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Real Estate Agent In A Box, Brian Buffini May Be A Waste Of Your Money

There is a common myth in the real estate world. The myth seems to work this way; If I do things the same way as everyone else, I will be fine. This is why you can Google real estate education and find thousands of courses that will supposedly make you millions in ‘x’ number of years.

Out in the real estate world, agents are craving solid and innovative information. In their quest they discover the low-hanging fruit--the companies out there that want to offer you complete success in just 10 easy steps. Or how about this one, “buy this book and sell 10 homes, guaranteed!” What? “100 Days to Greatness!” Sounds like a religious experience, huh?

Buffini & Company - The number one real estate training and coaching company in North America!

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To be fair I will tell you that there are tidbits of information within these courses that are good. I just think more often then not they oversell and don’t live up to the hype. Most all of these courses lead to more services that you need to acquire to succeed like paying for your daily coaching, more books, more training on the same topics etc. At best, these programs are new agent training with entertainment. Call it infotainment if you wish. This ‘real estate agent in a box’ mentality is hurting the industry.

I’ll be the first to tell you that every agent needs to know and practice the basics when marketing oneself or a property. Send out postcards, make your phone calls, follow up with thank you notes, contact everyone regularly, use multiple photos, be personable so on and so on. The basics are important. They need to be learned and used but it’s time to move past a discussion of the basics so real estate can become a better industry.

Real estate agent’s should learn from agents like Laurel Strand of Montclair, California. Her innovative and leading marketing ideas have catapulted her business. Her business model was created from lessons she collected from leading agents. When asked what three words represent the secret to real estate she answered “Vision, creativity and tenacity.” Wow! Those are three words you just don’t hear enough of. They are three words that are found within most of the Fortune 500 companies and it’s time we start using them in real estate.

Vision-Vision is the ability to be able to see past the immediate. It is also about staying focused and planning out your goals and how you plan on accomplishing them. No more flying by the seat of your pants.

Creativity-The attempt to swim upstream. Get a hold of every possible way in which agents market themselves and create a message that is truly unique. Harriet Shaw of Dallas markets herself to an art and business savvy prospect. She uses “You’ve heard of the art of the deal, now meet the artist.” She could have easily said “for all of your real estate needs, call me,” but what is enticing about that?

Tenacity-You will not win every battle out there. Tenacity is just as much about consistency.

Break out of the box and start doing things your way. Customize them for your business and the location of your business and realize that you already have these great ideas. Search through blogs like Inman News and Active Rain that offer advice in real estate. Look outside of real estate to find out what other industries are doing to promote their brand. Many of these ideas can be used for your business. Get out of the mentality that you need to pay someone to coach you every day. Instead, ask around your office to see if you can find a successful agent and choose them to become your mentor. By doing this you can redirect the thousands of dollars you were going to spend directly into your marketing.

Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing. The book can be purchased on MyBlueGoose.com or Amazon. Stay tuned for more information about his new book, "Stand Out, Stick and Stay. Transforming Real Estate Marketing"

Posted by Matthew Gosselin on 06/19/2008 12:12 PM

Comments (50)

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50 Comments on Real Estate Agent In A Box, Brian Buffini May Be A Waste Of Your Money

JUN

2008

That is good stuff. There is so much of the "do it the way everyone else does it or you will fail" mentality. That simply isn't the case. GM figured out that having 5 cars in the line-up that were almost exactly the same, but targeted slightly differently was a recipe for failure... almost killed them.

I think I smell a blog post in there...

Hi Matthew. Thanks for writing. I must say I am sick of all the "coaching" offers I get. I actually think I am already great. Why wait 100 days!

Ken

There are so many people trying to share your hand while they have their other hand in your back pocket. I love the CRS organization and their courses. Howard Brinton, David Knox, Bill Barrett, Gee Dunsten, Dave Beson, Pat Zaby, Allen Hainge and Christine Doyle have been some of my favorites.

I agree about getting a zillion coaching offers but very few of these offers are coming from people who I have heard of or that I believe have actually done the level of business they claim they can elevate my business to.

It appears to me all they want is your money.

My philosophy has always been if you're doing the same things as everyone else, who needs you.

Pat Zaby, Allen Hainge, Dave Beson, Floyd Wickman, and a few others are genuinely nice guys who run genuinely effective courses and materials. some of the others I have my doubts about.

However I can't say that even after 30 years in this business I have been to any educational gathering, free or not, that I haven't learned at least one new thing.

While there are things of Buffini's course I do not agree with and/or go ho hum......his systems in place if followed will bring business down the road. It is all about systems in place.

Doesn't matter who it is. If you do not have a system in place you will fail.

Probably the biggest theme I see is to remain focused and positive. Believe in yourself and others will believe in you. Also to provide the service.....with genuine care and not to get the commission and cut and run......Build relationships.

There is no quick way to become rich and wealthy...Again most of those coming into real estate as well as the public need to understand that only about 10% or so actually make $100000 or more consistently each year. There are exceptions.

I also am getting tired of all of the phone calls and emails re: real estate coaching myself....most are crap...most give you info you already know....most just want your money........

I knew an agent that subscribed to the "current fix" back years ago. She paid a fortune and totally changed how she did business to fit this "mold" she bought and it cost her her entire business - ruined her. It was like she was brain-washed.

I have always taken the courses and materials I have subscribed to and learned a few things here and there that would enhance my business - you have to know to follow your own vision and not the vision of the person you are writing the check to.

Great post. Real estate isn't rocket science. If a Realtor does the basics and does them well there is little to worry about. No coach or broker is going to make a Realtor successful. It comes from within and with hard work and discipline. There is no magic pill to take. I have never had a coach and am very proud of my accomplishments.

I am a Brian Buffini Clubnet Member. If you haven't heard of him or his many options of systems, that come in different boxes, you should attend his FREE workshops. No one will try to sell you. His systems do work, you tailor them to your specific style, they are not cookie cutter, and 20,000 people are having a record year, this year, because his systems do work. He was a very successful Realtor who is now sharing his information with other people. My business has succeeded because of the Buffini Coaching Systems. Find something that works for you, not bashing people or systems incorrectly. Advice that is incorrect is not what our profession needs in any market.

I've listed to a lot of trainers over the years, and you can learn something from all of them. In the end, we each take what we learn and make it our own - and that's when we really blossom. What makes some trainers more successful is the fact that they have something reproducable by the masses, and no doubt Bufinni is one of them.

Great advice -- I agree about always being observant, but it's important to remember that it's "ourselves" that will make our success. If we listen to our inner voice, we always choose the right "presentation".

thanks for your post!

People salivate over motivational stuff the way that some folks fall for television evangelists.

There's a difference between being a real estate educator and a motivational speaker. The Zig Ziglar thing works when you're trying to fire up a sales staff about getting out there and doing the rah-rah routine for your company, but that's not what I'd refer to as real estate education.

Coaches seem to earn a reputation because their devotees build it for them.

I liked what you said about tidbits of good information being in any course. And once you find what is working for you consistency is key. I like that Brian Buffini encourages agents to stay in contact, but found that I don't want to give out little trinkets as a way to get people to remember me. I write informative blogs and send them out as an e-Newsletter once a month. My contacts and clients don't forget me but instead remember that I am someone who has the information they need when it comes to real estate.

Great post! We all need to find what works for us and stick with it. No sense paying someone to tell me to do all the things I know I should be doing.

I think too many new agents spend money on get rich tapes, books and systems when they should be spending it on advertising, marketing, and getting business

Reminds me of the old saying about the definition of insanity.

If you keep trying the same things and expect different outcomes, you just might be insane!

I think you hit it. We need to be different, not more of the same. We need to really be competent and imaginitavie. I like the title of your book. My tag line is WOW Service-Beyond Your Imagination!

Thanks for the Post

G-Man

Matt:

I live in Brain Buffini country, he is about 10 miles away from my office. He is a great guy, but what I find is that all the systems that are available out there do work. It like being on a diet, as long as you apply yourself -- you will succeed.

I carefully submit this being a speaker. I try to give information without strings. Too many speakers are nothing more then info commericals. I think I add common sense rather then buy this to make a million.

I really like Mike Ferry. He tells it like it is, doesn't ask you to spend a ton of money on postcards and ads but helps create a predictable, steady income from prospecting and 'knowing your numbers.'

I had just bought a book from an infomercial and you are very right.

I get tons of coaching offers and then I think to myself---Wait, I've been doingi this for almost 30 yeas. I just need to do the basics and all else will fall into place.

I agree. Seminars and training sessions are great if you go to them knowing they are going to try to sell you a system, or coaching, or videos, books and tapes/cd's, etc. I go to them for new ideas, but mostly they seem to help motivate me if I'm in a slump. I've only purchased products a few times and never do use them to their fullest. I've found that my money is better spent on advertising and marketing than on having someone "teach" me what i already know.

Like so many people have said knowing the "basics" is critical. But these speakers and coaches if nothing else can be motivating when you get off track - and we all do from time to time.

Is that a book for sale at the end of your post? :) These systems work for some, not for others. Ultimately, a great agent finds her/his own style and works that consistently.

Aloha from Oahu: Everyone is entitled to their opinion, are they not? As a RE/MAX Honolulu (RA) ABR who completed 100 Days of Greatness, I too had regrets. I regretted not having taken the course immediately when I became licensed. I highly recommend it. I presume all or most of us as professionals read self help and How-To publications, just as we read the many that we receive from the professional organizations we belong to. If we finish the read and only come away with one new or unknown pearl of wisdom, are we not just a little more informed and/or educated. One never stops learning. And if you did read a self help book and actually realize you knew everything that was in it and more, then why did you not write it and share your knowledge with others. If making money on it was not an issue, then donate it to charity. Many of you have been in business for years and own your own companies, does this mean you stop going to the conventions because there is nothing left to learn? Is knowledge not power? I never plan to stop learning. If we become sceptics of others in our field, will others in our field become sceptic of us one day too? I thank you for taking the time to read my comments. Dennis Lubrano (RA) ABR Pet Friendly Military Relocation Specialist

As a RE/MAX Honolulu (RA) ABR who completed 100 Days of Greatness, I too had regrets. I regretted not having taken the course immediately when I became licensed. I highly recommend it.

Hi Dennis,

Thanks. That's good to know. After having the Buffini system recommended by three agents, from three different states, I decided to sign up for his two day class called Turning Point. I'm going to attend training in San Diego next week.

I appreciate all the posts in response to your thoughts. I, too, completed 100 Days to Greatness and found many things in the system that have been very usefull and profitable for me.

That is not to say that I feel that is the only way to success or that I follow any one system to the last detail. However, I find that everytime, I attend a training or read a new book or listen to another CD, I gain something.

I also think that coaching can be very important. Even Tiger Woods has a coach.

I do not mean to say that one system or one type of coaching is the answer, I am just not ready to throw them all aside in the belief that I know all I need.

I'll be speaking on a panel at Inman regarding bloggers and lawsuits. I may use the title of this post as an example :) Thanks for the material.

Most of them are a waste of money. The Art of Selling by Tom Hopkins has really helped me out in the past.

This post disturbs me on some level and I haven't quite figured out why that is yet. I'll be back to comment further.

buying a hammer is a waste of money if you don't swing it. And if you already have an Air gun, why buy a hammer. Any tool is useful if used properly, and if your tool box is already full, don't bother. Get the tool that fits you!!!

I've also been through 100 days trainging, I think it does teach things like consistancy, perserverance, getting into a routine. I don't follow the program 100% but it was a helpful experience and taught the importance of having a plan in place.

I expect this comment will be deleted shortly, but what the heck.

Personally I got enormous benifit from attending a recent buffini lecture (and I'm not even a realtor). There are a lot of sound practices he covers in detail that many realtors (or indeed, many small business owners) miss.

At no point was I pressured to purchase anything. I found the whole thing to be positive, energetic, and very worthwhile. I certainly found it to be worth what I spent.

But far more interesting is that while you seek to tear down Buffini for his 'quick fix message'...in the small print at the end of your blog is your own packaged 'plan' you no doubt would like us to buy.

Gee, I wonder what your motivation could be...let's see... could it be you would prefer us to buy your book rather than buffini's seminar? No that couldn't be it could it? Duh...

And lastly, did you ask Brian if you could use his image? You are no doubt, aware that it's copyrighted.

Good luck with this one.

-B

I think Brian's courses are good, but of course his main motivation is to sell his packages which I think are a waste of money. Everyone has a quick fix, which, incidentially costs about $500 and then off to the next quick fix.

The answer to real estate? Work hard and be scrupulously honest. Pregnant pauses in negotiation and a pleasant attitude when working with someone, (whether a client or another agent) always pay off. Know your properties strenght and weaknesses, and disregard "normal working hours". IMHO!

Buffini has never sold a program of quick fixes. 100 days to greatness is supposed to weed out the pretenders and start the people who are serious on a path to build a referral business that takes time....like a crockpot not a microwave.

Brian is the first to tell people to get out if they do not have what it takes. He even makes the funny but probably true comment that to be an NAR member you should have to at least sell one house per year.

Matt, I think poking a stick at one program and then offering to sell your program is wierd if not telling.

Ok, here's my issue with this post.You go on to discuss an agent who learned how to be successful from other experienced successful agents.

Brian Buffini is just such an agent, albeit a "ex"-agent. There's no reinventing the wheel with real estate sales. You can find your brand, your "uniqueness" but the nuts and bolts of it remain the same. The reason so many of these programs fail is not because what's laid out in them is bad, flawed or unrealistic, it's the same reason 80% of agents (or something like that) will never renew their licenses the first time. They either refuse to be or are incapable of being disciplined They won't work a system....any system. Coaches, mentors, trainers and Brokers who offer agents a proven system for success should not have aspersions cast upon them for trying to share their way to success.

And this does seem slightly disingenuous coming from someone who is authoring a book to help real estate agents become more successful.

And no, I'm not in Buffini coaching.

I could not agree more. I get at least 10 emails a day from the 'gurus' and wonder what really makes them different. They make a lot more money than I do selling to a more gullible customer.

Thank you all so much for your comments on this post. It is truly hearing all spectrums of opinions and yet another great reason why Active Rain is an outstanding platform.

I have a couple of regrets with this post. The first is featuring Brian Buffini's picture. It makes this post look like an attack on him. It certainly is no attack on him personally, he is a great guy. It's also not an attack on his course which I thought I explained adequately in this post but some may have missed it. His course is great for some, especially those who may have never been in sales before. However, there are some people that go into these types of courses thinking it is going to change their life and most of the time it does not. The post in so many ways is about being real about our business. I think Greg Fox who commented on this post really understood that well. Colleen F. I an truly sorry if you found this post to be offensive or attacking. This was certainly not the intention.

For those who felt this post was a contradicition because I am an author. I am in no way selling coaching services, or s 'system.' You can choose to buy my book or just sit down with it at a Barnes and Noble and never buy it. Much of the same info is on my blog. I do not get rich by selling books, it is simply an avenue to share information.

Dennis Lubrano--thanks for sharing your comment and success with the Buffini program. As I said before it is a fantastic fit for some people and it sounds like it has worked very well for you.

Here's my point. If I could sum up the main point of this posting it would be do not be fooled into believing that you do not posess much of the information already to make your business as successful as possible. There is no one system, one book (including my own) that will give you all of your answers. Be a student in real estate for your entire career.

My favorite marketing offer is you give us a zillion$ up-front and then you can cancel at any time after we have all of your money! Of course, most of these courses are nowhere close to what they promise.

The people selling those courses are super salesmen. Most of us need to find out what works for us. Great post. Thanks.

Who wants to be in a box anyway! It's amazing how much great free info there is out there if you just go get it!

Matthew, I didn't think it was offensive or attacking. It just didn't sit well. I've been thinking about this topic for awhile now so it's ironic you posted on this topic. Over the years I've looked down on many of these programs, gurus etc only to find some agents find tremendous success with them. I truly believe it's like weight loss programs "results are not typical" not because the program/coach/guru is flawed, but because the individual is flawed. Either way, I appreciate the debate.

JUN

2008

You've got to be kidding.

This isn't an attack on buffini, people who don't agree with you 'didn't get your post' and your book is simply an 'avenue to share information'? Naturally you are donating all proceeds to charity...

C'mon...be honest, you write the press releases for the Bush administration right?

;)

-B

There are many coaching programs out there, many with only a few good ideas, if any. On the other hand, I have found many useful ideas with By Referral Only and truly enjoy the information I obtain from Brett Noel, who actually practices what he teaches.

People seem to either love "Buffy" or not so much.

It always amazes me that people are so willing to give huge amounts of money for something they can do themselves. Say you pay the $1400 a year for the 'Buffy Box". After a year....what is in that box that you can't do yourself? Nothing that I have seen.

I couldn't agree more. Sometimes I feel like certain "coaches" have a cult following, it's creepy. Don't get me wrong, I believe in lifelong learning. But it annoys me that every "coach" tries to sell you something...Buffini is no different. They want you to buy CD's, notecards, items of value. Let's face it, they make money by preying on the fears of others. People feel like there is some magic bullet that will get them more business when the truth is, we all know what we should be doing anyway, we don't need to pay someone to tell us the obvious.

I was a member of Buffini's program for a year and received some great benefit. There were other things that I was less-than-enthused about. Everything has pros and cons. It is more about the "fit" between the individual and the system. What works for one, doesn't work for all....

Matthew,

In the past I've always enjoyed your posts and your samples of creative ideas and how to differentiate yourself from the million other licensees out there. I truly believe you are one of the trainers out there that do make a difference in what you teach.

However, on this one, using Buffini as the headline to your title and throwing in that it might be a waste of your money is clearly a headline attention grabber to just get people to read your post. There are literally dozens of other people/programs you could have used that truly are a waste of money but you chose Buffini for your own self interests which is surprising to me that you would choose this route. (Being too creative can also work in negative ways.)

AS I KNOW YOU ARE TRULY AWARE of what Buffini teaches and his program (to not know in your position would be absolutely ludicrous to suggest) is a system taught in multiple businesses across the business world in harnessing the power of customer/client relationships -- by far the most effective means to run any business. Brian has just tailored it to the real estate business and that's it. (Unlike the multiple "motivation" seminars out there.)

I'm assuming you used Brian's name in the headline/title of your post as a creative form to get people to read this post and in that regard, you've accomplished what you intended to do.

However, it's very irresponsible to specifically use Brian's name for the multiple real estate agents that will read this and do not know what he teaches --- which are merely the fundamental concepts you'll find any successful business doing.

As for me, my wife is a real estate trainer that's worked for multiple franchises so we've been exposed to most of the programs out there and know which ones are a waste of money, which companies are training their agents for the quick buck for their own self interest, etc.. The Buffini Program is not one of them. (Yes, she was a Buffini Mentor when we were with a franchise Broker/Owner that supported the system.)

You've made it pretty clear in your reply to the comments that you are not attacking Buffini -- what you did not make clear is the power of a headline and why you specifically used a name that you knew would certainly make some eyes widen for people that do know the program.

(FOR those readers out there that do not know the program, it is not a get rich quick scheme that should not even be associated with "Real Estate Agent In the Box" programs.)

I certainly understand why you are using Brian's name in your title/headline -- many people don't and IMO, it is WAY too self serving for you to have to resort to.

Just a suggestion... you don't need to do that in future posts.. your previous work speaks volumes of your insight which I have always appreciated in the past.

AUG

2008

Hey, Matt, another good article on Brian Buffini. I am reading all your Brian Buffini articles. Thanks.

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