Agent

Why the power of comparison fuels the real estate listing presentation

How do you measure up to other agents? Show consumers on paper
  • Infomercials are still around, and one possible reason they continue to be effective is because they infuse sales pitches with comparisons.
  • As agents, we can win business by using this same approach to effectively compare our attributes to the alternative product (other agents).

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Have you ever found yourself awake during the middle of the night and switched on the TV? Chances are you stumbled upon an infomercial. You must admit; these infomercials are mesmerizing. You watch as an exhausted and frustrated person (not unlike yourself) struggles to scrub the dirt off their pots and pans, but wait! Soon you see the same person effortlessly use the latest and greatest tool to clean those dirty dishes like new! After a few minutes of watching, you are picking up the phone because you simply can’t imagine how you have lived without this gadget -- or a least a part of you considered it. Why are infomercials so effective (besides the fact that nobody else wants the dead air TV slot, so they're cheap, fertile marketing ground)? I'd argue it's because they use the power of comparison. The real estate agent connection As agents, we can win business by using this same approach to effectively compare our attributes to the alternative product (other agents). ...