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have you ever tried to explain a concept to someone else and you got the feeling
that it was going over their head in a big way so as a realtor or a loan
officer we handle some pretty difficult or confusing things daily well something
that we all take for granted is sometimes is the people that we serve
just don't have the years worth of experience in real estate like you and I
do so in this video we're going to talk about how to break through to the other
side with the people that you want to hire you
what's up everyone its ride miracle with ruff mortgage resource for better
lending and better marketing so we get used to our own technobabble so much so
that sometimes we forget to turn on that filter when we're talking to someone who
doesn't do this every day so this is kind of like cursing in front of your
kids besides letting your kids drop the most recent four-letter word that they
just learned at your in-laws at dinner what's the worst that can happen well
I'll tell you that a confused customer never buys if you have ever bought a
home by way of getting a mortgage that I'm sure you remember that the mortgage
process can be confusing and frustrating now the Fannie Mae guidelines are twelve
hundred and 71 pages long this thing still intimidates me to this day and
I've been doing this for 14 years how do you think a first time homebuyer would
feel if they had to wait their self through that well I'm sure that you're
already trimming stuff down so they only need to hear what they need to know and
as you're delivering it in a way that they can understand as well but have you
gone far enough the reason I challenge you to simplify
more is because once again the confused customer never buys think about the
principle in relation to the last time you bought something when someone is
selling something to us we can get confused and we can get stressed from
there we lose confidence and what is being sold does and then the lack of
confidence ends up making us tense up as a self defense mechanism now after all
that happens we end up looking for the closest exit now if you were confused on
a product wouldn't you rather miss out on something great versus taking a
chance as something that we didn't understand so what does this mean for
you selling a loan product or a service the answer is easy you have to make it
crystal clear like third-grader clear make it so the masses can understand so
pretend you're talking to the dumbest person you have ever seen on the
Internet if you can make them understand you're
good let's think about it this way think about the last few elections and the
campaign slogans that went along with it so build a wall drain the swamp hope and
change make America great again all short and sweet and easy to digest is
your stuff that you were putting out or conversations you're having are
they easy to understand ask yourself if I was the customer and I knew nothing
about the product before seeing this ad or post or postcard or flyer or video
would it make sense to me you can ask that question before you post on social
before you film a video before your next face-to-face with a potential customer
if nothing else asks someone who is outside of the industry to review it to
see if there's anything that would confuse them here's another test that
you can try it's called the foodcourt test so pretend that you're going to go
down to the local food court at your local mall no staying on a clean table
was so really loud to get everyone's attention and when you have a hundred
people around you you got to ask hey who's interested in blank and then
announce your offer does anyone even raise their hand or do they even raise
their eyebrows or does everyone look at you like you have a screw loose so
you're probably saying to me right now that no one would have interest in what
I'm selling because my product or service is way too complicated I need to
educate them first well I have good news selling mortgages isn't as easy as
asking someone if they want a new pair of shoes it's a hard exercise to do
because your offer might be awesome and need to educate but you have to find the
right sales message first if we all use mortgages as an example here's the first
lame attempt that I would put up who here wants to learn about an oaf alone
no one even knows what that is so next thing I would try is some kind of the
money-saving angle here who here wants to talk about downpayment assistance
it still doesn't have the punch because they don't even know what oppa is so
then I try this who here wants free money to buy their next home now we're
talking most people at the food court will understand that last offer
now you may have other people that you're sending offers to pretty much
your past customers and clients that already know who you they understand how
you speak and they already know and like and trust you but will you be able to
ensure that you have a consert stream of customers coming in if you can't get
your message right so rewrite your message again and again until it's food
court proof so do yourself a favor dummy proof your offers your conversations
your social Media content so that the masses can
easily understand what you're saying now if you're a realtor looking to level up
your marketing or work with a partner who can help you grow your business
right here if nothing else thank you again for watching this week's video
once again my name is Ryan Mannion with rock Morgan your source for better
lending and better marketing see you next time
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