“If you do not avoid the curse of knowledge and end up overselling or verexplaining your message you’ll find the consumer will become overwhelmed and will choose your competitor who makes it the clearest that their survival plan is the best option.”
PEOPLE DON’T BUY THE BEST PRODUCT OR SERVICE
I want to give Donald Miller full credit for this idea, which I’ve drawn from his “StoryBrand.” People don’t buy the best product or service. That may sound “bonkers,” but we see it all the time in the real estate business! It makes sense in the consumer’s “story,” however. They’re the hero. If you’re the BEST real estate agent in the world, maybe you’re not communicating your message as effectively as you could — which is that you’re the “helper” in the hero’s story.
THEY BUY THE ONES THEY CAN UNDERSTAND THE FASTEST
The reason for this is because people will buy the product or service that they can understand the fastest. Are you burdening clients with your resume, when instead you should be telling them how you’re going to solve their problem? Don’t force them to burn a lot of “mental calories” to keep up with you. Chunk your message up into bullet points; keep it simple, formulaic and organized, so people can understand you quickly. This is a complex business and people don’t understand the ‘ins’ and ‘outs’ the way that you do. Your job is to simplify it for them!
AVOID THE CURSE OF KNOWLEDGE
A lot of us fall into this trap. New realtors get really excited because they’ve passed their licensing and they have all this knowledge. It’s a natural tendency to want to share that accomplishment. If the buyer is the hero of the story, is it necessary for you to drone on about everything you just learned in “Realtor Class?” NO! Think of it like you’re communicating on Twitter. You’re forced to limit yourself to 140 characters to get your message across. How can you trim your real estate message in a similar fashion before you walk into a listing or open house, in order to simplify it for the potential buyers?
SPEAK TO THE RAW BASICS OF SURVIVAL
Clients are trying to survive the real estate process, so speak to the raw basics of survival. Their brains will shut down if you avalanche them with your knowledge. They may patronize you and even like you, but you’ve still shut them down. The thing they’d really love to have is someone to guide them and help them to survive the process with a PLAN.
SIMPLIFY YOUR SURVIVAL PLAN FOR BUYERS & SELLERS
I have two Infographics that have the immutable laws of selling and buying. There’s an organized way that people go through the process. It’s a fifth-grade level message that can be delivered in 60 seconds from the hood of a car. If you can’t do that, your business may be suffering from the curse of knowledge
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