The New Sales “Paradigm” In Real Estate: “The Hard Sell Is Dead”

The era of real estate hard sell tactics, cold calls, badgering email spam campaigns, and endless (Non-targeted) advertising is coming to a painfully slow end as many Realtors are beginning to painfully understand. The new paradigm shift and strategies, not tactics, are best described in Pat Kitano’s “The Hard Sell is Dead-Slideshow.”

The “Old Way”

1. Call to Action- Realtor attempts to force prospect to make decisions that require a definite action

2. Endless Ads- Always having an advertisement, usually the exact same ad, in as many places as possible

3. Spam- Everyone is a potential client actions of email spam, twitter spam, any unwanted unqualified sales pitch

4. Lead Generation- agents purchase unqualified leads then spam or cold call in attempts to “convert”

5. Unsubstantiated Claims- agents cold call and claim expertise without substantiating, proving, or providing evidence of such stature

The “New Way”

1. Blog- share your knowledge continuously for free proving your knowledge and analysis of your market

2. Social Media- leverage your knowledge by providing “real time” commentary and analysis via social media networks

3. Clients- unknowingly clients follow your blog writing and social media commentary eventually RSS subscribing to your blog

4. Let Them Come to You- clients will contact you without you attempting to reach out to them first

5. Law of Attraction- prospects are attracted to your writing, honesty, personality, and analysis. They will seek you out

Misguided Referral Strategies

1. Brokers- teach the “sphere of influence” friends and family plan of networking but that has limited scaleability

2. Spamming and Hunting- once you have gone through your friends, family, and sphere of influence where do you go for your next lead?

3. Bufini, By Referral Only, and Mike Ferry- they work in the old world but all three of these expensive coaching systems lack “one key component”: They have NO social networking strategy

Buffini Lead Gen Kit: 100 items of value; 50 custom personal notes; 100 Ch By The Way foil stickers; Dry erase board; tracking website setup assistance; Daily activity tracker; Laminated dialog poster

Keys To Understand

1. Online vs Offline Referrals- It’s easier to make an online referral if you write articles and commentary explaining your analysis and take on the market than it is to attempt to cold call an unqualified “prospect” who is not expecting your contact via email or phone

2. Social Media Key to Referral Strategy- Physical networks, like Rotaries or Chamber of Commerce, are moving onto social networks like LinkedIn, Facebook, and Plaxo

3. Information Free Era- transparency in business and free information blogs and site are changing our business environment. What has not changed is the fact that a real estate transaction is often complicated and Realtors are necessary within this transaction

4. Expert Interpretation- leverage your writing platform (blog-freelance articles-newsletter-social commentary) and public speaking platform as methods to “make money selling your expertise”

5. Establish Your Online Expertise- your “network” of people considering hiring you and past clients follow your blog writing, your social commentary, and your bookmarks (digg etc.) which establishes your credentials as an expert in the online world

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