The More People Who KNOW You, Like You and Trust You, the More Real Estate You Will Sell (Part 1)

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The More People Who Know You, Like You and Trust You, the More Real Estate You Will SellSphere of Influence

Ever heard this sweet little ditty? Sure you have, or some version of it. Perhaps you've heard the version that goes "People buy from those they know, like and trust;" Bob Burg made this statement in Endless Referrals, and my good friend Dennis Giannetti refers to it as the "KLT" Principle.  

Neato Frito. We're probably all in agreement that the KLT Principle is true.

But let's say it again - out loud:

"The more people who know me and like me and trust me, the more real estate I will sell."

Again. "The more people who know me and like me and trust me, the more real estate I will sell."

One more time... "The more people who know me and like me and trust me, the more real estate I will sell."

Okay, let that settle for a minute and I'll get back to it. But allow me to digress first.

The other day I was talking with an agent whose office is going through a corporate-sponsored prospecting boot camp, complete with group cold-calling sessions and referral-begging contests.  She has chosen not to participate because these activities fall way outside her comfort zone; however, she admitted that the agents who are participating are experiencing some success; in fact, much more success than she has experienced in the last few months. Her associates have more listings than she does and appear to be working with more buyers than she is, so, while she's still not willing to participate in all the "fun," she's a little confused and frustrated.

We talked about it for awhile and both of us had the same aha! moment at precisely the same time. The agents who are participating in the boot camp, while using methods neither of us subscribe to, ARE getting their backsides out in the world, talking to people and keeping their activity levels high. Now, whether or not I agree with the tactics they're using (and from what I understand of them, I don't) isn't the point; the point is that her colleagues are DOING something to meet more people, while my agent friend, well, isn't, as she freely admits.

Okay, so back to the KLT Principle.

What are you doing to ensure that "more" people KNOW you? Anything? Or are you (like most of us!) resting on your existing database and quietly wondering why your business seems to stall so often?

Rest assured you DON'T have to do stuff you don't wanna do to meet people; you really don't! People are everywhere, not just sitting on the other end of a phone line waiting for your cold-call or even your warm-call; they aren't just visiting open houses on Sunday or responding to Craigslist ads or signing up for your IDX; they aren't just attending networking events or Chamber of Commerce gatherings. They're everywhere. Even places you'd enjoy being, too.

What can you do, within your comfort zone, to ensure that more of the world's people KNOW you? Without doing things you don't wanna do?

Ideas? Please share!

Next time, we'll chat about how many people LIKE you.


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For your agent friend, please let her know I've seen several people get out there, be themselves and pretty much double their business--primarily from this KLT Connection Principle. Send an article of interest, have mint tea and a scone with someone you like yourself or just call and say "hey" to a few people a day (or week if you need). It all works. It's all good! Sell With Soul!
Feb 10, 2011 01:01 AM #3
Michelle Francis
Tim Francis Realty LLC - Atlanta, GA
Realtor, Buckhead Atlanta Homes for Sale & Lease


So very true.  Great analysis, as I am not up for the cold calling.  Folks who know me do like and trust me in real estate, so a big part of what helps drive my business is keeping in touch with these folks.  

Also, very surprised by the number of folks who read my blog which I didn't expect. 

All the best, Michelle

Feb 10, 2011 01:01 AM #4
Charlie Dresen
Steamboat Sotheby's International Realty - Steamboat Springs, CO
Steamboat Springs, CO e-Pro

So true . . .  as long as you're likable and have something relevant to say.

I'm not exactly gregarious, nor do I seek out social opportunities and events, but feel I am approachable and have something to offer. So, spent several month of writing, editing, re-editing, I wrote a script for a video about me. Since so much is done online these days, I felt it was important to create a video that allows one to learn more about me 24/7. Take a look world, this is who I am.

Video intro of Charlie



Feb 10, 2011 01:03 AM #5
Sally Lawrence
Advantage Real Estate - Tehachapi, CA
Broker, CHS, e-Pro, SFR, REALTOR®

I really don't mind making cold calls, but I always seem more reluctant to make warm calls.  Go figure.  Actually, I think the reason is that I don't care if people that don't know me reject me but when people I do know reject me, that hurts.

I decided that community involvement was a worthwhile way to accomplish several things.  First, I get involved and have a better idea of what's going on in running my community.  Second, I get to meet and interact with people.

I started attending our monthly Commuinity Service District meetings about 15 months ago.  I'm closing a deal on a condo for someone I met there next week.

Saturday, I'm attending the neighborhood watch meeting for the first time.  I'll see whether or not that's something I'm interested in.

Next month, I'm starting the CERT (Community Emergency Response Team) training.  Hopefully, I'll meet more people and learn some useful stuff.

I'd like to find something that's a bit more recreational, but I haven't figured out what.  I really don't have much time for recreation.

Feb 10, 2011 01:04 AM #6
Retired from ActiveRain
Baker, OR

Jennifer, great post.  I've had discussion with a few of the Realtors that I work with along similar lines recently.  We need to be liked, trusted, and respected to earn those referrals.

Feb 10, 2011 01:29 AM #7
Larry O'Sullivan
Sandy, UT

Jennifer - I have been a proponent of KLT for many years (I had Bob Burg's principles in action in Australia before I moved to the US) as relationship marketing was my model. I still "mildly annoy" people with cold calling as part of my time plan but only when I have time to spare. My plan is to be active in meeting people, being known as having something of value to offer, and asking who they know who might appreciate my services. I  ensure there is action in what I do.

Feb 10, 2011 01:36 AM #8
Sue Gabriel
Cleveland, OH

I love this post!! So what exacly is a likable, not-in-your-face, trustworthy, competent -yet introverted - real estate agent to do?? Anxiously awaiting Part 2!

Feb 10, 2011 01:44 AM #9
Susan Haughton
Long and Foster REALTORS (703) 470-4545 - Alexandria, VA
Susan & Mindy Team...Honesty. Integrity. Results.

Such an excellent point - NOT doing those other activities is all fine and good, but the point is, you have to be doing SOMETHING! 

Feb 10, 2011 02:43 AM #10
John MacArthur
Century 21 Redwood - Washington, DC
Licensed Maryland/DC Realtor, Metro DC Homes

Now you tell me.... is it fair to share that many people ( myself included ) spend too much time fretting about what we don't do and too little time focusing on the things we should do. It is so easy to become paralyzed by the long list of things others do. If you spend time reviewing the list and pondering whether or not you might add the activity, you are spending time avoiding the things you are comfortable doing.

It is my opinion that we spend too much time considering what we might do and what we won't do. It is time consuming and non-productive. If any self analyzation should be occuring, it should involve why we are not doing the things we claim are within our comfort zone.

It is one thing to proclaim that you are a "sell with soul" type and quite another to actually practice your craft. Not being pushy, not being over bearing, not being intrusive and not all the things that are distasteful will not guarantee success unless you are working.

Selling with soul is not another term for sitting on the couch and waiting for the phone to ring.

It is very easy to let the thought that you don't like to make cold calls on the phone morph into you don't make phone calls. 

It is very easy to allow the thought that I can only work a certain way when all the conditions are perfect prevent you from ever working. 

Be very careful when determining your comfort level that you do not preclude things that are necessary for your success. When weeks between transactions stretch into months, work habits usually have been ignored and panic has created the feeling that nothing is working.

Everyday you wake up in this industry, you are no more than around 45 days from a paycheck.

Feb 10, 2011 03:35 AM #11
Joelle Embres - Parkland, FL
Re/Max Advisors

Hi Jennifer, I really like this post. I have been reading your blog and something you said in an earlier post really stuck with me."don't do anything that makes you feel icky" Forgive me if thats not verbatem.

I started a kind of new years resolution list the beginning of this year an one of the things  on it was to call FSBOS and expireds.

Even though I've had a lot of success with this in the past, I just couldn't bring myself to do it. I did find a way around it... I know people who need a little extra money(don't we all) and I'm having them call for me. Makes  them happy to earn a little extra money and makes me happy because it's getting done and I have met my resolution. AND, I don't have to do it and feel icky!

Also I am making sure I talk to three new people a day and let them know I sell  real estate. Accomplishes the goal of making new contacts and is well within my comfort zone. Great post. Thanks!

Feb 10, 2011 04:42 AM #12
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

We all do need to find a way to be "out there" and visible to the public in a way that lets them know  what we do...

Cold calling YUCK.... warm calling- not so bad.  Face to face- MUCH better!

Feb 10, 2011 05:26 AM #13
Donne Knudsen
Los Angeles & Ventura Counties in CA - Simi Valley, CA
CalState Realty Services

AMEN!!!  It is really that simple.  Even for the people cold calling it's pretty much the same numbers game:  "The more people I talk to the more real estate I will sell."

Feb 10, 2011 05:45 AM #14
Bob Jakowinicz
National Realty Centers Livonia--Bob Jakowinicz - Livonia, MI
Michigan Real Estate Agent-- MI RE Adventures

Good point.  Do what you love and mix just a little real estate in there so people know what you do and things should fall into a better place.  I have seen this done before and need to start practicing it myself 

Feb 10, 2011 08:46 AM #15
Don Wixom
RE/MAX Executives Nampa, ID - Nampa, ID
"Looking out for your next move..."tm

Jennifer, I believe capturing the contact info for the people you DO network with is essential. If you exchange business cards at a Chamber event, bring it back to the office, enter it into your database in the right category & follow up with calls, mailers, e-mails & hand-written notes.

This builds the KLT principle fast!

Feb 10, 2011 01:34 PM #16
Donna Nichter
HUNT Real Estate ERA - Hamburg - Hamburg, NY

D NichterGreat timing! I just left a message that I would not be attending the FSBO/exp meeting tomorrow and again feeling the twinge about folks who are doing it and making more progress than me. But, I had a blast at a community mixer of "green" business folks and advocates in my area and shook hands and gave out cards and am really excited to connect and learn more. Going to take a friend I haven't seen in quite sometime to a homeshow tomorrow. And to a birthday celebration drum circle Saturday and open house on Sunday. In the meantime I learn my territory, build skills, go to trainings, blog and social network. I'm trustung it will build and having fun too. And - keeping my options open - I learned a long time ago to "never say never"!


Feb 10, 2011 02:26 PM #17
Vicki Moore

Something that has worked for me is Meet Up.  I started a strictly social group where I don't talk about real estate unless I'm asked.  It's turned my social and professional life around.

Feb 10, 2011 03:31 PM #18
Karen L. Pietsch
Cary Property Pros - 4 Sale Realty, Inc. - Crystal Lake, IL
Cary Property Pros. Cary Property Pros Premier Real Estate

You asked for ideas .... well here goes.  I enjoy going to the movies with friends, I love to horseback ride and would love to have someone to go with, and many many more things.  Great idea.  I just have to get myself out from behind my computer "work" and get out there and connect with some more people in the areas I'm interested in and in things I love to do.  Thanks again, Jennifer.  Sometimes, we get so absorbed in the work needing to be done that we forget to go out and live a life that we need to have.  That's me, down to the core.  I need to ease on up, unwind and go out and enjoy myself with others.


Feb 19, 2011 02:27 AM #19
Happy Grasshopper
Happy Grasshopper - Tampa, FL

You know what my idea is - :) Thanks for giving us a shot, I'm looking forward fo more of your feedback.  I'd like to reblog this if I could - let me know - THANKS, Celeste

Mar 18, 2011 03:39 AM #20
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Please do reblog, Celeste! I signed up for the free trial just a few minutes ago, so I'm looking forward to seeing how it works!

Mar 18, 2011 03:51 AM #21
Pete Xavier
Investments to Luxury - Pacific Palisades, CA
Outstanding Agent Referrals-Nationwide

It is a numbers game, one needs to get out there and let their genuineness be known.

Aug 19, 2012 02:56 AM #22
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