of this success? What can they now do which they couldn't before?
How did you expand their vision to help them achieve more than they thought possible?
Tell the tale of your clients' successes and you will naturally be a part of the story.
If you find it difficult to sell yourself, to broadcast your wins and toot your own horn, this is how you can share the heart of what you do and why you do it. Real estate, especially residential, is personal, it is relational. By telling a story you will communicate both your professionalism and your personality. By choosing which aspects of the story you want to highlight, you choose your audience. When you choose your audience intentionally, it can be made up of your ideal clients. Because you know who they are and what they need, you can tell success stories they will want to have as their own, prompting them to call you.
Shifting how you market your Just Sold successes from facts and figures to the triumphs of your clients will help forge a more personal connection between you and your clients-to-be. It can also help you appreciate and remember why you love what you do, which will fuel your flame and feed your inner fire.
If you'd like to dig deeper into marketing through storytelling, StoryBrand is an excellent place to start. If you're ready to put your own spin on your stories, I'm here to help.