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Buying the Experience: Real Life Lessons About the Way Real People Buy Homes
Most real estate companies train salespeople how to farm leads and take an up. But when it comes to engaging emotionally with buyers, salespeople merely learn to survive. Real estate sales expert Jeff Shore argues that sales agents can thrive by building an emotionally charged and experience-based path the sale.
160 pages, Paperback
Published July 21, 2015
11 people are currently reading
14 people want to read
About the author
Jeff Shore
13 books7 followers[There is more than one Jeff Shore in the GR database. This is Jeff^Shore, author of sales/marketing books.]
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Displaying 1 - 2 of 2 reviews
May 14, 2021
Buying the Experience: Real Life Lessons About The Way Real People Buy Homes by Jeff Shore, Amy O’Connor, and Ryan Taft
“Buying the Experience” provides salespeople in particular real estate salespeople with a useful tool to help their buyers experience a new life in their new home. Jeff Shore with the assistance of Amy O’Connor and Ryan Taft provide realtors with techniques that sell. This practical 160-page book includes eighteen chapters broken out by the following four sections: 1. How a Customer Sees a Home, 2. The Rules of Experiential Selling, 3. Experiential Selling Strategies, and 4. Creating the Experience.
Positives:
1. A concise, practical reference for real estate professionals and salespeople in general.
2. A useful topic, selling techniques.
3. The book flows very well, it’s very easy to follow.
4. Does a good job of selling its most important points. “Understanding how to sell is not the beginning. Understanding how a customer buys is truly the first step”.
5. Throughout the book the authors make clear that the customer is always the focus. “Stop giving museum tours and start creating real-life enjoyment for your customers!” “It is up to the salesperson to attach a positive emotion to the customer’s future experiences.”
6. Share interesting tidbits that can be used in many service-oriented careers. “Great salespeople understand that positive energy is both contagious and transferable.”
7. The art of persuasion. “Persuasion is about helping the customer to make a decision that is in her best interest.”
8. Key discovery elements discussed. “I believe the most powerful discovery focuses on WHY a customer is moving in the first place. What are they moving FROM?” “You must USE what you learn about your customer during the discovery to create a richly tailored lifestyle experience of the home.”
9. Explains how to transition from the discovery to the experience of buying. “Make it about the buyer. When possible, refer back to things you learned in discovery.”
10. Defines key concepts. “Emotional altitude is a measure of a buyer’s positive emotional engagement with a home.”
11. Explains selling strategies. “When customers identify value, they are selling themselves and they feel thankful that you, the salesperson, allowed them the opportunity to find what they want and need.”
12. Provides an interesting approach from the macro to the micro. “Using the Macro to Micro strategy, experiential selling begins with how the customer becomes familiar with (in order): Region/City Neighborhood/Community Street Scene Exterior and Front Yard Entry to the Home Each Individual Room Specific Features”
13. The five technique tips to help create a compelling grand entrance to a home.
14. The 5-point room-by room experience. “Experiential selling is not about the home; it is about the customer.” “Let me say that again. If it isn’t meaningful to your customer, it’s not valuable.”
15. Words of wisdom. “You are not trying to sell the perfect home to your customer; you are trying to sell the best home.”
Negatives:
1. No major revelations here, just good use of sound logic.
2. It doesn’t go into much depth.
3. Lack of visual materials that would have complemented the narrative.
4. Lack of supplementary materials or links.
In summary, this is a useful book for real estate salespeople in particular but it also provides helpful suggestions for anyone who interacts with the public. The authors share many useful observations and techniques that will help novices and experienced real estate salespeople alike. I recommend it.
Further recommendations: “The 4:2 Formula” and “New Home Sales” by Jeff Shore, “Exactly What to Say: For Real Estate Agents” by Phil M. Jones, “Your First 365 Days in Real Estate” by Shelley Zavitz, “The Book of Yes: The Ultimate Real Estate Agent Conversation Guide” by Kevin Ward, and “Success as a Real Estate Agent for Dummies” by Dirk Zeller.
“Buying the Experience” provides salespeople in particular real estate salespeople with a useful tool to help their buyers experience a new life in their new home. Jeff Shore with the assistance of Amy O’Connor and Ryan Taft provide realtors with techniques that sell. This practical 160-page book includes eighteen chapters broken out by the following four sections: 1. How a Customer Sees a Home, 2. The Rules of Experiential Selling, 3. Experiential Selling Strategies, and 4. Creating the Experience.
Positives:
1. A concise, practical reference for real estate professionals and salespeople in general.
2. A useful topic, selling techniques.
3. The book flows very well, it’s very easy to follow.
4. Does a good job of selling its most important points. “Understanding how to sell is not the beginning. Understanding how a customer buys is truly the first step”.
5. Throughout the book the authors make clear that the customer is always the focus. “Stop giving museum tours and start creating real-life enjoyment for your customers!” “It is up to the salesperson to attach a positive emotion to the customer’s future experiences.”
6. Share interesting tidbits that can be used in many service-oriented careers. “Great salespeople understand that positive energy is both contagious and transferable.”
7. The art of persuasion. “Persuasion is about helping the customer to make a decision that is in her best interest.”
8. Key discovery elements discussed. “I believe the most powerful discovery focuses on WHY a customer is moving in the first place. What are they moving FROM?” “You must USE what you learn about your customer during the discovery to create a richly tailored lifestyle experience of the home.”
9. Explains how to transition from the discovery to the experience of buying. “Make it about the buyer. When possible, refer back to things you learned in discovery.”
10. Defines key concepts. “Emotional altitude is a measure of a buyer’s positive emotional engagement with a home.”
11. Explains selling strategies. “When customers identify value, they are selling themselves and they feel thankful that you, the salesperson, allowed them the opportunity to find what they want and need.”
12. Provides an interesting approach from the macro to the micro. “Using the Macro to Micro strategy, experiential selling begins with how the customer becomes familiar with (in order): Region/City Neighborhood/Community Street Scene Exterior and Front Yard Entry to the Home Each Individual Room Specific Features”
13. The five technique tips to help create a compelling grand entrance to a home.
14. The 5-point room-by room experience. “Experiential selling is not about the home; it is about the customer.” “Let me say that again. If it isn’t meaningful to your customer, it’s not valuable.”
15. Words of wisdom. “You are not trying to sell the perfect home to your customer; you are trying to sell the best home.”
Negatives:
1. No major revelations here, just good use of sound logic.
2. It doesn’t go into much depth.
3. Lack of visual materials that would have complemented the narrative.
4. Lack of supplementary materials or links.
In summary, this is a useful book for real estate salespeople in particular but it also provides helpful suggestions for anyone who interacts with the public. The authors share many useful observations and techniques that will help novices and experienced real estate salespeople alike. I recommend it.
Further recommendations: “The 4:2 Formula” and “New Home Sales” by Jeff Shore, “Exactly What to Say: For Real Estate Agents” by Phil M. Jones, “Your First 365 Days in Real Estate” by Shelley Zavitz, “The Book of Yes: The Ultimate Real Estate Agent Conversation Guide” by Kevin Ward, and “Success as a Real Estate Agent for Dummies” by Dirk Zeller.
April 29, 2020
This book is a must-read for anyone in real estate sales. Jeff and his team do a wonderful job providing real-life examples and methods you can learn to apply right away. Learn to sell the way your customer wants to buy!
Displaying 1 - 2 of 2 reviews