Why I hope you won’t listen to this trainer…

By
Services for Real Estate Pros with Marte Cliff Copywriting

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.horrified by a trainer's marketing advice

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

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Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kat Palmiotti Exactly.

Nina Hollander Any fool can claim to be an expert - and they do!

Realty Pack People who claim they "know best" without even knowing the situation are nothing but an annoyance.

 

Apr 11, 2020 08:19 AM #16
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Andrew Mooers | 207.532.6573 Your comment made me chuckle because I pictured myself holding back an angry-sounding dog. Only 1, but there's 100 pounds of her. I don't think she'd actually attack anyone, but she sure lets strangers know they need to back off.

Apr 11, 2020 08:21 AM #17
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sheri Sperry - MCNE® I do sometimes wonder how some people can sleep at night - even people who deliberately give terrible advice to the unsuspecting. It's not nice at all.

Apr 11, 2020 08:23 AM #18
Rainmaker
799,146
Candice A. Donofrio
Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker - Fort Mohave, AZ
928-201-4BHC (4242) call/text

LORD!

Who on EARTH would that work on?

I suspect 'that trainer' is using their own playbook 

which is why they're not SELLING anything but the training.

 

Apr 11, 2020 09:22 AM #19
Ambassador
2,817,809
Liz and Bill Spear
RE/MAX Elite 513.520.5305 www.LizTour.com - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Those tactics irritate the hell out of me.  Let me see if your home matches one of my buyers????  The home was just on the market for 6 months, if you had a buyer, you should have ALREADY brought them through if the home was a match.

And right now, door knocking is the LAST thing anyone in coronavirus times wants if they're a home seller.

Apr 11, 2020 09:28 AM #20
Rainmaker
910,546
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

I find very few trainers put themselves in the shoes of a seller ever. So many scripts I find are made to force the seller to answer yes to ongoing questions. I like Chris Voss's negotitation training, an ex-FBI negotiator who actually works for No. He says it gives the person a feeling of power and control over the negotiations being able to say No. And I agree totally with that. Thanks for your outlook on this trainer.

Apr 11, 2020 09:37 AM #21
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander I wonder if they EVER sold a stick of real estate.

Candice A. Donofrio I can't imagine who would respond positively. No one I know, that's for sure.

Liz and Bill Spear Yes - that reminds me of the agent who contacted us to say he now had a potentia buyer for my son's duplex - after his listing had expired after 6 months and no showings. When I told him to contact the new agent we never heard another word.

Apr 11, 2020 10:12 AM #22
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Liz and Bill Spear Forgot to say - you're absoutely right. In today's climate, door knockers would NOT be welcome, and homeowners certainly wouldn't invite them in for a look around.

Nick Vandekar, 610-203-4543 Theirs looks to me to be the "bully" approach. Just shove people into doing as you wish. Not nice!

I don't know about Chris Voss - sounds like I should learn about him!

Apr 11, 2020 10:15 AM #23
Rainer
160,756
Adam Feinberg
ANCHOR ASSOCIATES - Manhattan, NY
NYC Condo, Co-op, and Townhouse specialist

It's against REBNY rules (REBNY is NYC's version of the NAR- but specific to us) to do what this person is suggesting. Many buildings here are also doorman- and you can't knock on the owner's door. That said- If I was the owner being pitched, and they did knock on my door- I would kick them out of the building.

Apr 11, 2020 03:38 PM #24
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Adam Feinberg I imagine things are quite a bit different when you live in buildings with doormen. That would be a nice protection from bothersome people. I can't complain - I live far enough out of town that the only strangers who knock on my door are either lost or wanting to save my soul.

Like you - if someone came with that kind of pitch I would chase them away.

Apr 11, 2020 08:54 PM #25
Ambassador
2,946,737
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

I would never hire anyone who knocked on my door.  And I doubt if they would ever come back on my property.

Apr 11, 2020 10:49 PM #26
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Tammy Lankford, I'm chuckling - picturing you tossing someone into the street.

Apr 12, 2020 08:19 AM #27
Rainmaker
704,446
Peter Mohylsky. The Santa Rosa Beach Expert
PrimeSouth Properties - Santa Rosa Beach, FL
THE BEACH IS OPEN

It takes all types, and if the shoe fits... But no, that is not an avenue I would recommend.  I lead with how can I help, and i might not be able to help everyone,  

Apr 12, 2020 09:27 AM #28
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Peter Mohylsky, The Beach is closed but I am open. I think leading with how you can help is the best idea of all.

Apr 12, 2020 10:53 AM #29
Rainmaker
426,903
Graziella Bruner
NCS Premier Real Estate - Detroit, MI
Associate Broker - Serving Wayne & Oakland County

Excellent and great points. When someone opens their mouth with "I know" or "I want" or even, "If I were you, I would"  that's when I know to step back, take a "woosaw" moment and just let them talk and walk away. And You're so right, it's a quick way to get rejected. 

Apr 12, 2020 01:01 PM #30
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Graziella Bruner If you ask their opinion, fine. If not, they should keep it to themselves.

Apr 12, 2020 02:44 PM #31
Rainer
330,964
AndreaBFerreira CRS - SRS - CLHMS
Keyes Co. - Davie, FL
Miami Dade, Broward and Palm Beach County in FL

It s amazing how people can be out of touch. I’m curious to see the “success rate” of someone using this method. Definitely not mine. It’s not about me, it’s about them... that is my mantra. Be safe

Apr 13, 2020 02:36 AM #32
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

AndreaBFerreira CRS - SRS - CLHMS The more I think about that writer, the more I wonder if he has ever even tried to sell real estate. I'm doubting it.

Apr 13, 2020 04:33 PM #33
Rainer
6,831
Judy Aubuchon
Classique Properties - Satellite Beach, FL

I often wonder if some of these so called trainers have ever sold real estate...then again, I believe they may have “tried”... and failed.

Apr 14, 2020 12:42 PM #34
Rainmaker
1,602,209
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Judy Aubuchon I think you may be exactly right. Maybe the reason they failed was that they followed their own bad advice!

Apr 14, 2020 12:57 PM #35
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