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What’s In a Word? Using Effective Selling Communications.

When Charlie Clark and I designed a training program for nationwide new home site agents several years ago, we devoted an entire segment to the power of words selected for use in sales presentations. There was and continues to be significant differences in the reception of specific words by consumers listening to a new home site agent or receptionist. A popular example of widespread usage by real estate agents of all kinds is the word “unit” with reference to an apartment, condominium or detached dwelling. It has Orwellian undertones suggesting a box of bland appearance without appealing features. And yet it continues as the most popular word in our industry […]

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So, you want to be a sales professional. A summary of the presentation at NEFBA's SMC meeting by Dr. David F. Parker.

So You Want To Be A Sales Professional

(Summary of  David F. Parker presentation to Jacksonville NAHB Sales & Marketing Council, 10/12/12) Many new home and general sales agents fail to reach their potential because of misinterpretation of the scope of their chosen occupation. They have learned that their objective is to assist a potential home-buyer with finding a suitable house.  Pursuing this objective often results in general real estate agents assuming the role of tour guide to introduce the consumer to a list of available houses for sale selected by price range and geographical area. New home sales agents often adopt a similar misinterpretation by focusing on demonstration of the merits of their model homes. Both approaches […]

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