The Hard Sell Is Dead
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Transcript of The Hard Sell Is Dead
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Explaining the New Sales Paradigm
The Hard Sell is Dead
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Sales Development Methodology - Part 1
Always have a “Call to Action”
The Old Days
Real Estate Agents are Taught to “Hard Sell”
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“Branding” Yourself was Critical
“Always keep your name out there”
Madison Avenue Sold Us the Advertising Ethos
Frankly, this made Madison Avenue very rich
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Common Strategy: Spam Everybody
“What is weirder is I posted with a city name and a minute later I get a tweet from a realtor offering to
help me move”
“Not another recipe!”
Drip Email Marketing
Every stranger is a potential client
h/t Jeff Turner
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Well, Madison Avenue is Wrong Today
Commercialism became Crass
We avoid commercials
(although we still like good ones)
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Nobody wants to be Hunted Down
“Hi, I bought this lead when you signed up
at Homes.com”
“I have no time for cold calls”
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The Internet Hastened Consumer Empowerment
“I’m an Expert in your Market”
“Everybody says that”
Consumers can do their Own Research
Don’t pitch me!
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Lead Generation - the Old Way
“Think of me when you make your
decision to move”
“That’s a long shot”
Outreaching to as Many as Possible
And annoy everybody in the process
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The New Way
Leverage the Social Media
“We’re always reading your blog and your real time
commentary on our market”
Share your knowledge
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But You Don’t Know It
“We appreciate your sharing your insights. We even
subscribe to your blog articles by email and RSS”
You’re Already on their Hit List
They’re hiding from you…
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They Will Call When They Decide To
“I’m ready”
Let Them Come to You
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The Law of Attraction Closes Leads
Do You See the Difference?
“I hunt down thousands on the slim chance they
remember my name”
I don’t who they are, but I know my followers
are dedicated to me
Inefficient!
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Referrals are the Best Source of Leads
Sales Development Methodology - Part 2
“Please remember to refer me to your friends”
“I hear you protesting… I’m no spammer!”
We agree wholeheartedly
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Step 1- “Leverage Your Friends and Family”
Brokerage Training Programs Focus on Referrals
But isn’t this the same kind of
outreach as before?
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Step 2 is a Slow Networking Process
But After Family & Friends?
And it’s back to spamming and
hunting strategies
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But They All Lack One Key Component
Coaches Teach How to Build a Referral Base
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They Have No Social Networking Strategy!
The Contents of Buffini’s Lead Generation Kit
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It’s Easier to Make a Referral Online than Offline
“Joe told me to call you about selling
your house”
“That’s nice, who are you?”
An Offline Referral is Still a Cold Call
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Online Referrals Show Who You Are
“Hi I noticed that we have a lot of mutual
friends off Facebook”
What You Do, and Who You Know
“I see from your LinkedIn profile
you’re tech-savvy and get great
reviews
Connections are made
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Physical Networks are Moving onto Social Networks
The Social Media is Key to a Referral Strategy
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Citizen Journalism / User Generated Content
What is Driving this New Social Paradigm?
Millions Worldwide are Sharing their
Knowledge
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Pre-Internet, Proprietary Knowledge had Value
Real Estate Agents
Travel Agents
Bond Traders
Lawyers
“Secret”
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Now, Data & Knowledge are Approaching Free
So How Do You Make Money?
Free Data Promotes Business
Transparency
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Some Data are Commodities
Travel Agents
Bond Traders
Disappearing Due
to Transparency
Trading on web-based systems obliterated margins.
No more backroom deals
Why Pay a Travel Agent When You Can Find
Cheaper Fares Online?
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Some Data Still Requires Expert Interpretation
Real Estate Agents
Lawyers
Real Estate Transactions are Still
Complicated
The Law is Still Opaque
Make Money Selling
Expertise
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Establish Your Expertise as an Online Authority
Share Knowledge with your Network
Your Network
Follows your Bookmarks
Your Network Follows your Social Media
Conversations
Your Network
Follows your Blog
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My Social Media
I invite you to join me
Thank you!
--Pat Kitano
Transparent Real Estate : How to Become an Online Authority
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download the Powerpoint file where links are enabled, or go to www.TransparentRE.com where
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