Success Tip
On the Contrary

When I first entered the real estate business, an experienced, top performing agent advised me to look at what other agents were doing—and then do the opposite. He might have exaggerated to make a point, but I’ve found his rule of thumb to be helpful.

For example, I don’t have brochures at open houses. I can predict your response: “But everybody offers property brochures at their opens!” That reaction alone is enough for contrarians like me to not hand out brochures, but I’m also basing my practice on a bizarre personal experience.


The Case of the Bogus Brochures
I once owned a property management company, and we had a contract to market a 110-unit condo project during a previous housing slump. I taught two onsite salespeople how to close sales, and they soon started chalking up transactions.

After a couple of months, I asked the developer to produce a brochure because prospects were asking for them. He appreciated our success, and agreed, commissioning an expensive graphics firm to develop a snazzy color brochure.

Sales soon plummeted for no apparent reason. Alarmed, I worked with the salespeople to see if they had shortcut their selling practices. That’s when I discovered the wildcard: the brochures!

As soon as a salesperson gave a brochure to a visitor, the prospect started exhibiting departure body language: avoiding eye contact, checking the time, and turning toward the door. That fancy brochure, I realized, distracted and disengaged any rapport the agent had developed with the prospect. Offering a brochure was a subliminal signal to leave and consider all the printed facts before making a decision.

I promptly threw the rest of the brochures into the parking lot dumpster; sales immediately returned to their former brisk level.

Now, when buyers ask for a brochure at my open houses, I tell them I don’t have one, but I would be happy to answer any questions about the property. If they are not interested in the property, no questions follow. But without a brochure and the standard send-off it signals, visitors are more likely to talk to me about their needs and wants. In the rare occasion when someone was interested in buying the house I held open, I had all the information for them in my briefcase.


The moral to this story:
Always ask yourself, “What is the objective of [doing the cliché activity you see other agents doing], and how, specifically, does it lead me toward a sale or a client relationship?” Write down your answer to make sure it is clear and specific.


Bad advice
If you can’t answer the above question, maybe you’re practicing an ineffective activity because someone said you should. Don’t let other people do your thinking for you. And remember, even top producers can give bad advice.


Beware of all advice; even this advice.
                      --- Carl Sandburg


By Jim Luger

Print PDF Version