Today’s challenge: promote yourself. I’m a firm believer in both relationship selling and personal marketing. They go hand-in-hand.
One of the reason that many real estate salespeople – new homes as well as existing homes – are having difficulty in making sales today is that they do not appreciate that they need to build relationships.
Gone are the days – if you ever personally experienced them – when people would just come in and plunk down their money for a home with little or no presentation to back that up.
Today, we talk about tough and even sluggish market conditions in some areas, but the fact is that even in those markets sales are being made and people are buying homes.
It just might be that you need to develop a longer-term relationship with someone to really get to know them and what they are looking for and figure that you will need to meet with them more than once and that a series of telephone calls, letters, emails, and faxes might ensue before a purchasing decision ever happens.
Since I feel so strongly about this, I will have much more to say in coming posts, but for today, I’d like to get you started on something that you’ve likely never given much thought.
Everyone in sales should write, learn, and rehearse a 15-20 second commercial for themselves that they can give when presented the opportunity.
Why? Typically when we meet someone and introduce ourselves at a party or the grocery store, gas station, convenience store, coffee shop, diner, or any other non-job situation, we say something like “I sell homes for …” or “I work for …” or “I do new home sales for …” or “I’m in real estate …” or “I sell general real estate …” and we expect that this somehow will resonate with the person we’re meeting.
How many times have you gone to a Chamber of Commerce or HBA or SMC or BOR meeting or mixer and been given the opportunity to introduce yourself only to respond with your name and company name?
Anyone can do this. Why not add a little more information that will help you to become a little more memorable to the person or people you’re meeting?
Instead of just reciting name, rank, and serial number, why not take the opportunity to add a little more information? Try something like “I represent _____, the greatest affordable single-family home builder on the southwest side of town. We offer really great values and it's exciting just going to work everyday to be able to help so many nice people find the home that meets their needs while fitting within their budget.”
By the way, depending on how much feeling you put into it and how fast you normally speak, that introduction took about 15 seconds.
People will readily sense that you enjoy what you do when you try the second type of approach, and they may be inclined to learn more about your homes or your business simple because of your enthusiastic introduction.
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