{"id":2255,"date":"2007-11-23T15:36:26","date_gmt":"2007-11-23T22:36:26","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2255"},"modified":"2007-11-23T14:44:19","modified_gmt":"2007-11-23T21:44:19","slug":"consumers-to-realtors-dont-push-me-ill-pull-you-instead-and-if-you-push-too-hard-ill-pull-away","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2255\/consumers-to-realtors-dont-push-me-ill-pull-you-instead-and-if-you-push-too-hard-ill-pull-away\/","title":{"rendered":"Consumers to Realtors: “Don’t push me, I’ll pull you instead — and if you push too hard, I’ll pull away”"},"content":{"rendered":"

This is my column for this week from the Arizona Republic<\/i>. Not by coincidence, I’m talking about the curriculum of our forthcoming marketing conference<\/a>.<\/p>\n

\u00a0
Consumers to Realtors: “Don’t push me, I’ll pull you instead — and if you push too hard, I’ll pull away”<\/b><\/p>\n

There is a quiet revolution going on in the world of real estate marketing — in the world of marketing in general. We are gradually changing from a push-based kind of selling to something that is much more pull-oriented.<\/p>\n

What do I mean? Picture me pushing my business card into your hand. Or pushing a flyer at you. Pushing an ad in front of your eyes in the newspaper — or a commercial on television. Since marketing began, it has always been about pushing things, with the effort being led by the pushy salesperson.<\/p>\n

As with everything else, the internet is changing this. Your own pursuit of information — not just marketing information but putatively disinterested facts — is becoming more and more pull-oriented.<\/p>\n

Interested in wide-screen TVs? You might visit a store or two tomorrow, but tonight you’re going to research everything you can find on the internet. You might start with a Google search, then go to Wikipedia to learn all the arcane details. You might click on a few manufacturers’ or retailers’ pages, but you’re just as likely to read weblogs or discussion forums to find out what real people just like you love and hate about their new televisions.<\/p>\n

By the time you show up at a store — or more likely an on-line store — you will know enough to make the right choice without any help.<\/p>\n

And here’s the interesting thing: If some pushy salesperson tries to talk you into making the wrong choice — you’ll understand exactly what is going on.<\/p>\n

Buying or selling a home is more complicated than shopping on-line, but more and more consumers are going through the same research process before they contact a Realtor.<\/p>\n

What does it mean? In the long-run, push-based marketing is a diminishing return. Consumers are going to shop until they find a Realtor they know they can trust — and Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This is my column for this week from the Arizona Republic. Not by coincidence, I’m talking about the curriculum of our forthcoming marketing conference. \u00a0Consumers to Realtors: “Don’t push me, I’ll pull you instead — and if you push too hard, I’ll pull away” There is a quiet revolution going on in the world of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,6,5,19],"tags":[],"class_list":{"0":"post-2255","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-disintermediation","7":"category-marketing","8":"category-real-estate","9":"category-technology","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":7022,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/7022\/in-the-world-of-internet-marketing-realtors-and-lenders-have-to-know-how-to-solve-their-own-on-line-marketing-problems\/","url_meta":{"origin":2255,"position":0},"title":"In the world of internet marketing, Realtors and lenders have to know how to solve their own on-line marketing problems","author":"Greg Swann","date":"February 21, 2009","format":false,"excerpt":"Cathleen encouraged me to take exception to Jeff Brown's most recent post, and, by the time I was done, I had a whole new post. Quoting from Jeff:If you honestly believe your income is higher with you spending time changing your own hi-tech oil, then continue along that path \u2014\u2026","rel":"","context":"In "Flourishing"","block_context":{"text":"Flourishing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/flourishing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8332,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/8332\/the-goal-of-the-bloodhoundblog-unchained-training-conference-is-to-push-the-bums-out-of-the-real-estate-business\/","url_meta":{"origin":2255,"position":1},"title":"The goal of the BloodhoundBlog Unchained training conference is to push the bums out of the real estate business","author":"Greg Swann","date":"May 9, 2009","format":false,"excerpt":"This from my Arizona Republic real estate column (permanent link): We publish a national real estate industry weblog called BloodhoundBlog.com. There are 42 contributors from all over the country, each one an expert in his or her own right. Together we talk about real estate marketing and technology, lending and\u2026","rel":"","context":"In "Flourishing"","block_context":{"text":"Flourishing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/flourishing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1588,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1588\/ask-the-audience-can-i-get-rid-of-that-snail-mail-newsletter\/","url_meta":{"origin":2255,"position":2},"title":"Ask the Audience: Can I get rid of that snail-mail newsletter?","author":"Brian Brady","date":"June 27, 2007","format":false,"excerpt":"Hilary Shantz, a real estate agent from Oakville, ON asks: Hi Brian, You are on the cutting edge of marketing\/blogging. Do you think that it is sufficient to have a business blog and forgo having a newsletter, just send people a reminder every time you post a blog which they\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":859,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/859\/bloodhoundblogs-brian-brady-hosts-phoenix-area-webloggers-forum\/","url_meta":{"origin":2255,"position":3},"title":"BloodhoundBlog’s Brian Brady hosts Phoenix-area webloggers forum","author":"Greg Swann","date":"January 5, 2007","format":false,"excerpt":"About twenty Phoenix-area webloggers, many of them Active Rain participants, attended a real estate weblogging forum hosted today by BloodhoundBlog weblogger Brian Brady at the Phoenix Public Library in Downtown Phoenix. Today's event was a sort of get-acquainted meeting, with the attending bloggers introducing themselves and talking about their weblogging\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3403,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3403\/project-bloodhound-marketing-into-open-hostility-blank-indifference-or-firmly-entrenched-error-how-do-you-get-people-who-already-dont-intend-to-listen-to-you-to-listen-anyway\/","url_meta":{"origin":2255,"position":4},"title":"Project Bloodhound: Marketing into open hostility, blank indifference or firmly-entrenched error: How do you get people who already don’t intend to listen to you to listen anyway?","author":"Greg Swann","date":"July 20, 2008","format":false,"excerpt":"I mentioned the Saturday Afternoon Marketing Circle yesterday. Richard Riccelli, Jeff Brown, Teri Lussier and I have been talking about an ugly marketing problem and how to get around it. I left off last night with this:You can't market into indifference or into firmly-established error. You can only persuade people\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":912,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/912\/from-forty-links-to-infinity-apprehending-the-full-scope-of-the-renet\/","url_meta":{"origin":2255,"position":5},"title":"From forty links to infinity: Apprehending the full scope of the RE.net","author":"Greg Swann","date":"January 18, 2007","format":false,"excerpt":"Okay, here's the meme game I mentioned yesterday. I want to build something like a canonical list of every weblog in the RE.net. By this I mean weblogs created by Realtors or other real estate agents, including commercial brokers; lenders, appraisers, investors or other real estate professionals; mainstream media real\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2255"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2255\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}