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Not Bridging The Gap

by ewenmack
8 replies
Real estate agent assistant called to see if I wanted a market evaluation for my home.
I was left thinking, why would I want one. Had she carried on with,
"so you can see if this is the right time for you to sell", now I would see the connection.

"So you can" is the magic phrase starter you use
so the prospects can see how it would work in his world.

Every time you write something to help them buy,
add on "so you can" which is followed by a desired outcome.

This is so you can sell more, effortlessly...of course!.

Best,
Ewen

.
#bridging #gap
  • Profile picture of the author AmericanMuscleTA
    Nice!

    So, what did she actually say... And what did you say? This is gonna be good....
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    • Profile picture of the author ewenmack
      Originally Posted by AmericanMuscleTA View Post

      Nice!

      So, what did she actually say... And what did you say? This is gonna be good....
      That was about it really.

      She just phoned who she was and what firm she is with, if I owned my own home
      and they are currently carrying out home valuations in my area, would I like one.

      I then said the public generally know they can get one from any real estate agent
      any time. Then she then asked again if I would like one.

      Said no and that was it.

      What she left out was the "so you can see if it's a good time to sell" part.

      I didn't see the point in the offer until I got off the phone wondering why I had that question
      in my mind and what she could of done to bring home a desired outcome..

      Getting a current home valuation by itself isn't the end outcome.desired.

      Now I've become aware of this bridging method recently,
      I see it also tying in with the tipping point post.

      Best,
      Ewen
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      • Profile picture of the author savidge4
        huh? what? tipping bridges?

        Originally Posted by ewenmack View Post

        That was about it really.

        She just phoned who she was and what firm she is with, if I owned my own home
        and they are currently carrying out home valuations in my area, would I like one.

        I then said the public generally know they can get one from any real estate agent
        any time. Then she then asked again if I would like one.

        Said no and that was it.

        What she left out was the "so you can see if it's a good time to sell" part.

        I didn't see the point in the offer until I got off the phone wondering why I had that question
        in my mind and what she could of done to bring home a desired outcome..

        Getting a current home valuation by itself isn't the end outcome.desired.

        Now I've become aware of this bridging method recently,
        I see it also tying in with the tipping point post.

        Best,
        Ewen
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        Success is an ACT not an idea
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        • Profile picture of the author ewenmack
          After further reflection of the call, she made a bare bones offer
          coming from low status, especially I pointed out
          that the general public know they can a free valuation
          done anytime from any agent.

          So she was doomed.

          Had she created a higher level of status before
          making her offer, she would get more attention
          and traction.

          Best,
          Ewen
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  • Profile picture of the author visimedia
    cool selling technique... will use that in my offline effort. thx!
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  • Profile picture of the author Matthew North
    I always cringed whenever I heard an agent say it's a FREE estimation, evaluation, consultation.. free whatever. It destroys the perception of value before you even begin.

    What Ewen is talking about is the 'Bridge' between features and benefits..

    'Offering home evaluations so you can see if it's a good time to sell'
    'Custom prescription glasses so you can enjoy better vision.'
    'Red laced lingerie so you can look and feel sexy..'

    The problem is that benefits are subjective and specific to the individual prospect. Not every person that buys prescription glasses actually needs them for example. They are fashion accessories where I live, so the appeal that I'll have better vision won't register with me at all because I have 20/20 vision. But if you asked why I wanted them or what I was looking for in a pair, I would tell you it's because all my friends have them.. and you would sell to me with that angle.. because that's what makes sense to me.
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    • Profile picture of the author DABK
      It's hard to know what every individual's reason is.

      So, you use the one that you think most people would respond to.

      In Ewan's agent's assistant case: they're trying to find home owners who're willing to sell so they can pitch themselves into representing the home.

      So, so you can see if it's a good time to sell, is perfect for them. As an agent, you don't want to give free estimates to people who're trying to see if they can finally refinance, or just want to win an argument with Uncle Bob. You want to figure out the ones who have thought about selling.

      So, it's good to know what moves someone for more than one reason.

      Originally Posted by Matthew North View Post

      I always cringed whenever I heard an agent say it's a FREE estimation, evaluation, consultation.. free whatever. It destroys the perception of value before you even begin.

      What Ewen is talking about is the 'Bridge' between features and benefits..

      'Offering home evaluations so you can see if it's a good time to sell'
      'Custom prescription glasses so you can enjoy better vision.'
      'Red laced lingerie so you can look and feel sexy..'

      The problem is that benefits are subjective and specific to the individual prospect. Not every person that buys prescription glasses actually needs them for example. They are fashion accessories where I live, so the appeal that I'll have better vision won't register with me at all because I have 20/20 vision. But if you asked why I wanted them or what I was looking for in a pair, I would tell you it's because all my friends have them.. and you would sell to me with that angle.. because that's what makes sense to me.
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  • Profile picture of the author AmericanMuscleTA
    It's just like seeing agents send out postcards saying the same thing... "Get A FREE Home Valuation." It's horrible!

    I send out tens of thousands of postcards and what works for us is a FREE Home Seller's Guide. No one else is our area is doing it, and most of the other agents are too cheap to do any kind of marketing.
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    David Hunter | Duke of Marketing
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