But if you really believe real estate is a people business, then any effort you make to better understand yourself and how others tick will make your business flow and your bank account grow.

Fortunately, a couple of social scientists have developed tools that can help you shed light on the mystery of human behavior and get a better handle on personalities…yours and others’.

For example, Wilson Learning’s “Social Styles” puts personalities into four quadrants designed to help you work with individuals in different situations.

The Enneagram Personality Insight for Business sends you on a journey of personal and organizational discovery so you can mesh easier with others.

And the Fundamental Interpersonal Relations Orientation Behavior program uncovers how your needs affect your behavior towards others.

All have received rave reviews.

But the one I’ve found to be particularly useful in real estate is the DISC profiling system (Dominance, Influence, Steadiness and Compliance).

D relates to control, power and assertiveness.

I looks at how a person approaches social situations.

S is the factor of patience, persistence and thoughtfulness.

C describes a person’s approach to structure and organization.

DISC can help you identify your behavioral profile, appreciate different profiles and capitalize on your own behavioral strengths.

It can also help you anticipate and minimize potential conflicts, hire the right people and manage people in sales environments…all essential tasks in real estate.

Bob Corcoran introduced DISC to one of his clients, Valerie Hunter-Kelly, a Realtor in Clarksville, TN, when she and Bob met about three years ago. She says it has helped her better understand how to relate to co-workers and clients on their level.

“Before, I just communicated based on my personality style, but now I understand others’ personalities so I don’t get as frustrated with them as much because I understand it’s not personal it’s just the way they communicate.”

Hunter-Kelly says she now identifies every client’s personality type based on her understanding of the DISC and then shares that information with the staff member who’s charged with helping the client get to closing.

“I always ask my buyers’ agent what the client’s personality profile is because I know it helps close deals,” she says.

She says now when a problem arises, it’s typically because the agent doesn’t know the client’s personality style.

“As soon as I meet anyone, I automatically identify their personality type so I’ll know how to relate to them,” she says. “It’s just a natural part of what I do now.”

Yes, understanding people, listening to their needs and wants and responding appropriately all take a lot of work and attention. But because this is a people business, it’s simply a must.

And the better at it you become, the better living you’ll make as an agent or broker. I promise.

So tell me, have you filled out any of these personality profile tests? What did you think?

*Bob Corcoran is a nationally recognized speaker who is the founder of Corcoran Consulting, an international consulting & coaching company that specializes in performance coaching, and the implementation of sound business systems.

And if you like what you read, subscribe to the real estate marketing blog by email or news feed.

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Because if it’s been said once, it’s been said a million times: real estate is a people business. And oh how much easier work and life would be if we just understood people.

Yes, humans are terribly complex, often unpredictable and sometimes just plain difficult. There’s the client who insists on knowing everything (and I mean everything) you do as you go about selling his house. Enough to drive some Realtors absolutely bonkers.

Then there’s your buyer’s agent who doesn’t tell you anything unless you pry it out of her with a crowbar.

People. You just never know.

I really believe real estate is a people business, then any effort you make at better understanding yourself and how others tick will make your business flow and your bank account grow.

And fortunately social scientists have developed tools that can help you shed light on the mystery of human behavior and get a better handle on personalities—yours and others.

Next post we will explore some of these great tools.

And if you like what you read, subscribe to the real estate marketing blog by email or news feed.

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George Orwell, the English author of 1984, Animal Farm and other classics, has six rules of writing.

You need to know this: These rules are all gems and can turn you into a ruthless copywriter. A killer blogger. A writer with dangerous copy chops.

But what do they have to do with generating leads? Simple. Use these rules when writing ads and you’ll create tight little advertisements that boost your conversion.

Combine it with one of the most powerful IVR ad formulas…and you’ll be unstoppable.

Here’s the deal: Once you read these rules, take the challenge below. You’ll definitely want to give it a try:

1. Never use a metaphor, simile, or other figure of speech that you are used to seeing in print.

2. Never use a long word where a short one will do.

3. If it is possible to cut a word out, always cut it out.

4. Never use the passive voice when you can use the active

5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday equivalent.

6. Break any of these rules sooner than say anything outright barbarous!

What’d you think? Pretty simple, right? That’s the beauty of his advice. The cool thing is–it works. Want proof? Try this.

So here’s the challenge: Take any page from your website…any sales letter…any brochure…any long piece of copy you might have.

Have someone read it. Get their reaction. After they’ve read it, go rewrite the piece based on Orwell’s advice. Then give it back to that person.

And see what they think. Then come back here and tell me their response. I look forward to hearing from you!

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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And I have to say–not sure why I waited so long.

But let’s get one thing straight: I don’t have any delusions on what Twitter can accomplish.

I don’t think it will change my life. Or make my business better. Or even lead to increased leads…

Some might call that cynical. I choose to say it’s realistic.

So why am I on Twitter? What do I hope to get out of posting on Twitter?

Great question. Here’s my answer: To create and nurture relationships. To give you something valuable. And, of course, to have a little fun.

See, I’m convinced that Twitter is nothing more than a non-stop cocktail party. Sure, the traffic slows at 3 AM…but it’s running with a full head of steam from 6 AM to 12 AM.

And just like a cocktail party, you don’t get to know people deeply. You simply mingle, swap hellos, share ideas, glean tips.

That’s the point.

Not to say a relationship over Twitter couldn’t lead to something bigger.

I’ve seen that happen plenty of times–with people picking up book deals, developing CRM models and scooping news stories.

Or someone’s Twitter flirting lead into some pretty lucrative partnership. It happens, folks.

And I’m hoping to enjoy a little bit of the fun that happens on Twitter.

But most importantly I hope to add large amounts of value to you…whether by sharing interesting articles I find, re-tweeting great links or quotes or unpacking my own ideas [in 140 characters or less].

So, if you’re not yet, follow me on Twitter. And I promise to follow you. I look forward to getting to know you.

So that means short sentences and short words.

But how do you do that if you’re not a natural born writer? Great question.

Fortunately Microsoft Word comes with a handy tool call Readability Statistics that will make writing simple, clear copy easy.

When you run this tool after you’ve written your copy, you get some pretty useful information. For example, you’ll learn:

• Number of words, paragraphs, characters and sentences.

• Number of sentences per paragraph, words per sentence and characters per words.

• Percentage of passive sentences, reading ease and grade level.

What you really want to pay attention to is that last bullet. For example:

• When it comes to passive sentences, shoot for about 10% or below.

• Reading ease, the percentage should be higher.

• And grade level, aim for about 5th to 6th grade level.

Bottom line, your readers should be able to skim your copy quickly and understand immediately what you are trying to say. And the best way to do that is write smart–but not too smart!

Got any other great tricks to simplify writing? Go ahead and share them.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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It’s overwhelming just thinking about it. No wonder most people opt to have a real estate agent help them buy or sell.

But let me ask you a question: How often have you promoted the fact that you can make the buying and selling process easy? If you answer “Not much,” I think it’s about time to change your tune. Let me show you what I mean.

Here’s Bruce Horovitz from USA Today:

“If 2009’s hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives, or ingredients.

“While the trend is taking hold in many product categories, including health and beauty items, nowhere is it more apparent than with things we eat and drink.”

Now, a simple food is hard to do. You can’t really make a mass-produced product like vegetable beef soup or macaroni and cheese taste as good as something that comes fresh from your kitchen.

So you work a little advertising magic. One way to do that is put forth in a book called Simplicity Marketing. Here’s Publisher’s Weekly comment:

In an age when Crest toothpaste comes in 45 varieties, consumers long for companies that make life easier by reducing choices, claim Cristol, a marketing consultant, and Sealey, a former global marketing director at Coca-Cola.

Playing off the four “P”s (product, price, promotion and placement) that many marketers use to hone their strategic thinking, Cristol and Sealey have come up with four “R”s.

The four Rs are Replace, Repackage, Reposition and Replenish. Let’s look how you could use this formula to craft your marketing message in 2010 to attract the prospect that’s interested in simplicity.

Replace is simply a short way of compressing two products into one. Think 2-and-1 shampoo and conditioner. In a real estate context this could mean offering to help people buy their next house while you sell their current one. I’ve seen agents drop their commission with the promise that their clients commit to letting the agent help find their next house.

Repackage could mean simply handling just one part of the transaction–like a discount shop.

Reposition just means promoting you yourself as standing for simplicity itself. Remember Honda’s slogan: “We make it simple”? You could do the same.

Replenish basically means you perform and provide the same high-level of service before, during and after a transaction. In addition, if you have a team, this means that they will provide the same level of service before, during and after a transaction as you would.

The bottom line is this: Promote the fact that the process of buying or selling a home with you will be simple, easy and carefree.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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That means they don’t care about the car you drive. How many houses you sold. The number of awards you’ve won. What school you went to. Who you work for or how long you’ve been in the business.

All they want to know is this: What’s in it for me?

The sooner you recognize that, the sooner you’ll jump-start your leads, pump up your production and revive your career.

Listen. I can’t think of any better piece of advice to give you as a real estate agent–heck, as a person–than what I’m about to share.

In fact, follow this piece of advice and I guarantee you that not only will business pick up for you–but your life will gain an increasing amount of happiness, confidence and fun.

Because what I’m talking about is really the secret for good living. It’s paradoxical and goes against the grain of what people will tell you. But here’s the deal: It works.

Follow this advice and the following three rules that follow from it and your leads and production will take a leap forward the moment you start.

The piece of advice is this: Don’t focus on you. Focus on people. Here are some rules to help you live that out.

Rule One: People Hate to Be Sold–But Love to Buy

People want control. Buying suggests control. Being sold is just the opposite. People feel under pressure. Out of control.

And what do people do when they feel out of control? Either fight or run. You want to avoid that.

So how do you put people in the buying mood? Simple. You identify their problems and desires…and then show them how you can solve those problems and satisfy those wants.

The Problem-Agitate-Solve formula is a perfect example of this.

If you want to attract sellers, tell them that you can sell their home for the most money in the least amount of time. Two things sellers want: A fast sale and high value for their home.

Thing is, if you don’t think you can do that for someone…don’t offer to. You’ll set yourself up for failure…and that’s not good for your reputation.

Now, if you want to attract buyers, convince them that you can help them buy the most home for the least amount of dollars. Convince them that you can get them in a home they never dreamed they could afford. Show them that you can find the a family-friendly neighborhood…or an urban, upscale home near the theater and museum.

The point is, find out what they love and want…and tell them you can help them satisfy those desires.

Rule Two: Emotions Drive People’s Buying Decisions…Not Logic

Even though top-notch trainers spout this one a lot, few people really get it right .

Regardless of what your client tells you…no one buys or sells a home with logic. No. People buy or sell on emotional reasons. That’s why it’s so important to connect with people’s emotions.

How do you do that? Start with the seven deadly sins: fear, greed, vanity, lust, pride, envy and laziness.

Some people want to keep up with the Joneses [envy]. Others want to be better than the Joneses [vanity]. And still others want away from the Joneses [fear].

Your job is to spot the dominant emotion…and stoke it.

How do you do this? Ask questions and listen. Then ask more questions. And you know you’re getting close to a dominant emotion when they start to share feelings.

It’s that dominant emotion you’ll need to focus on when you need to close a deal.

Rule Three: People Use Logic to Justify Their Buying Decisions

Don’t stop with the emotions, though. Once they close the deal, their rational side will kick in to start questioning their decision. That’s when you need to cut off any kind of remorse right away.

Here’s a couple ways you could do that:

“Hey, we couldn’t pass up the $8,000 tax credit on this house.” Emotional reason: It’s 125 square feet bigger than Joneses.

“Hey, it’s almost $200,000 more than we wanted to spend, but we couldn’t pass up the finished basement on this baby!” Emotional reason: I wanted a bigger house than my boss.

“Sure the mortgage payments will spread us thin, but it’s close to better schools.” Emotional reason: The neighborhood was getting dangerous.

You get the picture? Good. Now, master these three rules and your career and life will gradually get better and better.

Like what you read? Leave a comment if this post was helpful or if you have anything you’d like to add.

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Understand, most buyers are looking for things in a new home that they DON’T have in their current homes.

Maybe it’s nothing more than a master bedroom. Or a fireplace. Or simply space. Then again, they may be nosing around for a showcase living room…you know, a living room you’d find in a major magazine.

If you can make the whole house look that way…then you should be looking at multiple offers. Here are a few steps

1. Everything should be clean. The furniture. The window sills. The appliances. All parts of the house should pass the white glove test.

2. Simplify. Every room should be expansive and airy. No clutter. If it’s a living room, keep the sofa, coffee table and flat screen. If it’s a bedroom, keep the bed and a dresser. That’s it. Put everything else in storage.

3. Remove family photos. Nothing personal, but you never see family photos on the walls of the homes in home design magazines, do you? You only see art.

4. Borrow some great paintings and large photographs of nature or an urban region from friends and families. And decorate the walls.

5. Paint. You can work some serious magic if you paint. This is a must do. But keep it neutral.

6. Bed linens. Borrow or buy some plump, fresh linens and pillows for the beds.

7. Remove the blinds and drape over-sized curtains from poles.

8. Invest in some large rugs. Rugs are great for covering up spots and anchoring a room with some depth and color.

9. Minimize the landscaping. Too much of it and you’ll give the person who doesn’t like to landscape an excuse to put this home on the back burner. Yes, good landscaping creates great curb appeal. Too much of it, though, and you create fear in some people.

10. Buy a kick-ass cool front door. Buyers are going to spend a minute or two at your front door while the agent fumbles with the lock box. You want that first impression to growl and say, “You know you want to come in.”

Staging a home might sound like a lot of work. But it’s worth every penny. In fact, you might stage the home and not want to leave. Better yet, you might sell the home in record time. Which is what you want.

Like what you read? Leave a comment if this post was helpful or if you have anything you’d like to add.

And if you like what you read, subscribe to the real estate marketing Blog by email or news feed.

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What they don’t realize is how much business they could KEEP if they simply followed up with past customers.

Let me ask you a question: How would you react if you got a call from the guy who sold you your car to make sure everything was going okay?

How would you react if your dentist called you the day after a root canal to make sure you were out of pain?

How would you react if a manager at a nice restaurant phoned you up to let you know they can reserve a spot for you on Valentine’s Day?..

How would you react if the gal who cuts your hair sent you an email with a survey, looking for comments and suggestions?

Some business people tell me that’s looking for trouble. I’m sorry, but I couldn’t disagree more. In fact, I think it’s looking for just the opposite: rapport, loyalty, satisfaction and repeat business.

See, if follow-up turns up a lot of dissatisfaction, then obviously you need to make some serious changes because the dissatisfaction was there whether you discovered it or not.

But more than likely that won’t happen. If it does, simply apologize and thank them profusely for being honest and promise them that you will make that change. Then…and here’s the kicker…ask them if they would give you feedback in the future as you make these changes.

People love to give their opinions, so you’re usually going to get a yes.

Danny Kennedy said it best:

Recognition and appreciation can be very powerful and very inexpensive as a marketing strategy. It is true that comprehensive follow-up and follow-through may reveal some inadequacies in your business operation and that’s good if you use those discoveries as impetus for improvement.

Of course every business, no matter how well managed, will have to deal with dissatisfied even angry customers from time to time.

Sometimes the customer is justified in his complaints other times he is not. But the mere handling of the dissatisfied is just another way to get people to love you and avoid using the competition.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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Both you and I know that you’re a real estate agent. Both you and I know that you’ve probably taken a beating this year and deserve a little fun…

A little time where you can let your hair down–if you have hair–and be yourself and not think about business.

You know what? Tough. You need to work tonight. But there’s hitch.

Have a blast.

Have a blast while you generate leads. Something like 25 leads…which is more than most people produce in 2 weeks.

Even 2 months.

However, there is one situation where you can generate 25 leads in 2 hours…with a martini in one hand, a smile plastered across your face and a stack of cards in your other hand.

The stack I’m talking about is full of business cards. And the event…

That’s right…I’m talking about the New Year’s Eve party you’re going to tonight. Listen. It’s a fabulous time to meet many new people. And start 2010 out with a bang.

If you do this right, when you wake up tomorrow, you’ll have a tidy little sum of leads.

So, with that in mind, here are nine tips you can use to make your 2009 New Year’s Eve party a networking smash.

1. Arrive early. Before people are engaged in conversations. It’s easier to start a conversation than it is to break into one.

2. Zero in on the wallflowers. You never know what kind of potential is lurking around those shy, quiet types. Never discriminate.

3. Shake hands firmly.

4. Wear something out of the ordinary…a top hat or bright orange scarf. When you follow up with the leads mention, “I was the one wearing the top hat.” That will ring a bell.

5. Pick something up. Anything. A tray of drinks or hors d’oeuvres. “Hey, would you like one?” is an excellent way to introduce yourself. And, “Got to keep passing” is an excellent reason to move on to the next person. This trick will help you to keep conversations short.

6. Memorize your elevator speech.

7 Be happy…regardless of whether or not you had a tough day. People want to work with upbeat, outgoing people.

8. Don’t drink too much. Sober and in control, you’ll stand out.

9. Stay until the end. The later you stay, the more contacts.

Bonus: If you’re hosting the party and know everybody who is showing up…get on the phone quick and start inviting strangers around your neighborhood.

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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