While any successful real estate war story is good to tell throughout your marketing, especially email, there’s one story format that trumps all.
It’s not your biggest sale. Not your fastest close. Not even that time you sold a mansion to a celebrity who shall remain nameless (although that’s a great story to tell too if you had the good fortune to represent a celeb).
Nope.
It’s the “I swooped in to save the day” story.
This is the situation where clients hire you after firing a previous real estate agent, and you ended up getting a great result.
It’s like being the closer in the ninth inning. Except instead of striking out batters, you’re striking deals.
It’s so powerful because it combines success with “I’m better than other agents” without you having to say it.
I understand not all agents have been hired to come to the rescue but when you do, leverage it by telling it over and over and over.
If you want to add rocket fuel to its effectiveness, get a testimonial that includes mention you saved the day.
One or two of these in your marketing arsenal will work wonders assuming you promote to its full potential.
I’m talking email, blog post, video, Insider Report… plaster it everywhere.
What you do NOT want to do is name names. Do not mention the agent who was fired. While other agents are competition, there is an unwritten code of professionalism and colleagueship in the business that shouldn’t be violated.
What goes around comes around.
If you get a reputation for bad-mouthing other agents, it’ll come back to haunt you.
It’s possible the fired agent wasn’t horrible. Sometimes things don’t go right. Stay in this business long enough and you’ll be fire too. The last thing you want happen is the agent who takes over from you to mention your name as the “fired” agent.
How to tell it right:
Build it up like you’re narrating a thriller.
Start with the disaster. Paint the picture. Make them feel the client’s pain.
Then enter you, cape flowing in the wind.
Focus on what you did differently. The late-night calls. The creative solutions. The relationships you leveraged.
Timeline is everything. “Day one, I did this. Day three, we had that breakthrough. By week two…”
Make it a story, not a boring recital of facts.
Bottom line: Every agent needs at least one “rescue” story in their arsenal. When you get one, milk it harder than a dairy farmer in Wisconsin.
Your competition is telling boring stories about square footage and closing dates.
You’re telling stories about heroism.
Guess who wins?
