Real Estate Sales or Real Estate Marketers

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So tell me this --listing agents.  Are we in sales or marketing of homes -- tell me what it is that would make one a sales professional as opposed to a marketing pro?

To me in my very long life so far.... a sales pro is one that represents a product that has features and benefits associated with it.  A car, a bicycle, a software program, etc.

But in those types of sales jobs the idea of selling ONE product is what happens...the idea of oh, say....If my prospect says to me and actually convinces me that the product I am attempting to sell to them is not "their cup of tea"----would I have the ability to sell them the OTHER product that I don't represent?  Of course not....mostly not I should say.

Real Estate has a unique ability to sell ANYTHING or any house that exists soooooooo maybe we should be called Real Estate Concierges? or rather Real Estate Show-ers? or perhaps Real Estate leeches.

Interestingly many sellers out there believe that agents are leeches and just climb on board and make 6% for nothing. This attitude is hardly news to many in this biz but I offer a different approach that perhaps may be of comfort.

We are Real Estate Marketers and legal representatives for the seller OR buyer.  Once the idea that the dreaded "SALES" word is associated with our name we generally knock off 40-50% of our potential clients because of the SALES WORD prejudice. Of course they won't tell you that but believe me--- a lot think it.

So until someone makes a hammer that we can hit someone over the head to actually make them be honest about their "feeeeeeeeelings" about certain words....let's do something different.

How about branding yourself as THE marketing genius, THE Marketing guru, THE marketing king with a CYA degree. CYA meaning for the client. 

OUTSTANDING you say? Well kinda. This is actually what the best agents in the business are already doing and have been for years.  The only difference now is where they put up their "storefront" to show off their abilities.  Being ensconced in a huge or even small office with a brokers name on it doesn't make one an agent that excels per-say.

An enormous work ethic is number 1 and a smart and relentless marketing campaign that shows your value is number 2 and knowing the industry inside and out is number 3.  All of these things will launch you quickly into a position of power and earnestness that people with see and then trust you with all of their needs when it comes to ANY real estate transaction.

The people that "play in" this business are the ones that have created the bad ideas and prejudices towards us. And since we as true professionals have effectively "let" it happen without countering the prejudice over the years, these little untoward definitions as I mentioned above have taken hold.

 ERGO...the only way to make a difference in anything is to straighten up our own houses and do it right MAKE the definitions ourselves instead of letting others do it for us.  When people see us doing it right they will emulate it and so on and so on.


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Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

Very interesting David, I must admit.  It is about marketing and nothing else, about marketing us, our business and ultimately our listings.  I don't consider myself a sales person and it is evident by my lack of the well known "pushy personality".  Any examples of good "storefronts"?


Feb 11, 2007 07:11 AM #1
David Abernathy
Waterfront Properties & Club Communities - Jupiter, FL
Palm Beach County Real Estate

Amen - I encourage our team to promote themselves as Marketing Specialist!

I see our first task as marketing for our listing clients!

David Abernathy
I usually don't use our logo in comments - thought it was on topic for this post

Feb 11, 2007 07:21 AM #2
David Brayton
RealEstate Planet powered by TourFactory - Valencia, CA

Here are a couple to check out:

I thought 2 was enough to make the point.  And YES Mr. Abernathy marketing the CLIENTS property is number one and marketing yourself is number 2 in my book.  The former begets and solidifies the latter.


Feb 11, 2007 07:24 AM #3
Rich Kruse
Gryphon USA, Ltd. - Columbus, OH
Definately a marketing specialist.  You need to market the property so you can get it noticed.  Unless it is noticed, noboday knows to buy it.  Same thing on a personal or corporate level.  We market our services so we can procure a client so we can market property.  It is all about marketing
Feb 11, 2007 07:39 AM #4
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

I really liked Neal's site - especially the colors (green and orange are Miami Hurricanes' colors) - thanks for sharing.

And to add to marketing the client's property - nothing says more about the agent than good quality printing and marketing.

Feb 11, 2007 12:57 PM #5
Robert Smith
Preview Properties, PC - - Brighton, MI
SRES, Search for Homes Brighton-Howell-SE Michigan
I think we are both.  Without being pushy or overly aggressive, a knowledge of basic sales techniques will help you serve your clients - the sellers and the buyers.  It does take a lot more marketing to get properties noticed, but that alone is not enough to sell.  Whether you are working with a buyer or a seller, you still have to know how to discuss pros and cons, show them where the value is in a deal, and help them get enough information to make a decision.
Feb 12, 2007 02:55 AM #6
Chris Bradford
Bradford Realty Group - McDonough, GA
Bradford Realty Group: Henry County, Georgia

According to Marketing is:

"the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling"

I would say that just about covers it all, except production.

Personally, I consider marketing a little more general and sales a little more specific.

Marketing is doing everything possible to present the product or service in the best possible light to consumers in general. It is generating curiosity and interest among a group and retaining current customers with exemplary service and follow-up offers.

Sales, although a part of marketing is more specific. It is single consumer focused. It is recognizing the needs and concerns of a specific party and presenting the product or services in the best possible light to that specific party.

Marketing can be compared to a General in a war. The general directs the overall direction battle. He develops strategies for success and directs the execution of those strategies.

Sales is the front lime Private in the trenches. Facing the enemy nose to nose. It is an act of individualism. An act of personal survival. It is the acts of the individual Private that, in the end, determines the success of the General.

Jonesboro, Georgia Real Estate 


Feb 13, 2007 11:20 PM #7
Lee Jinks
Jinks Realty - McAllen, TX
I've never been one to get caught up in words.  I don't like sales people, so I won't be one.  I tell my sellers that their job is to price the property (from data I provide) and my job is to market it well so more people know about it.  Even as a buyer's agent, I won't push because I don't like to be pushed.  I feel my job is to help them make an informed decision.  Maybe that's why other agents make more in this business than I do.  I closed 34 transactions last year so you can judge how my philosophy works compared to yours.
Feb 14, 2007 02:56 AM #8
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