The Only Thing I’m Selling…ME!

I’ve “sold” a lot of things in my life – without ever wearing a “salesperson’s” hat.

• I “sold” Midwestern State University to prospective students;

• I “sold” the TCU Football Program to recruits and their families;

• I “sold” e-Partners in Giving to funeral homes and non-profits;

• Heck….I even “sold” my wife on naming our first-born son Crash.

When I worked for an ad agency, I was “selling” a variety of things, which allowed me to hone my “selling” technique. While each client/project was unique, I tried to attack each opportunity with a similar game plan. I started out by asking three simple questions:

1) What is the goal?

2) Who is the target audience?

3) What differentiates you from everyone else?

I took these answers and tried to formulate a strategic marketing plan. It was like a riddle with dozens of correct answers. The key was finding the BEST answer and formulating a clear-cut brand, message and/or campaign around it.

I loved it! (I was pretty decent at it, too!)

The only issue: There were a lot of times when I was “selling” something I didn’t believe in with all my heart and soul.

That’s why I’m SO excited about my newest adventure – real estate. For the first time in my life, I’m selling something that I whole-heartedly believe in…MYSELF.

Explanation: While a lot of people think that real estate agents are selling houses – they’re really selling their services. There is nothing I can do or say to make someone buy a particular house, but I can “sell” the trustworthiness, knowledge, organization and communication skills that I bring to the table.

So now that I have my real estate license, I’ve been working hard on my personal marketing campaign. I wanted to use this post to share my formulated game plan:

Just Say the Word

I simply took four words that I’ve used FOREVER and put them to work: “Just say the word!” I’ve been writing this phrase on the bottom of e-mails and letters for as long as I can remember, and saying it even longer.


“If there is anything I can do for you – just say the word!”

“Need any help? Just say the word!”

“If you want to get together – just say the word!”

What I love about this straightforward “campaign” – it’s not all about buying and selling houses. It stretches across all facets of life, and it goes back to my core mission of simply helping people.

Most importantly, it helps me accomplish my goal of staying relevant without shoving real estate down people’s throats.

My unofficial policy: I will NEVER use these four words in direct relation to real estate. (Example: I won’t be send out an impersonal e-mail blast that says: “If you ever want me to sell your house – just say the word!”)

It loses its punch AND makes me a douche bag!

While I AM hoping that “buy” or “sell” are words that surface from time – I’m happy with words like “lunch” … “drinks” … “advice” … or simply “HELP!”

I’m actually hoping that these solicited words will even allow me to use skill sets that I’ve developed over the years, “write”… “develop” … “network.”

Even though I’m jumping into real estate with both feet, I can still write a marketing/communications plan… “If I can help you build your business – just say the word.”

Even though I’m excited about helping people find their dream house, I can still develop a web site… “If I can help you develop an online presence – just say the word!”

Even though I want to help people find a house they can turn into a home, I can still connect people… “If I want me to introduce you guys – just say the word!”

How am I going to use these four words?

Answer: Anyway that I can.

That’s one of the reasons that I’m writing this post – explaining to my friend’s and family what’s coming down the pike. If we have a personal relationship…there is a GREAT chance I’ll gently remind you to….just say the word.

Wait…there’s more. Click to read the answers to my own questions

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