Although I recently retired my license selling real estate, I currently assist in training new real estate agents at my brokerage on sales, personal branding, and marketing aspects they can directly use to generate sales. I thought I’d write this post to offers a bit of sales advice to real estate entrepreneurs who are having some difficulty getting their businesses going.
First things first, realize you’ve made the decision to be in the real estate business today. So admit you are a little crazy. We are in the worst recession since the Great Depression, and you just entered the industry. The one being hit the hardest. So quick recap, you’ve chosen the worst industry at the worst time right?
1. Realize and Reflect on Your Decision.
You are crazy enough to choose to be a real estate entrepreneur, agent, or otherwise because you see opportunity. Opportunists always have the advantage, but make sure you are prepared for the wild ride you’re about to have. Thriving during a real estate bust is not an easy task, so mentally prepare to spend long hours working hard to build your business.
2. Demand Don’t Dodge Accountability.
Demanding accountability isn’t for everyone. I’ve seen agents try to dodge the phone and find excuses to cut the day short then wondering why things are slow. The phone is your friend, business is on the other line. My companies have sold countless homes from call-ins. If things are a bit slow, demand that you want to be the person answering whenever possible. Same for treps with your own companies. Make it rain by turning everything you dread or mentally stall on into an opportunity.
3. Find Your Niche and Find it Quick.
Hyper local branding is key. You need to find something within real estate you are good at, you love to do and attack it. Become the best in the world at that one little thing. Maybe you know more about the Castro neighborhood in San Francisco than anyone else. Document all the data in your head and put it down in the form of blogs, reports, and other media you can leverage. People will flock to you as the expert.
4. Don’t Get (Too) Caught Up in Social Media
Remember someone somewhere has to be in the trenches producing business. While social media is sexy right now don’t lose site of transactions. Most people in the real estate (or any) business don’t eat unless transactions of some shape or form happen.
5. Use Social Media as Trialogue Only
This seems to be the hottest topic and despite people saying, “Everyone is doing it wrong”, there are many examples of people doing it right (e.g. Comcast Cares). They are using “trialogue”. Basically this means they are communicated directly with customers (traditional dialogue) + brand communication with her. This means the brand communicates effectively plus personal communication with the customer. Too many companies are using monologue which is too spammy.
6. If you think you can change the world, then stop talking about it.. do it.
Action Creates More Fortune than Caution – Luc de Clapiers
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