I just finished reading a post by Joe Spake asking the question, Does Social Media Encourage REALTOR® Spammers? In this post he brings about an excellent point about Hard Selling yourself & services instead of using social media the way it was intended to be used. As a soft sell. So what are the differences?
ALWAYS Ask Everyone You Come in Contact with this: "Do You Know Anyone Looking to Buy or Sell Real Estate?"
Man, haven't we all heard this line before at least 200 times through our real estate career. This hard sell technique has been ingrained into our minds that we must ask every single person this. What if we didn't ask and they were really looking for a house? *Gasp*
Welcome to Real Estate 2.0- Home of the Soft Sell!
What the heck is Real Estate 2.0? Real Estate 2.0 is a way of marketing yourself through the use of various social media strategies. This includes the use of a real estate blog, twitter, facebook, youtube, etc. Another way of explaining this is using marketing & media avenues that encourage a two way stream of communication between you & the consumer. As Jeff Turner calls it, YEO, "You Engaging Others."
This Soft Sell Idea Seems Pretty Lame, nobody will know I work in Real Estate! On the contrary, if you use the soft sell technique in RE 2.0, you will build your business faster than ever! So what is soft selling? You are still trying to market yourself to clients and get the word out about your business, but it is done without the "in your face" mentality. Those that follow you on the social media sites can easily read the about me section and know quickly what you do for a living. When you engage someone, they will take the time to find out what you do for a living and actually care about the info they read. When you engage readers, there is no need to constantly say, "I work in real estate! I work in real estate!" because they will have already connected enough with you to know that basic information.
Stop Telling Everyone Your Profession in Every Post!
One of the easiest ways to begin implementing the soft sell techniques of Web 2.0 is right here on your ActiveRain Blog. Instead of writing about this new listing you have, or how you would love the opportunity to help someone buy or sell a property & using the Hard Sell technique which will turn off consumers instantly & makes you look like a desperate REALTOR®, maybe try a few of these ideas:
- Write about your favorite restaurant.
- The amenities of a development.
- Your favorite fishing hole.
- Local Golf Courses
- Festivals in Your Area.
- State Parks
- Changes in the Lending Industry
- Market Stats for an Area
- Local Charities
Lastly remember that site called Localism! It will be your best friend at perfecting the art of Soft Selling. I could list hundreds of other ideas of things to use for soft selling yourself. Writing posts for Localism & your Outside Blog is great ways to promote you with soft sell.
Why do I have to use this "soft sell" approach? The reason you need to change your marketing strategy over to a soft sell approach is because with popularity of Google & other search engines at an all-time high, more and more consumers are coming online to find the information they want. They are not coming to see how many designations you have, how many sales you have completed this month either. Real estate marketing is no longer all about you!
As consumers become more interested in the information you offer, they will also in turn become more interested in you. Here is an example i wrote a few months back. I wrote about one of my favorite restaurants in a post titled:Rioz Brazilian Steakhouse in Myrtle Beach is not a Meal, it's a Feast! and then I wrote a followup to that post titled, Do You Let Local Businesses Know You Appreciate Them? A simple Marketing Idea. This was a simple soft sell technique that landed me some really good PR within one of the major local restaurant chains.
I promise you if you begin using these tips diligently, you will increase your social media presence beyond your wildest imagination in no time! So get to it!
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I am the Co-Founder of 210 Consulting- Social Media Advisors. I have traveled the country as a social media speaker. If you would like more information on any of the topics discussed in this blog, please contact me directly. We specialize in social media training, online consulting, and the creation of your own custom WordPress site.
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Jeremy, I think I have always used a soft sell approach to my business and it's worked well for me so I can appreciate the wisdom of your words. And I have to add that the more you write about non real estate stuff, the more you learn about your own community.It's a win-win.
I follow the classic PULL vs. PUSH theory.
Don't PUSH.
Put yourself out there, i.e., Google, Localsim is good too and let the consumer find YOU. When they are ready, let them contact YOU.
When a consumer contacts you for help, they are ready to buy.
Love it.
I have to agree with Lenn on this one and that was a quick feature!
(Just kidding Jeremy)
Vegas Bob
Jeremy,
Great advice. I've always wondered why people teach the hard close when no one likes it done to them including the guy teaching. Aggressive sales people usually find they hit a wall with me. Like Lenn says more pull, less push is better.
I like this post, thank you Jeremy. I did go to a new restaurant here in town recently, all set to write something wonderful about it.
There was nothing wonderful to write. I felt it best to keep my yap shut.
But, great ideas for me here, thank you!
Jeremy, I kind of agree. My question would be......has anyone on here ever sold a property because they wrote about a reataurant? I mean it sounds good in theory but does it really work? Just curious.
I do agree with the soft sell though. Thats why I write about what I do and how I do it. I write about real estate. I just do it softly :)
Jeremy good post. I've never understood the people that only post information on their listings. It doesn't allow the consumer to get a feel for who they really are. Good idea for posts too, thanks for the suggestions. :)
Chanda panda
Jeremy - The hard sell makes me feel weird when it's done to me, so I couldn't even stomach it if I tried. Of course, Jeff Turner and I did have a theory we discussed about it - it must work. If it didn't work, no one would have done it in the first place and certainly no one would still be practicing it today. I think it comes down to comfort. Some people are comfortable with different methods. Finding the comfortable one (that works) for you is the real trick. Once you're comfortable, you'll find you're more confident and ready to take on anything that comes your way.
Hi Jeremy~ The nice thing is there is no right or wrong way. The right way is whatever seems to work for you. My business seemd to come from my profile and my real estate blogs, not from my blogs about restaurants or localism. I am so glad we can do it our own way and that consumers are not all the same either!
The soft sell is who I always have been, and one of the reasons I fell in love with social media. And I like Broker Bryant's question - re: the restaurant question, I think it is the same line of advertising as sponsoring baseball teams or advertising on placemats - just gettin' your face out there. Of course, we know the "Secret" and don't do much of that anymore ;)
I think you have to social media is just a reminder of who you are. I have to say I can come up with the stranges post when I have writers block. smiles
Jeremy, I am closing my first AR lead - a $500,000 buyer because I wrote about a community he was interested in. Now I'm also adding other local area posts to round out the Local Expert information. Buyers love to read about the area because it helps cement that this indeed is where they want to live.
Sharon
Good stuff. I am in writers block mode and have to come up with something new to write about.
We are going to be talking about this very thing at the Social Media Breakfast here in Atlanta next month... It is the bane of real estate agents.
Jeremy - I hate the hard sell approach - makes the hair rise on my neck - so there is no way I can do that to others. It's just not me, adn I don;t think it is necesarily effective. Most of the calls and emails I get (non-referrals) are from folks who have been searching on line and found the articles I have been writing, usually about housing communities and the market in general. Will one post sell a consumer on us? Probably not. but then that's not the intent of localism posts, or blogging in general.
Jeff
Some good additional thoughts for blog posts there Jeremy, and another angle to think of to position yourself. Nicely done !
Jer...
This is an excellent post. Although Real Estate 2.0 takes a little time to build up steam, when you get rolling it's an unstoppable force. My phone rings off the hook now. I get calls from everywhere, and lot of them turn into business.
I am stilling looking to hire another buyer agent or two to handle the workload. So far, I am amazed at the results of blogging and social networking!
Hey Jeremy! These are some great ideas you are sharing with us...thanks! I love doing my restaurant reviews...I have so much fun with them.
There is a local agent in my area that is on Twitter. HILARIOUS. Every "tweet" is real estate related, very hard sell. He acts like he is having a conversation with someone, as if he has just sold them a home. ALL DAY! When you look at his tweets, he is having a conversation with himself, rotfl. I cracked up. Talk about hard sell. Ouch!
Jer - I can't add much to this post - excellent job! You have summed things up very nicely. I have used your technique a few times (emailing restaurants after writing reviews). It always results in positive exposure for me and my business.
Jeremy - I'm starting to write a few more things about local area events. I haven't tried the restaurants yet, but I have a few favorite places that I eat out from that I wouldn't mind doing some localism posts about. Thanks for the advice. Looks like I've got a busy month ahead of me.
Jer,
I think that you are on to something here, becoming a knowledgeable local expert and then sharing the information with others. Let them see that you have a life outside of real estate.
The reality with social media is that they CHOOSE to follow you.
The topics and stream of information on your websites and Tweets will reflect your local neighbourhood knowledge and Localism.
David Pylyp
http://EleganthomesinwestToronto.com
Great post!
I know, I know! These are all of the things that I need to be doing and want to be doing. I am much more a personality who prefers the soft sell rather than the hard sell. It's just actually getting the time to do all of these awesome self-promoting things. But thank you for posting, this is a great post to look at when I have make some time to do this!
Jeremy ---- great post --- this soft sell approach is something that I am trying to teach my Agent-Owners ---Charleston has not really caught up with the world on social media networking and what it can do for you.
Thanks for sharing your thoughts --- great, great post. I will use this post in my classes.
Very nice post. Say what you have to say, be real, and don't say the same thing over and over!
I thought you said "soft shell" and that means a flour dusted soft shell crab with old bay and a vine ripe tomato smeared with mayo on some oven fresh Italian bread. (grilled corn on the cob on the side) You had me at hello... I always mention to anyone I meet about selling their house or something like that. Works better with a joke and smile, but they know I am serious. Thanks for the reminder. Good luck out there.
Sorry, I forgot to mention I sponsor Localism, but you knew that because of the
. Sorry I mentioned it... it is a great avenue to reach the locals....
Hi Jeremy,
I love the positive comments and like most of you I am a soft seller and also fell in love with social media for probably all the same reasons.
Do you know what I like? People coming to me instead of me going to people. I still do the personal networking but like Richard I am excited about the successful results I am beginning to see from all of the time spent.
Hey, I tweeted today! Whoo. You looked like you were going crazy with the Tweets last night/this morning. I tweeted on the local tweet site too inspired by your consistent tweets. I'm getting into the Twitter slooowly but surely.
It looks like I have a few more restaurant reviews to write.
Jer, I started this approach months ago and got an increase in business.
Great advice Jeremy, I couldn't agree more! People can easily pick up on whether an agent is desperate or not. I think the soft sell definitely works!
Jeremy - Great post! I post to localism all the time and do the soft sell. I was wondering when Localism will come out of Beta? I have been a contributor for some time now and a paying customer as well. Just curious... Before I call Bob again....lol
Hi Jeremy, great post, another one to Bookmark. I am not a hard sell, never have been, it is not me, so this is great! Thanks and Happy Fathers Day.
Jeremy...
There is no doubt that your nickname is going to have to be something to do with food :)
Everytime I think of you I am reminded you're a better cook than I am :)
TLW...ROAR!
Food? Ya mean my techy side isn't coming through enough? Dang, I will need to work harder...but I still need a nickname!