Soften that 'Hard-Sell'

Some time ago we interviewed agents who have been successful working referrals from our service and compiled their suggestions and insights into a brochure we call the "Learn and Earn." We then send that brochure to new agents who begin working with Real Estate Pipeline in hopes that it helps them find a higher level of success with our service.

This is my second posting of information taken from that brochure. My thought in posting it here is that much of that information may be of service to all agents, regardless of how they first make contact with a potential client. Just remember, real estate professionals work in the service industry. It is best to act like it. Following are six examples of how agents can move from the dead and gone Hard-Sell to a more gentle way of working with clients.      

Developing a Soft-Sell Approach:

• Look at old marketing concepts - then avoid them! Consider the image of a pushy used car salesman. If this is what you think of when yo think of marketing, then you probably shoulodn't do your own.
• Don't equate marketing as sales. Marketing is differentiating you from others in the same field. Advertising is the cost of boring or ineffective marketing and it always costs money.
• Don't think you are taking from others when giving of yourself. Provide your prospects with the information they require and use this information as a 'give and take' to get more information from them.
• Develop an 'elevator' speech. An 'elevator speech' is a short, memorized response for whenever someone asks you what it is you do for a living. For example, instead of saying "I am a real estate agent," say "You know that stressed-out feeling people always get when they buy a home. My job is to help them relax and enjoy the process."
• Ask permission to continue - It will make the person on the other end of the phone feel like their time is respected. If they have time to talk, make your points short, concise and understandable. If they do not have time to talk, attempt to schedule a follow-up phone call.
• Give info to get it. Always give of yourself first before you start to require information from your clients. Focus on your ability to assist them with whatever they may need. Use this to help establish a rapport with your client that is based on trust.

If you are in real estate you are in a service based industry. The old ways of the "hard sell" approach used by sales people are dead and gone. Market yourself properly and assist those who need your help. Your clients will appreciate it.