I sometimes catch some heat from real estate agents who have been taught, and who steadfastly adhere to the ritual of cold calling people to secure clients. That is because I choose to operate our business in a completely different manner, and am outspoken about this issue. I have spent countless hours over the years studying my industry, learning my craft, and working diligently to be the best resource for a consumer in Fredericksburg real estate market. I don’t want to undermine all the work, study and experience by acting in a way that makes people perceive me as anything less than an expert. To that end, I am not going to call someone and essentially manipulate them into becoming my client.
It is my position that people should do business with people that they know, like and trust. That applies to any business. If you don’t like and trust the people behind the business, then don’t do business with them. I have yet to figure out why I would like and trust someone who cold calls me to garner my business. I don’t perceive those telemarketers as experts. It is very likely that you don’t either.
Instead, I think of situations like the one with my friends Jeremy and Jessica Gaston. A few years ago they were referred to our team by Jessica’s mother. In the time since that referral, we have helped them sell one home and buy another. They have become very dear friends, not only to me but to my daughter as well. I love them. I ask them for counsel when we are considering new business ideas. They refer everyone to me that they know who is looking to buy or selll. They know, like and trust me. They know what I stand for on issues that far surpass real estate. That is how I want my business to operate… with as many Jeremy and Jessicas as I can meet. I don’t believe it is very likely that I build very many relationships like that one from cold calling.
Check out this news story from Aurora, Colorado. A woman took her home off the market and was brought to tears by the harassment she encountered from cold calling real estate agents… around 100 in a single day… seriously the video in this link is worth watching.
Channel 9 News Story – Woman harassed by real estate calls
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