GIVE AWAY YOUR BEST INFORMATION - WHAT TO DO?
The "Internet Age" has forced us to begin giving away information. The days of having proprietary control over information -- especially in the real estate business -- ended back in the 1990s. So, really: Give away your best stuff for free. What are we giving away? You're giving away your best information, which includes what to do. What really makes you unique in an ocean of real estate agents? Be unique by truly being a "giver." Figure out the best "What to Do" information for a buyer, seller and realtor and give it away. No, really. Give it away! In the long run, this will attract far more back to you than you could ever generate by hoarding your best stuff or saving it for top clients.
OFFER AN UPGRADE OF INFORMATION
Copy the formulaic approach that you've probably seen on the internet many times. When your free information leads to a conversation and it's going well, offer an upgrade. Say you've just given away a free buyer-seller-agent course and the conversation is advancing, offer the upgrade. Information on properties that have already sold is incredibly powerful. Whereas "For Sale" listings may or may not be priced correctly, when a deal goes through you have solid information. Give a buyer access to Sold listings in their price range -- and they'll know what that amount of money successfully bought. Upgrading their access to these listings provides them with powerful information -- again, for free.
ADD YOUR INSIGHTS FOR POSITIONING
Here's the key spot: Positioning. This gets back to how you are unique. "Here's what I think this means for you." Offer them your expertise and insights, and this will make you wildly unique. Share trends and personal insights to them. Did you see what's happening? If you'll be helpful with your insight in this manner, they'll begin to trust you.
CREATE MORE COMPETITION-LESS BUSINESS
Track this in your CRM to build a pipeline of prospects. Strangely enough, the more that you give away for free in this manner, the less competition you'll find yourself facing. Turn yourself into the go-to resource for buyers and sellers. The less you give away, the less unique you will be in an abundance of realtors.