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2010-12-15 03:45:12

How to Motivate Prospects, Buyers and Sellers Using True Benefits

 

 

Ben·e·Fit, noun    Something that is advantageous or good

That's the dictionary definition.  We all discuss benefits every day, especially when we’re marketing ourselves or a listing.  And, it seems like it should be pretty easy to identify a benefit, but that's not always true.

 Use True Benefits to Motivate

You need to describe true benefits whenever you want to motivate someone to do something.   Focusing on benefits will supercharge your listing descriptions, blog posts, printed or online sales copy, listing presentations and. . .  well, you get the idea.

Do the statements below describe benefits?

  • This house is on a secluded lot in the middle of the development
  • I've lived in the area for 10 years

Do you think those statements would help sell a house or encourage someone to hire you as their real estate agent?  Do you think anyone would hire you as their real estate agent simply because you've lived in the area for 10 years?  They might, but that decision would be much more certain if the consumer was presented with true benefits. 

How to Identify a True Benefit

There is a process you can use to make sure that you're focusing on benefits.  In fact, there are probably more than one, but here's the one I use.  It's based on identifying a Feature, Function and Benefit. 

Take a look at the statements above when put into the Feature, Function, Benefit structure:

Feature:  This house is on a secluded lot in the middle of the development
Function:  There is no road noise; no neighboring homes are in view
Benefit:  You’ll feel like you’re living in your own private retreat

Feature:  I’ve lived in the area for 10 years
Function:  Living in the area gives an agent good market knowledge
Benefit:  You will get the latest market information to ensure you don’t sell too low or buy too high

Give it a try yourself.  Review your listing presentation or the "about" page on your website and put the benefits you see to the test.

The odds are that the first "benefit" we all come up with is actually a Feature.  You have to dig a bit more to come up with a true benefit. 

Remember at the beginning of this post I said: "Focusing on benefits will supercharge your listing descriptions, blog posts, printed or online sales copy, listing presentations..."   That's actually a feature and a function.

The true benefit of focusing on true benefits is that it will increase your bottom line!

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