When marketing your real estate services, do you sell savings or time?
An interesting email I received not long ago cited “7 Scientifically Based Copywriting Tips.” One of those tips said to be wary of selling “savings” and to instead sell “time.”
So I thought about how that applies to your business of selling real estate, and to my business as a copywriter.
You first.
You do sell savings – when you discuss getting the highest price for a listing client or negotiating the lowest price for a buyer. And, scientific or not, I think you need to continue stressing the savings.
I say sell both, since in real estate they ARE tied together.
You can sell time to a listing client when you help them do all the right things about pricing and presentation. By following your expertise, and availing themselves of your extensive marketing skills, their homes will be sold quickly – and for more money.
And when the home is sold quickly, they’ll be able to stop making those mortgage payments – saving more money.
You can sell time to a buyer by showing them how you’ll sort through the listings and eliminate those that clearly won’t suit them. They won’t lose time looking at homes they’d never consider. Also, you can show them how choosing just one agent saves time because they don’t have to explain their wants over and over again.
Do your marketing materials stress the savings in time? You need to check.
As for copywriting – when I stop to think about it, it seems to me that time is what I’m selling to perhaps half of my clients.
That’s because about half of those agents are perfectly capable of writing their own web pages, letters, etc. But they don’t want to take the time away from being face to face with clients – or from enjoying their friends and family.
I do also sell savings – with my pre-written prospecting letters.
Do my marketing materials stress the savings in time? I need to check.
Joe Vitale often says “You can get more money. You can’t get more time.”
So let’s all remember to sell that most valuable benefit: Saving Time.
