Sell the sizzle, not the steak.

–Advertising slogan

Is that saying still accurate?

At least in real estate sales today, I don’t think so.

In fact, I think it may be exactly backwards:  Buyers want to be sold “steak,” not “sizzle.”

For at least some Buyers, I’d go even further:  they don’t want to be “sold” anything.

Such Buyers invariably equate “selling” with “sales spin”:  emotional pitches designed to manipulate.

Defining “Steak”

So, what do today’s 24/7, “socially networked” Buyers want instead?

Good, timely information, along with context and objective analysis (“steak”).

Then, when it’s time to do a deal, they want technical proficiency and negotiating skills.

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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