Do You Think Like a Real Estate Salesperson or a Marketing Professional Who Can Attract a Steady Flow of Clients and Real Estate Leads?
Working with real estate salespeople day after day, I see a huge waste of time, money and energy that comes as a direct result of agents thinking like a salesperson instead of a marketing professional. Unfortunately, most agents have no formal training about what marketing is and how it relates to their sales activities. While most agents have gone through a significant amount of sales training, the sales training they get revolves around classic sales skills that assume that face-to-face or over the phone selling skills are all you need to succeed as a real estate agent.
This training doesn’t cover the impact that marketing has on the overall success of an agent. The reality is that most real estate trainers do not have a marketing education or come from a marketing background. They were successful sales people that enjoyed training and management, and they teach agents what they did to succeed as a salesperson, which only works if you have agents that are clones of each other.
So, what exactly is the difference between sales and marketing and why is it important that you understand how marketing and sales work together?
The classic definition of marketing is; Marketing is comprised of the total impact of all activities involved in the transfer of goods from a seller to the buyer, including market selection, product or service features, design, packaging, branding, advertising, shipping, storing, selling, delivery and post-sale customer service. Selling is one just one step out of the complete marketing process and is defined as a salespersons’ actions that are used to induce (someone) to buy something when they are face to face or on the phone with a prospect. Ok, I know you are thinking, “I just wasted my time reading that.” What it means is that great marketing makes sales much easier and excellent sales skills maximize the ROI from the investment in marketing.