Once you learn this skill, your life will never be the same again

And I don't just mean your “property life”.

If you want to:

  • Earn more money at work
  • Start your own business
  • Persuade others to adopt your way of thinking
  • And generally have more options and more freedom in your life…

…this skill will do it for you.

And that skill is…marketing.

Obviously you know what “marketing” is, but looking at a proper definition will help you understand how it applies to property. The Chartered Institute of Marketing defines marketing as:

“The management process for identifying, anticipating and satisfying customer requirements profitably.”

This is important. It means that marketing isn't “running adverts” or “coming up with a slogan” or “designing a brochure”…

It's finding out what people want, and giving it to them in a way that allows you to make a profit.

Simple, huh? Simple, but powerful.

By developing marketing skills, you'll be able to complete the three critical steps to securing a deal:

  1. Find the people who have the properties you want, and who might benefit from selling those properties on terms that are attractive to you.

    IMPORTANT SUBTLETY: You're always looking for people, not properties. Missing this point is where almost everyone goes wrong.

  2. Put your offer in front of them in a way that explains how you can solve a problem for them by taking the property off their hands.Examples of problems you can solve are:• They need cash quickly
    • They're sick of managing their property, and you can take the task away
    • Their property is in need of repairs, but they can't afford to get them done
    • They want to sell their property, but their mortgage is bigger than the property is worth

    And lots more: those are some of the most frequent, but there are any number of reasons why a property might be causing someone a problem (and you can solve it)

  3. Continue the conversation, explaining how you can help in a way that overcomes any confusion or objections they have. (This is where a bit of sales gets smuggled in through the back door…)

You need to understand the other person's wants and needs, and use this understanding to find them then persuade them – but you don't need to be a property expert. I don't recommend it at all, but you could do all of this without knowing the first thing about mortgages, the legal process or how tenancies work.

There are endless marketing techniques you can use to find these people: I can think of at least 20, and we'll run through a few of them soon.

But far more important than any particular technique is the root understanding of what the other person wants, and how you can profit from giving it to them. Once you understand that, you can come up with countless methods of your own for actually achieving it.

For now though…all you need to understand is that by developing your marketing skills as they relate to property (and knowing a bit about property more broadly), you can find deals.

And as we've said, deals are scarce, which gives them value. In fact, in property, they're a currency more valuable than money.

Once you have a deal, you're in control

And depending on what you want to achieve, there are several things you can do with it.

  1. You could sell the deal for some quick cash, and put the income towards your next property purchase

  2. You could control the property, and generate income from it(I go into this in looooads of detail in my articles on Rent To Rent and Lease Options.)
  3. You could team up with someone to buy it and add it to your portfolio.This is “joint venturing” – which I've written a long article about, and one of my main points was that nobody in their right mind would want to team up with someone with no money and no experience. Now though, things are different – because you have a deal. Suddenly, you are the prize…

So, let's recap…

  • You need money to invest in property (duh!)
  • UNLESS, that is, you have something more valuable than money: access to deals
  • The way to get deals is NOT to be a property expert (necessarily), but to understand marketing
  • Once you have the deal, you can (depending on what you want, and the exact circumstances) either turn it into cash, generate income from it, or team up to buy it.

With me so far?

So that's the broad-strokes outline. Next, let's dig into the detail of how to find those deals…

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