{"id":3030,"date":"2008-04-27T22:35:30","date_gmt":"2008-04-28T05:35:30","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3030"},"modified":"2008-04-27T22:36:04","modified_gmt":"2008-04-28T05:36:04","slug":"the-challenge-for-realtors-and-lenders-in-the-future-how-do-you-sell-to-consumers-who-dont-want-to-be-sold","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3030\/the-challenge-for-realtors-and-lenders-in-the-future-how-do-you-sell-to-consumers-who-dont-want-to-be-sold\/","title":{"rendered":"The challenge for Realtors and lenders in the future: How do you sell to consumers who don’t want to be sold?"},"content":{"rendered":"

This is my column for this week from the Arizona Republic<\/i> (permanent link<\/a>). The lender in the story? Brian Brady, America’s #1 Mortgage Broker<\/a>. <\/p>\n

 
The challenge for Realtors and lenders in the future: How do you sell to consumers who don’t want to be sold?<\/strong><\/p>\n

We represented a cute couple in the purchase of their first home late last year. That much is not news: First time home-buyers are the bread and butter of the real estate business. What was interesting to me was how internet-focused they were.<\/p>\n

The husband, Michael, is an internet adept, but his wife, Danielle, is a true wizard. Her primary interface to the commercial world is the world wide web.<\/p>\n

They found me on the internet, of course, and I referred them to a lender that I know through the nets.<\/p>\n

Consider this: There are 30,000 Realtors in Phoenix, and at least that many lenders. All of them are advertising at a furious pace — newspapers, real estate magazines, supermarket shopping carts, bus benches, billboards, radio, TV — plus balloons, free pens and scratch pads and coffee mugs, refrigerator magnets, flower seeds, recipe cards and Halloween pumpkins.<\/p>\n

Real estate professionals spent millions of dollars trying to get Michael and Danielle’s attention, and all of that money was wasted. They are not paying attention to advertising.<\/p>\n

To the contrary, if Danielle cannot completely research a product or service on-line, she won’t have anything to do with it. They never once went into the home they were buying without a digital camera. I watched Danielle crane around in impossible contortions so she could read and write down the model and serial numbers from the washer and dryer so she could research them on-line.<\/p>\n

Looking forward, nothing changes as fast as we expect it to. But looking backward, the world seems always to be changing like dreams. Danielle is immune to advertising. She recycles her junk mail unread. She doesn’t want to be pitched, she doesn’t want to be sold, she doesn’t want to be wheedled or needled or cajoled. She doesn’t want to be closed on.<\/p>\n

All those old school gimmicks still work — on some Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This is my column for this week from the Arizona Republic (permanent link). The lender in the story? Brian Brady, America’s #1 Mortgage Broker.  The challenge for Realtors and lenders in the future: How do you sell to consumers who don’t want to be sold? We represented a cute couple in the purchase of their […]<\/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":[4,26,6,5,19],"tags":[],"class_list":{"0":"post-3030","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-disintermediation","7":"category-lending","8":"category-marketing","9":"category-real-estate","10":"category-technology","12":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":3170,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3170\/phoenix-real-estate-conference-teaches-realtors-and-lenders-the-brave-new-world-of-internet-social-media-marketing\/","url_meta":{"origin":3030,"position":0},"title":"Phoenix real estate conference teaches Realtors and lenders the brave new world of internet social media marketing","author":"Greg Swann","date":"May 24, 2008","format":false,"excerpt":"This is my column for this week from the Arizona Republic (permanent link). \u00a0Phoenix real estate conference teaches Realtors and lenders the brave new world of internet social media marketing What happens when you bring the brightest Realtors and lenders from all over the country to Phoenix for a social\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":3874,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3874\/a-proposal-to-improve-mortgage-lending\/","url_meta":{"origin":3030,"position":1},"title":"A Proposal to Improve Mortgage Lending….","author":"Tom Vanderwell","date":"August 13, 2008","format":false,"excerpt":"Since there are a variety of licensing, regulation, education, criminal background check proposals bouncing around in an effort to clean up the mortgage world, I thought I'd throw out my own proposal on how to improve mortgage lending. I'm proposing that as part of the training for becoming a mortgage\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/general\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1797,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1797\/consumers-view-on-what-bloodhound-blog-is\/","url_meta":{"origin":3030,"position":2},"title":"Consumer’s View on What Bloodhound Blog Is…","author":"Lani Anglin","date":"August 13, 2007","format":false,"excerpt":"Contrary to unpopular belief, Realtors in the Bloodhound Blog pool care about consumers. Oh, I know it's hard to buy because YOU once had a Realtor not call you back or because you read one single article that got heated, or because the For Sale sign is still crooked in\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":1940,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1940\/the-odysseus-medal-propagating-better-ideas-in-real-estate-by-celebrating-better-ideas-in-real-estate\/","url_meta":{"origin":3030,"position":3},"title":"The Odysseus Medal: Propagating better ideas in real estate by celebrating better ideas in real estate","author":"Greg Swann","date":"September 17, 2007","format":false,"excerpt":"This is probably not much of a secret, but I really love ideas. I think the argument that smart people can improve the NAR cartel from the inside is absurd, but the instant form of the claim -- that I could advance Realtors' use of technology by wasting my time\u2026","rel":"","context":"In "Blog Carnivals"","block_context":{"text":"Blog Carnivals","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blog-carnivals\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":762,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/762\/who-needs-realtors\/","url_meta":{"origin":3030,"position":4},"title":"Who needs Realtors . . . ?","author":"Greg Swann","date":"December 12, 2006","format":false,"excerpt":"I was talking with a reporter yesterday about the idea of disintermediation in real estate. I brought up the question of what is the ideal closing date, just as a quick and dirty illustration of why buyers and sellers need professional advice, even if they think they don't. This morning's\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8261,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/8261\/why-dont-realtors-solicit-lenders-for-buyers\/","url_meta":{"origin":3030,"position":5},"title":"Why Don’t REALTORS Solicit Lenders For Buyers?","author":"Brian Brady","date":"May 6, 2009","format":false,"excerpt":"REALTORS constantly solicit banks and mortgage lenders for REO business.\u00a0 Why isn't the producing REALTOR, as a matter of course, soliciting business from loan originators? I posed this question at Unchained Phoenix '09 and you would have thought I asked the REALTORs to walk on coals...at first.\u00a0 A few bright\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":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3030","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=3030"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3030\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3030"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3030"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3030"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}