Episode 19 - Can you make it stupid simple?

have you ever tried to explain a concept to someone else and you got the feeling that it was going over their head in a big way so as a realtor or a loan officer we handle some pretty difficult or confusing things daily well something that we all take for granted is sometimes is the people that we serve just don"t have the years worth of experience in real estate like you and I do so in this video we"re going to talk about how to break through to the other side with the people that you want to hire you what"s up everyone its ride miracle with ruff mortgage resource for better lending and better marketing so we get used to our own technobabble so much so that sometimes we forget to turn on that filter when we"re talking to someone who doesn"t do this every day so this is kind of like cursing in front of your kids besides letting your kids drop the most recent four-letter word that they just learned at your in-laws at dinner what"s the worst that can happen well I"ll tell you that a confused customer never buys if you have ever bought a home by way of getting a mortgage that I"m sure you remember that the mortgage process can be confusing and frustrating now the Fannie Mae guidelines are twelve hundred and 71 pages long this thing still intimidates me to this day and I"ve been doing this for 14 years how do you think a first time homebuyer would feel if they had to wait their self through that well I"m sure that you"re already trimming stuff down so they only need to hear what they need to know and as you"re delivering it in a way that they can understand as well but have you gone far enough the reason I challenge you to simplify more is because once again the confused customer never buys think about the principle in relation to the last time you bought something when someone is selling something to us we can get confused and we can get stressed from there we lose confidence and what is being sold does and then the lack of confidence ends up making us tense up as a self defense mechanism now after all that happens we end up looking for the closest exit now if you were confused on a product wouldn"t you rather miss out on something great versus taking a chance as something that we didn"t understand so what does this mean for you selling a loan product or a service the answer is easy you have to make it crystal clear like third-grader clear make it so the masses can understand so pretend you"re talking to the dumbest person you have ever seen on the Internet if you can make them understand you"re good let"s think about it this way think about the last few elections and the campaign slogans that went along with it so build a wall drain the swamp hope and change make America great again all short and sweet and easy to digest is your stuff that you were putting out or conversations you"re having are they easy to understand ask yourself if I was the customer and I knew nothing about the product before seeing this ad or post or postcard or flyer or video would it make sense to me you can ask that question before you post on social before you film a video before your next face-to-face with a potential customer if nothing else asks someone who is outside of the industry to review it to see if there"s anything that would confuse them here"s another test that you can try it"s called the foodcourt test so pretend that you"re going to go down to the local food court at your local mall no staying on a clean table was so really loud to get everyone"s attention and when you have a hundred people around you you got to ask hey who"s interested in blank and then announce your offer does anyone even raise their hand or do they even raise their eyebrows or does everyone look at you like you have a screw loose so you"re probably saying to me right now that no one would have interest in what I"m selling because my product or service is way too complicated I need to educate them first well I have good news selling mortgages isn"t as easy as asking someone if they want a new pair of shoes it"s a hard exercise to do because your offer might be awesome and need to educate but you have to find the right sales message first if we all use mortgages as an example here"s the first lame attempt that I would put up who here wants to learn about an oaf alone no one even knows what that is so next thing I would try is some kind of the money-saving angle here who here wants to talk about downpayment assistance it still doesn"t have the punch because they don"t even know what oppa is so then I try this who here wants free money to buy their next home now we"re talking most people at the food court will understand that last offer now you may have other people that you"re sending offers to pretty much your past customers and clients that already know who you they understand how you speak and they already know and like and trust you but will you be able to ensure that you have a consert stream of customers coming in if you can"t get your message right so rewrite your message again and again until it"s food court proof so do yourself a favor dummy proof your offers your conversations your social Media content so that the masses can easily understand what you"re saying now if you"re a realtor looking to level up your marketing or work with a partner who can help you grow your business right here if nothing else thank you again for watching this week"s video once again my name is Ryan Mannion with rock Morgan your source for better lending and better marketing see you next time

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