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I've long been an advocate of Networking and expanding your knowledge of others and others knowledge of you. That's the main reason I write on-line articles, joined Active Rain, LinkedIn, and numerous other blogging sites. My recently published book "How To Sell More Homes and Increase Your Income" has been a full time marketing effort. Between this and still being an active and high producing Home Seller and Training Others, time has been slim. ...how about that for blatant self-promotion! In any case, over the course of the last month, all these efforts have started to reap some benefits. In January, my book was featured in Realtor On-Line Magazine. Last week, I was privileged enough to write an article in Sales Guru Jeffrey Gitomer's weekly ezine, "Sales Caffeine." He also gave my book a very nice recommendation. "If you're in real estate the object is sell more than one home to every customer. This is a breakthrough book that tells how to build relationships, not just a check at closing. As an investor in residential and commerical real estate, I recommend you get this book at once and convert a sale into a fortune."-Jeffrey Gitomer, Author of The Little Red Book of Selling The point of this writing isn't simply to just mention my book a few times, but rather to let everyone know that networking and providing value to others is the simple formula to creating success! We all can get frustrated when we don't see somewhat instant results from out marketing efforts. If you stay consistent and desire to really provide value to others, success will come your way! Stay consistent. Keep believing. You are the catalyst to your own success!! Curt Fletcher aka The Likeability Guy Author of "How To Sell More Homes and Increase Your Income" Do people inherently want to improve themselves or do people seek confirmation for their actions and views? Being somewhat of an idealist, I like to tell myself that all people want to better themselves, but the things that I see with my eyes and hear with my ears tell me that people simply seek comfort from others that their actions and beliefs are correct. This is a question that I think of often especially when I am engaged in training programs or offering tips of advice. Is it the fear of trying something new and not succeeding, the stubbornness of changing a habit or a routine, or is it procrastination? What do you think? Just Curious. Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income Read the review from Realtor Magazine here! These days we are all bombarded with the "experts" saying less than flattering things about OUR Business. Comments like, "don't buy", or "make sure you get a good deal" are everywhere. Even many people in OUR own profession, imply to their clients you can and should get a "deal."
Now, all of our clients and potential clients have been trained to think "deal" first, "Home" second. TIME TO CHANGE! Get back to the HOME! Get back to the REAL Buying Motives! Unless you are an investor, you are not going to buy a home, just to have one. You are fulfilling some other need. Whether it is for Family, Security, Culture, Privacy, Convenience...the "REAL" Emotional Buying motives are ALL STILL THERE! The trick today, is uncovering them. We have to fight through several layers of "deal" talk to get there, but I assure you they are all there. Everyday I am asked from potential clients about the "Buyers Market" and what "DEALS" are out there. My first response is typically this..."If you found two homes, one that you loved and one that you didn't and both were free, which would you choose?" Obviously, they are going to say the one that they loved. Then I often say, "If I can get you a great "deal" on a home, only you cannot look at, will you buy it right now?" Of course they say, "No, we have to see if it works for us first." From there, I simply say, "It isn't about the deal is it? It is more important for me to fully understand your buying needs and desires so that I can help you find the Best Home for you. After-all, wouldn't you rather invest a little bit more in the perfect home than a little less for a home that does not satisfy the needs of you and your family?" ...and they always say "yes." The key here is be sincere and actually mean this when you say it. You see, I know with 100% certainty that people do not simply want to buy the deal, but rather the BEST Home for them. So this comes easy for me. I do believe that many Real Estate Professionals do not believe this and will not try it and they will continue to struggle with less than desired results. I sell and close between 8-12 Homes each and every month....how do I do this? It is my goal with every client I interact with to DISCOVER their true buying motives. I don't take any answers at face value, I dig deeper and deeper with each question, piggy backing all my questions from their responses. You have to LISTEN VERY CLOSELY to do this! Don't perpetuate the talk of the deal, DISCOVER the Emotional Buying Needs First and the "DEAL" talk will slowly disappear. How do you respond to the "Deal" questions? Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income
A few days ago, a guy walked into my office with his wife and a friend. I didn't have the opportunity to spend much time with him as I was writing another contract at the time. However, I did politely excuse myself from the contract to introduce myself, as I went to leave my office to greet them, my assistant had already been speaking with them and was on her way to show them some homes. As I walked out into the lobby area..before I could say a word, the guy said, "Did you used to work for (insert home builder name) homes?" This guy had remembered a brief encounter we had almost 5 years ago when they were purchasing their first home. Back then, they did not buy a home from me because I did not have the right home to meet their needs at the time, but he never forgot the encounter we had. Why is that? I was a memory point for him. I provided value, made it fun, and did not try and sell him the "wrong" home in the wrong location for his family. He is buying a home from me this week. Do people remember you when you meet them? In today's world it is more important than ever to "STAND OUT!" Get your clients and FUTURE clients laughing and smiling and having fun! Don't be ALL Business, that's BORING! People expect boring from their Accountant or lawyer. People WANT to have FUN when they are BUYING a home!! It is a fun time!! Make it FUN!! I walk into so many offices and talk to TONS of Real Estate Professionals each week and MOST of them have the same thing in common....THEY ARE BORING!! Their clients look bored!! They make it about the numbers and not about the memories. Several times each week, my clients, existing home buyers, and future clients call me or come and visit me thanking me for be being so helpful and making our time together FUN and Memorable!! What do you do to Stand out? Are you a Memory Point? Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income Finally, here is the 4th part of the 4 part series of WHY people buy homes!! The Real Reasons!! REMEMBER!!! People Buy on Emotion, NOT Logic!! Buying Emotion 10 Finance: Ex: What is the Short-Term price / cost situation of the home? What is the down payment? What is the earnest Money? What does it take to get into the home? The key here to remember this. If the buyer mentions the need for certain items, don't discard them. Ask them, "Why is that important?" The answer you get will tell you everything you need to help them find the perfect home. Buying Emotion 11 Ego: Very Similar to Prestige, but make it Unique. Talk about Limited Opportunities left to live in a community. Show them the "One of a kind" locations or "Limited" Incentives. This buyer wants to feel good and look good in front of their friends and family. Buying Emotion 12 Lifestyle: How does the buyer live? Active Adult Community? Garden Homes? Close to Downtown? Large Yards? Determine how they live first, then show the homes and locations that match. Pay attention to clues. DON'T ASSUME ANYTHING!! Ask them, "Why is this important to you?" Find the real EMOTIONAL BUYING MOTIVE. Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car. RECAP ALL 12 Emotional Buying Motives:
Think back to any recent purchase you made. Can you classify which of the 12 motives that were important for you? When you watch TV Commercials, notice all the subtle hints of each of these Emotional Factors. They are everywhere, start to figure these out more quickly and you will start to help more people and make more money!! Let me hear your thoughts. Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income Okay, here is the 3rd part of the 4 part series of WHY people buy homes!! The Real Reasons!! REMEMBER!!! People Buy on Emotion, NOT Logic!! Buying Emotion 7 Privacy: Ex: Is there a gated entrance to the community? Do the buyers need a corner homesite or one that does not back up to another home? Is the community away from the city? Is the Master Bedroom away from the secondary bedrooms? The key here to remember this. If the buyer mentions the need for certain items, don't discard them. Ask them, "Why is that important?" The answer you get will tell you everything you need to help them find the perfect home. Buying Emotion 8 Prestige: Granite countertops, wood floors, tall custom cabinets, etc.. Are there only a few premium home sites left? Understand that this buyer wants the bells and whistles. They want their friends and family to say, "WOW!" Show them "unique" features or locations. They are interested in the "one of a kind." Don't show them ordinary, show them the WOW! Buying Emotion 9 Family: Is the community located near other family and friends? Is the home open in the family and kitchen areas for gathering and socializing? Are formals necessary? Find out HOW they "USE" the home. Where do they spend the most time? Pay attention to clues. DON'T ASSUME ANYTHING!! Ask them, "Why is this important to you?" Find the real EMOTIONAL BUYING MOTIVE. Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car. Let me hear your thoughts. Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income I've been so busy, my Blogging has lagged behind.... This is the 2nd part of a 4 part Blog series related to the REAL reason people BUY HOMES!! Do you take what buyers tell you at face value? Or do you Find the Real Emotional Buying Motive? If you missed Part 1....CLICK HERE. REMEMBER!!! People Buy on Emotion, NOT Logic!! Buying Emotion 4 Romance: Ex: Do the buyers desire certain home features such as a fireplace in the master bedroom, jetted tub, etc.. Perhaps they desire a nice secluded location that is quiet and private. The key here to remember this. If the buyer mentions the need for certain items, don't discard them. Ask them, "Why is that important?" The answer you get will tell you everything you need to help them find the perfect home. Buying Emotion 5 Investment: What is the long term equity situation going to be? This buyer is more of a thinker; they want appreciation percentages, future projects coming to the area, local business expansions, and job growth potential. Many people think this is not emotional...WRONG! This is actually one of the most powerful emotional reason's!! Why do people want a good investment. Just cause? No. Find out the reason for the investment. Is it financial freedom? More Money in the future? Early Retirement? Whatever the reason, find out what the driving force is. In the end, you will find the source of all investment reasons point to living a more happy life. Perhaps its to help those in need, put their kids through college, spend more time with family later in life. Does this make sense? Buying Emotion 6 Security: Does the community offer a gated entrance? How solid are the doors? What surrounds the community? Does the home have a security system? Does the oven have an automatic shut off? How are the streets designed? How safely can children play outside? Local crime stats? Pay attention to clues. If they ask if there is a gated entrance, DON'T ASSUME ANYTHING!! Ask them, "Why is this important to you?" Find the real EMOTIONAL BUYING MOTIVE. Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car. Let me hear your thoughts. Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income As many of you know, there are many different reasons that people buy homes. The key to gaining more sales is understanding and identifying these reasons early in the process. During my time in Real Estate, reading books o' plenty, attending seminars, writing my own books, and basically just studying the way people react to different questions. I have come to the conclusion that there are 12 basic buying motives. This will be a 4 Part Post discussing THREE of the 12 Buying Motives in each. ALL 12 of these reasons are Emotional!! People Buy on Emotion NOT Logic!! Buying Emotion 1 Convenience: This is a Multi-Facet Reason. Ex: How close is the home to work, shopping, recreation, family, etc... How easy is the microwave or oven to use? Does the home have a sprinkler system? Are the cabinets tall to store seasonal items? Simplicity and Ease of Use are Important to this Buyer. Pick up on this early on and you can focus your presentation around it. Buying Emotion 2 Culture: Is this buyer interested in being close to Religious Establishments? Ethnicity? Feng Shui? Different cultures have different backgrounds, communicate in different ways, and have different meanings for words. Determine the cultural needs of this buyer and communicate and demonstrate in this manner. Buying Emotion 3 Recreation: Do they like to run, bike, swim, play sports, walk? Does the community have an amenity center, walking trails, pool, etc? Is there a local gym? This buyer has a keen interest in living near the items they enjoy doing. Figure this out early and it will save you time later. Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car. Curt Fletcher aka The Likeability Guy Author of How To Sell More Homes and Increase Your Income
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Curt Fletcher, aka "The Likeability Guy" Fort Worth, TX More about me… "How to Sell More Homes and Increase Your Income" Office Phone: (817) 913-7054 Cell Phone: (817) 913-7054 Email Me Enter your email address to receive our Success Strategies email newsletter. “The Key To Success” is my Monthly Newsletter that provides articles on Motivation, Determination, Ways to Increase your Likeability, Success, Happiness, and Sales Tips. 
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