In this busy 24-7 social media, where the average human gets 2,000 adverts pushed at us a day world, when we manage a agents to get our advert in front of someone, albeit for a fleeting few seconds, the mistake we make as estate and letting agents is believing that we need to give potential landlords and house sellers all the information about our agency and why its so much better than every other agency.. whilst we have their ever so brief attention.
That is what the teachers taught us at school. We were not reprimanded for writing down everything we knew on our answer sheets for our essays and exams. If you wanted top marks on your exams – you dumped everything on the page .. yet this doesn’t work when we are dealing with real life people.
The objective isn’t just to deliver the evidence that we are the best agent in town by giving chapter and verse .. far from it … it’s to grab the imagination of the house seller or landlord. As children, we communicated in stories, not facts and figures, yet over the decades we have untaught all of that. If we, as agents, are truly focused about making an difference in our work in selling and letting property for landlords and houses sellers, helping people move from one chapter of their life to another, we need to start rescuing those instinctive storytelling skills we once had.
How? The next time you are asked a question about why your agency is different or better, please don’t go into a long description with logical USP’s, instead just start with the phrase, “let me tell you a story ……..”