To Be Successful In Sales You have To Market Yourself

Mortgage and Lending with George Souto NMLS #65149 FHA, CHFA, VA Mortgages NMLS #65149

I have been involved in sales for over 37 years now.  During those 37 years, I have attend several seminars, and listen to even more presentations on how to be successful in sales.  Two thing that always comes through loud and clear, and are common in every presentation that I have listened to, is that in order To Be Successful In Sales You have To Market Yourself.  The other is that most of the  presenters seem to present the process of marketing yourself much more complicated than it needs to be. 

The methods that I have found to market myself that have worked the best, are the ones that are the most simple, but utilize a lot of common sense.  For me the most effective suggestions would be:

  • Product Knowledge - you cannot sell effectively what you do not know or understand.  If you know your product better than anyone else, it comes through with every word you say.  You don't have to tell others how knowledgeable you are about the product, it will be obvious.
  • Know Your Customers - Know what their needs and expectations are.  This means you have to:
    • Listen, there is a reason why we have two ears, but just one mouth, and
    • Maintain contact by following up with your customers often.
  • Be Unique - Make your customers feel that you are able to do for them what know one else can, and you will create Raving Fans.
  •  Be Visible - this means that you have to be out in the community and make yourself a part of the life of the community.  Network whenever possible, and participate in community events.
  • Be Persistent - don't give up the first time something fails, give it a chance.  Not everything is an instant success, in fact the things that are most successful are the ones that we continuously work at.
  • Have A Plan - it is best if you write down what you want to do and how you want to accomplish it.  In order to get to where your going you need a map with clear directions of how to get there.

It is that simple, and most of what I listed above requires very little money to do, but it does require a major investment of yourself.  Don't over think things, and keep it simple.  To Be Successful In Sales You have To  Market Yourself, and if you truly follow through on the six suggestion above you will accomplish that.


 Info about the author:

George Souto is a Loan Officer who can assist you with all your FHA, CHFA, and Conventional mortgage needs in Connecticut. George resides in Middlesex County which includes Middletown, Middlefield, Durham, Cromwell, Portland, Higganum, Haddam, East Haddam, Chester, Deep River, and Essex. George can be contacted at (860) 573-1308 or

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 Info about the author:

George Souto NMLS# 65149 is a Loan Originator who is licensed in #CT, #RI, #MA, #NH, & #FL and can assist you with all your #FHA, #Conventional, #VA, #USDA, and #State Bonded Progam #mortgage needs in #CT, #RI, #MA, #NH, & #FL. George resides in Middlesex County which includes #Middletown, #Old Saybrook, #Middlefield, #Durham, #Cromwell, #Portland, #Higganum, #Haddam, #East Haddam, #Moodus, #Chester, #Deep River, and #Essex. George can be contacted at (860) 573-1308 or


Re-Blogged 6 times:

Re-Blogged By Re-Blogged At
  1. Dale Taylor 01/08/2013 10:12 PM
  2. Fred Griffin Tallahassee Real Estate 01/10/2013 12:50 PM
  3. Winston Heverly 04/09/2013 12:46 AM
  4. Charles Stallions 04/20/2013 10:30 PM
  5. Laura Cerrano 05/30/2013 09:28 PM
  6. Esther Preston 03/30/2015 09:56 AM
Real Estate Sales and Marketing
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John Dotson
Preferred Properties of Highlands, Inc. - Highlands, NC - Highlands, NC
The experience to get you to the other side!

If you don't market/sell yourself, no one else will do it for you.  Persistance is the KEY.

A great set of guidelines.

Jan 09, 2013 12:28 AM #42
Wayne B. Pruner
Oregon First - Tigard, OR
Tigard Oregon Homes for Sale, Realtor, GRI
This is a good reminder for me. Probably my greatest weakness is my inattention to self promotion.
Jan 09, 2013 12:32 AM #43
Evelyn Kennedy
Alain Pinel Realtors - Alameda, CA
Alameda, Real Estate, Alameda, CA


Such simple but important advice on how to market yourself.  If we would all do what you say we will become known as the go to Realtor.

Jan 09, 2013 01:16 AM #44
T Carter Maudsley
Equity Real Estate - Solid, Salt Lake City, Utah - Salt Lake City, UT
Salt Lake Area Realtor

Great reminder, George. One thought that has stuck with me for years is from a former broker; "Your prospective clients don't care how much you know until they know how much you care." I think that we all try to present ourselves to prospects as experts without realizing that it doesn't matter to them how much of an expert we are unless the future client feels a sense of concern for them and their interests.

Jan 09, 2013 01:35 AM #45
Hella Mitschke Rothwell
(831) 626-4000 - Honolulu, HI
Hawaii & California Real Estate Broker
France's, one of the commenters, says that sales is a contact sport. That's my belief. You need a good product which in real estate is your knowledge, but after that is contact. And that means personal. I am the best cold caller I know.
Jan 09, 2013 03:09 AM #46
Nancy Middleton
Counselor Realty, Inc. - Excelsior, MN
Nancy Middleton, Counselor Realty, Minnetonka, MN

Good post, George. I'd add,  As David Knox said long ago, "Prospects can Smell Commission Breathe," so be honest and a person of integrity and make your service all about THEM, not about you.  Your knowledge, experience, and confidence will be evident when you stick to knowing your products and the neighborhoods where you work.

Jan 09, 2013 03:09 AM #47
Dennis Hearing
Clear 2 Close Home Loans Home Loans - Mortgage Broker Florida - Fort Lauderdale, FL
Mortgage Broker Florida

Great post George, for sure. ABS Always Be Selling...youself, for sure. Truly is a contact sport, get out and meet people as well, face to face, for us loan officers is even more of a challenge sometimes...

Have a happy and prosperous 2013!

Jan 09, 2013 03:18 AM #48
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lots of good advice here George. You simply can't make it if you hold yourself aloof from your prospects/clients and their concerns.

Jan 09, 2013 03:25 AM #49
Amanda S. Davidson
Amanda Davidson Real Estate Group Brokered By eXp Realty - Alexandria, VA
Alexandria Virginia Homes For Sale

George- I'm late to the show but, what a great job you did on this post. It really is the simple things that work. Having a plan and creating raving fans are the two that stick out most to me. You can't have too many raving clients!

Jan 09, 2013 03:58 AM #50
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear George,

Great points. Sometimes, if you need new clients, putting on your name tag and going shopping at the hardware store can be all the doctor ordered.

Jan 09, 2013 07:32 AM #51
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Christine, unique does not have to be difficult if we are ourselves, and are the best that we can be.  You are unique :)

Wallace that is very smart.  We cannot let our business be dependent on someone else.

Maria that is a presence :)

Bill and you still do an excellent job at doing that.

Frank that is a good assessment.

Ron, 500 pound telephone, I have not heard it referred to that way before, but it does feel like 500 pounds when you don't want to make the call :)

John, it all starts with the basics and then you build from there.  But no matter how much you build, the basics always have to be a part of what you do.

Rob and we can all do that if we try.

Mary name recognition is priceless.

John thank you.

Jan 09, 2013 08:09 AM #52
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Wayne you cannot afford to do that, you need to put yourself out there and make yourself know to everyone in your market area.

Evelyn I agree, and every Realtor should be striving to be that go to Realtor.

T Carter that has a lot of truth in it.

Hella I consider myself also a very good call caller.  I was told when I first started in sales that I need to get out there and press the skin.  There is no replacing that hand shake!

Nancy that is very well put.

Dennis that is why it is even more important for us to do it.

Marte it is a must and the sooner we come to that realization the quicker we can achieve the success that we want.

Amenda, Amen to that.

Dorte I like that :)

Jan 09, 2013 08:19 AM #53
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi George, we agree.  Our cartoon logo was one of the first things created.  It is recognized almost everywhere.

Jan 10, 2013 04:14 AM #54
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

George, every point you make is of tremendous value and easily accomplished!  Thanks for the January reminder!

Jan 10, 2013 01:58 PM #55
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

George, having a plan is most important of all your suggestions - which can lead to remaining 5. One must be intentional about his/her own business...

Jan 10, 2013 02:17 PM #56
Steve Higgins
RE/MAX Kelowna - Kelowna, BC

Hi George,

Good post and great points. Thanks for the information. As I said in another post I plan to do a lot more marketing this year.

Jan 12, 2013 09:23 AM #57
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Agreed.  I am not a "smooth operator" but I know my market and I have my niche and people come to me for help.  

Jan 17, 2013 01:58 AM #58
Sherry Swift
Realty One Group - Dana Point, CA
Helping Buyer and Sellers in the 949 since 1999

Thanks for he reminder to not give up! Persistence is crucial :)

Jan 21, 2013 05:25 PM #59
Dagny Eason
Dagny's Real Estate - Wilton, CT
Fairfield County CT, CDPE Homes For Sale and Condo

George- Great post!    It is all so true!    Knowledge is power, and people want to work with people they trust and  know ...

May 31, 2013 07:25 PM #60
Troy Erickson AZ Realtor (602) 295-6807
Good Company Real Estate - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

George - I believe this to be true, and could be a little more visible, getting out and about more in my community.

Mar 30, 2015 01:41 PM #61
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