In order to become the go-to Real Estate Agent for your ideal clients, you’ll need to establish authority. This isn’t always the easiest thing to do, especially if you’re the type who prefers to hide behind-the-scenes, but it needs to be done.
Here are the 6 Steps that I teach real estate agents (or any service provider, for that matter) exactly how to establish authority using what I call The Authority Amplifier.
The Authority Amplifier serves as one critical purpose in your sales funnel: to quickly increase (amplify) the connection and trust with your audience between the lead magnet and the conversion event.
Please keep in mind that none of this will work if you’re not genuine, and it certainly won’t work if you’re not a professional in that niche. I’m using first-time home buyers as a simple example, but the same will work with whomever you are targeting as long as you are specific.
Immediately grab their attention and communicate the exact outcome of this content.
Example: “Great job downloading my first-time home buyers cheat sheet – please check your inbox in 5-10 minutes for your copy… but be sure to watch this video right now so I can show exactly how to avoid costly mistakes when buying your first home.
Show them that the process and solution that you’ll reveal has been proven to work for other first-time home buyers who are just like them.
Example: “And just so you know you’re in the right place, I want to underscore that this strategy reflects the exact steps that we’ve used to help many first-time home buyers like you, and it is also used by many of the top agents in the country who also help first-time home buyers each and every day. This is what’s working right now.”
State the top three reasons people struggle to achieve results when faced with this problem or opportunity.
Example: “As you might be aware, buying your first home can be really hard. According to a recent study (proof), over 96%* of 30-year-olds aren’t able to buy their first home on their own. There are three main reasons they struggle: 1) not understanding the real estate process 2) not making enough money 3) not being able to secure a loan.
Walk them through the three simple steps required to achieve their goals and provide examples whenever possible.
Example: “The good news is that, if you’re still struggling with these issues, I’m going to show you how to overcome them right away without spending a ton of extra time or money fixing the issues. Sound good? Okay, let’s dig in….” then tell them how to fix the issues. (Please note that all of this is made up and I did zero research; I’m only providing a framework. Please make sure you do your own research).
Zoom out and show them where this issue lives within your “signature solution” (as every piece of content you provide should). If you’re unfamiliar, your Signature Solution is what will help you become the go-to agent for a particular niche and it will build trust 100x faster than someone without a Signature Solution.
Example: “As simple and powerful as this strategy may be, the most important thing you need to understand is that qualifying for the loan is only a small part of the overall process. What you’re looking at here (show them your entire Signature Solution process) is a proven process we use to help first-time home buyers buy their first home faster and quicker without paying more”.
Transition from what they do need to do (the process) to how they can achieve the result (progress) with a direct call-to-action.
Example: “If you want to get crystal clear on the ONE THING you should be doing right now to be ready to buy your first home, call me at (555) 713-1234 and I’ll tell you everything you need to know”.