FLAUNT YOUR FLAWS

If you want someone to buy your product, you need to present it in the best light possible, right?

Not so fast.

Storytime.

Richard is a top-producing real estate agent in Chicago.

I met him while looking for an apartment to rent.

Here’s the first thing Rich said when he showed me an apartment on Chestnut and Rush:

“This apartment doesn’t have central A/C, which some people find noisy, especially when they’re sleeping. If you’d like, I can turn it on so you can see for yourself. If you’re okay with it, and are looking to get into the Gold Coast for under $3k per month, this unit would be on my short list.”

Bringing up the negatives makes the positives more credible.

When you tell someone, “Here are the positives and here are the negatives,” you build more trust than saying, “Here’s why this apartment is right for you.”

Why does this matter?

In a world of similar apartments, trust is why people choose you.

No trust, no transaction.

Flaunt your flaws.