to sell is human for real estate agents

(even for real estate agents)

Most of what we think we know about modern sales is

obsolete

We’re all selling

something

1 in 9

Selling …Not Selling…………………………………………………………….........…

(but they’re selling)

“Non Selling” is Selling

40% of our time

the perception:

Selling = Deceiving slimy sly smarmy scam sleazy shorthanded sordid seedy sandbag shifty slippery smarmy swindling shady sneaky

doctors

teachers

car salesmen

real estate agents

7%

bankers

lawyers

No Are Agents UnTrustworthy?

(ok, some are. And they make it harder for the rest of us)

Asymetry

Seller has more information than the buyer (so the seller can rip you off)

i

B

S

Caveat Emptor

Information Parity (the primary reason for the shift)

Buyer has information Seller has information

i

B S

Caveat Venditor

caveat emptor

caveat venditor

To Move People: Power’s Inverse

We Must see another person’s perspective See the world through their eyes

How are we wired? Reality is a product of

our own creation, maintained by our own perception.

Begin to see a new world We depend on life being what we think it is, and we accept the bias of that perception throughout day-to-day existence.

we recognize only what we are prepared in advance to see.

How do we change perspective?

What Do We Prize?

Our Family

Our Health

Our Financial Wellbeing

Our Home

Real Estate

Their Life

Relevance

Cro-Magnon Brain

Cro-Magnan Brain

Modern Human Brain

Instinct Perception

Comfort Zone

Analytical Questioning

Stress Zone

Stress destroys trust

Prefers you other over options

Comfort Zone

Won’t do business with you

Stress Zone

Always Be Closing

Attunement Buoyancy Clarity

humility

assume that you don’t have the power

Humans are natural mimickers!

Mirroring

Like Like

be s t rateg ic by be ing

HUMAN

Attunement understanding the perspective of the buyer

The buyer has the power

Attunement Refined

Start a conversation: Where are you from? (Good to Great)

No wrong answer

It opens up possibilities

Focuses on client

Three Steps to Attunement Watch What they are doing

How are they sitting

How does he speak

Favorite expressions

Wait Let the situation breathe

Mimick but not overtly

Wane Proceed by instinct

Buoyancy Refined

How to stay afloat in an ocean of rejection

Positive self-talk (Mandino, Hill, Robbins) is better than negative self-talk but..

Interrogative self-talk best of all

Can I do this?

How will I rise to the occasion?

Answers within the answer

Doesn’t by-pass one’s motivations

Uncovers intrinsic motivation

Buoyancy a gritty spirit and a sunny outlook

Be (mostly) Positive

Six Keys to Bouyancy • Positive emotions broaden

people’s ideas about possible actions

• Wider range of thoughts making us more receptive

• Positive benefit: you have to believe in the product you’re selling and that has to show

• Negative feedback: not all bad

• Need 3 to 1 positive, too much positive: lose grip on reality

• Negative emotions offer feedback on our performance

Is this permanent?

Is this pervasive?

Is this personal?

Tweak your explanations

Is this Permanent? Is this Pervasive? Is this Personal?

yes no

I’ve completely lost my skill for moving others Everyone in this industry is impossible I messed up my presentation

I was flat today because I didn’t get enough sleep This particular guy is a jerk My presentation could have been better but the real reason is he wasn’t ready to buy now

The more we explain bad events as

TEMPORARY SPECIFIC EXTERNAL The more likely we are to persist in the face of adversity

Clarity The capacity to help others see their situations in fresh and revealing ways…

To identify problems they didn’t realize they had

The internet helps people solve many problems

What can we do now?

Good Sales People = Good problem solvers

Five Keys to Clarity Find the right problem to solve!

You are selling insights not just houses

Must be good at curating information (not just accessing)

Must be good at asking questions (not just answering)

The ability to move others hinges less on problem solving than on problem finding!

fin

d FRAMES

your

Finding your Frames I am Blind (Rosser Reeves, Ad Exec)

It is Springtime and…I am blind

Clarity depends on contrast

People could compare their reality to blind man

The most essential question is often…

Compared to what?

Restrict the choices so they are not overwhelmed

• People prefer purchases tied to experiences

• Experiences give us something to talk about and stories to tell

• Deepens our identities and boosts satisfaction

• Point out what the new home will allow you to do:

• Invite friends, parties with family, room for grandkids etc…

The Experience Frame

Clarify with Questions Most effective tool

Irrational questions On a scale of 1 to 10 how ready are you to buy? Why didn’t you pick a higher number? Moves people to clarify and think through

Become a curator Asking the right questions is better than having the right answers

Seek, sense and share

information SEEK SENSE SHARE

the meaning

in a meaningful way

Successful Traits

Attunement

Buoyancy

Clarity

Pitch

Improvise

Service

Relevant?

• the question pitch

• 140-character Twitter pitch

• the subject line pitch

• the Pixar pitch

The Pitch

The question pitch

•Drives engagement

•Makes them think

•They create their own reasons

Are you better off now than you were four years ago?

(and rhymes stick)

The rhyming pitch It might seem cheesy, if not a bit sleazy, but it is fairly easy.

If it doesn’t fit, you must acquit

The twitter pitch (It’s not just for twitter)

brevity

“Real estate made easy” “Clients first. Always.”

Curiosity or Utility

The Subject Line Pitch

The best subject lines TELL what’s inside and DON’T SELL what’s inside

CURIOSITY “Hi” “Did you see this one yet?”

UTILITY “This might be the right house for you.” “Selling? Do these 3 things first”

1. Once upon a time there was … 2. Every day … 3. One day … 4. Because of that … 5. Because of that … 6. Until finally …

The Pixar Pitch

Once upon a time there was a good agent who worked hard to earn a living by selling homes.

Every day he would try very hard but struggled because he was all alone.

One day he decided to try working at BloomTree instead, to see what being a part of a collaborative group was like, to get more training, and to try using new tools.

Because of that he saw how much more business he could do and how much more time he could spend with his clients.

Because of that he was soon earning more, so told his agent friends at other companies, and they decided to come to BloomTree, too.

Until finally he and all his friends worked together, had fun, and were more successful by helping each other, plus the agent was able to earn even because BloomTree believes in giving back to our agents who help the company grow.

improvise

hear the buyer’s answers as “offers,” not objections

hearing offers (Attunement)

Scripts are outdated (similar to Elevator)

Information parity

“Yes, and…” (not yes but)

service

Believe in what you do, and how it benefits them

Make it personal

Make it purposeful

Be Beneficial

Attunement Role Play