As our market ticks up and many real estate agents get busier, I think this is a very important time for agents to stop and plan for their growth. Your client service, your integrity, your creativity, your talents, your work ethic – these are your “magic”. As you answer more calls and run just a little bit faster, are you losing your “magic”? Do you need systems and do you know where to go get them? Do you need to make a great hire and do you know how to do that? Don’t lose sight of your strengths as you grow, find leverage so that your growth can be sustained along with your “magic”.
Think Apple. Think Starbucks. Is it possible that people can get similar products somewhere else cheaper? Do millions of people choose to pay a premium to get just what they want, when they want it and how they want it? The truth is simple: people pay for what they want and people pay for what they understand.
Imagine: You could be the Realtor that helps them think and act strategically. You could be the Realtor that helps them build their plan to purchase in the future. You could be the Realtor that helps them save money by getting “green” features in their home. You could be the Realtor that wows with technology and shows practical applications for cool gadgets. You could be the Realtor that has fun events. You could be the Realtor that keeps them informed about their community. You could be the Realtor that sells home faster than average.
You can create more value than your competitors…and you probably already do. The most important question is: how are you telling your story? How are you letting people know that you are remarkable and extraordinary? Do those in your sphere know and understand how you are different?
Tell your story. Accent your quality and your value. Remember, people do not want discount service or lower value. People today want high quality, excellent service and consistent value – and you can give it to them.
One of the biggest challenges that faces salespeople and professionals in most industries, is the power of their own assumptions. What we assume directs our behavior – either positively or negatively.
Let’s focus on a few dangerous assumptions and be sure we do not allow them into our 2012:
1) They’ll call when they are ready. They might. But it is more likely that they won’t. It is not their job to remember you and what you do, to be able to easily find your phone number or e-mail. But it is your job to be their advisor in your industry, to be top-of-mind in your area of expertise. Don’t risk it. Stay in touch by providing information and value consistently – whether they may be buying today or a year from now.
2) They’d rather be left alone. Quit interrupting what people are interested in and BECOME what people are interested in. People do not want to be hassled or pressured, but they do want to be engaged, advised, informed, assisted, invited, welcomed, served. Everyone is interested in homes, their family, their neighborhood, real estate, the economy…from the micro view of their own backyard to the large political view – real estate is interesting!
3) They’re not a buyer or seller or investor….they’re not a potential client. Who do they know? Who are they going to talk to today? Remember that they do not need to impress you, you need to impress them: with your professionalism, knowledge, courtesy and service. Always take contacts seriously and you will reap the rewards. “What I heard today” gets tweeted, Facebooked, texted….it is the currency of the moment, so use it!
They can find that out on the internet. What they are learning on the internet will either be about you or about your competition. In either case, a personal contact is vital. The internet contains both current and out-of-date information, and your average consumer does not take that into account. The internet gives people background information and opinions, but does not replace a trusted relationship. Particularly when it concerns home and family, a personal contact wins over online information every time…..at least every time the personal contact is timely, informed and valuable! You are an expert on the area and the industry – people will want to talk to you!