2. Load your ad copy full of benefits.
Make sure you list benefits not features. Everybody wants to know "What's in it for ME?" This increases the perception of value because people want solutions to their problems.
3. Give people a strong guarantee.
This increases the perception of value because it shows that you stand behind your service. An example: "Get a guaranteed CASH offer on your home within 24 hours of your listing". This written guarantee will give you the assurance that if your home doesn't sell within 120 days, we will buy it for your upfront guaranteed amount.
4. Package your service with a lot of bonuses. This increases the perceived value because people feel they are getting more for their money. Example: Discounted fees for select movers, supply packing boxes, Sears Points, Air Miles,etc.
5. Get your service endorsed by a famous person. This increases the perceived value because people think that famous people wouldn't want their name associated with someone who provides a poor service. If you ever get a Rod Stewart or Donald Trump endorsement, let me know!
5a. Social networks are an excellent venue for testimonials and the recommendations from past clients. Managed carefully, social networks can generate a good supply of new prospects who see that you have a loyal group of fans who are happy with the real estate services you provide.
6. Get the word out about your service and brand it.
This increases the appearance of value because people believe the brand name products and services have better quality. Working with a franchise helps, but put Your mark on the added services the franchise offers. More about branding your real estate business here.
7. Sell your service at a higher price.
This increases the perception value because people usually associate
the higher priced service as being better.
This is not as uncommon as you may think. I know many realtors who charge 1% or more above the normal commissions in their area...because they are perceived as being "Better".
Add value to your services.
Doing something for free or cheaply paints a low perception of value and makes you, or the services you provide look cheap.
There are opportunities to create a reward with high perceived value and low cost. Often your customers will tell you what they value highly if you ask them.
If you can find something your customers' prize that you can provide at low or no cost, you will have an effective tool to use inside your loyalty or marketing program.