Clarity in Messaging 

How do you respond when somebody asks you what you do? 

I’ve noticed so many agents make this key mistake… 

…It takes them decades to explain to somebody what they do! 

“I manage apartments, rental property and commercial buildings. I also help people who are looking to buy a home or sell a home or rent their home. I guess you can say I help people get the best life and make as much money as they can. If they are looking to buy I help them find the home of their dreams for the best price they could ever home to get. There’s this seven-step process…” 

Stop! 

Do you see how confusing that sounds to your potential client? 

Your message won’t tell them they have to work with you. 

Instead, your prospects will see that you don’t know what you do. 

And guess what happens next… 

They run away! 

Clarity is the key to your messaging. 

If you can’t tell your prospects what you do clearly and concisely, they’re not going to work with you. 

Think about it like this. 

Imagine that you’re a postman or postwoman and the letter you deliver is your message. 

If you’re good, you know the address, deliver the mail into the mailbox, and they get the message. But if you’re not good at the job, you get lost. You go to the wrong address and you keep sending the wrong mail to the wrong people. 

How long would such a person last in the postal service? 

Not long! 

And you won’t last long as an agent if you keep messing up your message, either! 

Now, there’s a ton of stuff that I can show you about creating a concise message. But here, I want to focus on one thing that will help you a lot: 

Figure out their biggest pain point. 

Here’s what I want you to do. 

Grab a pen and jot down as many pain points as you can think of for your target audience. 

From there, narrow the list down to the top three that cause the most amount of pain. 

Then, pick the worst of the worst out of those three. 

That pain point is the one that you need to focus your messaging around. 

If you can tell the prospect what that pain is and how you can help them to solve it, you’re on your way to creating a strong message.