{"id":3403,"date":"2008-07-20T09:54:46","date_gmt":"2008-07-20T16:54:46","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3403"},"modified":"2008-07-20T09:56:14","modified_gmt":"2008-07-20T16:56:14","slug":"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","status":"publish","type":"post","link":"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\/","title":{"rendered":"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?"},"content":{"rendered":"

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:<\/p>\n

You can’t market into indifference or into firmly-established error. You can only persuade people who are listening to you.<\/p><\/blockquote>\n

I could go further than that to say that people only change their behavior in significant ways when the pain of their errors exceeds their inertia in emending them. In that respect, this real estate market is a good friend to Realtors like us, who intend to do a whole lot more to earn the business. In a normal market, no one is listening. Right now, a lot of people are tuned into the idea of better and worse results.<\/p>\n

That notwithstanding, Teri offers up this observation to the idea that “you can’t market into indifference or into firmly-established error”:<\/p>\n

Why not? I’m not being a snot, I really don’t understand why you’d say this. Can’t great (legendary) marketing overcome a wide variety of objections?<\/p><\/blockquote>\n

We want to teach salesmanship at Unchained in Orlando, and this question illustrates why we want to cover this stuff. To wit:<\/p>\n

An objection is a buying sign.<\/p>\n

If someone raises an objection to something you’ve said, they’re not only already listening to you, they’re listening hard.<\/em> If you can pull out every objection and address them satisfactorily, you’ll make a sale. In many ways objections are better than placid acceptance, since the placidity may be masking unstated objections.<\/p>\n

But that’s not what Teri and I are talking about. The issue is this: How do you get the attention of people who are already consciously or subconsciously convinced that they don’t want to hear what you have to say?<\/p>\n

Teri put it this way in our discussion:<\/p>\n

So your weakness is not marketing listed homes, but marketing to convince the seller to do things your way from the beginning.<\/p><\/blockquote>\n

But exactly. Our efforts are remarkable. Our results, even in this market, have been very strong compared to the agents we compete against. But as I discussed with Jeff the other day, Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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 who are listening to […]<\/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":[6,5,30],"tags":[],"class_list":{"0":"post-3403","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","8":"category-supplanting-the-nar","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":1832,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1832\/googles-new-embeddable-map-says-buy-this-house-on-friday\/","url_meta":{"origin":3403,"position":0},"title":"Google’s new embedable map says, “Buy this house on Friday!”","author":"Greg Swann","date":"August 21, 2007","format":false,"excerpt":"And now for some bazillion-dollar arm-twisting in behalf of a forthcoming listing: View Larger Map I wanted this from my sullen teenager a year ago, but he's been busy trying to portray the subtle distinctions between indifference, ennui and anomie -- it ain't easy! In any case, let me feed\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":3087,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3087\/sometimes-ticking-people-off-is-exactly-the-intent\/","url_meta":{"origin":3403,"position":1},"title":"Sometimes Ticking People Off Is Exactly The Intent","author":"Barry Cunningham","date":"May 11, 2008","format":false,"excerpt":"Established in 1965, Benetton is present in 120 countries around the world. It presently has global sales in excess of $2 Billion dollars annually. Yet many in the mainstream find their advertising and marketing strategies downright offensive. The aim of United Colors of Benetton corporate communication is to create the\u2026","rel":"","context":"In "Dirty Laundry"","block_context":{"text":"Dirty Laundry","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/dirty-laundry\/"},"img":{"alt_text":"Real Estate Radio USA | Contrarian Marketing","src":"https:\/\/i0.wp.com\/www.realestateradiousa.com\/blog\/wp-content\/uploads\/2008\/05\/bennn3.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":435,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/435\/blogoff-post-58-dont-tell-buyers-agent-your-reason-for-selling\/","url_meta":{"origin":3403,"position":2},"title":"Blogoff Post #58: Don’t tell buyer’s agent your reason for selling . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"This is another favorite from my Arizona Republic column:\"My goodness! This house is gorgeous. I don't know how you can bear to leave it.\" That's me talking to a seller - while I'm in the home representing buyers. It sounds like an innocuous remark, effusive small-talk, but what I'm doing\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":2555,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2555\/if-youve-finally-found-your-dream-home-dont-dawdle\/","url_meta":{"origin":3403,"position":3},"title":"If you’ve finally found your dream home — don’t dawdle","author":"Greg Swann","date":"February 1, 2008","format":false,"excerpt":"This is my column for this week from the Arizona Republic (permanent link): \u00a0If you've finally found your dream home -- don't dawdle Here's a paradox for the ages: It's been a strong buyers market for more than two years -- and yet buyers still can't afford to be lax\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":16213,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/16213\/unchained-melody-cultivating-indifference-with-cage-the-elephant\/","url_meta":{"origin":3403,"position":4},"title":"Unchained melody: Cultivating indifference with Cage the Elephant.","author":"Greg Swann","date":"October 11, 2012","format":false,"excerpt":"Man Alive! is six months old this week. A video I made on Monday celebrates the book's demi-anniversary by eviscerating two mutually-contradictory theories of human free will. Meanwhile, I'm in the early stages of writing a new book on moral philosophy, this one concerned with moving your self rightward on\u2026","rel":"","context":"In "Egoism in Action"","block_context":{"text":"Egoism in Action","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/egoism-in-action\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2720,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2720\/fred-flintstone-talks-listen-to-me-today-on-real-estate-radio-usa\/","url_meta":{"origin":3403,"position":5},"title":"Fred Flintstone speaks: Listen to me today on Real Estate Radio USA","author":"Greg Swann","date":"March 7, 2008","format":false,"excerpt":"As a reminder, I will be on Real Estate Radio USA this afternoon at 2:30 pm MST. I'll be talking about everything I can remember about BloodhoundBlog Unchained, plus, presumably, a lot of other stuff. I'm full of ideas and light on sleep, so I should be a fun listen.\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\/3403","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=3403"}],"version-history":[{"count":1,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3403\/revisions"}],"predecessor-version":[{"id":3404,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3403\/revisions\/3404"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}