I previously posted an article from the National Association of Realtors (NAR). See Part I here. The overall concept was good, but the delivery left something to be desired. Here’s my personal take on it:
Ouch, NAR! “Young people”? Not my preferred choice of terms.
It’s too close to “youngin'”. Makes me feel like it also needs a “whippersnapper”. And a complimentary cane or walker for my reading time.
It ain’t just young people…
I’m decidedly middle-aged now, yet I certainly prefer the efficiency (and inherent anonymity) associated with a mostly digital interaction. Indeed, many people do, not just the young ones!
If I’m calling a potential vendor, I’ve probably read a few articles and watched a YouTube video (or 10).
I probably feel very comfortable with what I’ve seen from you, and your personality.
One of my favorite YouTube accounts is D4Darious. While he is a great filmmaker, he presents his information in a fun, funny, and compelling way. After a few episodes, you’d trust this guy to make your wedding video or the next blockbuster movie, and you know either one would be outstanding.
Without hesitation, he’s the guy I would call (you too, Bodie), and I would be intimidated by making that call because he’s so awesome.
Guess who’s model I’m loosely basing my marketing on?
Back to the real problem: A violation of trust
I myself am very wary of the human interaction side on a personal level. I despise calling someone and getting the voice prompt hell, followed by a ten minute hold with repeating message, only to have someone try to hard sell me on an upgrade.
We have all experienced that. We all hate that. But the digitally adept simply Google the next term, or concept, or find a YouTube video that answers the question.
Ease of research is only part of the equation. When I do need to talk to someone, I want / need an accurate and quick answer, from a helpful person, that I feel I can trust. And this is where the breakdown occurs. Too many people violate that trust.
I don’t want to set an appointment next Tuesday at 10. I simply want to know if I can use my VA Loan again (that’s a “Yes”). And I want the answer ASAP, with no drama and no pressure.
Building that trust means you’ll get my business when the time comes. Build it enough, and I might actually subscribe to your newsletter. But if I do that, don’t you dare spam me!
I insist on creating great content, and giving it away.
Some “gurus” say this is wrong, and terrible. I’m not using a forced lead capture, or a sales funnel, or otherwise grabbing potential customer information for follow-up purposes.
It comes down to the Golden Rule – I hate those tactics, so I won’t use them. I make real estate simple, easy, lucrative, and fun. And I want to be the guy that people point to when they ask “Who’s awesome?”. I’ll take that over cheesy fake gifts, terrible pick up lines, and high-pressure selling.
Yeah, I could do the high-pressure bit and I would make a few more deals in the short-term. But I’m not here for the short-term win. I’m here for the long haul, come Hell or high water. To become the guy that everyone trusts and turns to in any market conditions.
On a purely practical business level, I understand the necessity of assessing & addressing a customer’s current understanding and buying level. But that should never translate into a hard sell or shady tactics.
I’m a consumer too, and I make a conscious effort to treat my customers the way I prefer to be treated.
I also try to engage my customers through social media as much as possible. One-to-one conversation on a one-to-many platform. It eases that difficult transition from digital to human interaction while building trust and relate-ability.
But I still haven’t created that SnapChat account, though…