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Myth #2

The agent on the For Sale sign will look out for my interests.

You would think that all the changes in agency disclosure laws over the years would have altered the way consumers approach buying a home. But in my experience, most buyers, and especially first time buyers, still don’t understsand the concept of representation and mistakenly believe that a listing agent will watch out for their interests. Unfortunately, buyers are still more likely too shop for homes rather than shop for an agent who will assist them in finding a home.  

I’ve tried to help dispel this myth with my advertising campaigns targeting buyers. Most of us would agree that it’s very challenging to prospect for buyers. But I believe that in order to reach them, my ads can’t just promote my listings; my ads need to promote me. One campaign I run uses this theme: “Don’t call on signs. Don’t call on adsdCall on Linda.” My marketing message goes on to explain what, specifically, I offer buyers.  

But to really connect with buyers, I need to be very clear about my own unique value proposition, and be able to convey this very quickly. Am I going to tell buyers about my great negotiating skills? My diligence in finding every prospective home? Or my unsurpassed knowledge of my market? Whatever it is, I need to pinpoint and refine my message to buyers and include it in all my communication directed towards them.


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