To Sell is Human for Real Estate Agents
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Here is a role play demonstrating attunement: Buyer: I'm just not sure this neighborhood is right for us. The schools don't seem that good. Agent: Okay, I can understand your concern about the schools. As a parent myself, I know how important education is. Where are you and your family coming from, and what are you looking for in a new community? Buyer: We're moving here from out of state. We really want a safe, family-friendly area with good community feel. But the schools are a big factor for us. Agent: It makes total sense that schools are a priority. When I first moved here with my kids, the schools in this neighborhood didn
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To Sell is Human for Real Estate Agents
- 1. (even for real estate agents)
- 2. Most of what we think we know about modern sales is obsolete
- 4. 1 in 9 Selling …Not Selling…………………………………………………………….........… (but they’re selling)
- 5. “Non Selling” is Selling 40%of our time
- 6. the perception: Selling = Deceiving slimy sly smarmy scam sleazy shorthanded sordid seedy sandbag shifty slippery smarmy swindling shady sneaky
- 7. doctors teachers car salesmen real estate agents 7% bankers lawyers
- 8. No Are Agents UnTrustworthy? (ok, some are. And they make it harder for the rest of us)
- 10. Asymetry Seller has more information than the buyer (so the seller can rip you off) i B S Caveat Emptor
- 11. Information Parity (the primary reason for the shift) Buyer has information Seller has information i B S Caveat Venditor
- 13. To Move People: Power’s Inverse We Must see another person’s perspective See the world through their eyes
- 14. How are we wired? Reality is a product of our own creation, maintained by our own perception.
- 15. 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.
- 16. How do we change perspective?
- 17. What Do We Prize? Our Family Our Health Our Financial Wellbeing Our Home
- 19. Cro-Magnon Brain Cro-Magnan Brain Modern Human Brain Instinct Perception Comfort Zone Analytical Questioning Stress Zone
- 20. Stress destroys trust Prefers you other over options Comfort Zone Won’t do business with you Stress Zone
- 23. humility assume that you don’t have the power
- 24. Humans are natural mimickers! Mirroring
- 25. Like Like
- 26. be strategic by being HUMAN
- 27. Attunement understanding the perspective of the buyer The buyer has the power
- 28. Attunement Refined Start a conversation: Where are you from? (Good to Great) No wrong answer It opens up possibilities Focuses on client
- 29. 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
- 30. 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
- 31. Buoyancy a gritty spirit and a sunny outlook Be (mostly) Positive
- 32. 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
- 33. Is this permanent? Is this pervasive? Is this personal? Tweak your explanations
- 34. 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
- 35. The more we explain bad events as TEMPORARY SPECIFIC EXTERNAL The more likely we are to persist in the face of adversity
- 36. 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
- 37. 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!
- 38. find FRAMES your
- 39. 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
- 40. • 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
- 41. 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
- 42. information SEEK SENSE SHARE the meaning in a meaningful way
- 44. Relevant?
- 45. • the question pitch • 140-character Twitter pitch • the subject line pitch • the Pixar pitch The Pitch
- 46. The question pitch •Drives engagement •Makes them think •They create their own reasons Are you better off now than you were four years ago?
- 47. (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
- 48. The twitter pitch (It’s not just for twitter) brevity “Real estate made easy” “Clients first. Always.”
- 49. Curiosity or Utility The Subject Line Pitch
- 50. The best subject lines TELL what’s inside and DON’T SELL what’s inside
- 51. CURIOSITY “Hi” “Did you see this one yet?” UTILITY “This might be the right house for you.” “Selling? Do these 3 things first”
- 52. 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
- 53. 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.
- 54. 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)
- 55. service Believe in what you do, and how it benefits them Make it personal Make it purposeful Be Beneficial