San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1925-12-20
MACkEY TELLS.
SCHOOL HOW TO
SELL REALTY
Gives Students Essential
Steps in Making
Sales.
By RAY MACKEY

speech Delivered Ut o. A. Realty School
Salesmanship is the application OF
the power Of suggestion coupled with
a knowledge Of knowing when to stop
the application and get the money
There are five essential steps every
salesman takes in making sale. He
must get the attention of the prospect
then his interest which must be turned
into a desire, and that must be ere
ated into a resolve so strong that II
causes the act of "giying the order:
A salesman should first get himself IN
good condition, spiritually, mentalIy
and physically. Worries of any kind
are like lead weights around the an
kles. Get yourself right with God and
your fellowman train your mind ~
reading and digesting at least tne
headlines of the daily papers ana py
an accurate first-hand knowledge Oh
real estate and keep your body in as
healthy a condition as is possible III
these times.
KNOW YOUR PRODUCT.
I really believe from years OF e1-
perience. more sales are iost Wy
"dont's" or little negative things tnah
from any other cause. Before you Try
TO sell a home know 1t so well you
can draw floor plan of it from mem,
ory. Know its construction, ana
above all things, do not misrepresent.
The day of the high powered, magnetic
oue-time salesman has passed. Tins
il a day where every salesman builds
nm a business for himself through con-
fideuce and service. Before You can
sell house or any other piece of real
estate, you must know the needs Oh
YOUR prospect or customer. Know
what his business is, the size OF ms
family, the ages of the boys and girls,
what schools they attend. the church,
and also size up the social standing.
All of these things are necessary be
fore you can properly locate family.
You would not attempt, with common
sense. to put a size eight foot IN
size five shoe. Don't try to crowd a
big family in little house. You
wouldn't rush into q doctors office
and tell him to reach up and hand
Won down a pill, that you were SICK.
You'd expect him to diagnose your
case. and the more careful and thor
ough he was in doing this, the more
confidence you would have in him.
ASK QUESTIONS.
The best way to get information is
to ask for it. I never yet have been
refused when I asked common sense
questions Of q prospect because he
could see ] was trying to get what ne
.-anted in the least possible time. The
xt thing Is to know your goods.
~ are in the. real estate profession,
W are more than n merchant. You
only have to know where you
es and lot are but you must needs
% qualified that confidence can be
F11hd in your Judgment. In a par
81 IT home, know not only all about
at the value of surrounding prop
LII the names of the owners, and
bf5thing about them. You don't
Z to locate $4,000 a year man in
1900 environment, or visa versa.
/ 10 know the sizes by close estimat-
of various articles Of furniture so
1T matters of where to place some
k,en gs can be determined at the time
Va are showing home. Again, don't
fke people through a home, direct
lem through. Call attention to every
Feature that is worth calling attention
Ito, remembering that little things have
important weight upon decisions. The
view obtained from a window over the
kitchen sink made a $1,000 sale recent
ly. IL the buyers attention had not
been called to that view that sale
might not have been made. God made
lust SO much real estate and no more.
ORGANIZE EFFORTS.
The law OF supply and demand can
not regulate its supply; that's fixed
and the more the demand the greater
tho value. If you are connected with
A real estate concern now, work thor
oughly, whatever territory is assigned
TO you. Know every piece Of property
in Il and what it Is worth and who
owns it. II you are "going it alone"
get a map Of the city, zone it and be
your own salesmanager in directing
your efforts through the same process.
Remember at all times your calling
and fit yourself for it. The ministry
and priesthood sell the love and faith
erhood Of God; you are selling the sec
ond thing God created-the earth.