“Professor, what’s a FAQ?”
“Why, it stands for ‘Frequently Asked Questions’ and it’s a darn powerful promotional tool for overcoming prospect objections and moving them deeper down your sales funnel.”
That being the case, why wouldn’t you use FAQs in your sales process?
Let’s take a closer look at how to unleash a persuasive FAQ on your sales process and the sort of questions you should include for answer.
FAQs as a sales tool
FAQs function a bit under the radar in that they aren’t perceived by folks as a sales message. FAQs are seen as, well, a list of Q&A questions. This is why folks are more receptive to what you have to say there.
As you can see, it’s a prime spot to identify the most common objections prospects may have and overcome them.
Not all FAQs are created equal
You’ve got two things you’re actively marketing - your ability as a Realtor to help your buyer and seller clients, and the homes you’ve taken listing agreements on.
Obviously, then, one FAQ list definitely doesn’t fit all… you’re marketing to three different groups (buyers, sellers, and home shoppers) that will each have their own unique questions and answers needed.
- FAQs for buyer clients
- FAQs for seller clients
- FAQs for your listings
Your FAQ Quickstart
No messing around about it, it’ll take a bit of time to put together a winning FAQ list - one that removes objections and builds credibility.
So to get your mind mojo working here are a list of a few possible FAQs (notice how each question in the FAQ is simply a rephrased objection or value proposition?):
FAQs for your services
- How do you work with me?
- What is your guarantee policy?
- How long does the process take?
- How are you different from other Realtors?
- How long does it take for you to return my calls?
- Should I talk with you even if I’m not sure I’m ready?
FAQs for your listings
- How soon can we move in?
- What makes this home unique?
- What is the history of the home?
- What type of buyer-assistance does the seller provide?
- How long does it take for you to return my calls?
Where to use FAQs
Website - Put up a FAQ page in your buyer and seller sections of your website. You can also address the FAQs in your “salesletter.”
Autoresponders - I love this technique of dripping on prospects with FAQs. Check out this post on how to incorprate them into your email marketing campaign.
Listing Details - There are a number of ways to use this with your listing websites… on the main page with the home details, as a seperate page, and in any email follow-up for the home.
Direct Mail - Direct mail (postcards, letters) are prime spots for FAQs because they diffuse objections your prospects may have, making them more comfortable to move further down your sales funnel.
What do you think? Will you rev up your FAQs and unleash them in your real estate marketing?
opening text written under the influence of the Beastie Boys’s Professor Booty.
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Wow - I never thought about using this technique but it completely makes sense. I’m going to incorporate it into my AWeber drip campaigns. Thanks Mark for another great tip!
@Ben Goheen - right on, ben. FAQs are sneaky powerful and can be used in ANY type of sales process (your prospect will always have questions/objections, right?).
Good idea! I personally take a huge sigh of relief when I see a web site with a FAQ. I wish more sites had them when I was search for homes around this time last year!
FAQ’s are great, I am trying out a discussion/Q&A type forum on my new website from phpbb. Just building it know, so it is in it’s beta…