An Often Overlooked Secret of Marketing and Negotiating for Real Estate Investors Looking for Deals

When you call sellers, what do you say? When you sit down to write a marketing postcard to find deals, what do you write? When you go to negotiate price and terms, how do you present it?

These are scary situations and it is not unusual to be at a loss for words at such times. In fact, you may avoid these situations all together just so you don't have to face the overwhelming fear.

I want to help you erase that fear and find the words that will give you confidence to call sellers, write advertising, and present offers. The concept I am about to present is fundamental in developing a successful marketing message.

Have you ever read an ad like this?

"The Braun® Multiquick Hand Blender offers a 200-watt motor, stainless steel shaft, five-blade chopper attachment, and aerator head." (Karen Thackston 2004)

Why in the world would I buy the Braun® Multiquick Hand Blender after reading this description? Why should I care about a 200-watt motor or a stainless steel shaft? I am sure this is an accurate description of the product's features, but why do I care? What if it read like this?

"The Braun® Multiquick Hand Blender is a priceless tool for any cook with a busy schedule. Its powerful motor enables you to chop, whip, puree and blend with lightning speed. Its stainless steel shaft holds up to years of use without bending or breaking. The Multiquick's five-blade attachment gives you the ability to finely chop or grate even the hardest cheeses and nuts with ease. And the specially designed aerator head incorporates air into the liquids and sauces you blend, making them light and fluffy. You'll create delicious meals with ease and be out of the kitchen in record time." (Karen Thackston 2004)

OK. So if I want to blend at lightning speed and make my sauces light and fluffy or if I want to finely chop the hardest of nuts without breaking or bending my blender, then it sounds like this is the appliance for me.

What was different between these two descriptions? The first only listed features. The second communicated the benefits. The first is more about the product. The second is more about what is in it for me.

A feature is simply an attribute of a product or service. A benefit is what/how the feature adds value to the customer. Successful salesmanship communicates benefits.

Let me give you just a couple more examples.

"Open 24 Hours" is a feature.

A benefit that speaks value to your prospect is, "When your pregnant wife craves pickles and ice cream at 3 a.m., you know where to get it."

Here is a real estate example:

"We buy houses subject-to" is meaningless. Try this: "I can take over your payments starting next month and help you avoid paying two house payments when you move." That speaks to what the prospect wants & what keeps him up at night. Communicate your benefit in a way that brings emotion, fear and desire to the surface.

Now think about what you tell someone when they ask you what you do. Do you just say, "I buy houses"? Or do you say something like, "I buy houses in ten days or less without closing costs or cleanup for the seller."

Do you see the difference? I often say that you are not in the business of buying and selling houses. When it comes to your customers/clients, when it comes to marketing, when it comes to negotiating, you are in the business of stress relief and solving impossible problems. With that in mind, what are the specific benefits that you offer? Here are five types of benefits to consider:

1. Convenience: People love to save time, energy, and effort. Can you make someone's life easier and more convenient?

2. Economy: People respond well to saving money or increasing how much money they have. Show them the money.

3. Peace of Mind: We all have a tendency to seek pleasure and avoid pain. People like to relax. Can you relieve their stress?

4. Ego: Can you appeal to the human desire for recognition or better image?

5. Fun: People need a break. People like to form memories. People don't like to be bored or constantly work. Can you provide a diversion?

Think about each of these categories. What benefits can you offer a seller or buyer in each of these areas? Use meaningful specifics when you write benefits. Don't just say that you can buy their house fast. How fast? How much money can you get them?

To take it one step further, which of the benefits that you offer are unique to you? The key to cracking the marketing code and attracting volumes of leads and deals is to answer this:

"Why should your prospect do business with you over any and every other option available to him/her?"

If you have a good answer to this question, your business, marketing, and negotiation will become tons easier and you will increase the stream of money into your bank account significantly. This is the message that you must communicate.

The answer to this question lies in the benefits that you offer that are unique to you. This answer to this question is what is called a Unique Selling Proposition.

By better understanding and communicating the benefits that you offer, you will become a powerful salesperson. You will find that your marketing and negotiating become significantly easier bringing massive returns in your investing.

Jason Van Orden was the President of the Salt Lake Real Estate Investors Association in 2004. He also teaches investors marketing systems to find more deals and make more money with a minimum investment of their time and money. For more tips on how to market to get motivated sellers calling and begging to do business with you go to: http://www.find-real-estat e-investing-deals.com/index.htm?article1

---

Homes in Chapel Hill

Chapel Hill is located right in the middle of North... Read More

How Much Home Can You Afford In Todays Market?

If you haven't figured your credit worthiness and borrowing power... Read More

Selling Your Home Quickly, Even if You Have No Money For Repairs

Do you need to sell your home quickly? If so,... Read More

Estate Planning

Estate planning can enable you to control your property while... Read More

Finding Southern California Real Estate Foreclosure Property

Southern california real estate foreclosure:If you want to find southern... Read More

Renting Versus Buying A Home

Renters are often in a quandary as to whether it... Read More

Why You Need a Lender to Sell Your Home

Home sellers who are prepared to help buyers find financing... Read More

Searching the Hawaii Property Listings

Maui is an island so full of life and vivacity... Read More

Buying A Home ? Rain, Sun, and Weather Issues

When buying a home, it can be easy to overlook... Read More

Atlanta Georgia Real Estate - Marietta - East Cobb, Roswell, and Alpharetta

Whether you're a "move up" home buyer, downsizing, or relocating... Read More

Property Investing ? Port Melbourne Life on the Edge

Property investing prices pick up following a cooler winter last... Read More

Buying and Selling Real Estate: Negotiating to Win-Win

You don't get what you deserve - you get what... Read More

Home Equity Loans ? Beware of Appraisal Fraud

A new report by the independent Demos group has revealed... Read More

Coming to Las Vegas ? the Las Vegas Real Estate Boom

Nobody seems to be 'Leaving Las Vegas' anymore ? in... Read More

Buying Property in Portugal

Portugal has long been a popular choice for people, particularly... Read More

Home Staging Strategies

Who are you preparing your home to sell to?You, as... Read More

Purchase Online Tenancy Agreements

Buy an on-line Tenancy Agreement now. As a landlord and... Read More

Kings Bay, Saint Marys and Kingsland Georgia Real Estate - Mortgage Lenders

When looking for a home, it is important to first... Read More

Real Estate Feasibility Study (Cost Side) - $1.2 Billion Developer Tells You How To Do One

There are two sides to real estate development feasibility study:... Read More

How Not To Blow Your Build Budget

Most people who complete a self build will go on... Read More

Ten Creative Financing Techniques

Do all the creative financing techniques you hear about really... Read More

Real Estate Development Feasibility Study (Income) - $1.2 Billion Developer Tells You How To Do One

There are two sides to a feasibility study and in... Read More

Understanding Opportunity Cost When Investing In Property

While most investors have got involved in property investing because... Read More

The Ultimate Short Sale Secret

Buying foreclosures can be extremely profitable for real estate investors.... Read More

The Secret to Maximum Real Estate Profits: Lighting

Lighting is the most important detail of interior Design Psychology... Read More

10 Frequently Asked Short Sale Questions

1. What happens to the seller's credit rating when they... Read More

What Is Home Staging And How Does It Help To Sell My House

Home staging is the concept of preparing a house for... Read More

How To Buy Real Estate - Yes, YOU CAN!

If you want to buy a house but don't think... Read More

Buy or Sell First?

When it comes to home buying, the ideal situation would... Read More

How To Increase Your Homes Selling Price by $3,306.75 In The Next 33 Days

According to the Federal Housing Finance Board:... "As of October... Read More

Four Reasons To Offer Seller Financing

An example of seller financing: Years ago I bought a... Read More

10 Ways To Find Investment Properties

If you really want the best deals in investment properties,... Read More

Reinventing Real Estate, Part 1: Online and Empowered Consumers Are Taking Charge and Paying Less

For decades, the real estate world turned in a predictable... Read More