The Magic Words – “What You’re Sayin’ Is Makin’ a Lotta Sense”

by Jeff Brown

Real Estate Investments Broker

Author website

Regardless of how someone may have found you, one day you get an email or a phone call from them. Assuming they’re not a referral, you’ve already developed a modicum of credibility in their eyes — why else would they be talkin’ with ya? So the first phone conversation begins with them introducing themselves and the reason for the contact. They’re serious campers, but haven’t decided which pro, if any, they’d like to use.

How does that first chat usually work out for ya?

This was the question with which I was pounded daily as a newbie, and one I often ask of those I occasionally mentor.

Those conversations, in my experience, are what makes or breaks real estate agents/brokers. If that first conversation doesn’t gain traction with the potential client, it’s highly unlikely a second chance will present itself. So, what approach do you take? Are you Zig Ziggler using 1,001 closing questions? You realize cars don’t have carburetors any more, right? (And the first 20-something who asks what a carburetor is gets booted.) 🙂

I has a suggestion — try makin’ some sense.

How are you comin’ across to potential clients — like every other ‘TopProducer’ they’ve been bored by the last 10 days? Folks come to pros for one main reason among many — they want you to have forgotten more than they know about the subject at hand. Most of what passes for intelligence from the typical agent in these ‘dialogues’ is exactly what Charlie Brown heard when his teacher was talkin’ — blah blah blahdy blah — BS BS BS.

It’s not about us. Everyone says that, but from where I sit, and what new clients actually tell me, is that the agents with whom they’ve spoken simply haven’t walked that talk.

It’s about the hands-on difference we can make when the Firestones hit the pavement. Most of the time, early in my career, I was embarrassing myself more than I can possibly imagine, and I thank the Lord I was blissfully unaware. “We’re the best” “We sell SO many homes…” “Our ad budget is ginormous” And my new 21st century favorite, “We’re the techiest brokerage in the free world. The only reason UFOs come to earth is to steal from us.” — which usually means they’ve figured out the attachment gizmo on their email app.

Besides a real estate license, what’s the common denominator between Greg Swann, Teri Lussier, Sean Purcell, Russell Shaw, Don Reedy, and me?

Though we may share some strategies, we’re a pretty diverse group. Shaw’s the only guy I know on radio/TV. Greg works on another planet for all we know. 🙂 Don works in my area and is all over the strategy map. Sean takes new ideas and runs with ’em, adding his own touch on the run. Teri is interwoven into her community big time — she knows where the bodies are buried. She does what works. I’m a different case altogether cuz I don’t sell homes, I’m an investment guy.

What do we share?

When people call us — we demonstrate beyond a shadow of any reasonable doubt that we’re NOT part of the crowd. We know stuff. Stuff the other guys mention, but not in rich detail, with authority and confidence. They establish their superior knowledge, expertise, and experience with no-nonsense answers to equally no-nonsense questions.

They’re wickedly honest when answering sticky questions. Like earlier this week…

I was recently able to show a first time caller why their strategy was solid, but some of their tactics were borderline financially suicidal. They were proud of their plan, but nobody had dared (or probably didn’t know better, sorry) tell them the likely dire consequences of those tactics. They listened carefully — I was putting it very low key, but with authority founded in experience. (Note: Never fake it, cuz they’ll undress you before you know what’s happenin’. There’s no way to appear knowledgeable, much less dignified with your pants down at your ankles.)

Inevitably, at some point they’ll make this killer cool observation: “You know, you’re really makin’ sense here. I can see what you’re talkin’ about. If we should start workin’ together, what’s the next step?”

We never talked about any awards I’ve won for production. (And for the record, I’ve been TopPruducer at my firm for 33 straight years.) The key topic was based solely on explaining his real problem in a manner he’d never heard before, and freely offering how, in broad terms, he’d be far better off — in the successful attainment of his #1 goal.

Yeah, I know — “Geez, Jeff, all you’re sayin’ is figure out his needs and meet them.” No, actually I’m not. There’s a very subtle, but night ‘n day difference between ‘finding & meeting needs’ and understanding to the core their concept of what attaining those needs means to them.

Monster difference. As in the difference between “Don’t call me, I’ll call you” and “So, how do we start to work together?”

When you bring to the table the combination of making the kinda sense your competitors aren’t— while simultaneously understanding what their goal’s concept means to them — they will literally close you. I refuse to close them — ever. In fact, I’ll go as far as to say I’d feel embarrassed for myself if I did try.

Think about it for a second objectively.

You want ice cream — not just any ice cream, but the rich super premium stuff — and in the one flavor that’s makin’ you grin just thinkin’ about it. You find yourself in front of a 31 Flavors store. I’m there with ya. Do ya need me to close you on the idea of buyin’ that Jamoca Almond Fudge double-scoop cone? Furthermore, what would you think of me if I tried? Would you crack up? I would if I were you, cuz I’d be sure you were messin’ with me. Do you really want first time callers to think you’re messin’ with ’em?

Don’t answer — it’s a rhetorical question.

We can’t make sense to folks, at least on the level that matters to them, gain true traction, if we first don’t understand the concept they hold in their mind about what obtaining their primary goal means to them. That concept is the key to all doors. It often doesn’t mean what our minds conjure, so don’t, as I usually did as a youngster, jump to the ‘obvious’ conclusion. Listen to them with what one of my mentors used to call ‘The Third Ear’.

If you’ve ever bought a car that you really wanted, what was the concept the car satisfied? Was it prestige? Power and speed? Maybe it allowed you to go campin’ more? See? You addressed your own concept of a car, which is really just a way to get somewhere faster than walkin’.

Gotta go, the cell’s ringin’.