Tag Archives: Web 2.0

Don’t forget the Moo cards and Moleskine

I am heading for San Diego for the National Association of Realtors convention for the next few days.  I hate packing for any kind of trip, but the final rush to pack the right clothes, the mandatory cool kid accessories (Moo and Moleskine), the various chargers, batteries, music, spare glasses, etc., etc., usually ends about 2 minutes before I have to get in the car for the airport.  When I unpack at the destination there is always some critical item, like all my shirts, that has been forgotten.  And, as if by divine design, my business always reaches it’s annual crescendo the day before I have to leave town.

Gonna see the folks I dig……
Joni Mitchell – California

I am looking forward to meeting with some of the thought leaders of the real estate business and some great friends, via  a real estate BarCamp, and various forums and presentations at the convention itself.  But the best ideas are usually shared at tweet-ups, cocktail hour, and other informal settings.  Some of those folks I only know through from social networking, but past experience tells me that it will be like old friends getting together.

I’ll keep you posted  here and on Memphis Real Estate Buzz, Facebook, Twitter, Flickr, etc.

Selling the sizzle, giving away the steak

I think the very first sales aphorism I remember is “Sell the sizzle, not the steak”.  That sales instructor explained that people buy benefits, not products, and that a good sales person always stresses how his/her product will solve a problem, be it by eliminating pain or inducing pleasure – the  Sizzle.

Yesterday, I was rather shocked to get a phone call from an out of town sales lead who wanted a relocation package – you know, a folder of interesting printed information, maps, brocures, coupons, etc. about the Memphis area.  Well, if your company does not have a relocation department, they are were a pain to put together, cost a lot to ship, and generally did not result in any business.  I think many students order them to research their geography projects.  So I stopped using them over a year ago, offering links to virtually everything Memphis.  I can understand the tactile gratification of holding  a lot of printed material in your hands, but my prospects seem quite happy researching for themselves online.  As it turned out, this person had no concept of searching online, and hopefully, the .pdfs I sent were helpful.

That type of customer is very rare these days.  Most new customers come to me knowing as much as or more than I do about the macro and micro aspects of this market.  They have found the steak, eaten it, and now are looking for someone for some after-dinner talk.  And that’s Sizzle 2.0.

Memphis air quality

Memphis Bus Ad, originally uploaded by joespake.

Clever MATA bus advertisement I ran across yesterday. Well, clever and a little troubling. It evokes an image I don’t like to think about, but you do get a discount on bus rides.

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