Real Estate Selling Strategies: Guy Kawasaki’s The Art of Selling

Guy Kawasaki book

Who is Guy Kawasaki and why is he telling you how to sell? Better yet why should Realtors or real estate professionals care about a man who has made his living in Silicon Valley raising money and capital for start up fame and fortune? Here is why: the man knows how to sell without angering his audience,  he knows how to inspire evangelistic behavior from the most reticent audience, and he knows why most of us do not understand how to sell. Please pay attention to the following quotes from Guy’s book Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition

2 Guy Kawasaki Quotes on Selling

  • Sell don’t enable buying: ” An iPod is bought because people walk into the Apple store intending to buy it. They’ve already made the decision. The products and services of most organizations are sold, not bought. If you don’t have an iPod-like product, you need face-to-face, personalized, and intense contact. Advertising can’t do this, so for most organizations the best lead-generation methods are seminars, presentations by company executives, and schmoozing.”

    dg: Kawasaki’s notions of lead generation are absolutely correct. For Realtors or real estate professionals, lead generation is no longer a print advertising, newspaper or magazine play.  If you want to “enable buying” and you do not have an i-Pod like product:

    • You (the Realtor) must take your case (why I should hire you) live to the people
    • Speak in front of groups & organizations made up of your prospective  targets not your industry associations where you speak to your peers and competitors
    • Webinars are essential. Give free real estate webinars to large companies in your region who have an aggressive relocation policy for staff
    • Differentiate your messages or run with the pack that is dropping out of the industry

    • Make prospects talk:“If prospects are open to buying your product  or service they will usually tell you what it will   take to close them. All you have to do is (A) get them talking about their needs; (B) shut up; (C) listen; (D) explain how your product or service fills their need”

    dg: The following are things that destroy or hinder a sale

    • Lack of product knowledge
    • The person can not listen or stop talking long enough to listen
    • Lack of prepared questions for the prospect
    • Inability to think on their feet (if they had only been listening) and ask questions of the prospect based on the live conversation

    Open House Tips: 3 Steps To Marketing On Sundays

    Open House signCourtesy RealtySignXpress.comF

    FoxBusiness.com published this deansguide article 9-24-09

    How many of you Realtors are guilty of arriving at your open house, spending 30 minutes setting up flyers and marketing materials, and then sitting back and reading the paper? Making phone calls to friends? Feeling bored with nothing to do? Be honest and don’t lie to yourself. If that is the scenario for any of you, I have an alternative activity that will help your business.

    Step 1: The Laptop

    • Display an open laptop, online, with pages open to your Facebook Business page
    • Display a second tab with your Twitter account
    • Call to action by asking Open House attendees to “fan” your Facebook page and follow you on Twitter

    Step 2: List Building

    • Provide your standard Sign-in sheet but place it next to the Laptop(s)
    • Display a third tab that allows Open House attendees to sign up for your “newsletter” online giving them the option to join you in the “real world” or online

    Step 3: Your Blog

    • Display your blog in a fourth tab
    • Call to action by asking Open House attendees to RSS subscribe to your blog
    • Write a blog article about your open house and describe the city, neighborhood, and the property-your online sales pitch

    Conclusion: Benefit-Takeaways

    1. If Open House attendees do not know anything about blogging, facebook, twitter or social media-this is an Opportunity to provide them with a nice introduction to social media-tutor them (on the spot) if they are willing

    2. The Laptop becomes your “coffee table book” a point of curiousity and a conversation starter.

    Children’s Tip: Kids hate Open Houses and parents drag them into open houses all the time. If you are bold and want to keep the children inline, set up (with client permission) a non violent playstation game for the kids to play while the parents stroll the property

    World’s Most Expensive Cities to Live: Top 10

    Tokyo

    Courtesy Forbes.com

    Chicago Post-Tribune published this deansguide article 7-11-09

    Forbes.com is the master of lists and Top 10 offerings. One of the most compelling is their Top 10 Most Expensive Cities to Live. The following is the list and each city’s 2008 ranking. Notes of interest shows Japan dominating the Top 10 list with #1 and #2, New York City vaulted from #22 to #8, and Copenhagen, Denmark is in the Top 10- remains a mystery.

    World’s Most Expensive Cities to Live

    1. Tokyo, Japan: 2008 ranking #2, Cost of Living index 2008: 127; Cost of Living index 2009: 147

    2. Osaka, Japan: 2008 ranking #11. COL index 2008 110; COL index 2009 119.2

    3. Moscow, Russia: 2008 ranking #1, COL index 2008 142.4; COL index 2009 115.4

    4. Geneva, Switzerland: 2008 ranking #8, COL index 2008 115.8; COL index 2009 109.2

    5. Hong Kong: 2008 ranking #6, COL index 2008 117.6; COL index 2009 108.7

    6. Zurich, Switzerland: 2008 ranking #9, COL index 2008 112.7; COL index 2009 105.2

    7. Copenhagen, Denmark: 2008 ranking #7, COL index 2008 117.2; COL index 2009 105.0

    8. New York City: 2008 ranking #22, COL index 2008 100.0; COL index 2009 100.0

    9. Beijing, China: 2008 ranking #20, COL index 2008 101.9, COL index 2009 99.6

    10. Singapore: 2008 ranking #13, COL index 2008 101.9; COL index 2009 98.0

    Social Media Decision Tree Tips for Realtors and Brokers

    brogan-pic

    Chris Brogan President New Marketing Labs

    Chris Brogan one of the best social media experts inspired me to write this article aimed at helping  Realtors and Brokers understand the social media decision tree. In Chris’s article “Social Media Decision Tree” he makes two very important points:

    1. “Coming up with a one-size fits all strategy for dragging companies into social media is just goofy.”
    2. “It’s not all about the conversation. It’s not a matter of whether you get it or don’t. Like all things, it’s finding what works, building from a foundation, measuring progress, and adapting to new situations.”

    Takeaways:

    • There is NO one right way to utilize social media networks and tools. There is only what’s right for you
    • Experiment and find what works best for you. Experiment by listening first

    Realtor-Broker Social Media Decision Tree: Yes or No

    Q: Should you or your company blog?

    A: Yes! I believe that all Realtors and Brokers should blog considering the fact that anywhere from 60%+ of consumers begin their search for real estate or real estate related service online by searching on Google.

    A: No! If you do not have a plan and strategy then blogging is useless and in some cases detrimental.

    Q: Should you be on Activerain.com?

    A: Yes! ActiveRain.com is the most robust social media site specifically built for the real estate community. If you are not networking, communicating, collaborating, and educating your peers and consumers on Active Rain you are missing a huge opportunity.

    A: No! If you are a superstar like Olivia Hsu Decker or you are so busy writing offers that you would neglect your work in establishing your brand on this social site then don’t bother to try to fake it.

    Q: Should you be using Twitter?

    A: Yes! Major global companies, brands, entrepreneurs, and mass media agencies are flocking to Twitter to engage, move information, collaborate, and network. If you want to learn it is also an incredible research resource.

    A: No! If you plan on hammering your audience with listing notices, sales pitches, and a constant stream of me-me-me do NOT join Twitter. Many Realtors and Brokers think that the strategy behind Twitter is that of a “job board” where they slam their property listing up like a resume with absolutely no value attached.

    Conclusion:

    Facebook, Plaxo, and all the rest of the social media networks or Web 2.0 tools are only worth the time investment and hard work if you are passionate, believe in their effectiveness, and you are willing to be patient. Understanding the strategy of “giving first” is the very pillar that will determine success or failure.

    10 Best U.S. Housing Markets: Only Two in California

    forbes-nyc

    Courtesy Forbes.com New York City

    Chicago Sun-Times published this deansguide article 2-27-09

    FoxBusiness.com published this deansguide article 2-27-09

    According to a new Forbes.com report “10 Best and Worst US Housing Markets” California only has two markets rated in the top 10 Best: San Diego #5 and Los Angeles at #9. The most surprising fact was San Francisco’s ranking as the #5 Worst housing market in the nation.

    The 10 Best Housing Markets in the US

    1. New York, NY
    2. Washington, D.C.
    3. Charlotte, NC
    4. Portland, OR
    5. San Diego, CA
    6. Denver, CO
    7. Boston, MA
    8. Dallas, TX
    9. Los Angeles, CA
    10. Seattle, WA

    National Association of Realtors’ Twitter Strategy

    The National Association of Realtors is one of the most, if not the most, powerful associations in the real estate industry.The people at NAR are often helpful, very pleasant, and professional in their approach. They take their jobs seriously; and that is why I am puzzled.

    The NAR’s mission is to support Realtors, educate the masses, and provide a touch point for an industry that is quickly changing. The biggest change is the utilization of social media tools and blogs, by Realtors and brokerages, for branding, marketing, and lead generation. One of the most prominent of these new tools is the microblogging phenomenon called Twitter.com.

    “The Voice for Real Estate”

    If the NAR is setting the tone by being “The Voice for Real Estate” and leading by example then what is their Twitter strategy? My point is why don’t the people running the NAR twitter account give a voice to Realtors on Twitter?

    Follow Strategy for Twitter

    Many major brands or entrepreneurs that utilize Twitter want to initiate conversations with their targeted audience. The strategy most often used supports an open follow process on Twitter. Simply put if you follow Guy Kawasaki he follows you back-each and everyone of you.

    The question I would like the NAR to answer: Why don’t you follow any of your constituents who follow you? If the NAR is the “Voice of Real Estate” why not give voice to Realtors, brokers, and affiliate service providers in the industry by following each one of these people back? As of this date, February 15, 2009 the NAR strategy:

    Fact: 539 Realtors, brokers, industry affiliates follow NAR on Twitter
    Fact: NAR follows “0” as in zero as in none as in nobody

    The following is a snapshot of the NAR Twitter page:

    nar-twitter-account2

    Trulia vs Realtor.com: Is There Really Any Comparison?

    The Chicago Sun-Times published this deansguide article on my birthday!

    FoxBusiness published this deansguide article on my birthday!

    The following is a brief look at a comparison between the NAR site Realtor.com and innovative blogosphere favorite Trulia.com. If I were a Realtor I would take a close look at the graphic below, click through to Trulia Challenge, and consider your options. My opinion is that Trulia is the better deal, the better site, and the far more advanced social media-Web 2.0 entity. But that is just my opinion. Take a look at the comparison and let me know what you think.

    Do you remember the Pepsi challenge? Do you remember how they were making those commercials as a method to overturn popular opinion that Coke was the better soft drink? And do you remember when they made the Pepsi Challenge reference in Pulp Fiction? It seems that advertisement had staying power. The question of whether the product, Pepsi, was better than Coke did not seem to change. At the time, Coke continued to rule the soft drink world. Today I received, in my Google Reader, this Trulia message: “Trulia vs Realtor.com: Take the Challenge.”

    So you be the judge and take the Pepsi like Trulia challenge. The following is a matrix provided by Trulia. I am not a paid employee of either Trulia or Realtor.com. You be the judge and come back and tell me which service do you prefer?

    trulia challenge - trulia vs. realtor.com

    Economist.com City Liveability Rankings: Vancouver, British Columbia #1

    The well respected, if not sometimes controversial, economist.com came out with their Liveability rankings or what they describe as ” world’s most liveable city.” The findings provided by the “Economists Intelligence unit” rank 140 cities worldwide. The winner and #1 most liveable city in the world this year is Vancouver, British Columbia. Not one American city appeared in the top ten cities. It is interesting to note that three Canadian cities, Vancouver-Toronto-Calgary, were all ranked in the top 10 most liveable cities in the world.

    Methodology

    First the economist “quantifies the challenges” that might be presented to an individual’s lifestyle in 140 cities worldwide.They then score each city on 30 qualitative and quantitative factors over these 5 broad categories:

    1. Stability

    2. Health care

    3. Culture and environment

    4. Education

    5. Infrastructure.

    The Intelligence unit then assigned scores based on a 100 point system with a score of 100 being the most ideal, liveable city in the world and a 1 being the worst. The following are the rankings of the Best and Worst cities:

    Courtesy of the economist.com Intelligence unit:

    Realtor’s Virtual Sales Force: Leadvine-“The Community Is Your Sales Force”

    LeadVine - The community is your sales force.

    Courtesy Leadvine.com

    FoxBusiness.com published this deansguide article 11-14-08

    Crowdsourcing according to the wiki by the same name is a term that “has become popular with business authors and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.” A new service, based on crowdsourcing principles, Leadvine is the first service designed to make “the community your sales force.”

    Realtors Create A New Lead Generator

    1. Post Sales Leads on Leadvine: You post the sales leads your are searching for, list your referral fee that you will pay, and then “have the community act as your sales force.” The benefits:

    • Increase Sales
    • Outsource your Sales Process
    • Lower your Marketing, Recruiting, and Advertising costs
    • Leadvine is Free

    This begins the process of helping Realtor’s find new customers

    2. Search Sales Leads on Leadvine: ” Do you come across information that is not valuable to you but valuable to someone else? Get paid for information that is at your finger tips.”

    • Earn easy money
    • Leverage your existing network to help companies increase sales
    • Make money for information you have at your fingertips
    • Spend a minimal amount of time earning extra cash

    Resources for Realtors

    1. Leadvine’s Top 10 Ways to Use Leadvine

    2. FAQ Section: Everything from What is Leadvine to How was Leadvine Started?

    3. Leadvine’s Blog: Many strategies and tips to help find business and make more revenue

    Realtor’s Hyper Local Investigation Tool: Local Perspective Through Experience

    Placeblogger.com is a fantastic local and hyper local site that lists local blogs for the express purpose of creating news and information about places that may be ignored by the local media due to their tiny size or stature. To further understand the site, you must consider their definition of a placeblog:

    Placeblogs: are sometimes called “hyperlocal sites” because some of them focus on news events and items that cover a particular neighborhood in great detail — and in particular, places that might be too physically small or sparsely populated to attract much traditional media coverage. Because of this, many people have associated them with the term “citizen journalism,” or journalism done by non-journalists.”

    Placeblogger’s Differentiating Factor

    Without a doubt this site takes on a hyper hyper local flavor and one that is built on the experiences of people who have lived in the places they write posts for and about:

    According to placeblogger: “They’re about the lived experience of a place. That experience may be news, or it may simply be about that part of our lives that isn’t news but creates the texture of our daily lives. . . “

    Find a Location: This is a search engine for placeblogs

    Add Places: This is a method to add your blog to the directory and gain more exposure

    Founder-Editor and Advisors: A solid list of bright people in which to entrust your research with confidence

    Placeblogger’s Value

    This site is supported and produced by the Center for Citizen Media a grassroots organization that promotes and sustains citizen journalism at every level possible. This is the type of organization that provides the help and guidance for bloggers to continue to propagate hyper local messages, prosper as self contained journalistic entities, and create community amongst the masses.

    Principles of Citizen Journalists

    1. Principles of Citizen Journalism

    2. Accuracy

    3. Throughness

    4. Fairness

    5. Transparency

    6. Independence

    7. Resources