I recently saw an “advertorial” ad in a newspaper with the headline “7 smart places to stash your cash.” The ad was for a manufacturer of safes. Why is this such a good headline? Really think about it.
It’s good because people are concerned about our banking system and losing money they keep in their bank accounts. Our news media has constantly made comparisons of this recession to the Great Depression, which featured many bank failurs. Because of many banks’ financial weakness today, people might again be fearful of losing money they have in banks. The news is shaping how people think about banks.
This brilliant marketer has used this fear of bank failures to promote armored safes. Robert Collier, a marketing legend, was famous for teaching that we should “enter the conversation our prospect is having in their mind.” This means we should market to what our target prospects are thinking about.
What is our prospect fearful of?
What is it that our prospects want?
What challenges are our prospects having?
This marketer of safes realized that people are scared about losing their money. They have capitalized on the news media and the fear created. I’ll bet the majority of safe manufacturers have missed this massive opportunity.
The media has set up the same situation for us in real estate. Start watching the news with marketing in mind. You should ask yourself:
How Can I Use This News In My Business?
For quite some time, I didn’t watch the news or read a newspaper. That’s because the news is filled with depressing, negative stories. Who needs to see all that on a daily basis?
But recently I’ve changed my ways. I have come to realize that I can put the news to work for me. I am a subscriber of USA Today because reading it lets me into my target prospects’ minds. I see what they’re seeing, so I can better understand what they are feeling and thinking. I look for something I can use to my advantage every time I open a paper. I used the “7 safe places” ad to help my consulting clients better market their real estate businesses.
In the “7 safe places” advertorial, one of safe investments highlighted was “real estate.” Couldn’t you model this strategy and use real estate as a safe investment in your marketing?
Aren’t people worried about inflation? Real estate is an excellent way to protect yourself against skyrocketing inflation which we will probably face in the future.
Recently, there have been news stories suggesting we are nearing the bottom of this real estate downturn in the United States. I have seen stories about bidding wars and multiple offers, and some foreclosures are selling above asking price.
Positive stories like this about real estate will get people thinking that prices will soon get set to rise. We agents can use this in our marketing. An impending upswing in the market can be used to get potential buyers “off the fence,” so to speak.
If you remember what Collier said and put yourself into the conversation prospects are having in their minds, you will be able to use the news to make your real estate marketing better.
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