Ready to get started? Grab a pen and paper and for goodness sake turn off your phones so you can read and digest this. It's that important!
What we have been covering here are the three reasons buyers don't choose you and what you can do about it. Reason No. 1 was they don't want what you are offering. Reason No. 2 was they don't qualify for what you are offering.
Now let's move on to one of the biggest reasons buyers don't choose you - they don't trust you!
I could fill an entire 200-page book on this one. All you have to do is watch television, open a newspaper and listen to the radio and you are bombarded with all the bad news. Not only that but you are also told "what terrible low lives all of us are."
Let's not even get into the who's right or wrong on that one but just realize, as I am sure you already do, that we lack credibility right now as an industry.
Here's what to do about it! There are actually several ways to build credibility. More than I can even cover here, but here are the top ones"
1. Position yourself as an obvious expert by using free public relations. Like have your own radio show or appear on other people's shows as an expert. Write articles for publications. Heck you can even have a book like I do.
2. Join associations that will add credibility to you.
3. Use testimonials from satisfied clients that used you. See we are all perceived as sales people so people don't believe us. But they will believe others who have used you that they can identify with.
4. Use satisfaction promises, also known as guarantees. Think of every fear your buyer has and guarantee it. For example, they maybe worried about the amount of money they need at closing. Why not tell them that if their good faith estimate is more than $250 different than what they need at closing you'll give them five crisp $100 bills. In all fairness, your GFE should be close anyway since you know all the costs in advance.
Now go ahead and start building some of these credibility tools into your marketing so you can close more loans, make more money and finally have the time to enjoy life.
Brian Sacks is the CEO of
