Knock, Knock. Who’s There?

Knock knock, who's there?

I've spent the past hour or so amusing myself by winding up some of my Facebook connections on the subject of estate agency door-knocking.  My point was that whether it works, or not, it isn't a good look.

The responses have been enlightening. My favorite was from Icon Team Leader and eXp agent, Parker Pemberton.

"Not sure how we became friends on here but this is some of the worst advice I've ever read. I didn't want to pass judgement on just this one post so I went back a ways and all of your advice/posts are idiotic and just wrong. Your profile picture says "If you compete, you don't stand out." which is ass-backwards. I'm sure you're selling something but I'm guessing it won't be for long."

Let's start with "If you compete, you don't stand out."

What's so hard to understand about that?

When the sector is commonly described as a commodity, dozens of agents all hustling their worth, all trying to be better than the next, what is a vendor to think? The choice is easy? No, they all think you're pretty much the same as the next agent and the choice is hard.

The agent that stands out doesn't have to compete if they stand out as being different from the flock. It's a straight choice - not a comparison. Few agents are any different - if they were they wouldn't be competing for scarce resources.  He kinda gets it with ass-backwards, as in "if you stand out, you don't compete" but his "advice" on Facebook posts doesn't suggest he knows how do implement that.

"Here are some of the factors  that bring agents up to that next level.  Agents with more sales have built better quality systems. This saves time and ensures consistent levels of service. Ideas are great but taking quick action on those ideas to change the business is where the growth occurs. Surround yourself with people who do more business than you - watch what they do, put your own spin on it and most importantly implement ideas into your business today."

There's more, but they all come from the Keller Williams principle of  focusing on sphere referral network and increasing the number of conversations.  No wonder the perception of realtors/estate agents is shot.

I think the some of the clients of PurpleBricks, one of the biggest agencies for market share and one with a poor track record for customer service, should be told that "agents with more sales have built better quality systems" since it "saves time and ensures consistent levels of service."  They might have another point of view.

As both of us are former P.G.A Golf Professionals, we understand the definition of competition. It's a finite game with a strict set of rules, known players and a result that is accepted by everyone at the conclusion.  That's not real estate. It's by an large and unregulated sector where the 'players' can say pretty much what they wish.

How stupid is it trying to 'compete' in that 'game'.  A waste of time and money trying to convince and convert others to the belief that you're 'better than'.

My whole point of the Facebook post was that, even though it brings 'success' for some agents, there is the Law of Unintended Consequences.

One consequence of which is a damage to reputation.  When an agent knocks on 100 doors and is told No by the vast majority of those owners, doesn't that provide a social cue?

"Before I learned the correct way to door knock, I believed it was desperate. How wrong I was."  said UK agent, Shaun Adams.

Completely missing the point that doing it "the right way" isn't any different to doing it the wrong way - you're interrupting people that haven't asked to be interrupted. Invading their privacy to satisfy your own desperation.

"Doing it as an act of generosity and with the right intentions" is a familiar retort when agents try to justify the practice.

Get permission first is always my response. If you can't get permission, you don't deserve the attention and you are a nuisance caller.

And the sad truth is that most agents can't get permission. They're not interesting enough. They don't have a compelling message. So they hustle their worth to anyone with a warm pulse.

And finally, one comment from Adrian Johnston, Ewemove Wapping.  A former car dealer, tuned sales consultant, turned estate agency "trainer".  Who apparently has a "95% success rate", although he doesn't clarify doing what, even though I asked.

What I told him and others is that the messages I share have one purpose. To attract and find affinity with those that think the same and to deter those that I have no wish to work with. It's a strategy that works very well for me.

Knock, knock.  Who's there?  The realtor that doesn't care who they interrupt so longs as they eventually get a 'lead'.

"There are two things that won't last long in this world; and that's dogs chasing cars and pros putting for pars."

Add to that door-knocking agents without radar.

If they haven't the social awareness to understand that for every Yes, the number of times they get a No does them more harm. Eventually, they run out of people to beg from.

Don't call, don't knock. Not on this door.  Not even if....:)

Thanks as always for reading.

Chris.

www.andsothestorybegan.co.uk 

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