Here’s the deal: there are a lot of people out there, in the neighborhoods you already work in, who would like to buy or sell their home. But then why aren’t they beating down your door with listing appointments? That’s because most people are comfortably inclined to wait until later to act on their desires. Dr. Maxwell Maltz called this the deferred life plan—meaning, most people generally put off till later the living they would prefer to enjoy today. Why do they wait? For a raise, for a new job, to lose weight, to start a new relationship, to get divorced, to move, to graduate, for their kids to start school, for their old car to break down, for a new president to be elected, for their friend to buy a new car. The list goes on and on. But they truly would like to move today. And you would probably like to help them with that sooner than later too. The secret to accomplishing this, and dramatically increasing your traffic, is in creating compelling solutions that help people understand that they don’t have to wait to own their dream home. By doing this, you can motivate people to buy (and sell) now instead of waiting. The very best special offers combine elements of scarcity (there’s a limited quantity), urgency (only available for a limited time), and believability (because it’s true, and because there’s a reason why the offer is being made). You’ll know this is working when customers make an effort to act quickly to make sure they’re not left out of the special offer.