If you want to buy stuff, money’s great. I love the thought that nothing replaces money for what money can do. But if you want to feel happy and confident, safe and secure, money’s a horrible tool for those jobs.
In this article:
- What Do You REALLY Offer To Your Clients & Prospects?
- Do You Promote Your Value?
- The Value Creation Letter
- The Value Creation Text Follow-Up
- The Value Creation Follow-Up Call
What Do You REALLY Offer To Your Clients & Prospects?
Warren Buffet said “The price is what you pay. Value is what you get.” It’s the perfect quote for setting up what I call Value Creation Concept #2. Value is the feeling a person experiences while they’re in the process of receiving your product, receiving your service, receiving the experience that you’re providing. The three things that have the most value are the feeling of being led, the feeling of being guided, and the feeling of being protected.
Think of it this way, people feel happy, they feel confident, and they feel safe when during the process of buying, selling, or borrowing, they are experiencing being led by you, guided by you, and protected by you. So when Warren Buffett says “Price is what they pay, value is what they get” what this means is that they pay the commission, but what they get is the feeling of happiness, confidence, and safety. All because you are leading them, guiding them, and protecting them along the way.
Do You Promote Your Value?
As a matter of fact, if someone asks you, “what do you do?” You might just consider saying, “I lead, I guide and I protect people through the process of buying a home, selling a home, or getting a loan”.
Now, why in the world would you want to say that? Because that’s the value that you give.
Leading is your ability, that’s your skill to inspire and encourage others to make their dreams come true.
Guiding is your ability and skill to use your experience and your judgment to help people make sound decisions.
Protecting is your ability and skill to protect people from dangerous predators and inaccurate information.
Value Creation Concept #2 is that your value is in leading, guiding, and protecting. So how do you actually apply that in your business?
Well, you may or may not know this, but one of the roles that I play for several dozen of the highest-paid agents and lenders in all of North America is I write most of their copy for their emails. I write most of their copy for their letters and their postcards, many of their Facebook posts, and most of their text messages. Virtually anything that they send out to their clients or their future clients, I write. I do that because that is my unique ability. I have a unique ability to craft the perfect words with the perfect tone to create the optimum outcome for every communication that they choose to send out. And of course, they pay me well for doing that.
Here’s an example. This is an actual letter that I wrote for a top agent and he sent this exact letter out to 50 people in his database. All of the 50 people had bought a home or had sold a home from him in the last year. This letter generated 12 referrals. It goes like this…
The Value Creation Letter
Dear (Name),
Today I was thinking about you as both a friend and a client. Even though right now we are not in the process of helping you sell your house or buy a home (close a loan), I continue to develop my skills and my abilities so when that time comes I will always be on the top of my game for both you and the people you feel comfortable introducing to me. (That’s a really strong opening. Make note of that.)
Here are the three skills and abilities that I’m improving for you and the people that you feel comfortable introducing me to. Number one, is my ability to inspire and encourage you to make your dreams come true. You have shared with me in the past what’s important to you about owning a home. I feel privileged that you’ve done that with me and I will continue to help you expand your vision and your goals so that you live your greatest life. As your goals and your future expand, I would love to be part of helping you make them come true. As a matter of fact, I would love you to consider me as part of your goal-achieving team.
Number two, my ability and my skills to use my experienced judgment to help you make sound decisions. Decision-making is both an art and a science and when you’re deciding to paint or landscape or thinking about investing in rental property, or taking out an equity line, these are important decisions. My ability to ask you questions to help you clarify your goals, clarify your dreams is something that I love to do and I’m very good at it.
And number three, my ability and skills to protect you from dangerous predators and inaccurate information that could cause you to make disastrous decisions that have long-term negative impact. Hey, when you hear or you see something that sounds too good to be true, it probably is. I’d advise you to always take out your cell phone, look up my number and call me before you act on something that may not be in your long-term interest. My responsibility is to protect you and your real estate and lending decisions.
I’m grateful to be on your team and I look forward to a lifelong relationship.
(your name here)
PS. I would love any feedback that you have after you’ve read this letter. Feel free to tell me what you think and what I can do to create even more value for you and the people in your life. I see my role as the person who is responsible for leading, guiding, and protecting you and the people that you care about.
Now, that’s a great letter. It’s pretty simple… it’s profound… but most importantly it expresses your value.
The Value Creation Text Follow-Up
We took that campaign and sent it to 50 people who had done business with him in the past. Not 50 random people, people who had bought or sold a home from him. On the same day, we sent a text message to all 50 of them. This text message read something like this:
Hi, name. I sent you a letter today. Keep an eye on your mailbox. When you receive it, I would love to get your feedback.
The Value Creation Follow-Up Call
Then about a week later, we called all 50 people. What we wanted to do is talk about what we’ve been learning and what we’re doing to lead, guide, and protect them and the people that they care about. With this, wonderful conversations were created.
The end results from the letter…text…email system was 12 new referrals.
Now that’s value!
Even the value that I’m giving you right now is leading you and guiding you and protecting you in a way that you communicate to the people with that you want to generate business from. I’m bringing you value.
Value is created when you lead, you guide, and you protect people that you care about.
Find out how you can get access to all of our letters, postcards, scripts, newsletters, posts, done-for-you systems, coaching, training, and more, click here.
