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I’m here to give you some tough love. I know I’m not charging you for this advice, but that doesn’t mean it lacks value. In fact, you should treat these words as precious because I’m giving you my full attention and pouring my mental energy into helping you succeed.
Think of it this way – scarcity drives up value. As a marketer, your goal should be to stand out by doing what other people avoid. Be rare and different. Real estate agents and loan officers essentially compete to win clients who need to decide, “Yes, I’ll work with Joanna” or “No, I won’t work with Brian.” The more your personal brand dominates the market, the better your odds of success.
So here’s the bottom line: You need to insert yourself into conversations about real estate at every opportunity to win more business. Ask yourself honestly – how often are you doing that now? Probably not enough. And I have to wonder why.
Here’s a case in point:
Did you know rents have dropped for 3 months straight as the number of new rental units hits a 50-year high of over 460,000 completed just this year? As rents become more affordable, renting gets more attractive as an alternative to buying. This matters because it means there are millions of homeowners sitting on equity but watching their finances go the wrong direction. They likely feel trapped, unable to tap that wealth.
So why aren’t you asking yourself every morning: “How do I get through to them?”
Scenario 1: Hey Bob, I’m Brian – I see you’ve mucked up your finances pretty badly. Luckily, you’ve got one thing I can use to help you – your home equity. Let me draw up a few options for you…
Scenario 2: Bob, you’ve crossed the line of no return. You need to sell. I know it’s hard, but let me reframe it so it makes sense…
Scenario 3: Bob, how’s everything going?
As Miles Davis said, sometimes it’s the notes you don’t play. We know Bob’s in trouble. We know there are enough Bobs out there to make you wealthy even in this market. But you need to find more Bobs. The question is – what’s your strategy for reaching them?
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