Having been in sales for over 30 years I know how much clients hate salespeople telling them how good they are. They really despise it. Yet day in and day out I see agents bragging about how they are number 1 for this and number 1 for that, only to find that sellers are still not choosing them or calling them in.
I’ve heard it called commission breath or brag syndrome.
You should stop, and stop today. It’s not that people don’t like dealing with successful people, it’s just that they don’t like people talking about themselves and blowing their own trumpet. They don’t want to hear about you, they want to know what you’re going to do for them. So how do we let them know that we have enjoyed some success and will do a great job if we cannot tell them ourselves?
There are many ways, but the most effective is getting other people to talk about you. Let them tell people how good you are. They call this social proof and it gives you credibility. But how do we get other people to talk about us and tell the right clients at the right time what great agents and human beings we are? It’s simple, you drip feed this social proof by way of testimonials through various mediums.
To start with you need a system to capture a testimonial from every happy client at the perfect time. You then take those testimonials and put them on various marketing materials as peripheral information. You can also use them in a certain ways with your pre-listing system, making sure that the client has seen your social proof prior to you entering the home to present to them and ask for their business. There are clever ways of making sure they see them and in multiple different mediums such as hard copy, emails, social media and even video. It is not that difficult, it is just a system that needs to be implemented and the rest just falls into place.
But there’s one thing you need to remember: if the seller has already heard someone else blow your trumpet or read or seen someone say how good you are, the last thing they need to hear is you also telling them how good you are. The promotion has been done, now it’s time to focus on them.
The whole time you are with your clients you should talk about them, their needs, their interests and aspirations and the strategies you are going to use to get them the best the market is prepared to pay, while making it as stress-free as possible and creating customers for life and raving fans that will talk about you and tell the next client how good you are.
If you want to know more about getting others to promote and refer you, make sure you register for my upcoming Real Estate Brilliance seminar.