If it doesn’t happen automatically, it doesn’t happen

A very experienced agent recently told me she always looks for ways to save one thing — time. Over the years she has developed several time-saving techniques that make it possible for her to stay on top of her very busy career. One of her most important techniques is to make things happen automatically. 

Today’s technology makes it easy to create a plan that makes things happen without any extra effort. Many of us use automatic payment plans to make sure we don’t miss paying a bill when it’s due. Why not use the same technique to make sure important business actions happen on time.  

Automation is a great way to build a consistent marketing plan. Consistent marketing builds trust, and trust is a key factor in generating leads and referrals. So many agents get wrapped up in the day-to-day work required to help clients buy and sell that they forget to keep up with their marketing efforts.

The Personal Marketing Company specializes in automated marketing. Take 15 minutes on the phone with one of our experienced marketing experts (or go online) to build a custom plan that fits your budget and goals. Using automation to build a successful marketing program is like finding extra hours in every day.

The difference between benefits and features

It's Sales 101 that you sell to someone by showing them how a product or service will directly affect their life and improve it. You do this by showing them the benefits of what you're selling. Yet so many of us get caught up on the features of our product, we forget to mention the benefits. Today I'd like to take a look at the two so we can better understand them.


Features are physical things on a product — automatic transmission on a vehicle, 3.1 surround sound and 1080p picture on a TV, or 6-hour battery life on a laptop. These things are important to know when you're selling to a customer; they are the logical reasons for people to buy the things they want and need in their lives.

But at the end of the day, logical reasons aren't why people buy things. People buy because of an emotional connection to you or your product. And that's where benefits come in.


Benefits are how a customer or client will use your product in their lives, and how the product’s features will uniquely benefit them — not having to hassle with shifting gears on a steep hill, getting a movie theater experience from the comfort of their own home, or being able to watch a favorite TV show through an entire flight instead of being bored.


So when you’re showing a house, don’t just run down a laundry list of features. Explain to prospective buyers how that feature will affect them — for example, the property’s fenced backyard is perfect if they have a dog, and it makes playing outside safer for small children. Try to focus on the unique characteristics of the buyer and make it as personal as possible.


When you focus on the benefits, you bring the customer into the pitch. The sale becomes about them, not about the product, and that is more likely to translate into a closed deal.