By Matthew S. Gosselin
Author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing
Yeah, I said it.
Out in the real estate world, agents are craving solid and innovative information. In their quest they discover the low-hanging fruit–the companies out there that want to offer you complete success in just 10 easy steps. Or how about this one, “buy this book and sell 10 homes, guaranteed!” What? “100 Days to Greatness!” Sounds like a religious experience, huh?
To be fair I will tell you that you don’t just find these tactics with Brian Buffini. His success and following have given him a great business and he just happens to be one of the leading real estate coaches in the United States. I’ve even sat through one of his presentations. My problem is that each of his seminars lead to more services that you need to acquire to succeed like paying for your daily coaching, more books, more training on the same topics etc. All of this being said, there are many coaches out there who do a great job of getting agents to act for themselves without the hard-sell of additional tools. These seminars tend to encourage a reliance on more services. What the Brian Buffini’s out there are offering are really new agent training with entertainment. This ‘real estate agent in a box’ mentality is hurting the industry.
I’ll be the first to tell you that every agent needs to know and practice the basics when marketing herself or a property. I just find it odd that the main message of Buffini is call people, stop by (pop-bys) and write thank you cards. These are all so basic that if we need to be reminded to do these things then maybe sales is not our thing. Send out postcards, make your phone calls, follow up with thank you notes, contact everyone regularly, use multiple photos, be personable so on and so on. It’s time to move on that so real estate can become a better industry.
Real estate agent’s should learn from agents like Laurel Strand of Montclair, California. Her innovative and leading marketing ideas have catapulted her business. Her business model was created from lessons she collected from leading agents. When asked what three words represent the secret to real estate she answered “Vision, creativity and tenacity.” Wow! Those are three words you just don’t hear enough of. They are three words that are found with most of the Fortune 500 companies and it’s time we start using them in real estate.
Break out of the box and start doing things your way. Customize them for your business and realize that you already have these great ideas. Search through blogs like Inman News and Active Rain that offer advice in real estate. Look outside of real estate to find out what other industries are doing to promote their brand. Many of these ideas can be used for your business. Get out of the mentality that you need to pay someone to coach you every day. Instead, ask around your office to see if you can find a successful agent to mentor. By doing this you can redirect the thousands of dollars you were going to spend directly into your marketing.
Matthew S. Gosselin is the regional account manager for Xpressdocs. His book, “My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing is due out in the October, 2007. Matt can be reached at mg@mybluegoose.com or at MyBlueGoose.com
8 Comments
November 14, 2007 at 4:22 pm
I believe it’s the simplicity of his system that is so attractive. Why make this business any more difficult than it has to be?
Those using his referral systems are doing very good business – apparently many times the NAR average. That’s a pretty strong testimonial. Wouldn’t you say it somewhat eclipses your comment on it just being ‘entertainment’?
December 4, 2007 at 7:39 pm
I have to disagree…
I see too many agents who are stagnate in this business because they refuse to spend anything on making themselves better agents…
I went into “100 Days to Greatness” when I really couldn’t afford it but it did pay off, I am in their monthly referral system which charges me monthly but it has paid for itself. At the time I started the course
I was 1 year into the business and still floundering around the office trying to figure out what to do everyday but it gave me guidance on how to spend my time and to focus on lead generation.
Now a year later, I’m busy enough that I have been interupted 5-6 times already while I have been typing this response. 2006 was an awfull year for me compared to 2007 and it has much to do with implementing his system.
These days in this market I see “seasoned” agents floundering around the office or working part time because leads aren’t growing on trees this year like they were before and they never took a class to teach them the skills to keep business and they were scared of the possibility of wasting money on that class when it was offered.
This business is proclaimed as a sales business and many classes are aimed that way but from my experience it is more about customer relations than anything else. To be frank, You can’t do squat without clients!!!! If you show them the right homes or list at the right price, the homes sell themselves. So having a GOOD database and taking care of it is everything.
To be fair to you and your argument….He does try to sell you his system constantly during the class and It’s no fun having brian buffini take a withdrawal from your bank account every month to pay for his system.
But it boils down to this….You have to do something…
Just like the ol cliche….You have to spend money to make money.
The only way his course could be a waste of money is if you don’t work the system.
December 15, 2007 at 12:00 am
His “followers” are so avid that I wouldn’t be surprised if they weren’t mixing up a vat of kool-aid right now!
December 18, 2007 at 3:54 am
[...] Why Brian Buffini Could Be Ripping You Off [...]
February 27, 2008 at 8:04 am
Some people need guidance. I think that his marketing system is fair for what it gives you. I am not sure about the coaching system either. I just came back from one of his Turning Points and I was not convinced yet. You just see followers you never hear from real people. I wonder if his coaching is preying on agents that should have gotten better training from their brokers.
That being said, why pray tell does our industry allow anyone to become a realtor? It is like sending some of these people to the wolves. They are never trained by their offices and are expected to find their way. Our industry needs to become more professional. One thing he did say that hit home. Most realtors are like Mr. MaGoo.
March 19, 2008 at 2:45 pm
Hi there,
I have to disagree as well. Buffinni and Company is great because they provide guidance. I have also started using http://www.myzhone.com. It helps me organize and track my progress. They have a free trial to get started. (which takes away the argument that they are ripping you off)
All the best,
Jeff
July 3, 2008 at 2:44 am
Not only is most of his ideas are taken from other speakers, but most of his stories are made up. After his lack luster Real Estate Career, he got out of the business and started a business called “Misty Mates”, and failed. He went to Joe Stumpf and borrowed some money to pay his taxes. Joe offered Brian a Speaking Spot on his tour for payment. The DAY after he paid Joe back, he went behind his back and Started his speaking career. In 2005 his Brother Kevin Buffini plead guilty for Real Estate Fraud, and Brian spent a TON of money to get him out of jail only to work for him. Go figure, Brian Buffini Mr. “Integrity” has Real Estate Felons working in his company.
July 11, 2009 at 5:02 pm
It’s a Pyramid Scheme that seems to be flourishing and taking advantage of agents in this market down turn. I am amazed how much time these agents in this program spend trying to recruit others to “Drink the MLM Koolaide”. Some are easily spending 80% or more of their day towards this task, when they would do far better focusing on the clients and the properties in their marketplace. Everyone! on my team makes $250k plus per year and we are all doing well WITHOUT PAYING THOUSANDS TO BUFFINI !