When researching marketing, especially in Real Estate Marketing, everyone talks about creating an “Irresistible Offer” and how that’s the key to every ad…
But search as much as you want.
NO ONE actually tells you how to create it in a practical and functional way.
That’s why today I’m bringing you the key, the Jack Sparrow compass for creating irresistible offers. The compass that will lead you to what you desire most as a Real Estate Agent… SALES.
In the next 4 minutes, I’ll tell you the most common mistakes to avoid and the 3 keys to follow to build an offer as solid as The Pirate’s Code.
The Fountain of Youth doesn’t give eternal life… just as these myths won’t bring you sales
When it comes to creating offers, many mistakes are often made without most agents even realizing it.
In fact, they think they’re improving their offer, not realizing that it’s working against them.
In general, the same mistakes are repeated…
Highlighting Features: People often think that by listing all the features of their product or service, they’ll make the client feel like it’s a great opportunity—but that’s not the case.You shouldn’t focus so much on the features; instead, you should communicate the benefits for the client.Don’t say, “The property has a 500 m² garden with automatic irrigation”, but rather say something like, “It has the perfect garden for your children to play in safely”.
Undervaluing Added Value: If you focus only on the main product, you’ll be competing with THOUSANDS of other agents who offer the same service as you.That’s why it’s important to highlight the added value you can deliver, like guarantees, free consultations, or estimated time to close.It’s easier to work with someone who says, “I’ll sell your house in 90 days or pay you $100 per month until it’s sold” than to just offer to sell the property.
Not Including a CTA: Many times, people overestimate the quality of their writing, thinking that people understand what they need to do and that everything is clear.We’re very good at following detailed instructions, but not so good at figuring out what to do next.That’s why you need to describe exactly what action to take.Something like, “Fill out the form below, and I’ll contact you within 24 hours.”
You know what to avoid, but now we need to dive into the 3 keys to making your offer actually sell.
Be an Alchemist
The first step for your ad to perform better than ever is to Increase Perceived Value and Position Yourself in the Client’s Mind.
Imagine you’re out shopping and you find a hoodie.
You see the price tag of $200 is crossed out.
You ask the seller, and he tells you it’s now $20.
Excited, it’s very likely you’ll buy it without much hesitation.
Maybe you didn’t even really like the hoodie, but it’s a bargain! You can’t miss this opportunity, can you?
What just happened is that the high original price raised the perceived value of the hoodie in your mind, which led you to buy.
How many people do you know who jump on Black Friday sales, focusing more on the discount tag than on the product itself?
This happens because people don’t just want improvements; they want unique things.
Think about it… Everyone wants an iPhone, not another brand—even one of higher quality.
You can do the same when selling properties or your services as an agent.
You need to stand out by highlighting why your properties are unique or by adding benefits to your service.
You could try things like:
Offering a free monthly report on the rental property.
Highlighting the estimated 5-year return of the property you’re selling.
Providing free consultations throughout the entire sales process.
Talking about the renowned Italian architect who designed the building.
This will help increase the perceived value of your service and set you apart from the competition.
Who Knows Davy Jones?
If you’ve seen Pirates of the Caribbean, you probably recognize the name Davy Jones, or “the dead man.”
Throughout the movie, this character is mentioned often, but who really knows him? Who has actually taken the time to talk to him, to understand his struggles or what bothers him?
Nobody really knows him. They spend a lot of time talking about him, but they haven’t even seen him.
The same happens in sales.
I see hundreds of ads every day, and most of the offers I see are ineffective.
Everyone offers something they find interesting and think will captivate their audience.
But they’re doing it all for themselves.
There’s no point in offering things you like if you’re not the one buying.
Here’s an example: if I need an oil change for my car, I see thousands of ads saying, “Get it done with a 50% discount.”
Do you know what I’m really thinking?… How long will it take me?
I’m sure that if someone knew that was my main concern, they wouldn’t hesitate to say, “Your car will be ready in 15 minutes.”
They probably don’t even have to make an extra effort; they just needed to highlight that part in their ad.
The point is, if you want your offer to be effective, you need to know exactly what your ideal client values and needs. Only then can you get into their minds.
Your Ship is Sailing Away… HURRY!
Now, the last and perhaps most important point to consider is that in marketing, the key is Scarcity and Urgency.
All purchases, regardless of price, are impulsive in some way.
Do you know the best time for your client to buy?
It was yesterday. It’s already passed.
And now they’re cooling off, so it’s best to get them to take action as soon as possible.
That’s the importance of urgency, but in a realistic way.
You can’t expect people to feel urgency if you act like these “gurus” in any field who offer an ebook only to the first customers because “it’s going to run out.”
It’s an ebook! You’ll never run out of stock.
In your offer, implement things that make it feel like it’s a unique product, but also that it’s only available here and now.
Try highlighting the limited availability left in the building for immediate delivery.
You could also offer a discount if they make a reservation this week.
Find the Ideal Offer
You now know all the points you need to include to build a great offer that will actually bring you results.
And the truth is, the ideal offer varies greatly depending on the service you offer, the type of person you’re targeting, and the problems you aim to solve.
So, if you want to know what offer could help you multiply the results of your ads, request a Free Marketing Analysis.
In the call, we’ll tell you the best offer you could use and what could bring you more clients in a short time.
Talk soon,
Luciano.
Comments