| Today's consumers are bombarded with | | | | the better the match.o What challenges do buyers |
| advertisements. Look around at billboards, buses, TV, | | | | face in the purchase of a home? It could be selling |
| radio, everywhere we turn we're blasted with | | | | their current home, financing, affordability, location, |
| someone selling something. Psychologists tell us that | | | | schools, etc. Understanding the buyer's challenges |
| consumers are so overwhelmed that they just shut | | | | gives you an opportunity to provide solutions before |
| down until there is a specific need. | | | | they ask. Put yourself in their shoes. If you want to |
| RAS | | | | know what John Smith buys, see the world through |
| There is a part of the brain Dr. Denis Waitley | | | | John Smith's eyes.o What do they want to avoid in |
| describes in his book The Psychology of Winning | | | | the purchase and home ownership experience? Each |
| known as the "RAS" or the reticular activating | | | | buyer is different. Yet things come up that typically |
| system. Its job is to filter out everything that isn't | | | | annoy buyers like last minute surprises or not getting |
| important so you can focus on the task at hand. You | | | | the numbers until closing. Get the kinks that frustrate |
| may have noticed it working when you decided to | | | | buyers out of your system. Make it easy for them |
| buy something like a new suit, a digital camera or a | | | | to buy and own from you and then educate them |
| vehicle. | | | | how you do it differently from the competition.o |
| Suddenly you become aware of advertisements or | | | | How do they prefer to communicate with you? |
| others who have the item you're interested in. If it's | | | | Some like to be informed and kept up to date more |
| a vehicle, it magically appears on the road around | | | | frequently. Others don't want information unless they |
| you. You see that vehicle everywhere. It's not that it | | | | ask. Do they prefer phone calls over emails and so |
| wasn't there before, but it's the RAS in action. It's | | | | on. Be careful to not assume. People don't just buy |
| your brain's way of focusing, drawing and attracting | | | | homes, they buy an entire experience and when you |
| what you want into your experience. | | | | do that better than others you will become known |
| The RAS snaps you out of routines to notice | | | | and referred. |
| something familiar, strange or unusual and related to | | | | Join The Conversation |
| your current focus of attention. Of course, it is the | | | | The key is to join the conversation your target |
| same for prospects in the market for a home. | | | | buyer is already having in their minds. You begin that |
| Newspaper ads, signage and discussions suddenly | | | | process when you think the above questions through. |
| become a part of life while searching. But not every | | | | Write your responses on paper and study them to |
| seller gets through the clutter and a crowded | | | | better anticipate the needs and wants of your |
| marketplace. Some won't get through the buyer | | | | targeted prospect. |
| screen because something about the salesperson, | | | | As you continually explore the questions and build |
| the product or offer does not register. When that | | | | your responses into your sales and marketing |
| happens you are excluded from the home search. | | | | presentation buyers will feel you are reading their |
| The key here is to find ways to move your offer to | | | | minds and respond favorably. Then you gain the |
| the top of buyers' mind by positioning it in such a | | | | edge over your competitor who may simply run a list |
| manner that you don't get lumped with your | | | | of features and benefits, offer discounts or the |
| competitor's offer. Customers need a mental place to | | | | lowest price as the primary incentive. |
| store your for sale homes that are different from all | | | | Saving money is important but few things can top a |
| the rest if they are to notice and remember you and | | | | buyer who feels understood by the salesperson. |
| your offer. | | | | True understanding will engage your prospects' RAS. |
| Imagine a ladder in your buyers' mind. What can you | | | | Their RAS will notice something strange, familiar or |
| do in the time allotted with each prospect to move | | | | unusual. You will have the buyer's attention. You get |
| to the top rung of their mental ladder? How can you | | | | to the top. |
| make sure that you are the builder, broker or | | | | If you have a marketing person, they may have |
| salesperson of choice? The key is to understand | | | | already been exposed to something similar. This is a |
| your buyer's priorities and then translate that into a | | | | key part of your branding process. However, don't |
| targeted focus of your website, your signage, your | | | | assume the marketing person has all the answers. I |
| brochures, your promotions and your face-to-face | | | | urge you to invite your builder, broker, sales manager |
| presentations. Experience informs me that most | | | | or other sales associates to obtain a copy of this |
| builders, brokers and salespeople are too often | | | | article, and work together and begin answer the |
| caught up in the day-to-day details to step back and | | | | powerful questions listed above. By doing so you can |
| consider this next strategic idea. | | | | create a more compelling offer, drive more traffic |
| Condense and Simplify Your Offer | | | | and close more sales because you speak to your |
| The challenge is to condense and simplify your offer | | | | buyer's priorities. |
| for the prospect so that you are the obvious choice. | | | | Keep in mind this aspect of marketing and branding |
| To do that you first need to answer some key | | | | sounds easy at first. It's kind of like the home |
| questions. What follows are just few ideas from a | | | | improvement shows that remodel a house in |
| discovery process designed to articulate the brand, | | | | thirty-minutes. TV editing can make it look easy. I've |
| stand out in the marketplace and get to the top of | | | | worked with smart people who have been surprised |
| buyer's mind. For example;o What are the conditions | | | | how difficult this can be even with a trained |
| under which your customer considers buying? When | | | | marketing and branding consultant. For most the |
| do they begin to think about the type of services | | | | expertise is selling not marketing or branding. They |
| you offer, the homes you build or represent? What's | | | | are different animals. |
| going on in their lives that would cause them to think | | | | The point is to keep exploring, anticipating and joining |
| about what you do?o What are the buyer's priorities? | | | | the conversation already going on in your buyer's |
| Priorities will vary. Consider a first time homebuyer. | | | | head before they contact you. Do that and you |
| New homebuyers have different needs than those | | | | stand a better chance of stimulating the RAS, |
| who've purchased many homes before. Don't assume | | | | moving to the top of your buyer's mind and |
| you know what their priorities are. The more you | | | | becoming the sales consultant of choice. |
| know about their priorities and the less you assume | | | | |