If I could offer just one piece of advice for REALTORs, it would be to Stop Sucking all the value out of every conversation and instead learn how to ADD value.
I’ve mentioned in past posts that social media is changing marketing and the first thing you need to understand is that No One Cares About You. If you’re still working in that old school marketing mentality you’re doomed to fail online.
Everything you do online should have a clear value proposition for your network. If you want people to listen you have to say something worth listening to. If all you’re doing is advertising prepare to be tuned out.
Why am I writing this?
To help you STOP being lame. Yesterday I posted a “Conversation Starter” on the Real Estate Referral Group which gave agents a chance to shine (if they said the right thing.)
Here’s how this works… I post the question and the Fans of the page give answers in the comments section. Pretty simple right? What you have to keep in mind is the more replies we get the more people on Facebook will see this. For those of you not in the “know,” that’s the real power os social media…Conversation.
Commenting on this thread does two things:
- Gets the “thread” in front of more people.
- Showcases a bunch of smart answers that homebuyers can use.
- Gives REALTORs a chance to advertise (without advertising) <—more on that in another post
Here’s an example of Doing it Right:
Those are two solid pieces of advice that any buyer would be happy to read. Now here’s an example of Doing it Wrong:
The one in the middle is good, however the ones directly above and below are LAME. Please allow me to explain WHY these comments SUCK!
While the two comments on the first photos are adding value to the conversation the two comments on the second photos are SUCKING value from the conversation. Do you think buyers will want to work with people who always TAKE or always GIVE?
Share your thoughts in the comments section below.
{ 14 comments }
Hi! I missed the first post because of a very busy day in real estate. But I'm glad to see you followed up so I could catch. I agree, I get more clients/customers because I give answers that really get them thinking. When they begin to realize the pitfalls of not having representation, their mind is made up, then and there. There are so many traps a seller or buyer could fall into without proper guidance. Simply saying call me, doesn't even begin to engage. Good advice!
You're on point Kat, people have to believe in the value you bring to the table BEFORE they do business with you.
I'm with you Jonathan. We have to stand out from the rest of the crowd. I know here in Houston there are somewhere around 26,000 REALTORs. “Call me” just doesn't work! People are tired of hearing the same old lines. I try to get people on my side quickly by responding with unique answers. Think twice and speak once. They see me as a “real” person, whether they have met me personally, or just online on Facebook. A little “different” will take you a LONG way! Thank you for your thought provoking posts!
WOW, I can't believe you guys have that many REALTORs. No doubt there are a bunch of part timers in the mix too. I love that “think twice and speak once.”
These tools we've got available are amazing as long as we use them correctly.
It seems like the agents who broadcast “Call me!” are feeling a little desperate in this economy. Networking in any form takes an incredible amount of patience and committment which a lot of people lack. It reminds me of the old term “Commission Breath” when people in any business are so pushy. Taking your time and building relationships is so important to longevity in this business.
There's no doubt that those agents running around saying “Call Me” have a hint of desperation. Social Media is the new way of marketing, but ya gotta take some to to learn how to use it properly.
Jonathan, I just started reading “No, The Only Negotiating System You Need for Work and Home” by Jim Camp. The chapter I am reading now is on neediness. The points he is making and the examples are excellent. Where you have used “desperation” he would use “neediness”. Different words but same result.
We're “raised” to be a very self serving group. Even our sales meetings boast who has new listings, who sold the most, who is the top agent, etc. Then we have awards ceremonies for the same garbage. Every one knows who the top agents are and the reverse child psychology used is demeaning for those of us with half a brain. The true top agents will avoid this kind of office publicity. Try posting something or mention that you've done a great public service such as volunteering on the fire department, reading for children at the public library or raised a ton of money for a cause such as Relay or Memory Walk and see how far that goes. Even better, try mentioning in your office meeting that you've helped an upside down Client save their home and was able to turn the listing away because it wasn't necessary and see how much recognition you get. The latter is what the public wants to see. True, they want to know that the REALTOR they choose is assertive and has a good track record but they really want to know what we do in our spare time and that we have some human qualities, utlimately knowing that we are going to do what is best for them. Walk into a furniture store or car dealer, most of us will walk away from the pushy, flashy, arrogant sales people. The fact is we are NOT sales people, we are (especially now) working with people who are in financial trouble and need the compassion and knowledge to get them through a stressful and difficult time. Wow, I'm glad I got that off my chest…. and YES I took yesterday off to have some fun.
Wow John, well said. We're in the business of People Helping People. Thanks for sharing that here, and I couldn't agree with you more.
I'm a Realtor and I cant agree with you more!
We're “raised” to be a very self serving group. Even our sales meetings boast who has new listings, who sold the most, who is the top agent, etc. Then we have awards ceremonies for the same garbage. Every one knows who the top agents are and the reverse child psychology used is demeaning for those of us with half a brain. The true top agents will avoid this kind of office publicity. Try posting something or mention that you've done a great public service such as volunteering on the fire department, reading for children at the public library or raised a ton of money for a cause such as Relay or Memory Walk and see how far that goes. Even better, try mentioning in your office meeting that you've helped an upside down Client save their home and was able to turn the listing away because it wasn't necessary and see how much recognition you get. The latter is what the public wants to see. True, they want to know that the REALTOR they choose is assertive and has a good track record but they really want to know what we do in our spare time and that we have some human qualities, utlimately knowing that we are going to do what is best for them. Walk into a furniture store or car dealer, most of us will walk away from the pushy, flashy, arrogant sales people. The fact is we are NOT sales people, we are (especially now) working with people who are in financial trouble and need the compassion and knowledge to get them through a stressful and difficult time. Wow, I'm glad I got that off my chest…. and YES I took yesterday off to have some fun.
Wow John, well said. We're in the business of People Helping People. Thanks for sharing that here, and I couldn't agree with you more.
I'm a Realtor and I cant agree with you more!
Good call my friend
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