1st Degree Murder?

1st Degree Murder?

Ladies & gentlemen of the Jury, consider this admission from many highly visible industry professionals:

"I only eat what I kill."

Straight out of the hunter/gatherer playbook that categorizes living, breathing, sentient beings as 'hot leads'.

Imagine for a moment that you are that 'hot lead'.

In front of you now is this 'charming, smiley, inquisitive estate agent. A stranger, showing all the outward signs of empathy.

Yet, inwardly, stalking their prey. Manipulating in order to 'close the deal'. Following precisely the script that was given to them by that Great White Hunter, Tom Ferry.  Not about to leave without your signature on the contract.

How does that make you feel?

Apprehensive? Fearful, even?

Certainly not inspired, positive, confident of the outcome.

It's no way to do business. 

It's transactional, first degree "murder", pure and simple. No matter how it's dressed up.

A mindset instilled into normally decent human beings by estate agency trainers and bosses, for whom the end result always justifies the action.

Mindset, Model and Marketing by Tom Ferry.

The Millionaire Real Estate Agent by Gary Keller.

If You're Not First, You're Last by Grant Cardone.

Here's that philosophy distilled into a simple analogy - Fighting in the School Playground where there is only one winner - the fight promoter.

Don't imagine for a second that, because your have this instruction, or the next, the winner is you or your agency.

Estate agency is an infinite game. There are no rules, the outcome is not finite.

"Infinite games are played by known and unknown players. There are no exact or agreed upon rules. Though there may be conventions or laws that govern how the players conduct themselves, within those broad boundaries, the player can operate however they want. If we listen to the language of so may of our leaders today, it's as if they don't know the game in which they are playing. They talk constantly about "winning". They obsess about "beating the competition". They announce to the world that they are "the best." They state that their vision is to be "number one". Except that in games without finish lines, all of these things are impossible. 

When we lead with a finite mindset in an infinite game, it leads to all kinds of problems, the most common of which include the decline of trust, cooperation and innovation."  - Simon Sinek, The Infinite Game.

"All kinds of problems, the most common of which include the decline of trust....."

There we have it.

A decline of trust.

For estate agents, the only professions less trusted are politicians and journalists.

All brought about by this incessant desire to compete. To be the best.

"I only eat what I kill."

The mentality of an agent that believes they will starve unless they prove themselves to be better.

Off they go chasing hot leads, encouraged by third-parties that convince them Facebook advertising and sales funnels are the shiny objects that will provide their next 'kill'.  Oblivious to the law of nature that states "what you chase, runs away."

The sector is awash with these 'leeches' who either understand that what they are peddling is garbage, or have limited vision of the damage to agency reputation their frippery offers.

"I don't want it served up on a plate. I enjoy the thrill of the chase." said one experienced London agent.

The curious mind might enquire why.

Why wouldn't any agent want it "served up on a plate", figuratively speaking? A vendor that was so committed, loyal and a perfect fit that there is no need to chase.  No need to hunt & gather.  No need to " eat what they kill".

Such scenario, though, demands a different mindset.

Time to ditch the pretense that you're an 'expert'.  Passionate, of course. Over-qualified, as many past clients will testify. That you are, in fact, 'better' for the vendor. The awards sit proudly there on your website for all to see. Time to ditch all of that.

But they can't.

Because all of that is the crutch that supports their limited self-belief.

"The thrill of the chase."  Picture a vendor running away. Lobbing objections at the agent as fast as they can.

Time to overcome those objections, intones Tom Ferry.

"Here's your perfect script."

All the while oblivious to the fact that it's a stranger, with their foot in the door, trying to convince and convert in record time. No wonder vendors run away.

From an agent that is effectively a stranger.

One who hasn't taken the time to develop a relationship - before they meet.

A passive-aggressive salesperson. On the hunt for their next meal-ticket.

That's not you?

You're different from all the other sleazy sales agents? You don't hustle. You take time to listen. You're charming.

Let me lay this out for you, nice and simple.

You're an estate agent. "They're all the same" is what the vendor is thinking. Comparing your 'best' efforts to the next agent. Until they have to decide. Often without knowing all the facts.

Enjoy "the chase" by all means. But don't be surprised when something bigger and better than you arrives on the scene. Something that will make your sales pitch look clunky and amateurish.

When it arrives, your spears and wooden clubs will simply bounce off.

Your primitive rhetoric replaced by a true conversation.

Between friends.

Friends who trust each other.

Trust.

Where clients are more inclined to accept your advice. Show more respect. Share information. Refer you to others. Give you the benefit of the doubt. Forgive mistakes and involve you earlier in potential issues.

Trust that ultimately leads to loyalty. Where there is no second-best option for them to consider.

Where you don't have to prove anything. Because they know all they need to know.

So as agencies ditch the hunter/gatherer mentality and get better clients, what's left are the bottom-feeders.

Still chasing. Still with the  "eating what they kill" mentality.

Still paying for bad advice that is no longer needed.

Still just another estate agent. Guilty as charged.

Hustling their worth.

Ladies and gentlemen of the Jury, I ask that you find the defendant guilty of this heinous misdemeanor.  The sentence for which is a lifetime of rejection.

"I only eat what I kill".

The last words of an agent destined for oblivion.

Thanks, as always, for reading:)

www.andsothestorybegan.co.uk

Chris.

 

 

 

 

 

 

 

 

 

 

 

 

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