The objections around election outcomes are starting to pop up. Probably not so much for the buyers and sellers you are working with now, but instead, it’s the folks you want to be working with this fall and in the fourth quarter.
So, I’m going to share with you two slides that will help you overcome the election season objection.
2 election year slides to share with your database right now
Election season is here. We’ve already had an assassination attempt. We’ve seen a candidate drop out of office for the first time since 1968. And guess what? That makes people nervous.
All this noise is going to be out there. We’ve got to battle it and get the truth to people.
So, I’m sharing two slides from Keeping Current Matters (KCM). Big shout out to them. They always put out great data like this.
The first slide shows what happened to home prices the year after a presidential election. Of the past eight presidential elections, only one year saw prices go down. That was in 2008 when we saw the financial market crash.
That’s easy enough to explain, and it’s going to make sense for people waiting to sell or buy.
Slide number two shows what happened to home sales the year after a presidential election. You can see that only in 1980 to 1981 and 1988 to 1989, after coming off big periods of inflation, did we see home sales go down.
This is something else you can explain to show people that during a presidential election, we usually see home prices and home sales go up.
3-Channel Distribution Strategy
Now that you’ve got the data. How are you going to distribute it?
You don’t want to wait to bring this up when you’re talking to somebody. There are probably more people in your database than you think who are nervous about this. Again, this is your pipeline later, not so much those who are ready to transact now.
Getting this data out to as many of these people as possible will take a three-channel approach.
Channel #1: Email
The first channel you want to use is email. Use a subject line like—
- “Are you nervous about the election impacting housing?”
- Or “What effect will the presidential election have on housing?”
And then go through it. Use Chat GPT if you need to (just double-check for accuracy), and include the slides because they show the two sources where the data was pulled from: the Department of Housing and Urban Development (HUD) and the National Association of REALTORS® (NAR).
Channel #2: Scripts for objection handling
Once you’ve implemented the email component, work out the objection script. You must be ready to discuss this with others.
Let’s start with this objection: “Hey, I’m nervous about the election cycle and how it’s going to impact housing. I’m probably just going to wait.”
Your response could be, “Hey, can I tell you why that makes me nervous?” They’ll say yes, and then you go into the script, which should go something like this:
“We’ve seen that in seven out of the last eight presidential elections, home prices went up. The only exception was 2008 to 2009 coming off a financial crash. That obviously made a lot of sense. And we’ve seen nine out of the last 11 elections, the year after, home sales also went up.”
Go through that, show them the data, and then get back to their motivation. But you want to have this data accessible in your head so you can speak to it.
Channel #3: Video
The third distribution channel is video. You could do a green screen Instagram post, which you can also share on other social media channels like Facebook, and you can even send the video to your database by email.
There are layers to this For this strategy, we’re focusing on video, script work, and email marketing. You could also put this data in a blog post on your website.
There are a million different things you can do here, but one should be written word (email copy), the second is the objection handler itself (script), and the third is video.
Finally, you have to call these people and follow up with them.
So, now you’ve got a piece of super-relevant content to share three different ways. I just broke down the game plan for you. I showed you exactly what to do. All you have to do is—
- Send out the email
- Make the phone calls
- Make the video
You don’t have to rethink it. You don’t have to create the content. It’s already done. That’s where you win.
Because implementation is the game.
