8 Ways to Differentiate Yourself from the Competition Using Your Buyer & Seller Guides
Seasonal Buyer & Seller Guides provide a quick and effective way to deliver value to your prospects and clients while establishing yourself as the market expert they need.
Most agents try to ‘sell themselves’ to convert leads into listings, but we believe education is the best way to build trust and ultimately build your business.
KCM offers guides that can be utilized in so many ways throughout your business to differentiate you from the competition and convert more leads into listings.
Read below for some of our favorite ideas (all shared by KCM Members), then put them into action!
1. Link on Your Website Menu
Most people use the blog posts and guides on social media. But if you aren’t also leveraging the materials on your own website, you’re missing out!
Providing your Buyer & Seller Guides to every visitor on your website is one of the quickest ways to position yourself as an expert.
You can add a label to your website menu that links to your guides (and it never needs to be updated – set it and forget it!). Simply access the admin portal for your website and add a new section to your menu. You can call it something like ‘Free Seller Guide’ or ‘Free Buyer Guide.’ Then set that new label to link to your lead capture page or directly to the guide you chose.
If you need help implementing this idea, the best place to start is your website administrator. Just give them the link to your guide(s) that you want to use and they should be able to help you add it to your website menu! Click here to get your own Buyer & Seller guides.
2. Differentiate Yourself at Your Listing Presentation
Every agent brings materials with them on a listing presentation, but most of the time the materials are all about the agent’s stats (#1 this or #1 that, so many listings sold, blah blah blah).
How many agents actually bring helpful, relevant content for the seller? Very few.
This is a great way to differentiate yourself on a listing appointment. And don’t just take our word for it. Check out the feedback from KCM Members who have used this strategy:
3. Deliver a Pre-Listing Package
Or deliver a copy of your Seller Guide before your next listing presentation.
Have you heard of the term ‘greasing the wheels’? Delivering value that educates the seller on what’s happening in the current housing market before you even get to the listing appointment does just that because it builds trust.
It sets the stage for you by communicating that you’re here to HELP this seller, not to sell them. You’re here to advise them on one of the biggest decisions they’ll ever make, and you are the expert they need because you have their best interests at heart.
Here’s a quick message you can include with your guide:
Hi [CONTACT NAME],
In preparation for our meeting, I put together a guide for you covering the Things to Consider When Selling Your House.
I think you’ll find some really helpful insights as you begin this process, and it may even spark some questions you didn’t even realize you had! Take a look when you have a moment, then I’m happy to answer any questions when we get together!
4. Enhance Your Email Drip Campaign
A key to converting leads is to start off on the right foot with every new lead by offering value immediately. You can easily do this by adding a link to your Buyer or Seller Guides to your email drip campaigns.
We recommend providing a link to your guides in the first email that goes out to a new lead so you’re setting the educational tone right away. Here’s some sample email copy you could use:
Grab your guides now and put this idea into ACTION!
5. More Effective Open House Follow Up
A great way to follow up with leads from open houses is taking the educational, value-first approach. You can easily do this by sending a quick email with a link to your buyer guide (or seller if you know the person is looking to sell as they purchase their next home).
Here’s a quick email you can send out:
Hi [CONTACT NAME],
Thank you so much for joining us for the open house this weekend. It was great meeting you!
I put together this guide for you covering the ‘Things to Consider When Buying a Home.’ I thought you’d find the insights relevant as you go through the home search process, and it may even spark a few questions you didn’t even realize you had!
If I can help in any way, please just let me know!
Grab your guides now and put this idea into ACTION!
6. Door Knocking/Prospecting Leave Behind
Not every area allows for this strategy, but if it’s one you can employ, it can be very fruitful! Especially if you’re a newer agent – door knocking costs nothing but your time, and your sweat equity here can pay off in spades if you do it right.
Door knocking is most successful when you have something of value to offer. For the person who answers the door but isn’t quite ready to chat with the stranger who just interrupted their day, what do you do? How do you stay memorable?
You establish yourself as the expert and offer helpful, relevant educational materials. Carrying a few printed copies of your Buyer and Seller Guides and offering them as a leave behind for those who aren’t ready to chat can lead to follow ups down the road and also a reason to check in a few days or weeks later.
Go download your guides now and put this idea into ACTION!
7. Share to Your Facebook Business Page (and Other Social Channels)
You can easily share a link to your guide lead capture pages on your Facebook business page!
Once you’ve downloaded the guides through your free trial of KCM, simply visit the Buyer & Seller Guides page then click the ‘Share’ button next to the guide you want to share.
This will open your lead capture page, then you can use the share buttons on that page to post to your Facebook business page (and your other social media channels like Twitter, LinkedIn, etc.).
Go download the guides now and put this idea into ACTION!
8. Leverage Your Email Signature
Your email signature is a prime opportunity to offer value with every message you send. Most agents either include nothing useful in their signature (other than contact info, of course) or they ask readers to follow them on Facebook/social media.
A better option is to offer something for your audience. True expert advisors reinforce this message with every interaction they have. You want to continuously provide helpful, relevant information to your audience so they know you’re the market expert they can trust.
We’re happy to provide more details on how you can implement some of these ideas in your business. The specifics may vary depending on your email platform, but our team is happy to help as much as we can.
Just reach out to us at firstname.lastname@example.org if we can help!
We believe every family should feel confident when buying & selling a home. KCM helps real estate professionals reach these families & enables the agent to simply & effectively explain a complex housing market. Take a 14-Day Free Trial of our monthly membership to see how we can help you!