What is it that you sell?

And no, you don’t sell homes or office buildings or any other type of real estate. You sell what your clients think they are getting when they buy from you.

You sell a dream - the promise of happiness in the future. You’re selling peace of mind during the buying and selling process. You’re selling their pride in their brand new home or office. You’re selling their comfort in knowing they have room for another addition to their family or room for those 3 new partners your firm just added, complete with a lovely view of the city skyline. You’re selling their pride in a major investment in their financial future. You’re selling them their vision of the future.

This is something to think about when you create your marketing materials - how you can help them achieve their dream? This goes beyond the cliche ‘find your dream home’. This means taking a genuine interest in who your clients are and understanding their motivations for buying. A newlywed, 20-something couple looking to start their family will have a different set of motivations than an older couple reaching retirement next year. Do your marketing materials address the concerns of people at different stages of life?