I love providing information for people even if they decide to use Joe Realtor down the street. However, I have no problem asking for the business in some way in all of my post.

I think there is a clear difference between a poor post and a strong sale and a informative post with and a invitation for action.

It’s almost like they want us to have the charachteristics of a sales person so they feel like they are represented by someone who will fight for them.

The object being sold by the hard sale may indeed be something in my best interest, but I flinch at the hard sell every time. Why, because I don’t trust the salesman. But if you have a relationship with me, and you understand my need, and you know what is best for me, then I want YOU to sell me. I’m asking you to sell me.

If you’re creating a relationship with someone that fosters trust in you as a professional (in any industry), you are “selling” yourself and them on that fact.

Either way, your point is very well made and right on target. Perhaps we’re all just word-smithing at this point…

After reading all of these comments, I still agree with your approach. I subscribe to your blog and I appreciate how you write and what you write about. It’s a very similar approach that I use, and it works for me.

Blogging is NOT selling. Blogging builds you a relationship which then brings you face to face with a “warm” client. Only THEN do you sell. But if you’ve done your work correctly, they’re 90% sold when you meet them for the first time. That’s the whole point of doing it.

I was just competing for a buyer who originally found me through my site. They interviewed me and 4 other agents, and in the end I won. Why? Because “we felt you knew the most about the area we want to live in.” Their words, not mine.

I think we all agree that you’re not going to succeed by sitting in a dark office and blogging all day. I think the divergence in these comments is where agents choose to ask for the order. I prefer to do it in person, when I have the highest probability of success.

Ginger — keep up the great work!

Chuck

Deborah- Sellers do expect us to promote their property, but I don’t believe my blog is the place for that. I have a comprehensive marketing plan for my sellers that provides them maximum exposure in the places in the places I think best fit their needs.

I want to be very clear. I am a salesperson, and quite a good one I would say. I believe the reason why is because I believe there is a time and place to “sell.” I don’t believe that is on my blog, I believe that my blog is about building relationships, trust and providing information.

I think that the story and intention behind this blog has been misunderstood.

If I have someone in my car, looking for a home, showing them property, how I deal with them will be very different than someone I first meet – be it on my blog, at a volunteer event, a cocktail party or even an open house. There is a time to close the deal, but in general, I don’t believe that is upon the first meeting.

I think we have to be very aware of WHERE we are at and WHO we are interacting with. While ultimately, my success is measured in the commissions I earn, I don’t believe in ever focusing on “a commission.” In my opinion, a focus on commissions can lead to decision making that is less than fair to the client. I prefer to focus on serving my clients and potential clients in the manner that best suits their needs.

Shocker- I often talk my clients out of buying properties or listing them. If it doesn’t make sense for the client, I believe my job is to advise them accordingly.

While this may mean I lose out on some inital deals, I believe this is precisely why I receive a lot of referrals. One of my best and constant referrals sources if from someone I have never done a transaction with. I actually talked them out of buying a very expensive property that would have resulted in a (VERY)large commission check to me. In the end, I can guarantee that the commissions I receive off their referrals far exceed what I would have earned on that one check because I did the right thing.

I believe consumers can smell agents who are focused on their commission and that is not really desirable to most.

Again, it is probably a style thing. Building relationships is part of the sales process, but I don’t believe in starting out with the hard sell or the close before the relationship has even begun.

When a reader first comes to a blog, they are looking for information, or at times, recreation. Call to actions, engaging the reader, and offers for additional information are all forms of a soft sell, and part of the selling process. Building relationships and trust is part of the selling process.

Perception of the word “selling” can draw negative views of an attempt at hard sell manipulation. Today’s consumers are too savvy for that and have revolted against it. It seems that all of us are in agreement that recognize that servicing a client’s needs and focusing on them is paramount, and hard sell manipulation is unacceptable. I taught Xerox PSS sales training course years ago, and WHIFT and a consultative approach was the foundation. I understand that “selling” can often be construed as a nasty word, but consider that a shame. Professional sales approaches are about the client, not manipulation.

Our success is measured in terms of transactions completed and GCI (Gross Commission Income). Unless we have a money tree or some other form of income to support ourselves, we must ultimately be concerned with allocating our time in a way that generates revenue. A balanced plan includes providing information, building relationships, consulting, advising, and even having fun in the process.

But your point, which I think is most valid, might be paraphrased as saying that Blogging is about building trust so that when the opportunity to sell arises, you are the person chosen by the consumer.

I do feel compelled to point out that a bonus to reading your posts and comments is seeing your avatar

You said an attendee asked you when to sell, and you said “you don’t”. This is what I was disagreeing with. I agree that you don’t have to sell. I agree that you can sell to much. But I disagree with “you don’t”.

But like I said in the beginning, I agree with you for the most part.

…and if you’re just blogging for relationships, you’re leaving even more on the table. Real business. I never said you shouldn’t build relationships. Or said that the blog should be all about sales. Or that a blogger should just be worried about themselves. Not sure how you got there man. You should do ALL of it.

Real estate bloggers admit to me all the time that they don’t read lenderama. I say, “why would you?” I would rather they didn’t. I want loan originators to read it. They are my clients. I don’t really care what real estate agents think about it. Just like real estate agents shouldn’t really care what other real estate professionals think of their blog. The people they need to focus on are potential clients. There’s one hundred fold more potential in gaining clients by appealing to them directly than there is in hoping another real estate professional will one day refer a client because they like your blogging style.

I may not be relevant in Denver, but I’m sure as hell relevant wherever I live. I’m a homeowner, I’m relocating, I’ve got great credit. I’m certainly in the target audience.

Frankly I think if you’re blogging just for SEO and to generate Web leads than you’re leaving something else on the table – relationships.

And I think in the long run relationships will pay off more than the folks who fill out your web form to get your local listings.

I have no problem with people making money off their blogs – shoot, I make a pretty nice sum off of mine – what I am saying though is that it’s called conversational marketing and social marketing for a reason. Talk to me and build a relationship with me – don’t nudge me for a sale the first time I come to your site or in every article.

When someone comes up to me in a store or a car lot and tries to be “helpful” when really I know they’re just looking for a commission it makes me look at them as a suspect – not as a friend, not as even someone to trust or respect. I basically put my guard up. I think bloggers that go too far with the sales risk that alienation.

I think the sales angle can also lead to content that is, shall we say, less than authentic. I want someone who will give it to me straight and answer the WIIFM (what’s in it for me) not push the WIIFT (what’s in it for them). Kill the spin, shoot me straight, give me some information that is relevant, useful and beneficial and maybe I’ll give you my respect and trust – and if you’re lucky my business.

If you’re just worried about you – guess what? That makes two of us, and you lose.

Has a salesperson in a department store ever asked you, “would you like me to check to see if we have it in stock?” They know it’s in stock. It’s just a comfortable way of asking for a sale. A friendly nudge. Nobody ever walks out of a store thinking they were just hard sold in such a situation, but LOTS of people are moved to buy because of it.

Linking to a page of your listings at the end of a post is not a hard sell. Encouraging them to check the value of their home, or visit your IDX. I don’t see the downside if it’s done in strategically, and in moderation.

Chuck- not everyone agrees…

Benn- Agree, you can’t write a blog and wait for the phone to ring. It is one piece of a larger puzzle that needs to be put together.

Morgan- I don’t care if it is a real estate or another blog, or even in person. I am totally turned off when people try to sell me. I don’t want to be sold, I am a smart girl. Give me information and let me make my own decision. If you provide enough value, I will come back for more.

Todd- I disagree, I don’t think by posting a blog, I have earned the right to sell my audience. I don’t think I have proven I am the expert. One blog post does not create a relationship, that takes time and if you do too much of a sell, you might lose out on the opportunity for that person to come back, read some more, get comfortable on the blog. The point for ME is to create trust. I don’t have to EVER sell myself, because it naturally happens over time. Most contacts I get from my blog occur months after the person first started reading. Just like meeting someone face to face, rarely do you develop a high level trust from a brief meeting at a party. Face to face relationships take time, just as online relationships do.

As for your comment to Morgan, the point is that someone like Morgan is at some point going to need a local agent (or someone he knows). He may want to read local real estate blogs to keep up to date on the market. When his friend/coworker/cousin/brother is considering selling, he may direct them to my local real estate blog because he finds it informative, interesting information. Information he trusts, and therefore has a level of trust in me- the writer/agent.
I care if Morgan or someone like him is reading my blog because, if he is reading it, he is interested in real estate. His presence is TOTALLY relevant. He knows people who are interested in real estate. He knows people who might buy real estate. Again, it comes back to developing a relationship- not looking for one sale, but creating a “fan” who goes out and sells me. I received an email from someone yesterday who said “I love your blog. I tell everyone I know about it.” This person is not going to move. I won’t be their agent. But it doesn’t matter. That type of “sell”, done my someone else, is priceless, and it happens because I provide great content that is interesting to them.
For me, web 2.0 works because I follow the same principles as I do when networking anywhere else- be interesting, informative, provide value, the rest of the process takes care of itself.

Morgan, who cares? I mean that that with the utmost respect. Who cares if you read (or I) read local real estate blogs? Unless it’s a blogger in your market that you’d be likely to enlist as an agent, your presence on their blog isn’t really relevant.

Sorry, but this is a subject that always sticks in my craw. Web2.0 works best when a little sales101 is thrown in.