“You were right!”
Dear Readers, you know me: I’m a coach. I’m not made of stone. When a client, after much shifty eyes, and doubt, and hope, and fear, and whining, finally, finally knuckles under and takes my suggestions, getting the positive feedback and circumstances I predicted, and, gleefully, takes the time to tell me that I was right…oh, don’t mind me, I just have a little something in my eye. A little something called “triumph.”
What did this client do that was so exciting? She “just” stepped outside of her comfort zone, and used her Facebook page to share some information about her business in a way that was immediately engaging to potential clients, since it addressed their needs, and how she could meet their needs. Thus engaged, some potential clients quickly stepped forward to demonstrate their interest.
So, let’s say you, Dear Reader, are thinking that you’d like to try this at home. Bueno. Forget all that hype about numbers and algorithms, and simply consider: What are you selling? Who is your ideal audience? How can you show rather than tell your expertise? How can you show your followers, and by extension, their friends and family, that you know what you’re talking about, and thus are worth their time, interest and money?
For example, let’s say you’re a real estate broker. Here, in NYC, there are many, oh so many brokers, but alas, not so many that a sane person would actually want to spend time with, never mind give a huge chunk of cash. I’m talking about those brokers who rush you through the process, and you have to remind them, “Yes, this is money for you, but for me, I’m looking for someplace to live in, not just exist. I’m looking for someplace where I can wake up in the morning, and be content, not appalled. This is about my life, not just you meeting your monthly quota. Oy.” But if you’re reading this, I’m going to assume that you’re a good broker. I’m going to take that presumption one step forward, and presume you have a Facebook page for your business. Now, you could share listings on your available apartments and homes. Everyone does, after all.
But in order to demonstrate your expertise, and thus differentiate yourself from the herd, why not make out a list detailing the documents and information a potential renter should bring to his or her first meeting with you, if they want to fast-forward the process. You could also give information about how people can find a good mortgage broker. Give people tips they can use to clean up their credit before they apply for an apartment, in order to ensure a good credit score. For people trying to selling their homes, give them tips on what types of house work and reconstruction is most likely to get them a higher selling price, and then tell them how they can save money doing those types of repairs.
You can give information about up-and-coming neighborhoods, where renters can get more bang for their buck. Join your alumni association(s), and offer to do a workshop for recent graduates who are moving to your city, and want to know how they can find safe, affordable apartments. At the end of that workshop, guess who’s the expert? Guess whose business card is going to be in high demand? Bingo. (Don’t forget: college kids’ parents want to hire a broker who makes them feel that their children will be safe. Once a couple of parents are impressed by you, they’re going to tell their friends and right about now, the words you’re probably looking for are “thank” and “you.” Put them together and they make a lovely sound.) Are there industry websites for which you could write a solid, intelligence piece? Industry conferences you could submit yourself as a speaker, or give a workshop? Before you wonder, “Why me?,” a better question is, Why the hell not you? Haven’t you ever been at some conference and head some “expert” give a half-assed talk and thought,”…seriously??” Yes, seriously, because while you were making excuses, this person was pitching.
A good way to get started is to think of the most common questions you get asked. Can you write a post that answers some of them? Then, why not turn that post into a PDF document and put it on your site, your Google+ profile, your LinkedIn profile, for people to download it, share it, email it, realizing that every single person who does so is, guess what, a prospective client….#gettowork
You know what to do.