There must be a new real estate guru out there selling a new mass marketing system. I say this because I have received too many calls in the past few weeks all repeating the same script asking if I want to sell for it to all be a coincidence. Someone, somewhere just put on a seminar and sold a “system.” Marketing is something we all have to do. I just wonder, is mass marketing worth the hassle it generates?
I have not seen whatever this system is, read it or watched it. But I have been down this road before and I have a pretty good idea of what the system entails.
Some entrepreneur has managed to put phone records and real estate records together. It had to happen sooner or later. Then, they wrote a course describing how one can get rich quick with real estate. It lays out an “easy script” that anyone can use to quickly buy properties. Buyers are told that people will be banging on your door in no time. All they have to do is buy the list, record their message, broadcast it and then wait for the money to come rolling in.
These systems, usually in letter formats, get peddled every so often. I know every time another real estate seminar has come to town because I start receiving tons of letters asking to buy my properties. The phone call aspect is just an updated version of this mass marketing technique, and I have to say it leaves me with feelings of annoyance and trickery.
Why?
For one thing, you called me on my phone. Phones today are basically computers. I am always looking something up or doing some other kind of business on my phone. Your phone call interrupts that, instantly blocking whatever I was doing. It is not like getting letters in the mail, where I choose the timing of the interruption. You have instead inserted yourself into my time. It is annoying, no one likes it and it honestly starts you off on the wrong foot.
Secondly, most of these calls are hidden behind an unknown number. Sometimes, the phone does not even ring. Instead it chirps and vibrates, shows the phone screen and just goes to voicemail. Thing is, about the only person who leaves voicemail anymore is my 82 year old mother. Many folks I know do not even check it or delete them outright (Perhaps because of techniques such as this).
Why hide behind the “unknown” number? If you really are interested in my property, why use such a trick? It conveys an impression of shysterism.
So why even use such a system? The answer people are sold is that the system will increase response rates. That may be true, but no matter what mass marketing system you use you will get responses. But they will likely not be the responses you want and here is where the hassle comes in.
Most people who will return your call fall in one of three positions. They are either tire kickers just testing the waters. They are upside down in terms of taxes, liens, loans or repairs. Or they are experienced investors like me. None of these three are going to give you a deal.
Motivation is the key to any real estate deal. Tire kickers are not motivated. They may want to sell, but they do not need to sell. They will often then get angry with you because you promised a “fair” offer in your message that does not sound very fair to them. People who are upside down may be motivated but they are of little value because there is often no way a deal can be made. The bank, the lien holder or the taxing authority have to take the hit first. Again, people are going to get mad at you because you will not take over their problems. Plus you likely just had to sit and listen to a long sob story. Finally, people like me are not going to play by your script and are angry at you for interrupting them. We have heard your script many times before.
That is a lot of anger directed at you. Do you really want that?
I answered one of these calls the other day just out of curiosity. You could instantly hear the timidity in the person’s voice. I am nearly positive that timidity came from not knowing what they are doing and not realizing the deluge they were in for.
The call went something like this.
Caller: “Would you like to sell your property?”
Me: “Sure, everything is always for sale (it is too!). Make me an offer.”
Caller: “Uhh. Umm. Well…what will you take?”
Me: “No, no, no. You see you called and interrupted me, so you make the offer.”
Caller: “Click.”
Was I too harsh? Maybe, but I am already annoyed at the interruption.
Is any of the above really a good use of your time? I learned quickly when I tried these systems that it was not. I got tired of being yelled at and I do not think I ever got a deal out of it, even with follow ups.
Today, I am much more specialized and zeroed in with my marketing techniques and get much better results. Sure mass mailings and phone calls can generate a response, but everyone else is doing it and the mess you have to wade through is just not worth the hassle to me.
I got into real estate to work and be yelled at less, not more.
Anyone else getting these calls lately? What are your thoughts on these mass marketing techniques? Please let me know with your comments.
