The challenge every Real Estate salesperson face is the same. That is, do I want my business to grow, do I want it to remain the same, or do I want the economy to make those decisions for me? As simple as the questions are, they’re certainly not as easy to answer as they appear.
If your decision is to make your business grow, the obvious question is: What are you going to do to make it happen or how are you going to go about making it happen? This, again, is not an easy question to answer because there are so many options open to a Real Estate salesperson and those options are many times what keep us from doing what it takes to succeed. Let’s look at some of the options.
Purchasing internet leads:This is a very common trend today and one that is, in most cases, expensive. The problem with internet leads, of course, is the majority are potential buyers and today, we have a shortage of inventory. So, this isn’t a great option.
Spending money on branding and marketing: This means trying to get people to know who you are so they call you. Again, it’s very expensive, but it does work if you can afford the long term costs.
Buying listing appointment: The latest and greatest way to get an appointment is to hire one of the many companies who claim they can call into your market and, for a small fee of $5,000 to $10,000 up front, set 3 to 5 qualified, motivated listing appointments for you. Does that really make any sense?
Traditional methods of lead generation: For years, the industry has been teaching you that lead generation revolves around geographic farming, holding open houses, dropping door hangers on doors, etc. If you want to do 3 to 5 transactions per year, these are ways to make that happen.
Sitting and waiting: I know it sounds almost ridiculous, but a major portion of the agents in the industry goes to the office every day, sit at their desk, and wait for somebody to call them to come list their home.
Database lead generation: A lot of people will tell you, and it’s quite easy to believe, that you can turn your database into a large and productive Real Estate business. This would be the case if you have 500 to 1,000 names in your database, you work your database on a regular basis, give a lot of good service and provide a lot of value.
Social media craze: This means using texting, tweeting, blogging, Facebook, etc. as methods to stay in touch with people and attract people to you. Most people recognize (and, specifically, our industry recognizes) that this is not a great way of getting business, it’s a way of staying in touch with people. The best use of social media would be with your database.
Predictive dialing: It’s the latest craze in the Real Estate business because Silicon Valley is promoting the fact that through computer analysis, they can actually tell you which homes in a given area are going to sell; by you paying them a substantial fee every month. What’s interesting about this is that the sellers don’t know they’re going to sell, but Silicon Valley knows they’re going to sell!
Going to work every day and earning it: Do it the old fashioned way! You know what I mean by this, but most of the time, you don’t really want to hear it. Daily calling on For Sale by Owners and Expired listings in your area. Making phone calls around your listings and sales promoting what you’ve accomplished. Knocking on doors around your listings and sales, again promoting what you’ve accomplished.
Talking to people every day: So many of the options we have available to us are designed to keep you away from talking to people or, in essence, to keep your productivity at a very low level.
As Real Estate salespeople, we are in the people and communication business. We have to talk to people on a regular basis. We have to communicate with them in a responsible, intelligent manner and then listen, to see who is going to buy and who is going to sell. When we do this, good things always happen.
The challenge with being involved in constant communication is, of course, the word “rejection.” When you’re in constant communication with people, there is always the possibility of rejection playing a big part in the conversation. The fastest way to get used to rejection is to simply go out and get rejected as often as you can on a daily basis, because once that starts to happen, you discover that the people rejecting you are not personally attacking you, but simply saying they don’t want to move at this time. The more rejection that you receive, the easier it is to accept and the more good leads you generate to take good listings.
Let’s each commit to an individual program of talking to people every day to build our listing inventory and our business. If we do this, we’ll take more listings, have more sales, and generate substantially more income, which is why I know you’re in the business. Learn to enjoy the experience of prospecting to get the maximum enjoyment out of the Real Estate sales business.