Apr
14
Recently during a conversation someone turned up their noses when I mentioned Cialdini’s book, Influence. It took me off guard. To make sure I read them correctly, I asked them if they read it.
“No” was their response.
Interesting. I asked why not. Their answer in a nutshell: Persuasion is for crooks.
Now, some people use influence or persuasion to take advantage of people. Yes, that’s true. So it puts the idea of selling, marketing and persuasion as evil into people’s mind. Puts a bad taste in their mouth.
And yes, of course, persuasion has been abused throughout history. And will continue to be abused.
But there are plenty of legitimate persuasion techniques. In fact, I think when you are chasing down the right things for people and working for their good and you have their best intentions in mind…you owe it to your client to be persuasive.
So building upon a previous post, I’d like to to share 5 essential persuasion tricks with you.
1. Authority Head Nod
Often all you really need to get somebody off the fence is to give them a suggestion from an authority figure. In your case, this could be the house inspector. A lawyer.
As Hogan and James say in their book Covert Persuasion, “A suggestion from an authority figure can often override a person’s visual memory to create a new and different memory.” In other words, people think differently, depending on who’s talking. Magic happens when you quote someone in power.
2. Agree with Their Point of View
People instantly resist what they don’t believe, so the moment you sense someone pulling back, affirm their point of view. You may have to find out first what it is that’s causing them to withdraw. So discover their belief and let them know you agree with them. They’ll be in a more flexible state of mind.
3. Avoid Verbal Commitments
Let me qualify this.
When I say “avoid verbal commitments” I mean commitments that you will want your client to change later. For example, avoid having your client state which home they want. If you do that, then you’re going to run into the problem of consistency, which basically says that people, aware that they’ve made a public stand, will hold tight to that stand so as to appear consistent.
Consistency in behavioris good, especially in difficult or tense times…and is the biggest part to influencing people. But don’t over do it. You may end up with a stubborn client when you don’t want them that way.
Granted, this may have happened to you before. It might happen in the future. The key is to learn from it. Keep your eyes open.
4. Limit Choices
This is an oldie, but goody, especially if you want to hear more “yes.”
Copy writing legend John Caples was one of the first advertisers of catalogs to point this out when he discovered that ads that limited choices massively out sold ads that offered too many choices.
The problem with too many choices is that the mind can go into overload. People get confused with too many choices and when they get confused–like me–they walk away. Not good.
So, define a very narrow number of choices. But don’t withhold relevant, important or urgent information. Stay way above the table on this. Your goal is to help your client buy a home. The smart thing for them is too limit their choices.
5. Justify Your Requests
According to popular research, the word because can get your copies made faster, get you through airport security without waiting in line, and get your children to behave.
Why is that? Human Factors suggests that we are patterned to accept requests when they are followed by a reason. But sometimes all we really hear because. We tune out after that.
My point is this: When asking your client do something, tell them why. I bet more than 93% more people will agree with you. How do I know? Because Human Factors said so. ;-)
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Apr
6
Follow Up: Why Targeted Repetition Works So Well
Filed Under Real Estate Prospecting Ideas, Uncategorized | Leave a Comment
As every great agent knows, it’s your consistency that will make the difference in making any follow-up program work. Even if you borderline on obnoxious.
Understand, I don’t mean you have to be a jerk…but you may have to be that agent who refuses to ”take a hint”.
If someone calls you–whether via your 800 hotline call capture line or simply your office phone–they are indicating that they are interested. And if they are interested, its your duty to follow up with them to see whether they need more information.
Here are a couple ways of doing that.
1. Create a policy with yourself or your team to make hotline follow-up calls in less than thirty minutes.
2. Write, rehearse and memorize follow-up scripts. This alone will help you lower your call reluctance.
3. Capture every prospects’ home address over the phone. Even if they have all the information they need, ask them if it’s okay to get their home address so you can mail them a report or article.
4. Plug all prospects who are farther out in the buying or selling cycle into a monthly service newsletter like Service For Life.
5. Flat out just keep calling to get an appointment.
6. If you get their voice mail, leave a provocative message: “Hi Cal. Listen, I have a copy of your home listing from the MLS and have a question for you. Could you call me back at…” But be careful: your question better be honest. The last thing people want to be bothered with is a bait-and-switch question.
Without argument, the agent who is the most consistent with follow-up calls will be the winner. I don’t think anyone would disputte that.
And the best way to build consistent, targeted repetition into your individual program is to schedule it. Do this work the same time each day, everyday and you will find that the consistency becomes a habit and eventually that habit will reap massive rewards. You can bet the farm on that.
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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Apr
2
Make Sure You Know the Answer to This Question Before Your Next Presentation
Filed Under Leadership, Persuasion | Leave a Comment
I don’t know about you, but I think this market sucks. I know people who are flailing. I know people are are failing.
You probably know some people, too. Maybe you’re flailing. Or even on the point of bust.
Whatever your situation, good technology and talent can help you endure a tough market. But that alone won’t do it.
You also need a good attitude. No…you need a super attitude. A superstar attitude. Let me show you what I mean.
Superstars don’t think like everyone else.
“The average person has 2,000 to 3,000 thoughts a day,” says Jim Fannin, performance coach for big name ball players like Alex Rodriquez. “And 60 percent of the average person’s thoughts are in chaos.”
How many thoughts do you think the superstar has? The superstar, says Fannin, has 1,100 to 1,300 thoughts a day. How do they do that? They eliminate worry, envy, jealousy, embarrassment and anger.
The superstar thinks a lot less. But holds a thought longer.
Here’s my point: Most of your thoughts don’t matter. Most of your thoughts are of the “Air conditioner just started” and “Breeze is cool this morning” breed.
And because of the randomness of some of your thoughts, you probably don’t focus on any of your thoughts. And that’s a problem. Let me explain.
If you ignored all your thoughts, you could miss out on great ideas when you have them. Like taking that much-needed vacation or placing an ad in that new homes magazine.
Worse, however, is when you focus only on your negative thoughts. This can literally cripple you at the negotiating table, the listing appointment or even at the cocktail bar.
My question for you when approaching any situation is this: where are your thoughts pointing? Are they surplus or scarcity?
Scaricity thoughts look like this:
“I don’t deserve this listing when I’m going up against that agent.”
“I bombed my last presentation. I’ll probably bomb this one.”
“If I don’t get this seller, I’m sure to foreclose on my own house.”
On the other hand, surplus thoughts look like this:
“I deserve this listing.”
“I can’t wait to deliver a killer presentation!”
“I love real estate and the thousands of opportunities to make thousands of dollars!”
As a rule, never believe your negative thinking…especially if it limits what you think is possible.
If you tend to be a scarcity thinker, stop right now and admit that your habit of thinking needs to be changed. You’ll need to do this because just being aware of limiting beliefs and thoughts is a major step in the right direction. And awareness alone can be curative.
Then begin to work on affirmations like the ones above in the surplus category. Also simply doing something different that counters limiting thoughts can work wonders.
For instance, if you typically avoid or neglect selling situations, hunt them down. And throw yourself at them. You’ll be amazed at the level of confidence you gain from simply doing something you’ve always dreaded. Even if your initial results are less than you expected. Practice makes perfect.
Only when we weed the limiting beliefs from our subconciousness is it possible to plant the seeds of new beliefs.
And new beliefs are the pathway to prosperity. Abundance. Surplus.
To help you on your new journey, we recommend you pick up two classics: Awaken the Giant Within by Anthony Robbins and Think and Grow Rich by Napolean Hill.
Both can be read in a weekend. And both will have you climbing the walls…hungry to make big money.
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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Mar
20
How to Make Emotion Your Most Potent Advertising Weapon
Filed Under Real Estate Prospecting Ideas | 2 Comments
Why is emotion so important to your advertising? In the end, every decision–to list, to sell, to buy, to call–boils down to how a decision makes a person feel. Let me explain.
Take the calculated, number-driven investor. She won’t invest in a condo unless the numbers make sense. If the numbers do make sense, she’ll invest. However she wouldn’t be investing in the first place if she wasn’t driven by competition, power, pride or financial security for her family–all emotions.
So, here’s a short, shrewd list to help you put powerful emotion into your advertising.
Focus on Them, Not You
“I Am the Greatest Agent” creates a ho-hum reaction at best. Instead, tell the reader what’s in it for her, not for you.
Stir up that desire to own a bigger home if the family is out growing the current one. Stoke that sense of power that goes with driving into a prestigious neighborhood. Fan the flames of romance behind a nice cottage on the foothills of the Alleghenies.
Focus on Benefits
Why should someone list with you? “Quality and service” is not an answer. “To sell your home for the most money, in the fastest time and with the least hassle” is.
But this is not enough.
Focus on Details
Explain to them exactly how you will accomplish your goals. “I use proven techniques to bring more buyers to your door.”
Then define those techniques. Being very specific–down to the tools and tactics–engenders confidence in your prospect. Yet, continue to be specific after they’ve become a client. Your job of building confidence never ends. Be detailed the whole time.
Focus on Active Voice
The active voice is usually more direct and vigorous than the passive. “I will sell your home for more money” is much better than “Your home will be sold for more money by me.”
Focus on Curiosity
“I will sell your home for more money by creating a bidding war between buyers based on a marketing strategy that blends psychological triggers and unique technology.”
Who wouldn’t say, “Oh yeah. How exactly are you going to do that?” Curiosity is a universal attention getter.
Conclusion
Craft your ads and presentations and even your casual encounters with people using these five tips and I’m certain they will have the type of emotional appeal that will add a powerful punch to your marketing.
You’re bound to generate lots of interest.
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Mar
17
Five Proven Tips to Help You Negotiate in a Buyer’s Market
Filed Under Real Estate Negotiation | Leave a Comment
Before the dismal collapse of the housing market, negotiation skills weren’t quite as important as they are now. In many cases, all you had to do was put the house on the market with a reasonable price and get out of the way.
Things have changed. And aren’t supposed to get any better soon.
What you’re looking at now is a more traditional market where buyers have their share of homes to choose from. That means the negotiation game among you buyers has reached a new level of importance.
Here are four tips to help you negotiate in a buyer’s market.
1. Be Informed
I can tell you without exception who always wins in a negotiation—the one who has the most information and uses it wisely. It’s the one tool that’s imperative in any negotiation. Information leads to the right price for a property. It puts details in perspective. It lessens tensions. And it keeps emotions in check.
Take away: Burn the midnight oil and do your homework.
2. Don’t Lower Your Commissions
This is a key point…because in a buyer’s market, many, many REALTORS® automatically put their commissions on the auctioning block.
But if you lower your commission to get a seller’s business…what does that really say to the seller? That you’re easily willing to come down on price—not what a seller wants to hear!
3. Handle Offers with Care
Never flat out reject an offer. Sure, you’ll get offers that you simply can not accept…and that you might even find insulting…but be careful and tactful with how you respond to those offers.
You’ve done your homework to arrive at the asking price, so explain that to those who make offers instead of a flat rejection.
4. Keep a Positive “This-Will-Work” Attitude
Imagine how comfortable you’d be on the operating table with a surgeon who’s sending out vibes that things might not pan out. You’re confidence in that surgeon sinks. And you want to get the heck out of there!
So, in all situations, focus on solutions and persist without exception. No matter how bad things get, think creatively. There really is a solution to every problem. And if you persist and emerge with a solution to a seemingly impossible situation…you’ll look like a super hero.
This is hard. Cause it will take time. You may look like a fool but keep begging for more time.
5. Ask for Help
At any sign of trouble, go for help. Ask an expert, mentor or coach what you should do in a sticky negotiation situation. Better yet, hook up with someone that will support you and ask them to commit to being available for help.
Best yet, hook up with two people: someone from real estate and someone from a different field. The person outside of your industry will be able to give you fresh insight never heard of before.
Did you find this article helpful? If so, leave a comment or subscribe to the real estate marketing Blog by email or news feed.
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Mar
11
Resurrect Your Real Estate Blog: The Best Idea You’ll Ever Hear
Filed Under Real Estate Blogs, Real Estate Prospecting Ideas | 2 Comments
Let me ask you a question: Got a blog yet?
Maybe you do. But it’s languishing. No hits. No comments. No subscribers. That’s a good indicator you’ve got a lackluster yawn-fest.
So, without even looking at your blog, I can guess what’s wrong with it. It’s one of three–if not all–of these factors:
1. You don’t care.
2. You’re not very good.
3. No one is listening.
And if you’ve been at real estate blogging for any time, you probably have said this to yourself more than once in the last 24 hours: “Why am I working so hard on this thing? What’s the deal?”
Again, without looking at your blog, I could probably tell you what’s wrong with it: It’s all about you.
If that’s the case, then you can kiss prospects, subscribers–and even clients–good bye. Bottom line: you build an audience, attract prospects and generate comments from consumer-focused content.
With that thought in mind, here’s one of the most brilliant ways to do that: Write short, meaningful posts about people in your community.
In essence, become a local journalist.
That means, every time you are in the car, on the phone or in a meeting with someone…find out something interesting about them. And then ask them if you can blog about them. Keep a notepad and build up a pool of stories.
Once you start posting these stories, email the person to let them know. Then naturally they tell all their friends and family. Pretty soon you’ll have a large swath of people eyeing your blog to see if they made it on there yet.
In fact, you do this good enough, and strangers will go out of their way to meet you, hoping you “interview” them.
Why is this effective? Because people like to see themselves in print. Let me explain.
I got this idea from the book Made to Stick, where Dan and Chris Heath tell the story of a city newspaper that had a readership rate over 100%.
Over 100%? That means people outside of the papers base read it. That’s incredible.
What’s the secret to their success? The editor summed it up in three words: names, names, names. He and his reporters focused on the people of the town–their dreams, ambitions, families, jobs, fears, desires, hopes and lives–not the events.
That means you should do the same. So…what are you waiting for? Get to work.
Did you find this article helpful? If so, leave a comment or subscribe to the real estate marketing Blog by email or news feed.
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Feb
27
One of the Most Powerful Formulas for Writing Persuasive IVR Ads
Filed Under Real Estate Prospecting Ideas | 1 Comment
You might have noticed: I’ve been on a interactive voice response kick lately.
Why? Mainly because I’m getting phenomenol feedback from clients who are kicking butt in a market that’s done nothing but chewed up real estate agents…and spit them out.
In the last year alone 40% of the agents I know have shuttered their businesses. And gone to work for someone else. Not quite the end to their dreams they’d hoped for.
What about you: Are you close to hanging up your real estate lisence? Deals collapsing all around you? Or not even materializing at all?
Has all your normal shoe-ins for leads dried up? If so, you’re not alone.
Yet a small pocket of agents using interactive voice response technology are having their best years.
What gives? Part of the secret involves the psychology of IVR: most people don’t want to talk to a salesperson but would love to simply listen to a message.
But there’s another part to the equation: How you craft your 800 number ads. Let me show just one way you can do it.
PAS Formula: Like Skimming Stunned Fish Off the Water Surface
Pain and problems dominate us–especially in this economy. Every day and every hour people are constantly looking for solutions to their pain and problems.
Because of this you can use the Pain-Agitate-Solve copywriting formula to stop people in their tracks, draw them closer, yearn for your answer…and beg for your solution.
Step 1: Point Out the Problem
This formula works especially well in short ads like 800 IVR numbers. For example, all you have to do to point out the problem is simply ask a question.
“Are Going to Lose Your Home?”
It’s that easy.
Step 2: Agitate the Problem
So, once you’ve pinpointed their pain, agitate the wound.
“With this sinking economy–and no hope of it turning around soon–you’re not alone. Yet, losing your home will cost you your equity and destroy your credit scrore”
Step 3: Solve the Problem
Now, once you’ve got them wincing, introduce them to the resource that will answer their problem or cure their pain.
“Fortunately, there’s an answer. It’s called short selling. Call me for details.”
Don’t forget the call to action. Always ask them to do something.
Conclusion
If you use this formula there’s a good chance your phone will go bezerk. Can’t promise that…but it’s happened before.
Naturally, you can work this with all sorts of scenarios. You could craft simple ads that’s asking for listing apointments. Or target renters and move up buyers.
In fact, the beauty behind IVR 800 numbers is that you can create multiple ads…and accurately track each one. And you don’t even need an IVR 800 number to use this formula. It works in any sales environment. Even face to face.
So, interested in crafting an that will take off like something from the launch pad of Cape Caniveral? Or simply inject some feisty juice into your current yawn fests? If so, then get to work.
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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Feb
18
Just 3 Steps to Good Leads in a Sluggish Market?
Filed Under Real Estate Prospecting Ideas | Leave a Comment
Imagine: in less than 30 minutes you can map out a strategy to create good leads, convert more clients and sell more houses in the first quarter of a sluggish 2009 market.
What do you have to do? Use these three keys to successfully enticing prospects to take you up on any offer and call you:
1. Demand. It has to be information they want. (Seems obvious…but this is crucial.)
2. Interesting. It has to be interesting and attention-getting. No one takes action to check out something that’s boring.
3. Easy. Then finally, it has to be EASY for your prospect to request or receive this ‘Free Information.’ (This is where technology comes in.)
By using technology that reaches prospects first eliminates your competition. You get to prospects before your competition. Then, once you’ve reached the prospects, you can use a little clever psychology to compel those prospects to respond.
Powerful One-Two Punch
In the process of using this startegy two things happen. First, by reaching the prospect first, you gain a 3 out of 4 advantage over your competition automatically.
Then second, it completely eliminates any Do-Not-Call list issues. When a prospect calls you, you can call them back as many times as you like within the next 90 days, regardless of whether they’re on the national Do-Not-Call list or not.
What’s the Key to Delivering This One-Two Punch?
Answer: Shift all your marketing to a ‘Free Information’ offer. (This is the psychological part.)
More importantly you need a tool like interactive voice response technology to really pull it off. IVR is a tool that will allow you to never again wonder how to get all the leads you need (and get them in the least expensive way possible)
It will also help you track every penny spent on advertising…warm up your prospects before you even talk to them…and even allow you to make an immediate profit in less than 30 days.
Take This a Step Further
I lay out this total strategy in a newsletter called The Real Estate Insider. This newsletter is completely free. And in it, you’ll learn how to use three trigger words with this tool to compel practically every single person who sees your ad to call you.
Inside this newsletter you’ll learn how to use the 3 steps described above in detail. Plus, I’ll share a truckload of explosive secrets we’ve discovered from twelve years of working with some of the most successful real estate agents and trainers.
Simply sign up and get insight to our most recent and reliable methods to creating good leads. Remember, these strategies are really only for you if you are struggling…if you are about to leave the business because nothing else is working…or if you see that things could turn south really quick.
Let me know what you think.
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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Feb
16
5 Tips to Eliminate the Fear of Rejection and Call Reluctance
Filed Under Real Estate Prospecting Ideas | 2 Comments
Anne Grosky reviews the MLS to make sure she knows all of the new listings that might be of interest to her buyers–instead of following up on her leads.
Hank Murad defers his follow up calls so he can build his industry knowledge by reading journals and newsletters.
And Chris Haddon finds herself giving in to the impulse to write proposals for prospective clients rather than pick up the phone.
What do these three real estate agents share in common? You guessed it, call reluctance.
I’ve been thinking about this a lot. Especially after a run of articles on interactive voice response technology. In particular Joseph’s Bridge’s comment on the time it takes to call back so many leads.
Here’s what I’m getting at: I was putting the horse before the cart. Lots of people don’t even overcome call reluctance. At all.
In their book, “Earning What You’re Worth,” researchers George Dudley and Shannon Gooson write that as many as 80 percent of all salespeople who fail within their first year do so because of insufficient call activity.
Unresolved call reluctance can cause frustration and loss of sales.
So with this in mind, how do you overcome call reluctance?
Here are five tips:
1. Aim for a number of calls you will make each day. Make this goal small and comfortable.
2. Next, increase the daily number of calls you will make. Do this slowly. Here you will start to see that you don’t encounterthe bad things you imagined, or, if you do, you find out that you can handle them.
3. Record each call. In a notebook strictly devoted to your sales calls, make notes about things you should have done differently. Keep this notebook handy whenever you make sales calls and review it every day before you make phone calls.
4. Realize the difference between real and imaginary threats. Over time you will recognize that ninety-nine times out of a hundred the bad things you thought would happen, don’t. And if you do experience rejection or fear, realize it’s not personal. The caller is rejecting your offer, not you.
5. Report to an accountability person. Whether it’s you’re spouse or friend, broker or coach, invite someone to help you stay on track and meet your goals.
Caution: Research shows that successful people do the hard things other people refuse to do. Work through these five steps only if you want to break through to the next level. Follow the footsteps of the successful now and within time you will prosper.
Tell me what you think. And feel free to share other examples in the in comments!
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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Feb
9
Lead Generation Bonanza: 7 Ways to Turn an Ad Upside Down and Get More Responses
Filed Under Uncategorized | 3 Comments
Lead generation. It can be a real witch.
Likely, in the early days of your career as a real estate agent, you’ll invest heavy amounts of time and energy into crafting ads. Finding sources to place those ads. And emptying your wallet to pay for them.
Thus, it can be frustrating to do all this and find that no one is listening. Let alone responding.
It’s like being a slave. No, worse. It’s like being a crippled slave.
Yet, not advertising will leave your career deformed and lying in the dust…far behind your competition. What should you do?
The Most Clever Tactic to Generating a Bonanza of Calls
Well, what I want to share with you is one of the simplest tatics I’ve found to effecctively getting people to call you. It’s obvious and very basic. But so many real estate agents don’t do it.
The tactic is simiply to turn your ad upside down…and make the caller’s response the primary focus.
Here are a number of ways to do just that.
Start a Debate: Pick a controversial topic or one that you think people have strong opinions about. State the two sides of the argument. And let your callers go at it. Your voice mail will rack up with leads.
Ask for Advice: State a problem that you or your target consumer has and ask for help. Ask for a solution or advice. You could call this a community workshop and turn it into an event down the road.
Ask for Tips: Choose a topic that your target consumers might know something about and ask them for pratical help. You might then compile the tips and share them in a newsletter with those who called you.
Ask for Examples: Give callers an invitation to submit examples of a topic that’s important to you or them. Again, you can then turn around and share the results with them in a newsletter.
Ask for Experiences: Propose a question about “your worst buying nightmare” or “best listing experience you ever had.” This is another great opportunity to share the results at an event or newsletter.
Run a Poll: Pick a topic–say, the economic recession–and survey people. Ask them if they’ve been laid off, going to be laid off or super secure in their jobs. Then ask them to expand. Share the results as you like.
Here’s the thing to remember: You need to promise your caller’s that you’ll share the results. And then actually share the results at an event or newsletter. Or something. Just make sure you share.
This Is the Problem You Want to Have
As I’ve stated before, this approach works enormously well when you have an interactive voice response system tracking and capturing your leads. But it’s likely to swamp you with you with callers.
Don’t fear.
This is lead generation 101. All you really want to do is get people calling you. Who cares if you generate 1,000 leads in a month?
That’s not a bad problem to have. Because once they’ve called, then you can rapidly disqualify them.
Tell me what you think. And feel free to share other examples in the in comments!
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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