In marketing luxury real estate ideal transactions are those where buyers feels that they have found a home that is a perfect fit for their needs and wants at a price that is mutually acceptable to the seller. The same principle applies to marketing you; that is, finding clients who are an ideal match to your core values and your personality. When like-minded people who share similar values and compatible personalities do business together business relationships and transactions just flow more smoothly.
People like to do business with people they trust, those who share their values. People trust people like themselves. Trust accelerates sales. Mistrust introduces resistance and slows things down.
Great luxury real estate marketing is actually great matchmaking because, when you find clients who are the right matches, selling becomes irrelevant. If you find yourself selling, you are trying too hard to convince someone with dissimilar values that they should forego their own values (or buy something they actually do not need or want). It is like trying to pound a round peg in a square hole. It is stressful to you and the client.
Essentially, if you feel you have to resort to selling, you need to step back, shift your mindset and re-examine your marketing. At some point you have convinced yourself that there is a scarcity of clients who are a match to your values and personality. That is ALWAYS an erroneous assumption, even though it appears to be the case from a scarcity-based mindset. Shifting to an abundance-based mindset, you suddenly discover an abundance of clients who are looking for you as ardently as you are looking for them because you have the potential to be a perfect fit.
A marketing mindset is an abundance-based mindset. A selling mindset is your clue that you have slipped into a scarcity-based mindset. Stay tuned for part two of this article series to discover how shifting your focus from a selling mindset to a marketing mindset can make all the difference in the world to the bottom line of your luxury real estate marketing practice.
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