Stop Selling Features: Start Selling Benefits

It’s important to keep in mind that customers do not actually buy features. They buy benefits. They are buying what the product can do for them.  As a real estate agent YOU are that product.  Most people want to know, “What can you do for me?  And how much will it cost?”  In order to approach both of these questions with confidence, an agent, or anyone in sales for that matter, must be able to capitalize on the F-A-B method (Feature/Advantage/Benefit).  Remember, your role is to help the consumer or client understand how every skillset, certification, or designation will be a benefit to them.

A Feature answers the question, “What is it?”  Typically, a feature is something a person can feel, measure, see, or smell.  If you, as the agent, are the feature then how would you describe yourself as the product?  Take time to write down your experiences, number of years in the business, homes sold in a year, and even a unique or niche skillset you possess. Don’t forget to include things such as speaking, reading, and writing a second language, or even previous career experiences that might help your clients when purchasing, building, or selling a home. 

When it comes to Feature, Advantage, Benefit selling there’s also something called less obvious features.  These are features that can be seen by the consumer and yet are still sometimes overlooked.  For example, a less obvious feature of a T- shirt might be that it’s made from 100-percent cotton and has double-stitched seams. Those features aren’t exactly hidden but it might be a benefit to point them out to a consumer. 

As an agent, take time to write down some of your less obvious features and how they benefit a specific type of client.  A good example for an agent might be having an ‘in house attorney’ or traditional and digital marketing collateral that goes out to a targeted audience on behalf of your Seller.  Just remember, features translate to benefits if they give customers what they are looking for in product.  If an in-house attorney is not typically seen as a benefit for your consumer then there would be no need to capitalize on this as a feature.

Now consider how even your most basic features might come with what are called hidden benefits.   

• Hidden benefits are advantages that a client wouldn’t know about without you telling them directly. For example, a hidden benefit for an agent might be having an assistant to help with communication between clients.  
• Another hidden benefit might be that you as the agent have trusted vendors and contacts standing by and ready to assist with option period, repairs, quotes.
• Don’t be quick to assume that the public knows these types of hidden benefits about you and/or your company.  The value is being able to identify some of your hidden features and how they benefit your consumer.

While it’s always important to point out the obvious benefits as well as the hidden benefits to a client, it’s vital to point out unique or exclusive benefits or advantages that are available only from your goods, services, or business.  To have a selling advantage over your competitors you need to have a unique proposition that screams exclusivity.  For example, I freely give of my time, support, courses, and marketing methods to those doing business with my company.  This is an exclusive benefit for my clients. 

Summary:

An important part of selling is determining what each customer is looking for in a good or a service, then proving that your good or service has the features which will benefit them. When you’re able to articulate this and build your brand around it your ideal client is likely to find you faster!

Feel free to contact me texastitlegirl@gmail.com for a free, one page chart on identifying your features and benefits

How to Overcome Social Media Stress

How To Time Block Your Day (Increase Your Success and Keep Your Sanity)

How to Time Block Your Day to Increase Your Success and Keep Your Sanity is a quick read (3 min) but if you don’t like to read scroll down to the bottom of this post and you can watch the video instead. If success is what you’re after in 2021 then read on. But if you’re also at a point in your life where success at the expense of your sanity is no longer an option than this article is for you. Time blocking doesn’t have to be complicated. Consider the next three things I’m about to share with you- three simple but very strategic tips – and you’ll be light years ahead of your competition.

STEP ONE: AUDIT YOUR TIME

You need to be honest about what you’re doing with your time. For at least one week try and audit your day. Every single minute of it. I think you’ll be shocked at how you spend much of your day. Sure, we’re all busy. No argument there. But I also know from personal experience that there is a great deal of time wasted on tasks that do not always move me one step closer to my goals. So for one week you’ll simply jot down all your activities and tasks. That’s first. Consider taking the second week to track the amount of time spent on each task. Short on time? Then combine the two assignments and get your time audit done in one week. Make sure to write down things such as travel time to and from activities, personal tasks and activities that must be on your calendar (the gym, doctors appointments, church, sports practices), and also recurring tasks for work such as weekly sales meetings or monthly reports that are due by a certain time. No doubt, there are a lot of things that must get done during your day – just be sure to write them all down and the time associated with that task. Good luck.

STEP TWO: IDENTIFY YOUR INCOME GENERATING ACTIVITIES

If you’re in sales, and especially if you’re in sales, this next section of information applies directly to you. Next, you’re going to write down two, three, or even four of your highest income generating activities. What’s an income generating activity, you ask? Well, only you can be the real judge of that and especially at it applies to your line of work. These should activities (not to be confused with tasks), when implemented with fidelity and consistency, yield amazing results. A few examples for someone in a Sales role might cold calling, setting appointments, conducting the appointment, meeting with current clients, building courses and content for prospects, following up with closed business…whatever the activities may be, write them down. But also be honest about what is an income generating activity vs. what is not. My next blog and video will go into more depth about that. Please also note: These activities should align with your annual, quarterly, monthly and even weekly goals. Don’t have goals? Get some. It’s March. Your smaller goals (i.e. daily and weekly) should support and move you closer to your bigger goals (such as your annual goals). Once you have your high payoff activities identified, and you’ve cross checked to ensure they align with your goals, it’s time to get to work. So keep reading – you’re almost done.

STEP THREE: HOW OFTEN AND WHEN WILL YOU WORK DIRECTLY ON THESE ACTIVITIES?

This last activity brings us full circle: You’ll want to identify the best time in the day to work directly on those high payoff activities. You’ll need to identify a few things:

1. THE WHEN: What time of day should you be working on these activities? Should you be working on them first thing in the morning? Or have you found a specific activity that can only be done in the afternoon? Let’s say, for example, the activity is cold calling. Perhaps you can reach more people between the hours of 9-10 AM than you can 3-4 PM. Then adjust your time block for the morning.
2. THE WHERE: Location, location, location. Nowhere is this more true than in real estate. Make sure to identify the best place (location or setting) to work income producing tasks. It might sound silly because for most of us it will often be at a desk with your device – but everyone is different. With more and more families at home these days perhaps you need to tuck yourself away in a bedroom where you can be (mostly) uninterrupted. Or maybe you need to go to a coffee shop, hotel lobby, or it might even be that sitting in your car where it’s quite and you’re free of (most) distractions) makes the most sense. Be creative. Be flexible. But be intentional.
3. THE FREQUENCY: When looking at the best time of day to work on these activities also ask yourself, “How often do I need to work on this activity? Once a day? Twice a day? Once a week? Monthly?” Most income generating activities need to be done every single day. You’ll want to identify the number of times in a week (or in a day) these activities need to be conducted and then write them in to your calendar. The second part will be to identify the amount (or length) time it will take you to complete the activity. Some activities might require only thirty minutes while others might require upwards of two hours. You’ll have to do some homework and critical observation to identify the time length needed. Perhaps you’ll find that too much time is being spent on an activity. Your time audit (refer to step one) might identify that too much time or not enough is being spent on an activity. Whatever the case, do not skip this important step.

REACTIONARY TIME: A CAUTIONARY TALE

In my next post I’ll dive a little deeper on reactionary time, but for now you’ll want to make sure you include thirty to sixty minutes each day to play ‘catch up’. Reactionary time is a block of time where you are free to circle back around to an activity that has gone uncompleted from the previous or current day. Think of this time much like you would a Study Hall. You can catch up or get ahead on things that are left hanging from earlier blocks of time (just like in school). If you’ve blocked 90 minutes for calls and but in that window you find yourself out of time, then my strong suggestion is to wrap up and move on to your next blocked activity. Leave room at the end of the day to circle back and complete the activity or simply stop when the time is up and until that activity is scheduled again. Otherwise you run the risk of getting further and further behind and having to eliminate a separate block of time altogether.

THE WRAP UP:

To begin to block out your time in a meaningful way is to move the needle of success in a positive direction. To my knowledge no one has ever gotten less done once they started to time block. If anything, you’ll become a Ninja when it comes to efficiency and getting things done. In a business, especially Sales, you cannot risk putting your high payoff activities on the back burner. Audit your time, write down your payoff activities and how often you should do them, identify the time of day to work on them, make sure all of this aligns with your goals and then get started. Adjust as needed. And adjust you will. You’ll find success not only in the process but the implementation as well. Good luck!

How To Create a Simple Social Media Strategy: Do these 3 things right now

Feeling overwhelmed by all the platforms and requirements for social media? Watch and learn! And then contact me so I can help. Social media doesn’t have to be hard. First things first: start with the end in mind. By this I mean, make a goal for your platform and or your purpose for being on social media. Next, keep it simple. Don’t try to be all things to all people. Keep your strategy and your content simple. Watch the video for more info. And last but not least, you must manage your expectations so that social media doesn’t manage you. Hope the video helps you get a grasp on how to leverage social media for 2021.

Nobody Cares About Your Business

It’s hard to imagine a world where you aren’t the Main Character of every storyline. But the truth hurts. And the truth is this: Nobody cares about what you do. Nobody really cares about your story. We have to make them care. In business, it’s our job to add value and give people a reason to take notice. It’s not the job of the customer, the client, nor the prospect to chase your brand or your business nor is it their job to dig deep in order to better understand your brand message and your services. In fact, it’s quite the opposite. Take a look at what it means to be obsessed with others and how to make people care about your business and your drive to help others through your products and/or services.

Three Things To Know When Creating a Personal Brand

The 5 W’s of Personal Branding: THE WHO

You’ve been told you need a personal brand.  Some of you might be thinking, ‘What does that even mean?’ and more importantly, ‘why do I need one?  I have a brokerage and they have a brand. In fact, Sarah, their brand and reputation are partly why I chose them in the first place. So why do I need to do this personal branding stuff?’

STORY TIME

Let me attempt to answer that question by sharing a quick story.

For sixteen years I was a public school teacher.  Teaching was more than a job.  It was a career and even a lifestyle.  And it was all I’d ever known.  And then in August of 2019 I decided to leave the field of education (before anyone knew of the events to come). I got a job with a title company as a business development rep.  I didn’t even really know what that meant, exactly, I just knew I had to hustle.  And more than that I knew I had to do something, and fast, that would set me apart.  I needed a personal brand. I already had the backing of an amazing company (with a great business brand), but I needed something that would help me stand out and something I could use to market myself and my skillset – and from this need SATitleGirl was born.

THE SAME GOES FOR YOU

Your company or brokerage may be cutting edge when it comes to technology and marketing.  They have created an incredible brand that people know, like and trust. You may have the best broker owner/manager/boss in the world – but those things aren’t often going to win you the listing or the lead when it comes to working with a buyer or seller.  A personal brand will help set you apart but something to note is that it should also flow nicely and work in tandem with the brand of your brokerage or business. For these to be in conflict will only send confusing messages. So as you begin to build out your personal brand try to keep in mind the values and brand of your company so that your audience will see it as a seamless partnership.

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THE WHO: GETTING STARTED

Starting with the end in mind will help greatly when building your brand.

1. WHO is your audience? 
2. WHO is your ideal client?

Before you can market your services you need to know to whom you are marketing! A brand will help you know what you’re marketing and to whom. So who is it that you’re trying to reach? Do you have a niche or a targeted audience? You can’t be all things to all people. Start small, but dream big. Is your audience FTHB’s (first time home buyers)? Empty nesters? People relocating to your city? Knowing THE WHO when it comes to your market will help greatly when it comes to they type of content you’ll create and the marketing you’ll provide. Knowing THE WHO also helps you create a brand that will attract that audience.

THE WHO IS YOU. YOU ARE THE WHO. YOU ARE YOUR PERSONAL BRAND.

This next section involves taking a good hard look in the mirror. You are your personal brand. And may I say, with confidence, that it’s better to wait on branding than to build something inauthentic. If you don’t know who you are then take some time to figure it out. Read books and blogs. Watch videos. Take online inventories. Write it all down (so you don’t forget). At first it may seem like you have a lot of moving parts and splintered information, but eventually these exercises will lead to a robust brand. If you want some suggestions on where to get your hands on some support click HERE. I’d be happy to assist.

THE ETHOS PATHOS LOGOS OF BRANDING

Once you know who are you are then ask yourself, “Am I OK showing people who I really am?”  Because like it or not, you will repel some people when you show them your personal brand. And that’s OK. The flip side is that you are also going to appeal to the kind of people you want to work with. And while you may confident in who you are (or who you are not) read this next section to make sure the ethos, pathos and logos part of you and your brand are up to speed.

YOUR ETHOS: ethics, credibility, character.

What are your ethics like? Can people trust your words and actions? When you don’t have all the answers are you transparent enough to let people know that you’ll do everything you can to get the answers they need? That will build credibility. Building authenticity and transparency is all part of building your personal brand. Your authenticity and transparency will also connect to the ethos in others. Are you willing to accept responsibility for your short comings and mistakes? Are you known as doing right by your clients? Do you go the extra mile and provide unmatched customer service? These are the things to be known for and the things that will help build your brand and set you apart.

YOUR PATHOS: emotions, personal connections, and connections to self (family, philanthropic involvement, personal hobbies and interests).

It’s 2020. And the entire world seems to be on social media these days. Does your social media presence tell a story about who you are as a person when it comes to your personal life?  Is the brand you’re creating on social media one that’s relatable? Do your posts draw people to you and your business or do your posts send confusing messages? Anything you post can help people connect to you or with you. You can create posts and content that helps people relate to you and even feel like that know you.

The transparency and authenticity you build will also play heavily into the pathos of others. They want to see who you are and what you’re about. They want to know, like, and trust you before they do business with you. Showing them the human side of you and a ‘peek behind the curtain’ is always a great way to humanize your business efforts. Many agents talk about their clients and how they become friends for life. This is part of their brand, no doubt, so begin to think about how your brand might appeal to emotion (pathos) when connecting with prospects and clients.

YOUR LOGOS: logic and reason.  Start to ask yourself how you can position yourself as the industry expert.  Is this side of your brand apparent and seen by others? When they see your face or your logo do they think, “Now there goes an industry expert!” Are you someone known to provide value? If not, start to work hard to change that. Know your stuff. Run reports. Know stats, facts, and data. And even more importantly know how to interpret that data for meaning. Read as much as you can. Take notes. Listen to audiobooks. Get a coach and a mentor.  Many clients won’t care about the pathos side of you. They will operate only on logos. Don’t lose out on an opportunity to work with a client because you weren’t prepared with numbers, reports, handouts and facts.

THE TAKE AWAY

If you’re just starting to think about your personal brand sit down this week and spend some time with yourself.  If you want to contact me I can send you resources that will walk you through some really simple exercises. Make sure you are clear on who you are and who you are NOT.  People will see right through inauthentic branding.  Don’t try to create a brand that you want to become.  If you break into the luxury market three to five years from now and you’ve outgrown your grass roots brand then fine – rebrand yourself at that time.  But for now, be who you are – with some room for growth. It won’t be perfect.  But remember done is always better than perfect.  Let ETHOS, PATHOS and LOGOS guide your efforts when developing THE WHO. 

And remember, you are the who – the who is you – you are your personal brand!

Creating a Strong Value Proposition – Why this is no longer an option

If you are living breathing human than keep reading because in 2020 a strong value proposition is no longer an option. You might be thinking, “Sarah, I am not in a role or season of life where I need a UVP.” But I’m going to prove you’re wrong a by sharing that creating a strong and unique value proposition, no matter what season of life you’re in, is a MUST.

As an agent you need to position yourself to stand out in the crowd. And many would say, especially in San Antonio, that our market is nothing but crowded with agents. And while that might be true…I will also say that any agent in San Antonio who is able to master their UVP, along with branding and marketing, will run circles around the other agents in this city.

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let’s take a closer look at a few of things you should consider when developing your unique value proposition:

Your UVP should be outward facing

Clear and Concise

Answer the question of how it will help a client

How the client’s problem will be solved should they use your services

And how your unique skills and customer service differ from everyone else.

Additional Things To Consider –

1. A UVP fills a need.
2. And it fills that need in a way that NO ONE else can do.
3. When creating your UVP you want to make sure it answers the question, “What are you selling?”

I talked about the importance of branding in my last video (click here) so if you haven’t yet seen it be sure to watch. Developing a solid brand will assist in creating your UVP. If you can visualize yourself with a certain type of client and you know their wants and needs, even some of their pain points and strengths that this typical client brings to the table, you can better identify and articulate your UVP. A UVP is NOT about you. People care very little about your story. Figure out a way to tell their story.

Do’s and Don’ts – Keep these at the forefront

DO: Make sure your UVP should be outward facing

DO: Be clear and concise

DO: Answer the question of how it will help a client

DO: Inform the client on how their problem will be solved should they use your services

DO: Make certain to show how your unique skills and customer service differ from everyone else.

DON’T: list your awards and accomplishments.

DON’T mistake a slogan or a catchy saying for a UVP.

DON’T use industry language that your clients won’t understand.

Moving Forward – Once You’ve Created Your Proposition

Once you’ve created what feels like a strong UVP, sit on it for a few days – a few weeks even. Try it out with friends and family or past clients. And use the above information to see if your UVP passes the test.

In sales, a unique value proposition does one thing well: it aligns the value the salesperson provides with what the customer values.

If the customer values service above all other things, the unique value proposition showcases how the salesperson provides customers service.

Understanding their needs will help you create a UVP that appeals to the client and meets their need in a way that is still sustainable.

Bottom line: You are customer-client first. You know that but do THEY?

HOW TO STAND OUT WITH YOUR PERSONAL BRAND: REALTOR EDITION

San Antonio Agents and Lenders, my passion and mission with this blog is to deliver content for those of you looking to increase your discoverability and stand out and apart from the other 15,000+ agents working in and around “The (210).” Competition is everywhere, but the good news is that right now, and in our market specifically, it is easy to stand out from and run past your competition. Especially, if you’re willing shift ever so slightly and do what many aren’t willing to do.

And let’s talk about that shift right now – Branding, specifically PERSONAL BRANDING, is what will set you apart in a sea of faces. Personal branding is your message, your story, who you are, and what you’re about. The first thing to keep in mind is that a personal brand is no longer an option.

NUMBER ONE: If you don’t have a personal brand then get one and in the comments section I want you to write HELP! I’ll connect with you and give you a couple of FREE resources that will get you started in the right direction. Something is better than nothing. You can read books, watch other YouTube videos, listen to Podcasts…but if you think your Brokerage will sell your services or do the lead generating for you then think again. People work with people. You are your brand. And especially if you’re new to the field, you’ve GOT to figure out a way to stand apart, stand out and show people what you can do for them. To summarize, personal branding is no longer an option – it’s a must.

NUMBER TWO: A personal brand will help you better articulate who you are as an agent, leverage your skills, and help clients identify why they should hire and work with you. It will also help you identify your ideal client! Having a personal brand will answer the question that agents often face: “Why hire you vs the next guy?” Creating a brand, personal mission statement, and identifying not only your core values but the values you bring to the table will assist you greatly when answering that question.

What personal branding is NOT: Personal branding is not the same as marketing / public relations. Most people are putting out content that acts more like a “Look at Me” vs. “Here’s how I can help YOU!” You may be developing a personal brand without even trying and it MIGHT be hurting your business. It’s easy now a days to post content, images, memes and so forth that send a confusing message to prospects, clients, and even your SOI about who you are and what you represent (aka your Brand).

PART THREE: Your brand is not just am image – that may change over time. A brand is something people can connect to and with…because YOU are your brand. Your brand is something that will stand out or stick in one’s mind – even if they aren’t doing business with Said Brand at that moment, they know will recognize it. Your Brand is the foundation of who you are, your values, and what your customers get when they do business with you. Taking the time to identify and develop a personal brand will help your marketing efforts be more targeted. Why? Because marketing supports that brand. – Be authentic, be you so that your brand is sustainable – Identify your core values and beliefs – Starting with just these two things in mind will set you on the right foot to building your personal brand.

Virtual Home Tours: Pros and Cons

If you’re reading this, it’s probably because you’re an Agent and looking to leverage your listings. Time is precious so let’s jump right in to why you should be utilizing video to get more eyes on your listings. We’ll also explore the pros and cons of four different types of virtual home tour options.

1. Facebook LIVE There is nothing new about this platform. But what are the things you should consider if you’ve never done a FB LIVE? Let’s take a look.
   • PROS: In my opinion, there are so many pros to using FB LIVE. First, the LIVE feature is free and easy to use. LIVE allows you to engage and interact with your audience. And even if only one or two people show up for a LIVE, we all know the video can and will be viewed multiple times later on. And even better, it can be shared and viewed by other agents or potential Buyers! Facebook LIVE positions you as the expert, puts your face (aka your Brand) in front of people, and allows you to showcase not just the home, but your personality as well. For more tips and tricks on things to consider when going LIVE check out the video above.
   • CONS: If you aren’t comfortable in front of the camera this option will be a tough sell. Not only are you on camera, but you’re LIVE. Anyone using LIVE will need a certain level of confidence or enough determination to grow and get better. LIVE can be a great way to engage with your SOI, but if you don’t feel comfortable or at least uncomfortable enough to laugh about it and make that a emotional experience part of your LIVE then this may not be the best option for you right now. I can’t emphasize enough that video is the way our world has gone. I don’t believe that will change anytime soon, so the quicker you can adapt and find a way to get on camera the better.
2. 3D Digital Home Tours
   1. PROS: Self guided by the viewer. The client can take their time and not feel compelled to keep your pace. Some people prefer NOT to interact with the agent and want to have the time and space they need to view and discuss the home. This is a PRO for many (but not all) people. You can access these tours anytime, anywhere and get some great insight into the look, feel, and overall layout of the home.
   2. CONS: You, as the agent, aren’t right there with the client. Your expertise isn’t available should the client have questions, concerns, or need clarification about something relative to the property or the neighborhood. Sometimes it’s the ‘in the moment’ opportunities that can be seized to help create a vision for a client. Those might be missed when you aren’t present to walk through a property with them.
3. Custom Home Tours
   • PROS: You are The Driver and can start the tour in the BEST room or area of the home. As the agent, you also get to control the pace of the tour making sure that no detail is overlooked. You’re in front of the camera offering your expertise and insight.
   • CONS: Wifi, poor lighting, and an empty house can sometimes cause the viewer to feel frustrated or underwhelmed. An empty house will create an echo so consider using a MIC or your earbuds. Get there early to check the WiFi signal or consider stopping by a day prior to ensure it’s all in working order. Arrive early to turn on lights and open doors so that the flow is smooth. And use a stabilizer when possible for a more enjoyable viewing experience. Here’s an example of what they look like (CLICK HERE).
4. Lattes and Listings
   • PROS: I can’t say enough good things about this platform. First of all, it’s FREE! Lattes and Listings is a private FB Group that was created exclusively for San Antonio Area Agents. This idea came about as a result of COVID and was birthed from the desire to help agents connect and keep their listings visible to the public. The group brings agents together the second and fourth Friday of every month from 9:30 – 10:00 AM on Zoom (and FB LIVE). Three agents feature their listings weekly. Other agents join in to view the listings, ask questions, and when requested, give feedback on how the Listing Agent might improve the listing, the photos, or even ways to enhance some of the selling point of the home. As a Listing Agent, it’s also a value add for your Sellers. Most of them will love knowing you’re showcasing their home to other agents in the area in hopes of finding a Buyer. To join the group you must be a licensed agent in the San Antonio area (this includes surrounding areas). You must also agree to the community guidelines. To join, go to facebook and in the search menu type “Lattes and Listings.”
   • CONS: THERE ARE NO CONS!

My Mission Targeted and AGENT FOCUSED

1. To bring your value as an agent
2. To provide ways to increase your discoverability
3. To help you know the value your bring in order to position yourself as the expert
4. To support you with your social media and marketing efforts

Find me on YouTube, Facebook, and IG: SATitleGirl

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