Seth Godin’s book, the Purple Cow, is one of the best sales and marketing books that real estate brokers and agents need to read in order to win. Here is the summary of the lessons to be learned from the book.
According to Seth Godin, white cows are boring. When you see a white cow, you will just go along and not take notice. But when you see a purple cow, you will stop whatever you are doing and can’t help but notice it.
To be noticed by your prospects, be a purple cow by being unusual. Don’t be like any other broker or agent. Be worth talking about and stand out among the crowd.
Ryan Serhant, one of the most successful real estate brokers in New York, has a gray hair and he is still at his 30s. He intentionally dyes his hair gray to stand out and be worth remembering. This is, of course, in addition to his sales skills and charismatic personality.
People are now experts in ignoring your advertisements. Instead, make them come to you by being unusual.
Don't be just "a little bit better"
Being “a little bit better,” “a little bit nicer,” or “a little bit cheaper” will not get you noticed. You need to be ten times better than your competitors for you to get noticed like the purple cow.
Safe is risky
Don’t be afraid to be risky. You will never win by being safe. Stand out and don’t fear failure, because failure is part of the process of success.
Copy from other industries
Learn customer service from the hotel industry. Learn work efficiency from the construction industry. Don’t be stuck in your industry because, most probably, your competitors already know the techniques. Explore other industries and apply their techniques to your field.
You can buy this book at your nearest bookstore for a little over P1,000, a small price for the valuable knowledge that you will gain.
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