Today's clients want to be in control of the buying process. Clients no longer want to come to you with a list of problems asking you if you have the right solution.
Instead, they want to come to you with a pre-determined solution asking you if they are making the right choice. How can they do that if there is no way for them to decipher which solution best meets their needs?
In the least, publish articles on your website that answer the most common questions your prospects have. This way, they can find the answer themselves, saving you time and energy.
Let’s do a little experiment. Open up your homepage or the main product page and count the number of times you refer to yourself or your company. You’re looking for statements that include your brand name, “ we”, and “our” in them.
Now, on the same page, count the number of times you refer to your prospect. These statements will be phased to include “ you” and “ your” — a statement that speaks directly to them as if they were sitting across from you. Which tally has more? Chances are, you talk way too much about yourself and not nearly enough about your prospect.
People care less about what you think or claim and care much more about what that product is going to do for them.
Even though you want to speak more about your prospects and their needs on your web pages, that doesn’t mean you should never talk about yourself. A commonly missed opportunity for business owners not addressing the problems or issues a prospective client will face when choosing your solution.
Yep, I said it. You need to talk about problems with your product or service. All Mortgage and Real Estate Brokers think they are the best at what they do. Instead of solely focusing on how good you are, spend time diving into areas of weakness.
Why? Because fear is going to be something that can hold back a sale. By addressing customer fears head-on, you will build trust with prospects and help eliminate their fears (or in the very least, give answers to their questions).
I honestly don’t think I’ve purchased anything in the past five years without reading reviews first. Whether it’s a new book to binge or an upcoming hair appointment, I have an intense need to see and hear from others on their experience and thoughts.
I know I’m not alone. Social proof is often cited as a key element to include on your website. Because of that, people today actually look for social proof on websites. When it’s missing, it feels like your service isn’t as trustworthy or credible as it could be.
Jenna is a co-founder of the MortgageB.ca, a founder of the Shiftblaze.com and Mortgage Academy for Social Broker Success.
Jenna helps business owners build their brands, attract new clients and land more sales using the World's Most Popular Social Platforms.