the hard sell is dead

Explaining the New Sales Paradigm

The Hard Sell is Dead

Sales Development Methodology - Part 1

Always have a “Call to Action”

The Old Days

Real Estate Agents are Taught to “Hard Sell”

“Branding” Yourself was Critical

“Always keep your name out there”

Madison Avenue Sold Us the Advertising Ethos

Frankly, this made Madison Avenue very rich

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

Well, Madison Avenue is Wrong Today

Commercialism became Crass

We avoid commercials

(although we still like good ones)

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”

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!

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

The New Way

Leverage the Social Media

“We’re always reading your blog and your real time

commentary on our market”

Share your knowledge

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…

They Will Call When They Decide To

“I’m ready”

Let Them Come to You

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!

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

Step 1- “Leverage Your Friends and Family”

Brokerage Training Programs Focus on Referrals

But isn’t this the same kind of

outreach as before?

Step 2 is a Slow Networking Process

But After Family & Friends?

And it’s back to spamming and

hunting strategies

But They All Lack One Key Component

Coaches Teach How to Build a Referral Base

They Have No Social Networking Strategy!

The Contents of Buffini’s Lead Generation Kit

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

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

Physical Networks are Moving onto Social Networks

The Social Media is Key to a Referral Strategy

Citizen Journalism / User Generated Content

What is Driving this New Social Paradigm?

Millions Worldwide are Sharing their

Knowledge

Pre-Internet, Proprietary Knowledge had Value

Real Estate Agents

Travel Agents

Bond Traders

Lawyers

“Secret”

Now, Data & Knowledge are Approaching Free

So How Do You Make Money?

Free Data Promotes Business

Transparency

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?

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

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

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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