Realtor’s Floor Duty Tip #1: Stop Hard Selling-Start Engaging

This morning I called an agent to find out the listing price of a condo in my condo complex. The longtime resident is a good guy and I wanted to compare prices with some of the other properties as a measure for our market. When I called the agent I asked the question: “Hi, Tom can you tell me the list price on 123 Main St?”

The answer I received made me think of a few things I want to share with you since I am a consumer and NOT an agent.

Questions Are Not Buying Signals

1. Asking a question about a property is NOT a buying signal. Check out Mark Dembo’s article on buying signals for practical advice. When I asked for the price, I followed up that question with “What is the square footage of this condo?”  Tom the agent answered the square footage is “1,408″ but then.  .  .

Hard Sell Launch

1. Agent Tom, thinking he had permission to slam me with a sales pitch launched into the following ramble:

Tom: “This is one of the biggest units in the complex (that’s not true-I know for a fact it is avg); this unit has one of the biggest garages in the complex (that is also false); you have private use of your own boat dock (that’s true); you have plenty of parking; two bedrooms 2 1/2 baths; community pool” and the list of features continued.

Note: During this Features “Puke” Tom was on a roll, never stopped to measure my interest, and continued at a speed where I could not ask another question. His attitude was just sit back and listen to how great this property is and how great it would be for you.

My Reaction

1. Run, run fast, run away immediately. So that is what I did to Tom. I told him: “Thank you I appreciate the information have a good day.” I hung up before Tom could react with ANOTHER DOZEN FEATURES I COULD NOT LIVE WITHOUT.

2. My perception of Tom:

a.) Tom knows the Hard Sell

b.) Tom does not know how to engage on a personal level and create a connection

c.) Tom is desperate, he is selfish

d.) Tom is unprofessional

e.) Tom did not attempt to brand himself

f.) Tom did not give me a feel for the buyer’s situation

g.) Tom did not ask one probing question

h.) Tom did not care for anything but puking his information all over me.

i.) Tom does not know how to give value in order to connect

If I Were a Betting Man: Tom’s Reaction To My Call

1. I was just another tire kicking clown

2. I was not serious

3. That call was a waste of time

4. That guy was rude as he did not let me continue my mindless info puke

5. Floor duty sucks!

Opportunities Tom Missed and Things He will Never Understand

1. I could be somebody who could help his career- I would write about him and help him with Web 2.0 transition or sales transition if he had just engaged with me

2. He doesn’t know who I know- I know lots of friendly people here on Active Rain. He needs to be here and I will bet (sorry I would make this bet) my house he is not aware of Active Rain or the power here

3. He did not try to befriend, engage, or create a personal relationship-again I do know the county as I grew up in Marin County when the market for starter homes was $19,500-I know lots of people even today

4. He did not ask permission to provide more information- this would have shown respect and I would have gladly accepted his info puke

5. He did not brand himself and offer a glimpse of his differentiating factor

6. He did not offer any value give, any value information, any value advice

The Secret That Is NO Secret

Every call is an opportunity to show why a person should be interested in you. The method to gaining access to people, their confidence, and their group of friends is to provide free information that people value.

5 Steps To Discovering Your Value Give Away For Networking Success

Hard sales tactics adopted and utilized by most people in their strategies to network online and in the real world fall decidedly flat in an effort to create business relationships that lead to referral business. The 30 second elevator pitch, the blatant sales pitch, the product and services feature-benefit dump, a lack of listening skills, and the “work the room” mentality are giving way to a new much more effective strategy: giving value. Below is an example of the “work the room” business card treasure hunt modeled after a bad speed dating session seen on “Sex and the City.”

Before you can give away something that others value, give it often, give it continuously, and give it without asking for anything in return, you must first understand how to identify what you have to offer. The following should help you get started in identifying your value to others:

5 Tips To Finding Your Value “Give”

1. Make a List of Your Accomplishments: don’t be shy in this exercise. Give a full list with details

2. Make a List of Your Contacts of Influence: prioritize this list by who you know best and who KNOWs you

3. List Your Skill Sets: again do not be shy. Provide everything that is important to building your career

4. From the First Three Lists: analyze and choose what you believe to be the most valuable things you can give to your potential networking partners

5. Create a Plan on How To Deliver: will you utilize a blog or begin a public speaking platform to help benefit your potential networking partners? Identify all of the channels in which you can deliver your value

Networking The Right Way: Superman vs Batman The Super Hero Syndrome

Networking Keynote Notes

Intro: How many speakers have you listened to who have begun their presentations with a joke? The obligatory, in their mind, joke. The joke meant to build rapport with the audience while providing a human element to the otherwise stiff speaker–that joke.

I AM NOT GOING TO TELL YOU A JOKE. I am a bad joke teller but I can tell a story

Instead I am going to help you network the right way by:

1. Describing the #1 biggest mistake most people make when networking

2. Offering the best method to win new networking relationships

3. Saving you time by helping you measure your aptitude

But first I will offer you a yarn to contemplate. . .

Superman vs Batman: The Story of Two Super Heroes

Intro: Imagine you are at a networking event in hopes of meeting a great connection and suddenly Superman walks up and launches into his pitch:

SM: “Hi, I’m Superman I own a Security Firm”

* “I’m faster than a speeding bullet”

* “More powerful than a locamotive”

* “Able to leap tall buildings in a single bound”

“Here’s my card, my cd, my dvd, my newsletter, and the number to my agent–when will you be calling?”

You: (Meanwhile you are thinking to yourself) “My Security firm is ‘Batman’ “

“My guy has an employee- Robin, Customer Support Rep- Alfred, and a Call Center–the Bat Phone”

“My guy drives a really cool car, flys the Bat Copter, and he even has a boat!”

“With Batman I don’t have to deal with Jokers, Riddlers, or Cats!”

“And Batman has a beautiful home office–the stately Wayne Manner”

“This other guy is HOMELESS he even has to dress in a phone booth!”

“Why would I even consider changing firms? Especially considering that Kryptonite problem!”

—————————————

There you have it in a nutshell: networking is NOT launching into a hard sell sales promotional piece about you.

Stay tuned tomorrow as our fragile business networker describes the #1 Method To Networking Relationship Success

Same Bat Time, Same Bat Station!

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