Do you ever wonder what constitutes value? Buy a coin that is very rare—and it can become quite valuable. If someone discovers hundreds or thousands of these coins—the value decreases. So, at least in part, value is somehow tied to uniqueness. 

This means if your offer is not unique it is not likely to be considered valuable. For example, how many brokers offer free training for new agents to potential recruits?  A response mechanism that offers a free licensing course is not attractive if every other company in town is offering the exact same thing. 

Value also is connected to the concept of adding something worthwhile to our targets. It is from this concept that we often refer to “added-value.”  How does your offer add value in a way that is different from your competitors? 

How might your offer add value in a way that it attracts responses from those who are not yet prospects—but might be sometime in the future? This broader definition of value increases your response rate and enables you to fill your agenda for the future while you make contact with additional present referral sources. The response you receive from someone who is not ready might actually know someone else who is ready.

One way to add value is to educate your prospects so that their present career may be enhanced as well as a potential real estate career. For example, hold a sales seminar for general sales personnel and you will attract prospects AND other referral sources who could become future candidates.  Perhaps the seminar can be sponsored by a synergy partner who would provide a speaker. Remember, your vendors such as mortgage lenders are in sales as well.