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© 2009 Matthew Ferrara & Company. All Rights Reserved. Reprinted with Permission.

Peter Drucker said that the purpose of marketing is to make sales superfluous. That should come as welcome wisdom to the real estate industry that is comprised of so many reluctant salespeople who won’t telemarket, interact at open houses or even join Facebook (latest numbers show less than 35% of REALTORS with a social networking presence). So what can be done to improve the pathetic listing sheets, the photo-less listings or sea-sick virtual tours that are undermining so many sales? Perhaps a quick art lesson could help.

Imagine for a moment that your career had taken a different path. Instead of spending twenty-four grueling hours getting your real estate license, you spent years getting your masters degree in fine arts. Yet your inner desire to sell remained, and rather than become a museum curator or historian, you pursued the path of art representative. Your job would be to identify unique pieces of fine art – paintings, sculptures, even historical buildings – and find that one, special buyer who had an emotional response to the property. And wanted it, at any price.

Not too unlike the real estate industry, you say? Let’s see…
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