November & December theme:
“Choose One Thing”
Posted in :  Brain Waves

My husband and I recently sold our house.

Selling a house can be an emotionally charged experience, and ours didn’t disappoint. The house belonged to my husband’s grandfather and we raised our boys there during their formative years, so it was a difficult decision for us to let it go.

But, with one son in college and the other in high school (and more interested in baseball than yard work), it seemed the right time to downsize. We have more important things to do than maintain 3 acres and clear the snow from our long driveway.

In late winter, real estate inventory was low but there were a lot of buyers, which resulted in two offers on our home. This was a good problem to have, but a problem nonetheless. We had a decision to make.

Let’s review the facts:

Both offers were for the same amount – over the asking price.

Offer #1 – single guy, no house to sell, wants quick closing

Offer #2 – young couple ready to start a family, both are veterinarians (we are pet people), have a house to sell

On paper, the single guy was the way to go. But the vets wrote us a letter. They told us how much they love the house and yard, explained how excited they were about maintaining the extensive perennial gardens on the property, shared with us their dream of enjoying the pond with their future children.

We agonized over this decision, our brains pitted against our hearts. Would the vets be able to sell their house? Who was single guy, and why did he need such a big home?

In the end, the vets won. Why? Because their story resonated with us. As a marketer, I was fully aware that I was being swayed by their story, but was powerless anyway.

Making a connection with your audience is essential, especially in this age of information overload.

You don’t necessarily have to pull on the heartstrings, but you do have to tell your story. Who are you?

Every market is saturated with experts. What makes you special?

There are almost infinite choices – all accessible with a quick Google search. Why are you a good fit for your consumer?

Never underestimate the power of your story. It sells, and your audience wants to hear it. Show them you care, and tell it freely.

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Posted by: Laurel Kelly
Email the author: laurelk@fathom.net