by Rob Wicker
Interesting question. What single factor is most important to your business success? Is it your product, your work ethic, your price? Take a guess.
According to marketer Robert Clay, who publishes the blog MarketingWizdom.com, the single most important success factor is the time it takes customers to make a decision about your product or service. Not something I would have come up with, but when you think about it, the concept makes sense.
What happens when you get frustrated trying to find the information you need to make a decision? The price for example. We want information and we want it now! And if we can’t get the information we want, we move on to the next thing.
Clay describes the process as “decision speed.” This is the time it takes prospective customers to go from initial awareness to enthusiastic, full use of your services.
What are the practical implications for the real estate business? Make sure your marketing materials and website copy are easy to read, contact information is easy to find, that your online listings have multiple photos, that flyer boxes in front of houses are full, that you have prepped for the listing presentation…the list goes on and on.
How can you accelerate the speed with which buyers and sellers make decisions about you?