What about help?

In the last 2 posts, we’ve been talking about how your language affects your interaction with buyers and sellers, as well as wealth attraction. Now I want to talk about the dirtiest 4 letter word in real estate – HELP.

When sending direct response letters to sellers, the most commonly used word is ‘help’:

-I can help you with your problem.
-We specialize in helping people get out from under their debt.
-Do you need help dealing with your mortgage company?

Think about the connotation ‘help’ has on someone in a truly desperate situation…

They’ve gotten in over their head. They are taking it out on their family and friends. They’re embarrassed and ashamed.

And (for guys anyway), we don’t want to be reminded that we need ‘help’. We don’t want to acknowledge that there’s a problem that we can’t fix. (If we could, there wouldn’t be a desperate situation to write to, would there?)

So instead of: “I can help” or “We specialize in helping sellers just like you”

Say: “We offer assistance to good families like yours who may have gotten in over their heads.” Or “Allow me to assist you in working through your current situation.”

It changes the way the seller perceives themselves and in turn, the way they look at you.

So watch your mouth from now on! Your portfolio is depending on it!

Now that we’ve talked about your mouth, next time we’ll get into the seller’s heads even more…