By Dave Hershman
Special to MPA
I have been invited to speak at a sales meeting of real estate agents. It is the first time I have done this and I would like some ideas and directions. What should I talk about besides myself and my company?
--Tim from New Jersey
Actually, while you should say something about yourself and your company -- this is probably the least important aspect of your talk. Remember, agents periodically have loan officers come to their meetings. And they typically get the same message:
- I am a great loan officer.
- I work for a great company.
- We give great service.
- We have great programs.
- Can I have a loan?
They have heard this message so many times before that they are not interested in hearing the same thing again. That is why brokers have such a hard time getting their agents to attend.
The key to great marketing is to be different. The key to delivering value to is talk about what is of interest to them -- not what is of interest to you. For example, real estate agents don't sell mortgages. They sell houses. Home loans should be introduced only in the context that it would help them sell more homes. For example, your "lowest rate in town" may be attractive, but it does not help them sell more homes.
What type of service could you deliver which would help them sell more homes? If you don't have an idea -- stay tuned for next week. I will give a few ideas as well as other topics you might bring up. Meanwhile, have a flyer or brochure that covers your background and your company. Don't waste their time covering it in detail. As a matter of fact, don't even say you are good. Instead you should have someone else say it for you.
Do you have a reaction to this commentary or another question you would like answered? Email Dave at firstname.lastname@example.org.
Dave Hershman has been the leading author and a top speaker for the industry for decades with six books authored and hundreds of articles published. His website is www.originationpro.com.
If you have a reaction to this commentary or another question you would like answered in this column? Email Dave directly at email@example.com