I am sure you would have seen ads similar to this on your FB newsfeed:
New launch after new launch after new launch. The first 3 ads – it appeared within 6 minutes.
That meant I saw a new launch ad – every 2 minutes I was scrolling through FB!
The strategy here is very simple:
I have a product – a new launch project – and I am raising awareness and hope to get enquiries and leads from running these ads on FB.
There is no doubt that you are indeed raising awareness and highlighting the existence of these new launches.
But guess what? I am sure you realize this – other agents will also be doing the same thing.
All the RES who attended will get the same sales briefing, see the same features & benefits and be told what are the key points to “promote”.
And after spending hundreds or thousands of dollars promoting the ads – you will get a few leads filling up the form.
You might even get leads that are ready to buy. But they also know this – they can buy from any agent out there actually.
They are savvy, they know what they want – and sometimes they ask for something you can’t give.
“Mr Prospect, I am sorry I can’t do what you are asking.”
“Oh? You can’t? Then it’s ok – I will just go through another agent then.”
Sometimes – which is more often than not – these leads are simply browsers who are still in the “research” phase and might not be ready to buy.
It is painful – I know how it feels to spend the money and yet it doesn’t yield the results you want.
There is another painful truth to using this strategy.
Do take note, I am writing this from the perspective of an outsider.
What are exactly these ads doing?
You are actually promoting the developers.
You are selling the developers.
You are promoting Frasers, FEO, CDL, MCC Land and all their condo and private property developments.
These huge established companies.
You are spending your marketing capital – promoting and raising awareness of something you don’t own.
You are selling a product.
You are faceless — to your leads, your prospects, your buyers.
Yes, these developers do pay your commission. But only when you successfully close a sale.
When you successfully sold THEIR product.
The Problem with Product Selling
Your marketing capital is limited. So why spend your hard-earned capital promoting and selling the developers?
Since you are already going to have marketing expenses for your real estate business, why don’t you spend it on promoting yourself instead?
Instead of merely becoming an order taker, why don’t you come in through another angle?
Come through the angle of helping your potential buyers solve a problem.
Instead of selling a product – which they can easily buy through someone else – you can sell solutions for their biggest pain points.
Suddenly you become different. Your ad will stand out.
During this class, I will help you to identify the hidden problems that your highest quality prospects will face.
But knowing these problems is not enough.
What’s the next step in getting them to contact you? We will explore the positioning needed to get these results.
Interested to know more on the digital marketing strategies to achieve quality leads for your real estate business?
I will be conducting my 5th class during the last week of September.
I will be conducting my 6th class on 17th December 2018.
>> Alternatively, you can book a 1-to-1 consultation here.