In marketing luxury real estate ideal
transactions are those where buyers feels that they have found a home
that is a perfect fit for their needs and wants at a price that is
mutually acceptable to the seller. The same principle applies to
marketing you; that is, finding clients who are an ideal match to your
core values and your personality. When like-minded people who share
similar values and compatible personalities do business together
business relationships and transactions just flow more smoothly.
People like to do business with people
they trust, those who share their values. People trust people like
themselves. Trust accelerates sales. Mistrust introduces resistance and
slows things down.
Great luxury real estate marketing is
actually great matchmaking because, when you find clients who are the
right matches, selling becomes irrelevant. If you find yourself
selling, you are trying too hard to convince someone with dissimilar
values that they should forego their own values (or buy something they
actually do not need or want). It is like tyring to pound a round peg in
a square hole. It is stressful to you and the client.
Essentially, if you feel you have to resort to selling, you need to step back, shift your mindset and
re-examine your marketing. At some point you have convinced yourself
that there is a scarcity of clients who are a match to your values and
personality. That is ALWAYS an erroneous assumption, even though it
appears to be the case from a scarcity-based mindset. Shifting to an
abundance-based mindset, you suddenly discover an abundance of clients
who are looking for you as ardently as you are looking for them because
you have the potential to be a perfect fit.
A marketing mindset is an
abundance-based mindset. A selling mindset is your clue that you have
slipped into a scarcity-based mindset. Stay tuned for part two of this
article series to discover how shifting your focus from a selling
mindset to a marketing mindset can make all the difference in the world
to the bottom line of your luxury real estate marketing practice.
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