Not every client lead is a home run — many, in fact, are duds. Similarly, not every contractor referral from colleagues is a good fit. However, in both cases, there’s only one, appropriate response from the Realtor on the receiving end: a heartfelt “Thank You!” Rationale There are two reasons for that. One. If you...Read More
“Come Into the Office” (“CITO**”) and Other Realtor Lines ‘Cause if you liked it, then you should have put a ring on it If you liked it, then you should have put a ring on it Don’t be mad once you see that he want it If you liked it, then you should have put...Read More
The Joy of Hitting Business “Home Runs” [Editor’s Note: The views expressed here are solely those of Ross Kaplan, and do not represent Edina Realty, Berkshire Hathaway (“Berkshire”), or any other entity referenced. Edina Realty is a subsidiary of Berkshire.] When Warren Buffett buys a company, trust me, the principals and senior managers all become...Read More
One-Word Marketing Mantras It’s not entirely true that I got nothing out of the continuing ed course I walked out of this Wednesday after about one hour. I got the idea for this post. “Sell More Now!” When it turned out the 8-hour course was going to be one big pep talk, telling agents how...Read More
The Problem(s) With Blind Solicitations “To hell with all this waiting around. Let’s go kill something.” –One vulture on a tree bough to another. In a housing market characterized by scarce inventory and frustrated Buyers, it seems like an obvious tactic (if not smart Realtor marketing): proactive Buyers’ agents who send a blind letter to...Read More
Listing Agent Retort: “I’ll Tell You Right After You Tell Me How High the Buyer is Willing to Go” You (almost) never hear a listing agent (representing a Seller) say to a Buyer’s agent at the outset of negotiations: “let’s cut to the chase; what’s the most your Buyer will pay for my client’s property?”...Read More
