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Why I Use Twitter [It’s for the Cocktails, Stupid!]

It was just a matter of time: I am finally on Twitter.

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.

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The Most Powerful Marketing Mantra for 2010

Here’s the deal: Over the last 50 years, buying and selling a home has gotten complicated. There are so many bylaws and regulations–things you can say and you can’t…

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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Three Rules to Real Estate Marketing Success

People are self-interested.

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.

And if you like what you read, subscribe to the real estate marketing blog.

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10 Homestaging Tips to Attract More Buyers

What a couple of easy tips to help you make a home look attractive to a buyer? Then you’re at the right place.

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 our real estate marketing blog.

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A Sure-Fire Way to Keep People from Using the Competition

Most people don’t give much thought to customer retention. They usually spend all their time worrying about the next deal. The next lead.

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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Read This BEFORE You Leave for Your New Year’s Eve Party

We need to talk before you go out tonight. It’s about what you plan on doing…

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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2009 in 12 Posts [Exploit These Ideas for a Great 2010!]

Okay. It’s nearly the end of 2009. The recession is officially over. The market has at least stabilized in most areas. If not improved.

The only dark spot? Foreclosures will continue. Unfortunately that’s a loss for a homeowner or two. On the bright side, that’s a gold mine for short selling hungry agents.

With all this in mind, though, one thing is for certain: We can’t let up. We need to exploit every strategy, tool and tip we can to not only survive…but thrive. That’s why I present to you the best ideas of 2009.

My Unofficial Guide to Short Selling January

January was a good month to short sell. Heck, with the home market hitting it’s lowest point and all. 2010 isn’t thought to be any better. Bad news for home owners. Great news for lover’s of the short sell.

One of the Most Persuasive Formulas for Writing Persuasive IVR Ads February

Let’s face it: Pain and problems dominate us. Every day and every hour people are constantly looking for solutions to their pain and problems. Here’s how you can help them.

Five Proven Tips to Help You Negotiate in a Buyer’s Market March

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.

Make Sure You Know the Answer to This Question Before Your Next Listing Presentation April

April wasn’t any better of a month. In fact, I knew too many people flailing. But I knew so many who weren’t. What gives? Sucky listing presentations.

Nine Dead-Simple Ways to Persuade People May

Jay Leno gave some great advice on relationship building, which, in the end, is all that matters–great market or not.

Eliminate This Behavior and Become More Effective June

We’re all guilty of trying to aggressively pin down buyers during desperate times. But that’s not always the best way to go about it. In fact, a sales approach where you create pressure-free conversations with buyers is more effective. Much more effective.

Six Effective Ways to Win More Negotiations July

When the funnel dries up…negotiation skills become all the more important. That’s why in July I tried to focus on sharing some basic negotiation secrets that once mastered will hopefully help you close more deals.

How to Stop Ridiculous Buyer Offers August

Lowball offers from buyers…you can’t avoid them when you’re in one of our nation’s deepest recessions. But you can control them. And keep buyers at the table even if they think they are in control.

Your Real Estate Career: How to Have a Happy Ending September

In the face of stress and potential tragedy, successful real estate agents have the power of being able to overcome the natural human tendency to react to things as they happen. Instead, they plan.

Need a Damn Good Referral System to Save Your Career? October

People like to work with wise, friendly people. And once you lock into the ebb and flow of your prospects and clients, you’re business will be on the fast track. That’s why a good referral system is essential.

Gimpy Website? 5 Techniques to Create a Killer One November

Odds are you have a website. The million dollar question, though: Is it a good one? If not, here are some ways to help that stumbling old coot develop into a strapping stud.

25 Year Veteran Explains Her Mouth-Watering Success December

This gal become one of the nations top 50 agents in a tiny market during a dismal market. How’d she do it? You’re going to love her story.

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.

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10 Things You Can Do Before You Get Your Real Estate License

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26-Year Veteran Explains Her Mouth-Watering Real Estate Success

Lisa Burridge is a lot like you: She’s a real estate agent who wants nothing more than to succeed.

That was true 26 years ago when she decided to get into real estate…

And it’s still true today.

The only difference between then and now? Twenty-six years ago Lisa was making $6 an hour and working up to 18 hours a day…

Today she’s closing close to 500 deals a year and employing a team of 4 buyers agents.

In other words, she’s making a whole heck of a lot more money…and working less.

What’s In It for You

Recently I got on the phone with Lisa. See, Lisa is a client with our company and part of her success is found in the lead generation tools we provide her…

Tools that have helped her generate a shockingly 900 plus leads a month. Month in. Month out…

Tools that have helped her convert a ridiculous amount of leads into clients…

And tools that have helped her become one of the top real estate agents in America for three years running.

This agent is that good.

3 Things That Are True About the Super-Successful

But talking to Lisa reminded me of three things about the super successful real estate agent that’s true for anyone who wants to succeed. Those who want desperately to succeed:

1. Suffer from an incurable addiction to attention. By the way, this is not a bad thing. It’s a gift. And used in the right way it will turn you into an unstoppable, top-level networking giant. See point 3.

2. Nurse an unquenchable fire in their belly to succeed. I’ve seen this time and time again with those who are successful. They speak about a fire…a passion…a dominating drive to win. Without it, obstacles like time and difficult people will stop you cold in your tracks.

3. Network like mad. Extroverts and networking are like the hands that fit into the gloves. They were made for each other. And it sounds to me that Lisa Burridge was made for it. You’ll see what I mean when you listen to the interview. [Note: This doesn’t mean that introverts can’t become killer networkers…just means they’ll have to work at it a little bit.]

These three things are true for people like Tiger Woods, Steve Jobs, Michael Jordan…and Lisa Burridge.

You Didn’t See This Coming, Did You?

Now, here’s something that might shock you: Lisa Burridge set up shop in little ol’ Casper, Wyoming…

Population 50,000.

Granted, Casper is one of the best places to live in the U. S. [Or so says Money-CNN.] And it’s average home price is $166,351…which means it’s a market that is in a good mood to buy and sell homes.

Yet, moving 500 homes in any market is simply a mouth-watering feat.

In fact, whenever you hear of successful agents by volume, you usually think of cities in states like New York, Florida or California.

Not Wyoming.

Anyway, here’s what you should know: You can listen to my interview with Lisa Burridge AND can get your hands on some of the tools that Lisa uses.

For free.

What kind of tools am I talking about? For example, a little booklet on how to turn shy prospects into cash-in-hand buyers [Warning: PDF].

Or take a peek at the lowly property brochure that in tandem with her sign riders is alone generating over 300 leads a month.

Listen. Just using these two resources alone and you could have one of your greatest years. But, of course, there’s more to it than that…

Just listen to the interview and you’ll see what I mean.

And pay attention–because you’ll discover insights and rules for succeeding in real estate that are simply not available to anyone who doesn’t listen.

Without further ado…here is the interview with one of the nation’s best real estate agents.

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.

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