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4 Ways Pam Uses Her KCM Membership to Differentiate Herself
Pam truly utilizes every feature included in her KCM Membership throughout her business. She reads the Daily Blog Posts and watches the Monthly Market Reports to educate herself about what’s happening in the overall housing market. Then, when situations present themselves with her buyers and sellers, she uses charts, graphs, and articles from her Membership to educate them and help them make informed decisions.
In the audio interview above, Pam goes through several specific examples of ways she uses her KCM materials with her prospects and clients (things her competition isn’t doing):
1. Conversations with Prospects
When Pam speaks with prospects, she uses information from KCM to help them understand the market and what it means for their situation.
For example, a buyer who was just beginning the buying process recently called Pam to ask if they should start looking immediately (it was in the fall) or wait until spring. Pam sent them a KCM slide that displayed the objections of people who weren’t sure they should move forward right now. She then explained how the top concern right then (low inventory) was actually a positive because it meant buyers could get a really good deal. She also shared a chart showing them how interest rates were projected to rise this year and explained what that meant for them.
Pam had the buyer under contract in less than three weeks.
2. Showing Homes to Buyers
When you spend the day with buyers looking at homes, it’s important to make the most of that time. Pam continually educates her buyers, reaffirms their decision to buy now, and answers questions or addresses concerns they have. To do this, though, she must be well educated and versed in what’s happening in the market and how it impacts her buyers.
When Pam has buyers in the car, she quotes recent updates and stats from the KCM Monthly Market Report or the blog articles. She tells them about buyer expectations and reaffirms their decision to buy a home by sharing facts about the market, such as the fact that homebuyers have a greater net worth than renters.
3. Direct Mail
Pam creates direct mail postcards using charts and graphics from the KCM Monthly Market Reports or Infographics to market to potential sellers. She downloads a visual she wants to use, and then has a designer create a postcard for her using the chart or graph. She usually sends her cards out using Express Copy or Every Door Direct.
She often targets an area with information about why now is a good time to sell your house, aiming to attract the fence-sitters who are merely thinking about selling and motivate them to act now.
Example of a Post Card Pam Has Sent in the Past
4. Listing Appointments
Pam uses charts and graphs from KCM on her listing appointments to educate the seller. She shows them what’s happening in the overall market and then drills it down from the bigger picture to her specific Atlanta market. Her sellers are usually educated and expect to work with a professional expert, and the slides she uses from KCM position her as that expert.
When a seller doesn’t want to sell unless they can get “what they want” for their home, Pam uses the projected appreciation slides from KCM to help the seller understand how long they might have to wait for their home to appreciate to the price they have in their own mind.
Pam’s Key Differentiator in Her Business
Pam’s approach focuses on educating her buyers and sellers. She’s never considered herself to be a salesperson, and she does not use a hard sell in the slightest.
Instead, Pam uses the Discovery Method in which she takes visual information, presents it to her buyers and sellers, and educates them on what’s happening. She then lets them make a decision about what they want to do based on the information at hand.
KCM fits in perfectly with this type of approach. Pam uses the Monthly Market Reports to first educate herself, and then she also uses the charts and graphs from those reports, the Daily Blog Posts, and the Buyer & Seller Guides to educate her prospects and clients.
The Need KCM Filled for Pam That She Didn’t Even Realize She Had
Previously, Pam created her own charts and graphs, but she didn’t have a solid interpretation of the stats until she discovered KCM. The interpretation of the data has been extremely valuable, and that was something she was missing before KCM as she didn’t have the time or expertise to do it on her own.
She doesn’t have time to read the WSJ or NAR reports every day, but the concise Personalized Blog Posts from KCM allow her to easily share daily market updates with her audience, while presenting the image that she’s completely on top of things. The best part is that because she not only shares the posts, but also reads them daily and watches the Monthly Market Reports, she IS on top of things – without spending hours upon hours of doing research herself.