Nilton's Blog

Lenders in Utah

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 25 Oct 2007 10:26:31 -0700

With the big mess with lenders and a few deals "lost in the process" I need to find a lender/broker with the following (non-negotiable) attributes:

1) Honesty, discretion, hard work

2) Ability to check every option in efforts to qualify every prospect

3) Keep all parties informed at all times

4) At least some knowledge of Spanish

5) Local to Weber/Davis or Salt Lake areas (UT)

6) Willing to give 110% to customers

Is that too much to ask?

Contact me ASAP if you are "da man" or "da lady"...

Nilton De Macedo

Sales Managers (Brokers) are Agents too...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Fri, 26 Jan 2007 14:04:39 -0800

I know a few salespeople who were very successful, but became a disaster when they were promoted to sales manager. In their minds being a manager is an "offstage" position. All they think they need is to check on everybody, give their pep talks, motivate the team and pray for the best. Not so... Unless he/she is out there, as one of the team, selling, negotiating, fighting for a deal, they will lose their touch with reality and won't be of any help.

The reality is that our clientele, in general, is highly sophisticated and getting better every day. These clients - just like us - take advantage of tactics, which may present an obstacle to a close. Being out in the market helps the sales manager to create methods to overcome them. The most common tactics (or excuses) include:

Nibble - After deciding on the purchase, the buyer adds, "Oh, by the way, you can cut down your commission a little, right?"

Offended Soul - To minimize the pressure of the message, the client answers, "Oh my goodness, are you serious?"

Good Guy/Bad Guy - During the negotiation you hear "I think it is a really good product, but my partner (spouse, boss, etc) won't even hear of it."

Offer Withdrawn - The client is ok, and because of a small disagreement concludes "This is ridiculous, forget the whole thing."

Immediate Deadline - An immediate deadline can put some "pressure". For instance, "If I don't get my home under contract soon, I'll have to sell on my own to get some profit at all"

Very few companies ask their managers to be salespeople as a sidekick job, or to go out with the sales force once in a while, but the ones that have done it know how wise it proved to be. The manager can discuss the frustrations of his/her workers because he/she has "been there, done that", literally. It can be of greater benefit to the group if he/she listens to the market, first hand, and know the changes, the demands and the opportunities out there.

There are only 24 hours in a day...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Fri, 26 Jan 2007 14:02:46 -0800

It is well known that "there is not such a thing as too much of a good thing". Maybe is with this is mind that salespeople run around (often in circles) trying to meet as many clients as they can. They want to do it all, in the least amount of time, sacrificing the quality of their presentations and stressing themselves beyond their limits. If they only analyze the results they will see that it usually doesn't turn out to their advantage.

How many salespeople overload their agenda with more than they can handle? Probably, because they were told that success in sales is a numbers game. The inevitable consequence is that while talking to one client his/her mind is actually on the next client, which is unfair to both, and usually a disaster for the salesperson's career.

If turning away potential business sounds like a bad idea, consider pre-qualifying your clients so you see first those with fit the profile of the majority of your clients, either in financial status, place of residence, or other measurement specific to your field of action.

Becomint the master of our craft

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Fri, 26 Jan 2007 14:00:44 -0800

Few people outside our trade can even begin to appreciate the amount of work and time it takes to develop into an above average salesperson. Not a personality. Not a type. Not a specific profile, which can be duplicated, but a master of his/her craft.

By master of the craft, I mean the master of a technique (or combination of techniques) that you can rely upon deal after deal, in any and all situations.

Not many people are ready to invest that much time and effort in their sales career. The emphasis usually is not on career development but on quick returns. Anybody in sales can name a number of professionals who left the sales business for something less profitable because the "price to pay for success was too high".

Initial frustration is part of the process, and it can't be avoided. There is no concert pianist alive who hasn't spent years practicing scales. There is no winning athlete who hasn't come back from a few bad games. There is no top salesperson that hasn't overcome disappointment, fatigue or financial stress in order to get to that higher degree of excellence. The good side is that the frustrations are soon forgotten and the laurels remain to remind us that it was a long, but worthwhile journey, although with no destination in sight.

Muhammad Ali said: "It's lack of faith that makes people afraid of meeting challenges, and I believe in myself." Many people never pursue their dreams, not because they don't have dreams or because they don't know how to get there, but because they don't have the faith in themselves to be able to carry out their dreams. We can sometimes look at successful people, especially the very successful, and believe that they are somehow better than us or different than us. We believe in them, but not in us. Most successful men and women in the world are not much different than you and me. I wonder how many boxers could have been another Muhammad Ali but didn't believe enough in themselves to get there.

Permanently involved in the soldier's discipline

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Tue, 23 Jan 2007 22:05:09 -0800

I see Realtors as soldiers in their own way. Probably the most difficult thing for a "civilian" (non-salesperson) to grasp is the monumental amount of work - mental and physical work - involved with the craft. I often meet people who think the hardest thing about my job is the constant driving around. They don't consider the amount of effort that goes in setting up an appointment and the preparation necessary prior to presenting the product.

Just like soldiers, I worked under rain, as well as extremely hot temperatures. I remember a few times going for a shower at lunch time so I didn't look soaked with sweat when it was time to meet my client in the afternoon. Although it shouldn't be the norm, I have visited with some clients while running a small fever or while experiencing earache.

Discipline is to become second nature. We should approach our work as professionally and in as businesslike a manner as a doctor or lawyer or banker. There is no such a thing as "variable schedule". Obviously we don't do the usual nine-to-five, but we can't afford to re-plan our working hours day by day according to our personal interests.

The best definition of discipline I ever heard is this: doing what is required of you regardless of your problems and fears. I discovered that with discipline comes courage - courage to extend ourselves, to subdue with your own resources the voices in your head, your personal demons. Discipline is courage. No great salesperson can overcome the job's pressures without it.

Whether we feel like facing the clients on a particular day is immaterial. We are expected to show up on time, master our scripts, and be in peak physical shape. It isn't acceptable to tell a client, "I don't think I feel like seeing you today. Can we do it tomorrow?"

The rules are strict and unyielding. No salesperson, regardless of his/her productivity is exempt from them for very long. Some people make themselves seem so important that they feel they can't be replaced, even if they don't meet the demands. In reality, salespeople who don't meet the demands ultimately find it difficult to get work.

Don't wait for your Broker to tell you everything.

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Tue, 23 Jan 2007 18:40:58 -0800

First, he/she doesn't have the time. Second, their job is not really to baby-sit you for the rest of your life. A great sales manager I worked with insisted that we should make our own decisions whenever he wasn't readily available. His favorite line was: "ask for forgiveness, rather than permission". The Realtor must be courageous to go ahead and make mistakes, aware that most of the time the client won't even notice.

If you find yourself into a treacherous situation, try to get out of it all by yourself. Have in mind that the client will like you more if he sees you overcome difficulties. I wouldn't be surprised if someday we find out that some clients, on purpose, have put us in strange situations, to judge our ability to deal with disaster.

As dangerous as it looks, however, a Realtor that is careful to protect the company's policy will be careful in going out on a limb. He/she will never say or do anything that will offend the customer, stain the competitor's image unjustly, or exaggerate to the point of lying, hoping to make a point. Of course the salesperson is bound to be aware of company goals, policies and general plans. Getting away from those basic rules is as dangerous as driving without seat belt. Yes, you may never be in an accident, but if you ever get into one, your chances are now less than ideal.

No matter how much better than our Broker we may think we are, chances are we are wrong. Any normal company would never survive too long with a mediocre manager leading the team. If he/she is in that position, and if - hopefully - he/she has been successful at it, we better open our eyes and direct our ears to get guidance as we go.

My favorite analogy - although a little cliché - is to imagine that a Realtor is someone lost in a forest. The sales manager is the rescue group, in a helicopter. From the forest all we can see are the trees. It becomes hard if not impossible to find the way out. The crew in a search and rescue helicopter can see the trails, the natural obstacles. In other words, they can be key to our survival. Sometimes, however, it is up to us to find our way out, or perish.

Using other people's money, ideas, and efforts

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Tue, 23 Jan 2007 18:35:46 -0800

If we could ask the most successful people, "What's your secret?" They would certainly acknowledge, "There is a secret: It's OPM - other people's money."

Most of them invested their energies in taking great ideas (in some cases someone else's ideas), and conceptualizing great projects or companies around them. The next step is to go out and get other people to fund those ideas. Curious that even after they have plenty of their own funds, they still feel it would be somehow like cheating if they fund things themselves. They need the validation that comes from convincing someone else to put their money into their endeavor.

There is no doubt that OPM has been a major force in business. In commissioned sales, it shows even more clearly. Salespeople take advantage of their company's money (in the form of supplies, utilities, facilities, and promotional ads), as well as their ideas (products, services, programs, or scripts), and throw in their efforts and time, to accomplish their goals. Our contribution to the equation, however small, is key to the process. Salespeople can't do it all, but it's obvious that companies would not succeed without their sales force. A symbiotic existence with equal benefits to both parties...

Besides using other people's money and ideas, the ultimate goal of successful people is actually get to the point of having their efforts delegated to others, making their own use of time more productive. They use assistants, computer software, agencies, and so forth, to speed up the results and minimize their efforts. This ability to share the burden is the true mark of a winner, in such a competitive market.

Developing a routine that involves relaxing and working

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 22 Jan 2007 22:57:30 -0800

It's obvious to anybody how stressful is a salesperson's life. Maybe that's why "they get the big bucks". Also, that would explain the many cases of alcohol and drug abuse, divorce, depression, and suicide, among other terrible consequences of not dealing with stress satisfactorily.

Some of us generally tend to consider relaxation to be a waste of precious time. We simply do not put high value on relaxation. We evaluate ourselves more on measurable things such as personal achievements and financial worth - not emotional wellness. We often tend to feel guilty if we aren't constantly being productive.

This sense of guilt usually arises from our parents' pre-adolescent brainwashing. They taught us to achieve and perform... to continuously strive to become Superman. I know what you're thinking, "Yeah well, I do sometimes have problems unwinding, but it's not going to kill me." I'd hate to be the bearer of bad news, but it could.

According to medical experts, stress has become a major health problem. It has been linked to heart disease, high blood pressure, stroke, cancer, and other serious illnesses. The solution is to learn how to unwind. This learning process, however, is not easy - especially if you're the stern, workaholic, and achievement-oriented type.

There are a number of basic rules to help you add balance to your life. Begin by seeking out leisurely activities that are separate from work. If you're the "analytical" type (such a lawyer, scientist, accountant, etc...) then pursue relaxation through activities such as gardening, building a deck or cooking.

Make sure you work up a sweat once in a while. Thirty minutes of intense cardiovascular exercise immediately reduces body tension. Studies have also found that weightlifting counters anxiety and depression, and boosts self-esteem as well as aerobics.

Also, choose a relaxing activity that you consider relaxing. If a friend wants to go fishing and you know you'll get bored quickly, don't go. Boredom often adds to stress levels as opposed to diminishing them.

Obviously, above it all, you must assign little breaks in your busy schedule.

The tools of the trade

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 22 Jan 2007 22:54:18 -0800

Selling, like any craft, requires some tools - things we can use to do our job. The salesperson needs to make the audience believe his/her point of view, follow his/her directions, and do all that in a meaningful, not threatening way.

How do they do that? By means of certain tools, such as the voice, appearance and body movement. These are to the salespeople what paint, canvas, and brushes are to the painter. Anyone can go out and buy the basic tools of painting. Not everybody can paint! Everyone has a voice and appearance. Not everyone can impress the client to make a decision.

Other internal tools are also important, such as imagination, sensitivity, intelligence, self-control, empathy and patience. Every good salesperson relies on these internal tools as much as the external tools. The better the salesperson, the more he/she makes use of all his/her tools, internal and external.

A common misconception is that regional or foreign accents, as well as small speech impairment may stop short a sales career. I use my foreign accent as a good icebreaker. Most clients are dying to know where I'm from, how I moved to the U.S. and what I think of my adopted country. I go with the flow and answer all the questions honest and directly. This open conversation usually becomes the foundation of a great business relationship.

Our expectations were incorrect. Thank goodness...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 22 Jan 2007 22:46:24 -0800

Last week's economic news should have been enough to make bonds and home loan rates "bust a move", but they didn't. "You want it, you got it", and a flurry of stronger than expected economic reports hit the wires, indicating a resilient economy. Strong economic news usually spells good things for US businesses - which tends to push money out of Bonds and into the Stock market. We also know that strong economic data can point to higher inflation, which is the arch enemy of bonds. So when money flows out of the Bond market, the value of Bonds fall - and since home loan rates are tied to Bonds, this in turn causes home loan rates to rise.

Here's a rundown of the headlines...the inflation measuring Consumer and Producer Price Indexes (CPI and PPI) both were hotter than expected, showing some lingering inflation in the economy; Housing Starts and Building Permits were both reported as better than anticipated; Initial Jobless Claims were lower than expected, indicating a strong labor market; the Philadelphia Fed Manufacturing Index was higher than estimated; and to top off the week, the Consumer Sentiment Index came in very strong - a three year high! But a closer look at the inflation numbers showed that prices are only increasing at a slightly higher pace than desired by the Fed, which keeps inflation as a concern, but not a reason to panic.

Whew! With all this strong economic news, it's surprising that Bond prices and home loan rates just stood there. Despite some midweek bouncing around on the news, Bonds and home loan rates ended up the week only slightly worse than where they started.

Don't ignore the details...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Fri, 19 Jan 2007 19:45:00 -0800

Anybody can see the whole picture.

In sales, however, we are supposed to pay attention to some critical details, because they sometimes hide the clue to which direction we may take in our presentation. We should take notice, among other things, of the following:

What part of the presentation creates a sparkle of enthusiasm and acceptance, and emphasize that point.
Specific comments that undercover their needs and wants in relation to our product or services.
Shortcomings (like hearing impairment, short attention span or comprehension) or strengths (previous knowledge of our product or service, strong rapport).
General signs of acceptance.
If talking to two or more people, we should notice who is the least interested and involve him/her. We may do it directly or by creating a situation where the most interest party does the selling for us.

Much time and effort could be saved if we stay alert to those details. It may sound overwhelming to pay attention to our presentation and at the same time watch for specific signs from our clients. In time, as we master our scripts, it becomes natural and actually interesting to play this double role. All we are doing, as we present our message, is "testing the waters" as we go deeper into the presentation, so we can, accordingly, quote past clients feelings and reactions, or change our voice tone, body language or speech speed.

There is plenty of free information that our clients are going to volunteer if we only pay attention. This information sometimes guarantees a closing, that otherwise could pass unnoticed. If we only avoid second-guessing and get the facts, straight from the client, we will be better off.

Interacting with clients after the sale (or the show...)

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 18 Jan 2007 20:16:03 -0800

I love the theater. That's why I wrote a book examining Sales with the Broadway point of view. I do believe we are all actors (some very good ones, hopefully). We can learn a lot from the acting industry.

For example, when the curtains close, the audience wants to see the actors, shake hands, get autographs, and show their appreciation as fans. Let them! As Realtors, being accessible after the closing creates loyalty, admiration and respect.

Studies show that acquiring a new customer costs 7 to 10 times more than selling to existing customers. Why would any business or salesperson not want to do everything they can to retain their existing customer base? With reasonable effort your customers will remain loyal and dedicated to you.

It's not sufficient, however, to simply care for your customers "just enough" to keep them from complaining. If you simply keep your customers satisfied, you may only get marginal results. Nowadays, customers are so used to poor service and performance that they have learned to accept mediocrity as the norm. Marginal service will yield marginal results. Consequently, the loyalty and commitment to you will be minimal. Your clients will migrate to another competitor as soon as they see a better offer.

On the same token, when they discover that you can offer outstanding service, they will automatically assume that your competitors can't even get close to it, and their loyalty is now at your disposal. We need to realize that the relationship begins at the first meeting, and does not end when the sale is completed. It is after the sale that you have the opportunity to shine and show the customer what you really are all about. Once the deal has been closed let your customers know that they've chosen the right company to do business with ... yours! A thank you note, a follow-up call, a message of success is all they need to get from an unmatched salesperson.

Your customers should be so happy with your service, support and attention that they actually tell other people about their experience with your business. If you take really good care of your clients, they will not give your competitors a chance. They will come back year after year, helping your business to grow and prosper continually.

If you can't win... enjoy the bumpy ride!

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 18 Jan 2007 20:12:14 -0800

I remember going to a very funny play where a guy in the first row was talking all the time. The main actor probably felt offended by his disrespect for the professionals on stage and picked on this guy, by including him in a few jokes. We all loved it, but after the show the guy left the theater complaining. I remember thinking that even though he would bad mouth the actor forever, the actor actually had the last laugh. The gentleman kept quiet (and embarrassed) the rest of the show and we had a wonderful time.

In sales, as in show business, this is an extreme exception to the rule. The rule is that we should respect every single customer, and present our message to him with the hope that he will become a great customer. Once in a long while, however, we face a client that it doesn't matter what we do will disrespect our job, disregard our efforts and in some cases offend us. By itself, it doesn't bother me (and it shouldn't), but when the customer has a completely illogical set of objections, with the sole purpose to humiliate the salesperson, I take advantage of a trick that will not get the sale, but will put me back in control of the situation.

Very carefully I explain that he doesn't seem to value my product, service or idea, and that although I respect that, it would prevent us working together. I make it clear that not working with him is not a major problem, as we can still part friends. Usually, he gets back on track or I just wrap up my presentation and leave with a winning attitude (although with no sales). In a few cases, other people in the room will act in my behalf and give him a piece of their minds, while I quietly enjoy the turn of events.

Fact or Myth? Salespeople can't say NO to Salespeople...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 18 Jan 2007 20:10:28 -0800

Unfortunately, I just realized something that gets me really upset. I am an above average Realtor, with a track record to be proud of, since my "Rookie of the Year - 1998". However, I have a hard time not falling for a sales pitch (even the bad ones). Someone mentioned to me, maybe to make me feel good, that salespeople are usually the easiest clients to work with. I understand the point, but I don't like it. The main thing is: I cannot say "NO". I'll buy anything offered because I can't say no, at all. Sometimes I need to mumble some stupid excuses (I need my partner's approval, I'll discuss with the wife and let you know, among others), which I know, are not true. Am I that stupid or is really true that salespeople make for foolish, I mean, excellent buyers...?

Successful salespeople don't need to be arrogant

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Wed, 17 Jan 2007 22:20:58 -0800

My friend, who has been in business only a few months mentioned to me that he is surprised that not everybody in my office is arrogant. He thought Realtors in general had ego's the size of the planet. He even thought that was the reason for their success. I know it may be what some people expect, but I don't think the super-egotistic guys are necessarily the most successful.

Successful salespeople may in all justice be proud but without being arrogant. It takes pride to win the day. It takes pride to build towards our rightful ambition. It takes pride in consistent accomplishment. But the key to becoming a good leader is being proud without being arrogant.

I believe the worst kind of arrogance is arrogance resulting from ignorance. It's when you don't know that you don't know. Now that kind of arrogance is intolerable. If someone is smart and arrogant, we can somewhat tolerate that. But if someone is ignorant and arrogant, that's just too much to take. On the same token, we need to learn to be strong but not rude. It is an extra step we must take to become a powerful, capable leader with a wide range of reach. Some people mistake rudeness for strength. It's not even a good substitute.

Good salespeople also learn to be kind, but never weak. We must not mistake kindness for weakness. Kindness Kindness is actually a certain type of strength. We must be kind enough to tell somebody the truth. We must be kind enough and considerate enough to lay it on the line. We must be kind enough to tell it like it is and not deal in delusion.

When interacting with our clients or colleagues, we must be bold but not a bully. It takes boldness to build our influence, and we've got to walk in front of our group. We've got to be willing to take the first arrow, tackle the first problem, and discover the first sign of trouble.

A top producer is humble, but not timid. Nobody can get to the high life by being timid. Some people mistake timidity for humility. Humility is almost a God-like word; a sense of awe; a sense of wonder -- an awareness of the human soul and spirit! Someone said that "Humility understands the distance between us and the stars, and yet has the certainty that we can reach for the stars!" So humility is a virtue; but timidity is a disease, an affliction. It can be cured, but it is a major obstacle to success in sales.

It's all in our minds....

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Wed, 17 Jan 2007 18:06:39 -0800

I mentioned to a friend today that it always bothered me why some salespeople (inexperienced rookies, usually) insist on "shooting from the hips". They go to their sales presentation with nothing but "a prayer in their hearts". It also surprises me that they seem to expect some kind of success. Wouldn't it be less stressful to take a few minutes prior to our encounter with a client and mentally review what to say, what to do, check the names, and any other information we may need?

Many years ago I heard of an experiment, which called my attention and gave me a sense of value towards mental practice. Two basketball teams were formed (high school age kids), in preparation for a 3-point competition. One had no training whatsoever prior to the tournament. The other one was trained in a very unconventional way: they practice shooting from the 3-point range, but with no ball. By mimicking the hand movements, they were expected to mentally visualize the shot and act it out as if it was a real situation. After the competition, not only the practicing team won, but also every player in the group increased their scoring averages.

Nobody discusses the value of stage role playing, but it is not always feasible. Since I heard of the experiment I've just mentioned, mental practice has become one of my goals. Before meeting a client I review the possible objections, the dialogues that may be used, and any comments that may take me by surprise.

This mental rehearsal can be done during a meal, while driving to the appointment, or any other time prior to that encounter. It eases my tension, helps me to focus, and surely diminishes the chances of hearing an objection that I was not prepared for.

Make every day count... ($$$$$$$$$$$$$$$$)

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Wed, 17 Jan 2007 14:56:15 -0800

Not one day in anyone's life is an uneventful day. No day is without profound meaning, no matter how dull and boring it might seem. It doesn't matter whether you are a seamstress or a queen, a shoeshine boy or a movie star, a renowned philosopher or a Down's syndrome child. In every day of your life there are opportunities to touch someone's life.

Some people joke that a salesperson (or anybody on commission for that matter) wakes up every morning unemployed. Independent of his/her past sales record, he/she needs to create some new business or his/her sales career is finished. That is the only thing our working days have in common.

For a salesperson each day should be fulfilling. If on one side we are providing for ourselves by closing a deal, on the other hand we had our client's needs understood and satisfied. We are now (for better or for worse) part of their life experience. To make these contacts beneficial for both parties is what brings fulfillment to those involved. It is the mystical side of our careers that I specially treasure.

Considering that we are selling every time we interact with other human beings, it is our obligation to make these associations as constructive as we can. Little acts of kindness can go a long way. It will work with our clients, our family, our co-workers, and anybody else we happen to network with.

In sales, as on stage, each day is full of opportunities, open to improvements and ready to become unforgettable. And who decides how each day goes? Each one of us - and I wouldn't want it any other way!

When is it enough? Don't overdo it...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 15 Jan 2007 23:29:04 -0800

I remember a specific time (in my rookie years) when my sales manager asked us to role-play. We were supposed to overcome certain objections. I thought I did a good job, but was criticized for overselling. The presentation had been taped and I watched it a few times and found out exactly where I failed. This experience helped me to become self-conscious. Many years since that experience I still watch for signs of trying to sell to a client that is already sold into the product, service or idea. What a trap it can be!

A client is ready to close when he/she recognizes the need for that item, and expresses the fact that there is nothing that is stopping him/her from signing a sales contract. This is the moment where we don't show any more samples, don't describe any other benefits, and don't mention any lines in the script that we may have forgotten.

If I could consider over-selling a vice, I could honestly say I have had a hard time overcoming it. I like what I sell, and in the heat of negotiation, I seem to over-stress the value of the product I'm selling. I may go on and on defining the benefits, the warranties, the superiority and so on. In the few times where I didn't watch it carefully and felt in this trap, I usually lost the deal, or needed to work harder to save it.

How do I know when enough is enough? By using trial closings. A few times during my presentation I should create opportunities to make a close-ended (yes or no) question and measure the level of acceptance. As the client expresses genuine acceptance of a given principle, it's time to go on. Doing that throughout the presentation will minimize the objections and get them ready for closing.

I would dare to say that over-selling is almost as damaging than underselling (i.e., not giving the customers enough facts, so they can make an informed decision).

When FOCUS and DIVERSIFICATION work together

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 15 Jan 2007 23:22:35 -0800

Diversification (in a sense, the opposite of "focus") is an important aspect of strategy. You do not want all of your eggs in one basket. Suppose you spend many months or even several years building a substantial down-line in a particular program, and then the company fails or your account gets canceled because of some unforeseen event. Your income can suddenly disappear!

My enthusiasm is higher when I'm in control of as many different projects as I can handle. Prospecting for new clients, setting appointments, returning phone calls, solving impasses, negotiating price and closing a transaction are the ingredients of a full day! The more I have to take care of, the more in control I feel.

We need to understand that our job as a salesperson has a well-defined ROI (return on investment). Crossing that line, i.e., wasting time with a lost deal, following up on clients with no potential, using mail and personal deliveries instead of fax, e-mail and conference calls, may prove harmful.

As contradictory as it may seem, we need to focus on efficiency, and diversify our opportunities, to accomplish more, without wasting precious time. My personal strategy is to have multiple independent income streams, each one with the potential to grow exponentially, as well as a large number of closings "on the pipe".

The Value of "Values" in our profession

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Mon, 15 Jan 2007 23:20:01 -0800

Values are the things that we believe in and which we think are important. Each person has a value system, which has been influenced by their background and their philosophy of life.

Contrary to what some may think, to a successful salesperson values do matter - they are at the heart of everything they do. Our inner values ultimately determine who we are and who we will become. It is a good idea to prioritize our values in such a way that when they conflict with one another we will have a pre-established idea of which ones we don't dare to discard.

Some jobs provide a scope for expressing our beliefs, while other occupations go against certain values we consider non-negotiable. You should find that a job that supports your value system would interest and motivate you far more than a job that goes against it.

Because there is a strong relationship between jobs and lifestyle, the things that you value in your lifestyle - income, location, free time, etc. - can also play an important part in your career choice.

Sometimes we resist doing what we know is right. I don't want to get into moral definitions of right and wrong, but we all have a very good idea of what is ethical. If we don't, the craving to reach a win-win situation with our client is my best definition of a positive, fundamental, value.

When someone does the wrong thing knowing it is wrong, two things may be happening: Either they haven't developed the habit of neutralizing strong inner urges that tempt them; or they have established the wrong habits and don't know how to eliminate them effectively.

Talk about high pressure sales

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Sat, 13 Jan 2007 23:36:59 -0800

If you ever felt like using this approach with wishy-washer buyers, raise your hand. But raise it low because you may be breaking your association's code of ethics... :)

Jokes apart, some buyers need some "convincing". Anybody with some good stories about high pressure sales and how some realtors actually still try to use it?

To sell or not to sell...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Sat, 13 Jan 2007 23:29:47 -0800

Some FSBOs might have inspired this cartoon.

I had a client long time ago who changed his mind every week and treatened to withdraw the listing every now and then. Of course the market was frustrating and homes took 5-8 months to sell. Nowadays it would be different.

Now I understand that instead of thinking of bad names to call him, I should've realized he might be a philosopher, quoting Hamlet in a strange way.

New and improved ways to market yourself...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 11 Jan 2007 00:29:25 -0800

How far can the "gimmicks" take us? I like to be "visible" to my clients and "stand up" among the competition, but I couldn't go that far without feeling bad about it. Would you guys care to comment on whatever you have seen out there that resembles the message below? I like collecting fun things about our own species. Let me know.

New and improved ways to apply for a home loan...

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 11 Jan 2007 00:22:59 -0800

I bet some lenders have faced this kind of approach... Lenders, would you share your horror stories about clients who think they can get the moon for the price of a grain of salt? To make it ethical, don't share names or dates, but please don't hide the sordid details. They can be funnier than most of us care to admit.

New and improved ways to market a property

Nilton De Macedo (Equity Real Estate - Davis Co. Office) — Thu, 11 Jan 2007 00:19:51 -0800

On a side note, why do we call it "new and improved"? If is new, it couldn't have been improved upon, if is improved, it can't be new... (Talk amongst yourselves and explain that one)

If you have one of those homes that don't have many features worth talking about, you can use this comment: