For years, David Greenspan, vice president at Keep-In-Touch Systems, has been thinking about “mindshare” — the relative public awareness of a business or a product — and he believes that harnessing the phenomenon is the best way to form a path of least resistance between you and your prospective clients. After all, if you can make it easy for your clients to think about your company first — and come to you with their real estate questions — what do you think will happen when the time comes for them to buy or sell their home?

He’ll be talking about the path of least resistance during a session at Inman Connect San Francisco, which you can catch between July 17-20 at the Hilton San Francisco Union Square.

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“If you have to make a change, it’s not an easy thing to just up and do,” Greenspan told Inman. “You don’t just go out and buy a new car or a new CRM. You have to do some research and figure it out.” That’s as true for real estate as anything else, if not more so, he said — a home is a big purchase, and it’s one that people probably make less often than trading in a car.

But the agents who can make the process as easy and painless as possible are the ones who will come back to a client’s mind again and again, and they’ll make sure their friends know how awesome you are, too. “Make it easy for people to do business with you,” Greenspan said.

This will help establish you at the top of the client’s mind for any and all real estate issues, and Greenspan will describe how that happens and which part of the client’s mind they’re tapping into when they make a gut-level, instinctive decision. (Ironically, it’s the amygdala, which is actually near the brainstem!)

Learn how to implant yourself in your client’s subconscious to solve their real estate problems during Greenspan’s main-stage session at Inman Connect San Francisco in July.

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