My last letter spoke about the value of a unique offer. The offer must add value rather than discounting your services in order to be unique. There is one area in which we can always add value to the process and that is education. Many homeowners do not understand the real estate sales process and educating them gives you several advantages:

•You are seen as an expert instead of a sales person. Experts are much less likely to discount their services.
•You are being unique–while others are discounting, you are teaching.
•Your prospects become educated, which makes them better customers.
•You have the ability to involve your synergy partners–partners who are also giving you referrals.

Education can take many forms. You might distribute an article on preparing a home for sale. Or perhaps the article distributed is from a synergy partner. For example, you might distribute an article on the tax ramifications of selling.

As a matter of fact, one of the services I provide as a partner is the provision of a host of articles that can be used for educational purposes for your prosp

My last letter spoke about the value of a unique offer. The offer must add value rather than discounting your services in order to be unique. There is one area in which we can always add value to the process and that is education. Many homeowners do not understand the real estate sales process and educating them gives you several advantages:

•You are seen as an expert instead of a sales person. Experts are much less likely to discount their services.
•You are being unique–while others are discounting, you are teaching.
•Your prospects become educated, which makes them better customers.
•You have the ability to involve your synergy partners–partners who are also giving you referrals.

Education can take many forms. You might distribute an article on preparing a home for prospects.

Contact me if you would like me to go over some of these articles with you.

If you would like to get more proactive with educational efforts, try delivering seminars on such topics as getting top dollar for your home in any market or how to purchase a home before you sell your present home. You could set up these seminars with your synergy partners and/or use association networks to deliver these seminars (for example a homeowners association or local church group). In any given week, there are plenty of first-time homebuyer seminars in a particular market, but how many seminars are there for potential sellers?

People prefer doing business with experts. Set yourself up as an expert and you will be building a foundation for expanding your base of listings.