September 20th 2021

Your Prospects are Skeptical of You, But Here’s How to Convince Them

Most people view real estate agents as a commodity. They think we are all the same. Interchangeable. A dime a dozen. They think it’s easy to become a real estate agent, so we must not be authorities in our industry. And many have had bad experiences with real estate agents. 

That’s what you’re up against. It’s not your fault. You’re not a commodity. You have maybe never had a bad experience with a buyer or seller. You might actually be a credible real estate  authority. 

But that’s not what people are going to automatically assume about you… unless you give them some very good reasons to change their mind. 

How do you do that? How do you prove your credibility to a skeptical market?

One way is by posting authoritative articles about the real estate industry. 

Not quick posts on Facebook. Not tweets. But actual blog posts of 1500 words or more that PROVE your expertise, your authority, your credibility. 

You might be saying, “I don’t know any other agents doing that.” 

Exactly. If the “commodity” agents don’t do it and YOU do, you have just positioned yourself as NOT a commodity. You are different. You are unique. You are not a dime a dozen. 

In our industry, this is perhaps the most important marketing goal of all: Getting people to think “This person is not like everybody else.”

And here’s the “dirty little secret” about all this... 

It works even if they don’t read the article or post!

Why? Because our society values authors; we think of them as smarter, more experienced. More credible. In-depth blog posts give the impression of authority, even if your prospects never read them. 

When we want to say that someone really knows their stuff we say, “She wrote the book on that subject!” 

Finally, a credible, authoritative blog post will get shared and referenced far more than a business card (do people still use those?) Far more than a Facebook post. Far more than a tweet. 

Blog posts are referral sources. When people come to you after reading one of your blogs, or having one sent to them from a friend, they are saying, “You really seem to know what you’re talking about.”Not, “my friend gave me your card.” 

There’s a big difference. You must be positioned as the expert, the authority… the one who is NOT like everybody else. 

We know what you’re saying... “This sounds like a lot of work.”But we have good news! With the Monthly Value Programs by The Paperless Agent, you don’t have to write a word. You can use our blog posts to boost your credibility and prove your expertise to your prospects and leads!

MEMBERS: See examples of our blogs in the members area. 

Haven’t joined the Marketing Club yet? Start your 14-day trial today and get instant access to our extensive archive of professionally-written blog posts on real estate topics targeting buyers, sellers, and homeowners.

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Bridget Chamberlin

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