Mike Browning

Tag: Sales Psychology

  • We Don’t Decide With Our Brains.

    We Don’t Decide With Our Brains.

    We Decide With Our Guts and Hire Our Brains as Lawyers.

    There’s a genre of video that shows up online every election cycle.

    Someone reads a quote to a stranger on the street. Says a politician on the other side said it. The stranger nods along, agrees with every word, maybe adds their own commentary about how reasonable it sounds.

    Then the interviewer reveals who actually said it.

    The person on camera backpedals. Gets flustered. Sometimes gets mad.

    We watch that and think: what a rube. Didn’t even evaluate the idea on its own merits. Just heard a name and reacted.

    Here’s the part nobody likes hearing. That’s not a them problem. Everyone is prone to this sort of thing.

    We decide with emotion first. Then we go looking for the reasons. Most of the time we don’t even notice we did it in that order, because the reasons show up so fast it feels like they came first.

    Car salesmen have known this forever. Their whole job is getting you to want the car before you’ve priced it out and started the paperwork. Once you want it, you’ll find your own reasons the payment makes sense. Even though it’s more than you said you wanted to spend just a little earlier.

    It’s not just dealing with salesmen. It’s most of what moves us, all day, every day, if we’re not paying attention.

    I can tell you it’s smart to have a real handle on your finances. I can tell you that if you own land or commercial property, it makes sense to know roughly what it’s worth, what’s selling around it, what the county or the highway department is planning nearby. Not because you’re doing anything about it. Just because things change, sometimes fast, and it’s better to know than not know.

    You’ll agree with all of that. Nobody argues with it.

    And most people still won’t do anything about it.

    Not because it’s hard. Because of what happens in your chest the moment you think about picking up the phone.

    If an agent calls about your property, most people’s first thought isn’t “great, information.” It’s a mental preview of getting talked into something. Buzzwords. Pressure. A conversation that ends somewhere you didn’t want to go.

    Or it’s the family part. Land that’s been sitting in the name a long time carries more than a market value. Selling it, or even looking like you might, comes with a conversation you’re not ready to have with your brother or your kids.

    I know because that’s the same thing that runs through my head when it’s my property.

    None of that has to be true here.

    Looking isn’t selling. Nobody has to know you looked. You’re not committing to a conversation with your family, a listing agreement, or anything else. You’re just getting the numbers so you’re not guessing later, when guessing costs more.

    Give yourself permission to look. That’s smart to do, and you don’t have to go further.

    PS- Most landowners aren’t planning to sell today.

    But things change quickly. When they do, the people who already know where they stand tend to come out ahead of the ones who are finding out for the first time under pressure.

    That’s what the MBR Land Reality Check is for. Recent sales, what’s listed nearby, development pressure, the stuff that doesn’t show up from the road.

    Is it a bad idea to know where things stand?

    Get Yours Here

    PPS- If you’re not ready for a Reality Check but you liked this one, you can sign up below and get these posts in your inbox.

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  • The Danger of Needing It

    The Danger of Needing It

    The second you need the deal, you’ve already given up the good version of it.

    One of the best books on negotiation is Start With No by Jim Camp. Probably the single most important idea in it: neediness is the first thing you have to get control of. Until you do, you’re at the mercy of whoever you’re sitting across from.

    Doesn’t matter if it’s a car, a house, a piece of land, or where you’re going for dinner Friday. Same rule.

    Go shopping for a car and it’s about a sure thing that once you show real interest, the salesman mentions someone else. They’re coming to look at it this afternoon. Or they were in yesterday, said they’d probably be back. Whatever the line is, the point is the same. Make you feel like if you don’t move now, you’re going to lose it.

    And it works. Not because you’re gullible. Because it’s aimed at something real. The second you stop thinking “I like this” and start thinking “I need this,” you’ve handed over the leverage.

    You don’t even notice it happening. You just start agreeing to things you wouldn’t have agreed to an hour earlier.

    Here’s what your brain skates right past. On the way to that lot, you passed a few thousand other cars. Other lots. Other listings. These things are mass produced. If this one gets away from you, there’s another one out there, probably better, and you’ll never think about this one again.

    You need food. You need shelter. Around here you probably need a vehicle of some kind. But you don’t need this particular car. You don’t need this particular house.

    Land’s a little different. No two pieces are exactly alike, so in a technical sense a specific tract really is one of one. But different doesn’t mean irreplaceable. Miss it, and the sun still comes up tomorrow. You still eat dinner. You’ll find something else that checks the boxes, maybe something you like better, and you won’t spend one more minute thinking about the one that got away.

    Wanting something is fine. Wanting it enough to stretch a little, work for it, negotiate hard. Also fine, as long as you’re doing it with your eyes open. Needing it is where it goes sideways.

    That’s when you stop negotiating and start hoping nobody notices you’re begging.

    The people on the other side of the table notice. Even the ones who aren’t trying to work you over will feel the shift, and the good ones absolutely will use it. Not because they’re crooked. Because that’s the game, and you just told them you’re not really playing it anymore.

    The fix isn’t complicated, even if it’s not easy. Notice when you’ve crossed the line from “I’d like this” to “I have to have this.” That’s your signal to slow down, not speed up. Ask yourself what you’re actually risking by waiting a day. Usually the honest answer is: not much. The deadline was mostly invented to make you feel exactly what you’re feeling right now.

    Camp built an entire system around this, and it’s worth your time if you’ve never read it. Whether you’re negotiating a purchase, a sale, a raise, or just trying to get your teenager to clean their room. Once you see how much of negotiation is really about who wants it less, you can’t unsee it.

    Grab a copy here

    It’ll change how you walk into every negotiation. And since everything is a negotiation, it may change your life.

    PS- That link goes through Amazon, and I’m an affiliate. Doesn’t cost you a dime more, but if you click through and buy the book, or anything else while you’re there, I get a small commission.

  • The Plan They Sell Isn’t Always The Plan They Use

    The Plan They Sell Isn’t Always The Plan They Use

    Doesn’t mean it’s wrong, just don’t miss the gap

    A while back I talked about The 4-Hour Workweek. The idea that most people already have that, they just spread it across forty.

    One thing I didn’t mention then is the guy who wrote it, Tim Ferriss.

    He wasn’t wrong about the mechanics. You can automate parts of a business, outsource work, and cut down the time you personally spend on certain things.

    But the title was a marketing decision. It was the one that tested best.

    And when that book came out, he was everywhere. TV, interviews, flights, promotion. If you paid attention, it felt like he was on TV more than four hours a day by itself, before you even account for travel, prep, or whatever else he had going on. He didn’t have the four hour week he was selling.

    So there’s a split there. The idea has some truth to it. The presentation is doing something else.

    That doesn’t make it useless. It just means you don’t take it at face value. You look at what the person is actually doing, not what they’re telling you can be done.

    That shows up in a lot of places. Real estate is one of them.

    There’s a version of this where every seller gets the same pitch and the same process, no matter what they actually need. That’s usually about the agent, not the property.

    Because the situations aren’t the same. Some people need to sell now. Some want to sell if it makes sense. Some only want to sell if everything lines up just right. Those don’t get handled the same way, even though they often are.

    Yes, I get paid on commission. That part isn’t hidden. But I’m not set up where every conversation has to end with a listing. I’ve got other things going on, so I don’t need every situation to force the same outcome.

    If the only path someone offers you is the one that gets them paid, you’re not really being advised. You’re being moved.

    PS – Most landowners are not planning to sell today. But things change, and when they do, the people who already understand their market tend to make better decisions.

    That’s what the MBR Land Reality Check is for. It looks at nearby sales, current listings, development pressure, and the details that affect value.

    Is it a bad idea to know where things stand?

    Get Yours Here

    PPS – If you’re not ready for a Reality Check but enjoy reading about land, markets, and negotiation, you can sign up below and get these posts in your inbox.

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    By submitting, I understand I will receive marketing emails and blog posts from Mike Browning Realty and/or associated companies. Unsubscribe at any time.