Jeff Rickard

Your Message Must be as Compelling as Your Product to Engage Anyone - Especially Your Customer.

The key to any communication rests in how well you engage the other person or the audience.

Your preparation, the questions you ask, the ideas you bring, your communication and presentation skills, and your positive attitude and enthusiasm are the keys to intelligent engagement.

The old adage is, “it’s not what you say - it’s how you say it.”  Wrong.  In business it’s both.  Making a great presentation is a marriage of “what you say” and “how you say it.” 

Your ability to present a compelling, believable, enthusiastic, value driven message is the difference between yes and no, understanding and confusion, acceptance or rejection, and even approval or denial.

This is an excerpt from Jeffrey Gitomer’s Little Platinum Book of Cha-Ching!

     This is very true today and it has been ignored by many in the real estate - mortgage industry for some time.  The business was booming for so long we stopped presenting ourselves and our services.  In this new slower market we need to get back to basics and get good at selling again.

I have been talking to many Realtors in an attempt to see how I can better serve their needs.  In this questioning I have been shocked to hear that very few actually have a listing presentation.  They just wing it.  In a hot market their name may have been all that was needed, not today.  Our industry is under attack and we need to show and tell our clients why we are so important. 

Discount Real Estate servicers and the internet are telling clients why a Realtor is of no value and their message is gaining momentum.  You have to prove that you are of value and critical to their success.  This is done by your presentation and the marketing material you demonstrate and leave behind.  You have to tell your clients how much service you actually provide; marketing, sales, negotiation, accounting, documents, understanding of Colorado real estate regulations, etc..

I am also amazed to tell you this is a problem for our industries “best and brightest” not just beginners.  MANY very experienced Realtors have told me that they have not had to market for so long that they really don’t remember how or what they did in the beginning.

I did focus more on Realtors in this post but it is also a very big challenge in the mortgage industry.  Good loan officers are a value again, we need to start proving it.  Remember, many Realtors have never needed to depend on a knowledgeable loan officer, if you could fog a mirror you got a loan.  They need us again but it will depend on your presentation skills to make them realize it.  

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