The Last Day
My first real estate negotiation was with the most notorious agent at the Jersey Shore. It was the summer after Katrina, the second home market was quickly slowing down with the subprime crisis around the corner. I was 18 and tan.
At the time Ocean City had over 700 Realtors and only 200 transactions would be done that year. This guy’s team had about as many listings and was on at least one side of over half of those transactions.
Throughout the entire negotiation, I only talked to him for about three minutes. It was at a moment when our clients were about $20,000 apart and both unwilling to budge so he called me:
“Hi Jim, you gotta get them up.”
“Get them up.
“Oh, you mean their offer. I already talked to them, I think we’re just going to keep looking at some more property.”
“Look, you know I’ve been beating my sellers up. I have the best price properties on the island. The best use of your time and my time and the clients’ time is not for you to go out and look at more houses. It’s for you to make a five minute phone call and get them up.”
“Ok, I’ll talk to them about it…. One more thing. What would you say?”
“Well its a family with young kids right? Hit them with the emotional button, the memories, being two blocks from the beach, remind them about the park being right there. Then drive it home and justify it with logic, bring up that they have that traffic light on that block so their kids can cross safely to get to the beach. It’s on a more desirable part of the island. It’s the lowest priced 3 bedroom in a mile radius. And if we can come to an agreement this week, they could be in there by August.“
So I closed my first deal.
People really do make decisions on emotion and then justify them with logic.
If you are going to “sell,” this is the email.
Identify the pain and then bring emotion and logic together to help them make a decision.
The antidote anecdote
I like starting with a story for this email. It’s fun and disarming. If your product is the antidote to a problem, put your subscriber in the headspace of that problem and then show them what life is like after your antidote.
Your protagonist can be a past customer who had this problem, used your product, and achieved a desired outcome. Use a testimonial to drive it home.
At the point your story is done, you’re transitioning into making a clear case. List the symptoms. Tell them if they have these symptoms, this problem, that you’d love to help them with it.
Add your landing page call to action and your last email is done!
Day 5/Step 5.1
At this point you are pressing a decision to buy/not buy by plainly stating that they only have a few more hours before the doors close on your offer.