(article previously published in May 2014)
The paradigm shift for selling a house
Although many promoters still long for the old days to return, I hope this is not the case for you.
I am not saying this with respect to market reactivation.
I am referring to the way of selling. Think back. Think about how you have sold your developments historically. You may have used print ads, radio or even television, printed brochures, mailings, site booths, etc.
All these actions have one thing in common: they are actions of the type PUSH.
What does it mean? That they are pushing, invasive actions.
To give an example: TV commercials. We are watching a movie and we are interrupted by commercials.
This has changed. An example of this is the travel agencies.
Only people who have difficulties in dealing with the Internet continue to go to travel agencies.
In other words, people no longer need to be convinced, they want to choose without being overwhelmed by messages.
For this reason, it is called PULL.
You have to “let yourself be thrown away”.
Trying to sum it up in one sentence, you must change your attitude :
you no longer sell your product, your product must be bought.
You have to create the necessary expectation to make your home something desirable. something desirable.
You should be asked about it and not have to go and tell your customer about it.
You don’t know how to do it yet, but aren’t you motivated by the idea?
Initially it seems that it will be less effort. And it will, but not in the short term.
Creating that need does not come without effort and a good strategy.
If you get it right, you will start from a much more likely to close the sale because the prospective buyer will approach you, not the other way around.
The art of being desired
For this, as in everything else, you have to learn how to do it. You don’t learn in four days. However, if you make the best of your previous experience and find the way, selling will become a pleasure. It is an art that few master, but it is worth a try. Among other things, because if you don’t, others will.
In fact, they are already doing so.
But how do I do it?
The sales process is expanding. We cannot limit it to :
I advertise – they are interested – I expose and convince – they buy – bye-bye – next, please.
That has been over for a long time.
In the same way that pre-sales and post-sales actions are carried out (we will talk about them another day), the work in social networks needs a special strategy. Always linked to 1.0 actions and, of course, bearing in mind that, given the apparent asepsis of the networks, we are talking to people. This is very important.
We must be close enough to gain the trust of the potential customer.
If our message takes on an institutional aspect, the customer will read it as distant and will find it difficult to approach. They will have a cautious attitude.
The big brands have been doing it for a long time. Some better, some worse.
Do you believe your brand is of quality and do you want it to be perceived as such?
Are you taking the necessary steps to create synergies with your potential customer?
No? You’re on the wrong track. Look at how other real estate companies are doing it and you’ll begin to understand what I’m talking about.
In the next article I will give you some hints on how to get started.