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2009-06-26 16:57:01

How Teaching Your Clients Can Mean Mega Profits


“The mediocre teacher tells. The good teacher explains. The superior teacher demonstrates. The great teacher inspires.” William Arthur Ward
Bob, why are you explaining what makes a good teacher? We’re real estate agents here. Hello!
Good question. And here’s my answer: In these times, if you’re not teaching prospective clients, you’re losing the game of real estate – and the score isn’t even close.
My goal with this article is simple: To get you to be a great teacher so you will inspire people to use your services. Wouldn’t it be great if a client came up to you and said you actually inspired her to sell her house? Or if a buyer said you convinced him to buy?
When you approach your job as a teacher – a great teacher – that’s exactly what can happen. And today more than ever, the public needs to be educated on real estate. Over the last 18 months we’ve seen enough changes in the market to boggle even the experts. So you can imagine how sellers and buyers are feeling – especially those just entering the market for the first time. They need good, reliable information and you’re the professional who can share it.
So the big question is: Are you teaching? Or, are you doing business as usual?
Put yourself in a seller’s shoes. You get a call from a Realtor who starts talking about how great he is, and how many homes he’s sold. Blah, blah, blah. Every Realtor makes those exact same claims. But if a Realtor called you and began explaining how you can sell your home for a better price by following some simple steps, then you’re educating the seller. You’re inspiring the seller by explaining what’s in it for him.
Believe me, I know it works. I’ve seen my own clients – Real Estate Agents who became “teachers” in their business. Amanda Howard, one of my clients in Huntsville, Alabama, has shifted her approach with prospective sellers and buyers. Amanda and her team now focus on learning what their clients need to know to be successful in buying and selling, and then teaching the clients to empower them to have a successful sale or purchase of their properties. By becoming educators and teachers to their clients, Amanda and her team are turning the tables on today’s market. They are completely customer focused and as a result Amanda is realizing a better profit in her business. Click here for one of the education-based marketing tools that Amanda uses
In the meantime, here are a few steps to add education-based marketing to your business:
1. Narrow your target audience. It’s been said if you attempt to reach everyone you end up reaching no one. Instead, focus on those who need your services most and make your message sound as if you’re talking directly to an individual who falls into that market.
2. Determine what your prospects believe are the most important issues. What questions do you hear most often? What do they say are their biggest problems? Walk in their shoes - what are they going through? 
3: Make sure your marketing materials are teaching prospects how to overcome their problems. How about instead of an ad that says: “Want to sell your home? Use me, I sold 120 last year;” go with, “How to avoid the 5 worst real estate sales mistakes.”
4. Hold seminars and workshops. Again, promote them with a problem solution format that prospects see as learning something valuable. Here are a few examples of workshops you might conduct in your city:
- Top 5 reasons why right now is the time to buy a home
- 15 tips to get the financing you need for your new home
- 12 red flags to watch for when buying a home
The sky’s the limit. Just address current problems potential clients have and then offer solutions.
Education-based marketing makes it so much easier for prospects to open their door to you because you’re giving them something they know they can use. It solves their problems. In short, it helps them.
Tell me what you think of becoming a “teacher.” Will this help you? Do you have examples of how you’ve used education-based marketing? I’d love to hear from you.
E-mail me at   
Bob Corcoran is a nationally recognized speaker and author who is founder and president of Corcoran Consulting Inc. (, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential or commercial broker or agent’s existing practice. Sign up TODAY for your complimentary business consultation.

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