Have you ever finished going through a proposal only to realise your prospect seems to have more questions than answers? As a real estate agent you want to quickly attract the interest of buyers (and sellers), motivate them to buy (or choose you) and then make it easy for them to make the decision. To get a fast commitment from your customer you need to provide a clear map to guide them to this goal.
The AIDA (Attention, Interest, Desire, Action) model is one of the best-known fundamental marketing models when it comes to the art of selling and winning over a client. It starts from first making a customer aware of your business through to convincing them to buy,
AIDA provides some simple guideposts to check in on to ensure your proposal takes the customer on a journey they can easily follow.
AWARENESS: Who are you and why should they care?
Through your clearly conveyed insights, your vendor is brought to realise they have a problem you can solve. It is your brand they become aware of, and in terms of a proposal, this means clearly stating who you are and what you can offer them.
The awareness phase is the beginning for every customer’s journey, but only the most engaging and focused pitches will convince a prospect to stop looking elsewhere and choose you in a competitive industry like real estate.
INTEREST: Exactly how can you help them?
If you have piqued their interest, you are 25% there. Buckle up and keep going. It is time to get into more of the details of how you can be of benefit to them. Make sure you are targeting the specific needs of the customer.
At this stage you have their attention, so it’s time to appeal to their rational mind with rock solid reasons why they should sign off on your proposal. If you have some impressive stats on previous sales, relevant market data or compelling research, now is the time to bring them up. Don’t be too boastful or verbose as you can come across as too needy and forceful, if they lose interest it can be difficult to get it reignited.
DESIRE: Sell the dream – appeal to emotional benefits
This is the cornerstone of sales. Appeal to their desire and you are veering toward the finish line a winner. Here you are to move the customer from liking it to wanting it.
While people will say they buy based on purely rational facts, most often emotion will be the factor that tips them over the line. Emotional language and vivid imagery can be employed to get to the heart of it and have your vendor all-in. This is where you want the buyer to experience how they will feel once you have achieved their goal.
ACTION: Make it easy and attractive for them to take the next step
This is the part of the journey where you entice your customer to take action and actually interact. It is a simple, yet crucial, part of the process that is too often missed or confusing.
Make it clear exactly what you want them to do next and how to do it. While this could be a big step like signing an engagement letter or making an offer on a property, it might also be just a small commitment like subscribing to your newsletter, agreeing to meet you at a listing, organising a valuation or simply replying positively to your email.
An example of this is found on ProposalPoint, where all proposals have an online ‘Accept’ button, giving the power to your customer to move forward with your recommendation instantly.
ProposalPoint digital proposal solutions make life easy by giving you all the tools you need to quickly and easily create proposals that pop. Try out a live demo and see for yourself just how much time and money we can save you.