Improving your Business
clients place little or no value on it. Consequently, exper-
tise is no longer the foundation upon which to build trust.
As Gen X and Gen Y have become more active in the real
estate market, a more collaborative model has replaced the
“expert” or “trusted advisor” models. The agent’s role is to
be a trusted source for information, but not necessarily an
advisor about the decision. Instead, many younger clients
prefer to make their own decisions without advice from
the agent. Gen X clients typically decide based upon their
own independent research. Gen Y decides collaboratively
with input from their trusted friends.
Dust Off ‘Old-School’
Sales Techniques
Tried-and-true marketing still pays off for agents
By Bernice Ross
2. You still need closing skills
You can generate thousands of online leads, but if you
are unable to convert them into signed business, they are
essentially worthless. For example, when a seller objects
to the commission rate, the agent has generally failed
to show the value that he or she brings to the transac-
tion. The best way to circumvent this situation is to be
prepared to state your value proposition right from the
beginning. Include testimonials from past clients.
Prepare a 90-day marketing plan that outlines how
you will provide the seller with the maximum exposure
to the market and achieve the maximum price. Include
your plan for syndicating the listing to multiple real
estate portals as well as multiple video portals through
such sites as TubeMogul.com.
If the seller is still being unrealistic about the commission, you need an arsenal of dialogues that will help
you overcome that objection. For example, if the seller
still asks you to reduce your commission after you have
explained your premium marketing plan, then it may
be smart to walk away. Here’s what to say:
“Mr. and Mrs. Seller, this is our premium marketing
plan for which we charge a full commission. If you would
like an agent who provides limited rather than premium
service, I will be happy to give you a referral.”
When it comes to marketing your business, are you still
relying on the old tried-and-true strategies? Do these
old-fashioned approaches still have relevance in today’s
twittering Facebook world?
I recently spoke at three different seminars for a
brokerage in New York on how to use social media. At
each event, Henry Weber, the president of the franchise,
opened the meeting. Weber told a powerful story that
illustrates the tremendous need for agents to have social
media expertise and some plain old-fashioned real estate
basics as well.
Weber has an active Facebook presence, including a fan page for his company. An old friend who he
hadn’t heard from in more than 20 years found him
on Facebook and “friended” him. She then followed
up with a question about selling her home, wanting to
know how much her home was worth.
Weber responded, “I haven’t seen it yet, so I can’t
tell you.” The woman’s response was, “We have quite a
bit of work to do before we’re going to be ready to sell.”
Weber’s response was, “That’s alright.” A little bit later,
the woman responded back, “We really want to know
what our house is worth.”
Weber then explained, “I said, ‘I can see your house
tomorrow at 2 p.m. or Friday at 6 p.m.’ “ The woman
set the appointment for Friday. A few minutes later she
called back and changed the appointment to Saturday
morning. Bottom line: A combination of solid traditional
closing skills, coupled with social media, resulted in a
great listing for Weber’s business.
A number of “old-school approaches” are just as effective today as they were 30 years ago. While it’s tempting
to think that “new school” strategies are the be-all and
end-all, the truth is that you need good solid traditional
lead generation and conversion tools, just as much as
you need the Web. Here are some of the key “old-school”
strategies to keep in mind for your business.
1. People want to do business with those they trust
The notion of an agent being a “trusted adviser” has
been popular for many years. Certainly, the woman who
contacted Weber did so because she felt that she could
trust him with the sale of her home.
While older clients still value expertise, many younger
3. Humor is more important than ever
No matter whether your lead came from a sign call or
from your Web site, most people want an agent who is
fun and technically competent. Use your print adver-
tising to drive people to your Web site and your blog.
Make your print advertising fun. Don’t just settle for a
“Just Listed” card. A better approach is to use a card with
people partying that says, “Guess what your neighbors
did last night?” Use your Web site to express you exper-
tise, and use your blog to show your fun side as well.
The bottom line is that the people who are getting
the best results in today’s highly competitive market are
those who are combining the social media work with
the basic tried-and-true strategies from the past.
BERNICE ROSS, CEO OF REALESTATECOACH.COM, IS A NATIONAL SyNDI-
CATED COLUMNIST, SPEAkER, TRAINER AND AU THOR OF “REAL ESTATE
DOUGH: yOUR RECIPE FOR REAL ESTATE SUCCESS” AND “wAGING wAR
ON REAL ESTATE’S DISCOUNTERS.” yOU CAN REACH HER AT BERNICE@
REALESTATECOACH.COM AND FIND HER ON TwITTER: @BROSS.
