This morning I read a lengthy article (not on AR) by someone who is billed as a trainer and marketing expert, among other things. I began reading thinking I could pick up some good tips to share with my newsletter subscribers.
Instead, I hoped that no new, inexperienced agents read it.
Perhaps this person’s methods do work for some, but the approach he recommended would have me asking an agent to please remove himself or herself from my property – immediately. Before I turned the dogs loose.
- Would YOU knock on a homeowner’s door and tell them that their listing has expired and you may want to add it to your listing inventory? Would you say you want to view the home to determine whether it meets the criteria of your discerning buyers?
- Would YOU offer to “spend 2 or 3 hours of my valuable time” preparing a market analysis – but only if they will commit to listing with you when they decide to re-list?
This writer says that email and direct mail do not work with FSBO’s or expired listings. You have to knock on the door. But he did remind me of another trainer who recommends beginning a prospecting letter with the words “I know you want to sell your house.”
Both of these trainers bother me because the methods they recommend are arrogant, presumptive, and all about the agent.
As students of marketing, we know that good marketing is all about the prospect.
Approaching someone to say “I know” or “I want” is a sure way to be rejected. Prospects don’t give a hoot what you want, and they’re only interested in what you know if you’re answering a question that’s on their minds.
As I said, perhaps arrogance works for some people – with some prospects. But why take the chance?
Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net
Marte Cliff one of the interesting things I've found, Marte, is that so many of these fools (oops, experts), haven't sold a stick of real estate in heaven knows how long.