(, I hope this made you laugh today)
Let’s be honest, the greatest threat to the global market right now is fear.
Now more than ever, people are fearful for their health and financial security, fueled by constant doomsday reports courtesy of the daily news.
But just like the Global Financial Crisis, 9/11 and SARS, COVID-19 will pass, and normalcy will return (eventually).
The harsh truth is that we are now sliding into a global recession and sales will inevitably slow.
But, just like COVID-19, this doesn’t have to be the end of the world.
So how do you generate leads when no one is buying?
The answer is deceptively simple.
Generating leads all comes down to creating compassionate, helpful content that addresses the pain points of the here and now.
While we all want quick wins, our sophisticated clients understand that now is the time to use their marketing resources to generate leads and nurture them through the buyer’s journey.
This nurture process is crucial, and it is during times of turbulence and uncertainty where our best clients shine.
Because trust is the antidote of fear and that trust is their differentiating factor in the market.
Trust is built throughout the nurture process, where the quality of your content reflects the quality of your brand.
We all know the market is over saturated so use this time to connect with people on a personal level by understanding their pain points.
Pain is the biggest motivator of human behaviour. To avoid pain is our instinct, and it is ingrained in our biology to do more to avoid pain than to seek pleasure.
So why aren’t you using this inbuilt survival mechanism as a tool in your marketing arsenal?
While the rest of the world is panicking, you need to be the voice of calm and stay your course because at the end of the day, the market always bounces back.
I still fondly remember a dinner I had with a fund manager in Beverley Hills. He had seen and survived every economic crisis in modern history, from SARS to the Global Financial Crisis.
He said that “the difference between those who succeed and those who miss the train is the ability to pull the trigger.”
This couldn’t be truer in today’s climate. You have the believe the market will recover because ultimately, it always does.
Now is the time to look forward but through a realistic lens.
The average apartment buyer’s journey was 5 months in 2019. As sales slow and finances tighten, this will likely increase to 8 or even 10 months.
So, what can you do to keep the leads coming?
1. Appeal to your market’s pain points and position your product as a solution
2. Connect with your market on a human level through compassionate content
3. Use case studies to establish trust and credibility.
And at the end, always ask for the sale!
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