Peter Fletcher

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She might be grumpy but she makes a lot of sales

January 12, 2011 by Peter Fletcher

Real estate is as simple as running your dog in the park

She’s grumpy and rarely smiles. If she does it’s when I’m not present.

Her reputation is fearsome. Young sales reps are pilloried by her about ethics and etiquette. Her commitment, it seems, is to make other agents cringe and cower. She’s like a caged fighting dog, snapping and snarling at everyone and everything, even her handlers.

And yet strangely she makes sales. Lots of them. In her patch she’s clearly the leading agent.

While others drive expensive cars and wear designer suits this agent puts sales together. Her marketing isn’t flash. To the contrary it’s dowdy. Small signs, small print ads and faded photos in an old shop window. She’s not on Facebook or Twitter and doesn’t have a blog. In fact she doesn’t even have a website, at least not one I could find.

So what is it about her that gets the job done?

For a start she lives where she works. That gives her a nuanced understanding of her patch that an outsider could only hope for. It’s an edge that others find hard to combat.

She knows the market backwards. That’s not hard when you’re the one making all the sales. When sellers ask her opinion she speaks with the confidence only years of knowledge bring.

And she walks her dog in the park and chats with the locals. She knows their names and the names of their dogs and their kids. She takes an interest in them and knows where they live.

There’s no need to sell or hand out cards. Her dog walking friends know who she is, what she does and where to get hold of her.

In short, she’s a social marketing pro. We who exercise our dogs online would do well to take a leaf out of her play book.

Photo credit: mikebaird on Flickr

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Filed Under: Marketing Tagged With: marketing, social marketing

Comments

  1. Dbradley says

    January 12, 2011 at 2:36 am

    Name please?

  2. Terri says

    January 12, 2011 at 3:32 am

    Peter – this is such a timely reminder that it is person to person contact and KNOWING your clients which will win out every time over technology by itself..

  3. Terri says

    January 12, 2011 at 3:35 am

    Peter, also how do I update my profile with photo and more info as I am keen to contribute as much as I can to this site, cheers Terri http://www.realestatemastery.com.au

  4. Peter Fletcher says

    January 12, 2011 at 4:22 am

    Hi Terri, head to disqus.com and start a disqus account. You’ll be presented with a number of options to edit your profile. Disqus integrates nicely with Facebook so you can push your comments through to your profile and use your profile pic on your disqus comments. When you come across a site using the disqus comment system just login (using either your Facebook or disqus login) and post a comment and disqus will keep a track of those comments for you. It’s pretty neat.

  5. Peter Fletcher says

    January 12, 2011 at 4:24 am

    All you’ll get out of me is my name, rank and serial number Mr Bradley. Who knows, it may be a work of fiction. 🙂

  6. Peter Fletcher says

    January 12, 2011 at 4:28 am

    You’re right Terri. It’s easy to be seduced by all the gadgetry and forget that real estate is all about relationships.

  7. Phils Property Deals says

    January 13, 2011 at 2:39 am

    Very clever! Great post.

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Speaker, trainer and coach. I write about living, loving and working better. Love a challenge. More...

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