Most marketing shines the spotlight in one of two places.
The first is on the business:
“I’m the number-one lakefront realtor.”
“I’ve sold more homes than anyone else.”
“Call me for all your real estate needs.”
That’s what most people think marketing is…getting your name out there and telling everybody how wonderful you are.
The second approach shines the spotlight on the prospect:
“Thinking about selling your home?”
“Find out what your home is worth.”
“Call today for a free consultation.”
That’s a little better because at least it’s about them.
But it also puts them on the spot.
To respond, they have to reveal themselves. They know they’ll probably end up talking to a trained salesperson…and they’re not ready for that yet.
There’s a third approach I’ve always found works better.
Instead of shining the light on yourself…
Or shining the light directly on your prospect…
Shine it over their shoulder and illuminate something they’re already curious about.
For a lakefront homeowner, that might be:
“The August 2026 Report on Winter Haven Lakefront House Prices.”
That feels completely different from “Find out what your home is worth.”
The report already exists.
Nobody has to prepare anything specifically for them.
They’re not asking a realtor to come over. They’re not announcing they’re thinking about selling.
They can simply look over the report and see what all the other lakefront homes have been selling for.
They get to peek at the information without feeling exposed, pursued, or obligated.
But here’s the wonderful thing:
The moment someone requests that report, they’ve revealed something very valuable.
They’re no longer merely a visible prospect because you know they own a lakefront home.
They’re now a visible prospect with intent.
They may be six, twelve, or even twenty-four months away from selling. But you’re now getting known in advance by someone with a much higher likelihood of doing the exact thing you can help them do.
That’s the real purpose of compelling.
Not to convince someone to hire you right now.
Just to get the right person to quietly raise their hand.
So, think about your prospects:
What information are they already trying to peek at…
Before they’re ready to talk to you?
Shine the light there.
The best compelling offers don’t make prospects feel as though they’ve stepped into the spotlight.
They make them feel like you’ve handed them the flashlight, and invited them to shine it wherever they’re curious.
They make them feel like you’ve handed them the flashlight, and invited them to shine it wherever they’re curious.