The other day I heard a radio commercial for a real estate broker. The show’s host said he’s the only broker he recommends and provided examples of some of the great results the broker has obtained for his clients.
The commercial ended with the host telling the audience to call the broker, provided the phone number, and repeated it.
The broker sounds like a real player, someone you should talk to if you’re thinking of buying or selling. But there was something missing. Something that could help this broker massively increase his income.
It’s a common advertising mistake. Sad because it is so easy to fix.
Here’s what I’m talking about.
There are three categories of people who hear this ad. The first category is the smallest but provides the most immediate revenue: people who like what they hear, pick up the phone and call.
The second category is the largest: people who will never call. They don’t own property, aren’t planning to buy property, have a brother in the business, and so on.
They’re not prospects.
The third category isn’t as big as the first category (those who call) but offers the most long-term profit potential. It consists of all of the people who were interested but didn’t call.
They didn’t have time to call. They’re not yet ready to buy or sell. They want more information. They don’t want to talk to someone who will try to get them to make an appointment.
Lots of good meat left on dem bones.
At some point, many people in the third group will be ready to call. Unfortunately, they won’t remember the broker’s name and will call the next broker who comes along.
The solution is simple.
Tell listeners to call OR visit your website.
At the website, they get tips about buying and selling, information about the market, hear more success stories, learn more about your greatness, and generally sell themselves on making that call.
If they’re still not ready, perhaps they will download your special report or planning guide, giving you their email and allowing you to stay in touch with them until they are ready to call.
Some won’t ever call (for a variety of reasons) but will tell their son or daughter, friend or neighbor, about you, and they will call.
Mr. Broker, by not giving listeners another option besides “call now,” you’re leaving a boatload of money on the digital table. Yes, you can continue running ads and appeal to people who are ready to call, but why not also begin a conversation with the ones who aren’t yet ready?
If there’s enough of them on your list, you may never have to run ads again.
Let your website do most of the marketing for you. Here’s how
