Jeremy Williams

By Jeremy Williams

After receiving a multitude of sales calls this week from various vendors across the nation, I came up with the new phrase “hocus pocus focus.”

Normally I would hang up the phone with one of these sales representatives after politely saying that I am not interested at this time. But this week I listened to their pitches.

I define “hocus pocus focus” as the ability to conjure and disguise a service, with or without deception, that focuses on our desire as real estate pros to do more business.  Who does not want more business?  So our human nature to fulfill this desire can lead to making bad financial decisions in our businesses, when we already know in our gut that we are submitting to an illusion.  The focus on meeting our needs to do more business is the hook these sales representatives focus on because they know it is hard to reject.

“Hocus Pocus Focus” is dangerous to real estate practitioners, so beware.  Here are some things you should listen to very carefully when you are contacted by a sales representative wanting to sell you a service that will “grow your business.”

1. Name dropping: “So and so is using this product in your office and having amazing results.”  A lot of these sales representatives work off lists so it is easy to drop a name.  Ask the sales representative if you could get their name and number to get back to them after you have followed up with those that are “getting amazing results” from their product. Continue reading »