Here's why this works. When people feel like they're being sold, walls go up. When people feel like they're receiving value, walls come down. The difference is subtle. But powerful. Instead of sounding like a salesperson chasing business... you sound like a professional sharing information. And professionals attract clients. Salespeople chase them.

When I went on listing appointments, I’d explain the RAS to clients in a simple, entertaining way. I’d tell them: “Now that your home is on the market, you’re going to start hearing people talk about real estate everywhere. At work. At restaurants. In line at Starbucks. Your brain is now tuned into those conversations because real estate suddenly matters to you.” Then I’d add: “And when you hear someone talking about buying or selling, I want you to think of me.” Simple. Memo