Marqeteer

11/19/09

There are things we’re being taught on the corporate level about internet leads (i.e. keeping your distance OR being over-aggressive in too much of a Sherlock Holmes way) that are counterproductive, to put it mildly.

Yes, internet consumers want anonymity.  Yes, you should respect their space.

No, that doesn’t mean “Hands Off” entirely.

The internet consumer is protecting themselves from the same person you protect yourself from as a consumer…that individual who obviously doesn’t care and has done a poor job memorizing a script to try to convince you that they do care.

For the internet consumer, they need to see evidence that you’re not one of those people.   With that in mind, here are some points to keep in mind about as you deal with the internet consumer, which really is today’s consumer:

1. Internet consumers are tired of being sold. “It’s a great time to buy.”   “It’s a great time to sell.” Do your homework.   In many markets right now, it’s not a great time to sell but some people just have no choice.   Don’t use “salespitch” lines…or if you do, make sure they’re truly accurate.  Today’s consumer sees through that and it will hurt your reputation sooner or later.  Shoot straight and speak the truth.   There’s no better way to earn respect.

2.  Internet consumers are scared. You’ve seen the news, you’ve read the paper…so have your prospects.   People don’t know who to trust and, unfortunately, they’ve learned that not all professionals can be trusted.  Click here for the Miami Herald article concerning 10,000 criminals being allowed to sell home loans in Florida alone since the year 2,000. Now I’m not into sensationalism, but there comes a point where we have to acknowledge the many reasons behind the current state of real estate.  Real estate pros have more hoops to jump through today to earn the trust of prospects.

3.  Remember you play the same games. Enough already!  Almost every agent I’ve coached who has complained about a lead not giving their phone number or name has later admitted that they do the same things when they’re online.  Hell, every agent I’ve spoken with who has complained about the Do-Not-Call list in their prospecting has later admitted that they themselves are on the Do-Not-Call list.    If you fit into either or both of these catagories, then you can easily put yourself in the consumer’s shoes and take good care of them by following one simple guideline:  Don’t be the person you’re both trying to avoid, and you’ll do fine.

4.  Actions speak louder than words. People are just looking for someone they can trust, and all the verbage in the world isn’t going to prove it to them.  It’s your actions.  Do what you say you’re going to do.  Hand deliver information when you can.   In the long run, people aren’t going to love you for staying away and not even trying.   Don’t be pushy, don’t be over aggressive…be human.

5.  The nature of the internet allows consumers to make contact with you earlier in the process. If I hear the term “Looky-Lou” again, I think I’m going to vomit.   That term is outdated anymore and is a cop out.  If someone doesn’t need you now, there’s no excuse for not taking 60 seconds and assigning them to monthly long-term email touches in your system and keeping yourself on their radar.   With today’s contact management systems, an individual can manage a larger database than an individual has ever been able to manage before.   It’s up to you to create your own marketing microcosm.

The internet consumer wants to work with you.

They just want to be sure that it’s safe to work with you:)

11/17/09

Not that there are any mistakes you don’t want to avoid, but these are 5 big ones I came across in an article from IMedia Connection.  I’ve listed them here and put in my two cents, while you can click on the link at the bottom of the page to read the entire article.

To linear business minds, social media equals nothing more than another mass email opportunity.  The social and personal aspects mean nothing to them.  They don’t care what that potential client had for dinner or where they went for vacation.

I’m going to let that sink in for a moment.

It is those kinds of things that allow you to truly get to know your clients and make a connection beyond mere dollars and cents.  That is how you become a resource for life.   Be attentive to the people who are investing in your mode of making a living:)

1. Putting tactics ahead of strategy. This is probably the most common issue I run into in my coaching and is the primary impetus behind my “Anti-Cookie Cutter” stance.   The reasons behind the failures in the sales realm which have lead to our current economic condition as well as the state of the real estate business in general are, for the most part, an overall lack of solid personal training and coaching on the management level and an overabundance of agents/salespeople who exercise a cookie cutter system with no deep understanding of why they’re doing the things they’re doing (i.e. doing “what you’re supposed to do”).  Know the reason (beyond the dollar signs) for every move you make with social media.
2. Dishonesty. C’mon…you know better.  What’s more, there is no more transparent forum than social media.  Take your clientele’s intelligence for granted and you are, in effect, blackballing yourself.
3. Commitment Issues. How can you expect someone to commit to you if you’re afraid to commit to them.  Salespeople who are accountable are hard to find.   Some years back when I was selling copiers, I was bothered by a seminar I attended where we were taught to say “Congratulations” as opposed to “Thank you for your business” when we closed a deal with a client.  To this day I believe that’s just wrong.  When I asked why we shouldn’t say “Thank you” my manager told me “That’s too personal.”    Bothers me to this day.  That’s okay, though.  He wound up firing me anyway:)
4. Excessive AdSpeak. “Social media” does not equal “another mass email device.”  If this is how you view social media, you’re missing the point and you’re taking your clientele’s intelligence for granted.
5. Trusting automation over human beings. You’ve gotta remember that the purpose of social media isn’t to avoid live contact…it’s a filtration process.   Email drips and such are not a replacement for personal contact, but rather a qualifying precursor.

To see the article without my embellishments, please click here:  http://www.imediaconnection.com/content/23999.asp