M. Nack’s Blog

Despite his unimpressive stature, strength and speed, hockey hall of fame great Wayne Gretzky was unrivaled in his execution of the game. He was most famously known for consistently being able to anticipate where the puck was going.  As a result, he was able to execute the right move at the right time. 

Similarly, today’s top achievers do five things to “skate” to where the market is going. 

1)      Top Achievers adjust who their “ideal prospect” is:

Much of the traditional real estate market segment  - the move up or move down buyer - is not active in today’s market. The profile of today’s active consumer is

1. Pre-foreclosure homeowners
2. The banks
3. Investors
4. First-time homebuyers

In order to “skate” to where the deals are, Top Achievers learn the skills necessary to work with today’s active consumer - whether it’s learning how to do short sales, BPO’s, or analyzing NOI on investment property. 

2)      Top Achievers have a Unique Selling Proposition for Each Market Segment: 

Rather than limiting themselves to a generic “one size fits all” slogan, Top Achievers adjust and adopt their message specifically to each of the market segments they are marketing to. (See “Pull Clients To You Like Magic” for specific information on how to create a USP.) 

3)      Top Achievers are in front of market trends and use absorption rate pricing:  

Top Achievers intelligently analyze the market and counsel their clients to execute appropriately based on where the market is going. Top Achievers are professional consultants whose key responsibility is to give their clients the accurate data necessary to make the best decision in light of their personal situation.

4)      Top Achievers use Social Media to communicate instantly and for *FREE*:  

By familiarizing themselves with free Social Media tools, Top Achievers share information while it’s still news. Using direct mail is costly and time consuming. A phone campaign can be more immediate but is extremely time intensive. One post on Facebook or Twitter spreads the news while it’s still “hot”. (See “5 Things You Will Love About Social Media”) 

5)      Top Achievers Manage Their Attitude: 

By honing skills or learning new ones, listening to CD’s, reading self-improvement books, Top Achievers never stop learning and growing. They inoculate themselves against the sea of negativity swirling around them. 

Take a tip from Wayne Gretzky. To stay on top of YOUR game,

• Learn to analyze the market and where it’s going.
• Define your most likely prospect.
• Craft a unique message to attract that prospect.
• Use social media to communicate with them instantly and for free.
• Finally, do not succumb to the fear and panic all around. Immunize yourself against a ‘sea of misfortunes’ and skate to the top of your field! 

Download a *FREE* teleseminar on  “The Unwritten Rules of Social Media Marketing To Restore Six-Figure Incomes”. Go to http://NewMarketLeaders.com now.

Have you noticed? There is a huge buzz around social media these days. At a time when most REALTORS are struggling, social media is your fastest way to find a ready, willing and able customer - for FREE! Social media has “grown up” to become a very serious marketing tool for business.

However, there is a little known secret that you MUST know if you want to use social media most effectively - and it has absolutely nothing to do with technology! The secret? A compelling Unique Selling Proposition [USP]. So, before you get all “teched up” on Facebook, Twitter, My Space, etc., take a few moments and apply the very first fundamental to attracting clients to you - a great USP.

1) A Great USP Attracts Your Ideal Prospect To You:

In these tough economic times, prospects are few and far between. Provide them with the magic elixir they are looking for and they will be drawn to you like bees to honey. How? By speaking to them in their language - talking to them about what THEY want - and then linking that to your product or service.

2) A Great USP Talks Directly To Your Ideal Prospect About THEM:

It’s an old cliché: the only radio station a prospect listens to is WIIFM - “What’s In It For Me”.  A great USP talks to the prospect in THEIR language about THEIR concerns. This lets the prospect know that you “get” them; that you “speak their language” and that they can trust you.

3) A Great USP Solves A Problem They May Not Even Know They Have:

Many times, when a new technology or cutting edge product or service is introduced to the marketplace, it solves a problem the client didn’t even know they had! Just imagine when the telephone was introduced. Be innovative and solve a problem. And then give an ironclad guarantee letting them know you are willing to accept the risk. This builds trust while providing certainty.

“When It Absolutely, Positively Has To Be There Overnight” is FedEx’s business winning USP. It allowed them to dominate their market even though they charged way more than their main competitor - The United States Postal Service.

“WIIFM”

How does FedEx enter the conversation that the prospect is already having? The customer asks, “How do I get this package where I need it to be tomorrow?” FedEx replies: “When it…has to be there overnight.”

Draw Clients To You By Offering A Guarantee:

FedEx’s USP contains a powerful guarantee within it. Their service is over-night delivery. They hammer home their guarantee with “absolutely positively has to be there”.  By delivering on their guarantee, FedEx has built a strong reputation and an ever-expanding client list.

When it comes to overnight delivery, FedEx is hardly the only service provider, but they most certainly dominate that position in the prospect’s mind. They have so successfully linked their service solution to their company name that “FedEx” equals overnight delivery. When you use an overnight service, you “FedEx” it - even if you use a different service provider! FedEx has successfully become a verb.

Create a compelling USP that talks directly to your ideal prospect and, like FedEx, you will find clients drawn to you like magic!

To craft the perfect USP for your business and put other social media strategies to work for you, download a *FREE* teleseminar now at  http://NewMarketLeaders.com.

Are your current marketing strategies not producing enough leads? Has income been sliding? Overhead exceeding income? Struggling just to make ends meet?

No one adopts new strategies if the old ones are working. A quote from Abe Lincoln seems particularly pertinent to our current environment:

   ”The dogmas of the quiet past are inadequate to the stormy present. The occasion is piled high with difficulty. As our case is new, so we must think anew and act anew.”

What a great nickname: “Honest Abe” - especially coming from Illinois - home of impeached governors. Honest Abe, of course, was talking about the Civil War and preserving the Union. Thank goodness he realized he had to use new strategies - or we might be 2 separate countries right now instead of one United States!  

This is what I’ve discovered: the lead generating strategies of the real estate boom are inadequate to the stormy present. I have been working REALLY hard for 2 years to generate the income I need to sustain myself. I’ve never been a stranger to hard work. But I having been working harder than ever and STILL not generating adequate results. I finally realized that I had hit a brick wall.

Insanity is doing the same thing and expecting different results. If you’re in a hole, digging harder and faster will only get you in deeper.

Delving into social media strategies, I am beginning to realize that THIS is how people want to be communicated with these days!! They don’t WANT you “knocking on their door” (I did plenty of that in my youth!) or calling them on the phone. They want to go to the internet, (i.e. “FaceBook”, “My Space”, “Twitter”, etc…) get the information they want and THEN contact you if they feel like you’ve got what they’re looking for. If they CAN do it by themselves, they will. But most often that just isn’t practical. So, they do the next best thing: they talk to the person they think is the most likely to help them.

The way we did business in the “roaring 90’s” is inadequate for the stormy present. Just as “cold calling” was an awesome strategy for the 50’s and 60’s, relational strategies was amazing for the 90’s. As our case is new, so we must think anew and act anew. Today, the way we market ourselves is using Social Media.

If you find that the old “tried and true” systems just aren’t working for you as well, find out what we’re doing on www.NewMarketLeaders.com. We’ll help you put the all the social media puzzle pieces together.

“All Things With Exuberance!”
mary!