| Have you ever shopped at Costco?Here’s a better question. Have you ever shopped at different Costco’s in different areas of your state or even across the country? I have and here’s what I’ve noticed: even though many of the staple products are the same such as milk, eggs, and the like, there are many other products that Costco only sells at that one local store. Why? Costco knows people aren’t satisfied with a “One Size Fits All” approach. They cater to the unique desires of their regional customers. Whether it is climate specific or ethnic food-related or even cultural, it is so neat to see how Costco pays attention to people’s specific needs and wants. If a big box store like Costco can do it, we should all be able to apply the same tactic in our business too, right? Unfortunately, very few real estate marketers do. Most people go around town pitching the same offer and terms as everybody else. Very few people take the time to observe and process what their potential client really needs and or wants. Here are some questions to ask yourself: -What are the struggles that your seller is facing? -How do they like to be spoken to? -Does a forty-something-year-old male inherited property seller respond the same way that a female in her 80’s does? -Do they have the same challenges? -Is money or the highest price on a property equally as important to both people? And this is only scratching the surface. I teach my Probate Fox students how to dig deep to figure out how to set yourself apart from all the copycats out there. If you really want to get through to people, you need to learn to speak (and ultimately sell) to them using your deep understanding of the specific situation they are in and what they are thinking and feeling. Dan Kennedy, an old mentor of mine, taught me years ago to enter the conversation that’s already going on in their heads. The next time you shop at Costco, or any successful chain for that matter, pay close attention to what and how products are sold and then think about how you should be tailoring your message to your market. |
| Committed to your success, Ernie “The Costco Secret Shopper” Vargas | The Probate Fox |
