Episode 19 – Part 4: How to explain your USPs to stand out from the crowd with Simon Bath, PinLocal

The following transcript is autogenerated so may contain errors.

Matt Nally  

Awesome. I’d like to discuss how did you stand out and explain your offering? And I think you’ll potentially have a good insight on this with as a lead generation site from two perspectives, really one? You know, there are, I suppose different options online for, for comparing surveyors and so on. So how do you make your own system stand up to consumers versus others? That informs the same process, I guess. And then the other is, I suppose from all the different partners you work with, whether that’s in surveying or the other aspects like preventing, and so on. What do you see what as well for distinguishing yourself from from the back?

Simon Bath  

Yeah, and again, I know we’ve covered this in previous in the discussion, but it’s, it’s about understanding the consumer behaviour now and the consumer behaviour? Absolutely. We see it across all aspects of the home moving space. From a state agency to mortgage this commands into survey, the consumer is feels more empowered to desktop research and making those informed decisions themselves. So it’s about understanding therefore, what that that typical user is going to be looking for. So really clear, really concise, price front and centre. Make it simple to understand what those USPS are going to be. And again, I know I sound like a bit of a stuck record but getting that third party validation if you can get some linking through to a spend some time on creating a really nice Trustpilot account. Really nice Google account. They really are the distinguishing factors to build in that confidence in somebody that’s never likely never heard of your brand, never seen your logo and spend too much time on creating an all singing all dancing logo to back and in that third party validation piece.

Matt Nally 

when’s the right time is to put the, quote aspects in there because this is something you see differ I think quite a lot in the industry, which is fair enough, everyone’s got a different way of pricing and, and so but I suppose the three main ways people price one is instant pricing, for example, that the price they provide, whether it’s through their own site on a comparison site, whatever it might be, is the price they go with others might be an estimate. So use that as a, an approximate gauge until they’ve checked the property. Others won’t give any price at all until they’ve had a chat with a customer, you know, looked at all the details online. So when’s the right time to give that price? Because I suppose there is an element of if you want to be able to talk to the customer to explain your value. So it doesn’t just get lost as if there’s my price in an email. That’s the direct comparative comparison. How do you how do you provide that price? I suppose my question without it being the the only thing someone’s thinking about when they compare for people, for example, or to have money.

Simon Bath 

I definitely think price is important. And I think you know, it’s changing the mindset to being scared of putting a price up to being bold about putting the price up, we can say that on the information that we’ve received, the price is going to be this because then that that. And it’s not snake oil, but it gives that ability that to come out and say oh, okay, I didn’t realise that it was this factors going to have this change on the price. So from the information that I’ve received today, Mr. Customer, yeah, absolutely. The price is going to be this during that conversation. And there should be that we’ve touched on this before there should be that human interaction, there should be that trust building piece, when what if I understand more information, well, then the price is going to flex. And that’s the confidence then in transparency of pricing upfront, but actually, that you’ve understood my requirements properly. So I accept that the price is going to change, because I didn’t tell you that beforehand. And I think that, again, is another trust builder throughout the journey.

Matt Nally 

Yeah, I suppose one of the other things is when we try and encourage this is up sales. And it’s not looking at a customer as a cash cow. And as how much can you eke out of them, it’s about the value you can provide. But what it does help you to do is allow the customer to segment themselves into the what they’re willing to pay for what service they get. So I suppose by that, I mean, you can have your, your standard report, which can be of higher level and still be a higher price. But then you can have additional things like the drone roof inspection that gives you an extra detailed view of more information. Or I don’t know, express turnarounds, the one that I’m thinking of it as a value add, but there’s no different services, I suppose you can add an addition as well, when you’re discussing that price point. So it’s not just, you know, here’s everything you could have at this price.

Simon Bath 

I think it also shows that level of domain expertise, you know, pharmaceuticals, somebody who’s you know, is respected and what they do. I’ve checked out the TPV there are reviews. And then, you know, I’m getting asked questions about additional services that might enhance the product that I’m getting, I’m expecting that there’s going to be an associated cost. I think that builds an overall level of trust again, with that provider.

Matt Nally 

On that, yeah, on the reviews point. And there are things you can do in terms of the way you request reviews that can make them more valuable than someone else having five star reviews. Because, you know, for example, if you’ve got to two firms, each have got x number of five star reviews, other things that you can do to make those reviews more meaty, or more engaging than just a quick Yeah, it was great. Thanks. That’s

Simon Bath 

definitely yeah, we definitely find that currencies. Good, right? So if you’ve got reviews, within the last week, month, a couple of months, rather than reviews, were you you can see where somebody had a splurge in 2022, when they realised that getting reviews was a really good thing. And then there’s been nothing since. So on the face of you know, two companies with five star reviews, just making sure that there’s a flow, a steady consistent flow reviews over time. And all of these, again, not endorsing one over the other but all of these review sites now have really neat and cool ways of garnering customer reviews that are independent, you know, that aren’t that get rid of all the kind of the phoney and total one. So it’s an additional cost subscription associated with them. But I really think that to win in this direct to consumer market where you have no brand presence you nobody’s selling on your behalf. I think they’re crucial.

Matt Nally 

Awesome. Interesting. And I agree with that. I think. I think also the video testimonials are potentially quite good ways it for your site. Yeah, can you see can still have the widgets for, you know, the Google reviews, the trust pilots, but also someone who’s willing to go on camera really means that you’ve got someone that loved what you did? Yeah, yeah, that’s something to look at as well. But it’s probably harder to keep those current and up to date data on it.

Simon Bath  

Yeah, yeah. Maybe that’s the future.

Matt Nally 

Yeah, I think there’s some really interesting discussion points on there. And thanks for coming on discussing the, you know, the downward pressure aspects. I think it’s a hot topic and one that could be shied away from, you know, appreciate having a decent debate around that. If anyone wants to get in touch with you just ask about either pin local, or just general questions around lead conversion strategies, all that type stuff. How can they get in touch?

Simon Bath  

Yeah, absolutely. So if they go to www dot Ping local.com. We’ve got a contact form on there that goes through straight through to the account management team that look after our new and existing survey lead buyers. And feel free to ask any questions around sales conversion around the types. We’d be really interested to speak to you.

Matt Nally 

Awesome. Thanks for coming in today and discussing

Simon Bath

brilliant.