You're Not Selling Houses Are You?

By
Real Estate Agent with The Eric Steart Group of Long & Foster Real Estate MD 586955

What is the product you are selling in real estate?  Is it houses?  Is it mortgage brokers?  Are you selling your title co?  Or is it the nice flashy car with the hood down that brings you repeat and new business.  No, I bet it's the vanity plates that say "ISELLRE" or something like that that has made you so successful.

Not!

Now don't get me wrong, all of these things are fine, "It's all good" as they say, but understanding what we are selling is the key to a thriving business.  Perfume companies sell fantasy and excitement - not perfume.  Starbucks sells a way of life, an attitude - not coffee.  MacDonalds sells fast, inexpensive and exceptional service - not hamburgers (If I had to wait for fifteen minutes to buy a MacDonalds' hamburger I wouldn't buy another - the hamburger just isn't worth the wait.)

So we need to look carefully at what we are really selling to our clients and I suggest it is not houses.  Anyone can do that, I see it all the time.  We are in the service business and we must sell our services to them.  Sell exceptional service like Ray Krok did with MacDonalds.  Sell the American Dream of home-ownership.  Sell turnkey service that will provide all of our clients' needs (and BTW what they deserve) and we will succeed. 

Take time to examine what you are selling.  I take 15 - 20 minutes every morning to revisit this and reflect on what I am selling and why people are buying my services.  My income soared when I figured this out.  For many years I provided excellent service to my clients - I have always striven to take care of their needs.  Then one day it occurred to me that my clients were buying my services rather than houses.  That's when my business took off.  You see, I thought I was selling houses, or at least that's what everybody told me I did. I heard, "Dan's in real estate...he sells houses."  Even my mom told me that was what I did for a living.  Sorry mom, I sell service, exceptional turnkey service and I get paid handsomely for it. 

Gosh, if they aren't buying our services, what are they buying?  Houses?  If that's the case, they don't need us.  Anybody can find houses on their own on the internet.  Anybody can write a contract (with the help of an attorney), and anyone can close if they put their mind to it.  If all we do is sell houses we won't be in this business long.

So what are you selling besides houses?

Comments (7)

Terry Miller
Miller Homes Group - Tyler, TX
Miller Homes Group and Tyler Apartment Locator

Great post.... Service is what we sell and it had better be the best possible on the market.

Jul 06, 2009 02:16 AM
Irene Tron
Valparaiso, IN

For some, looking at it from this perspective could change the way they do their business.  What a great reminder that anyone can sell houses. Service....service....service.....Could that possibly be the key to success?

Jul 06, 2009 02:27 AM
Associate Broker Falmouth MA Cape Cod Heath Coker
https://teamcoker.robertpaul.com - Falmouth, MA
Heath Coker Berkshire Hathaway HS Robert Paul Prop

I would add to the service idea, the value of experience and knowledge of the market.

Jul 06, 2009 02:29 AM
Dan Quinn
The Eric Steart Group of Long & Foster Real Estate - Silver Spring, MD
Dan Quinn

Thanks Terry.  I only wish some of the lenders I have worked with understood this...perhaps I should send them my post.

Irene - I would hope that this post might bring about a paradigm shift for some of the realtors out there who are selling "houses".

Jul 11, 2009 02:20 PM
Dan Quinn
The Eric Steart Group of Long & Foster Real Estate - Silver Spring, MD
Dan Quinn

Heath, good point, but let's remember they "don't care how much we know until they know how much we care".  Let's show 'em we care and they will tell all their friends about us.

Jul 11, 2009 02:23 PM
_ _

I like this perspective.  Thanks for sharing it!  Great post!

Jul 14, 2009 12:39 AM
Dan Quinn
The Eric Steart Group of Long & Foster Real Estate - Silver Spring, MD
Dan Quinn

Jason - Glad you liked it.  Thanks for stopping by. 

Oct 22, 2009 11:15 PM