Setting Yourself Apart with Unique Analogies
Connecting with FSBO’s can be a challenge, but mastering metaphors and applying analogies tailored to the individual shows the homeowner that you are ready to serve and connect with them as human beings.
I got a message from one of my Power Agents® recently, and she told me about a conversation she had with a FSBO not long ago. This FSBO was hosting an open house, which didn’t have a very large turnout, but this Power Agent® was there for about an hour. The seller was a fellow New Yorker, and admittedly, a little rough around the edges.
The Power Agent® used a lot of metaphors and analogies during the course of their conversation, but this seller was one, tough cookie! It was a difficult conversation, and this seller finally showed this Power Agent® the bag filled with business cards that she had collected from other agents who had approached her about being hired to sell the home. The seller said, “You know, you agents all basically do the same thing, so how could you possibly be any different than these hundred agents?”
I often tell agents that when coming up with metaphors and analogies, one of the best ways to connect with buyers and sellers is to use their profession whenever possible. An awesome article by Odyssey goes further to explain just WHY analogies are so important to communication.
The Stenographer Analogy
This Power Agent® had learned through their conversation that this seller was a court stenographer, and I suggested the following analogy:
“Yes, you could consider that all real estate agents do the same thing, just like all court stenographers do the same thing. I have done some research, and what’s interesting about stenographers is that 90% of people that want to become a stenographer never make it. Only 10% of people who try getting into this line of work actually become stenographers. Those are not good odds! I also read that it can take 2 to 4 years for it to even happen, and this is why. To become a stenographer, there are two major hurdles that you must overcome.
First, you have to learn the language of being a stenographer, and it’s like learning an entirely new language. There’s theory behind it, everyone has to learn the exact same language of stenography, and some people just can’t figure it out. Once you learn the basics of it, you THEN have to be able to hit 225 words a minute, minimum, in order to become a stenographer. No wonder only 10% of people make it!
I also thought that it’s a lot like real estate. See, to become a real estate agent, there’s two things that you need to overcome. First, you need to understand the basics like the theory of real estate, how to run an open house, how to take good pictures for the MLS listing, how to write a description, and the basics of real estate law.
So yes, you are right in that all agents basically do the same thing when it comes to open houses, MLS listings, yard sign, etc. But what separates the good from the best is how they use that knowledge. Just like being a stenographer, who must be really skilled to get up to 225 words a minute minimum, I have to be really skilled at the basics of real estate to make it work for you, the homeowner. It isn’t what we do, but how we do it that separates a good agent from a great agent.”
Words of Wisdom
Aristotle once said, “It is a great thing, indeed, to make a proper use of the poetical forms, as also of compounds and strange words. But the greatest thing by far is to be a master of metaphor. It is the one thing that cannot be learnt from others; and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in dissimilars.”
Tying the objection to an analogy is a concept I have taught often to help agents discover their inner genius — to take an idea that the homeowner already understands and believes in and relates that to their idea and draws the parallel. This was of relating is as old as language itself, but mastering it takes practice.
What’s Next?
Are you ready to start taking things to the Next Level®? If you don’t already know what you need to do to get to your next level, we can help!
Power Agents®, for more strategies and tools for talking to FSBO’s and winning their business, check out the amazing content in the Prospecting tab in the Classroom. Whether you need a boost of confidence, empowering dialogues, or helpful articles to show the FSBO why they need you, we are here to help you get the skills you need to be the go-to agent for the buyers and sellers in your farm area.
Get the Darryl Davis Newsletter!
Not yet a Power Agent®? Did you know that for LESS than the cost of a Starbucks coffee, you can have access to hundreds of marketing, prospecting, and objection handling tools – live weekly coaching, podcasts, webinars, and more? We hope you will find this article helpful for you this week: “How To Achieve Your Real Estate Goals.”
Start your Power Agent® trial and have total access to every tool we have including letters, dialogues, training tips, webinars on demand, eGuides, and marketing tools for just $5.