As a Realtor I get all kinds of spam email from so-called real estate gurus who teach seminars to agents on how to get listings and how to capture buyers. This real estate recession has starved many real estate agents and put some out of business, so this is the perfect storm to sell “guaranteed programs” to Realtors. I simply delete those spam emails, because I’m busier than I’ve ever been in 30 years in the business. But even if I wasn’t, I’m not interested in gimmicks to “capture clients.” I think you’ll see what I’m thinking when you see the titles of some of the emails I get:
- How to list expired listings with our guaranteed program [which consists of letters, knocking on doors, and telephone calls]
- How to list FSBOs every time [which consists of letters, knocking on doors, and telephone calls]
- Listing foreclosures was never easier with our foreclosure system [which consists of letters, knocking on doors, and telephone calls]
- Short Sales made easy with our super short sales system
- How to capture 80% of all the call-ins and make them your clients
- How to give a winning listing presentation every time
- How to hook walk-ins and reel them in just like fish [Okay, I made this one up, but I wouldn’t be surprised if there is a program like this.]
And so on. Gimmicks and more gimmicks! What’s wrong with all of these approaches?
In my opinion they all focus on the real estate agent and the broker and the client is just someone to be used, someone from whom to make money. I think the better approach is to place the client at the center of the Universe and build a business model around the client’s needs. That changes the entire focus of the real estate business for me. I don’t have to “chase” expired listings or harass FSBOs or beg banks (REOs) to please, pretty please let me list your foreclosures.
A client-centered approach changes everything for my clients, too. I also get to focus on what really works in this market, how to connect with qualified buyers, and how to effectively market and advertise a home for sale. Traditional techniques no longer are as effective. We are, after all, living in the Internet age.
My business approach, my approach to working with clients on a personal one-on-one approach without gimmicks is proving successful even in this crazy market. And since I don’t need any of those “packages” the real estate gurus are selling, there is a bonus for me. I get to hit the “trash” button for all that spam email I get all week long.
Last Updated on July 27, 2012 by Chuck Marunde
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