Generally speaking people are willing to be educated. They don’t want to be sold. They’re willing if its an area they’re interested in. If they’re not interested, it’s spam. In the movie star wars, Luke Skywalker is the hero of the story. But he needs a guide, in this case Yoda who will team him. Yoda isn’t the star of the movie. He’s in a supporting role.

The problem arises when the ethics of the guide are compromised. They call it education, but they’re really training you to buy their stuff. It’s a version of bait and switch. In my mind there is a fundamental conflict of interest when you sell your product under the veil of education.

Education Versus Sales Pitch

by Victor Menasce | Real Estate Espresso Podcast