It's that time of year again, when the Halloween spirit comes creeping in and my inspiration chimes a darker than normal toll. In part one of this series, we explored six of the traits and choices that stop sales success cold. Twelve months later, there is certainly no shortage of sinister changes and challenges still spooking sales professionals and cutting short their careers.
Fear not, my friends. Career death is not a certain fate. Beware these six silent killers to ward off the tricks and temptations that have cut others to the quick:
1. Poisoning your plan: You've probably heard it before, "Begin with the end in mind." So many of us get caught up in the day to day business of putting out fires, chasing new business and filling out forms that we fail to stick to a plan or worse, never have a plan to begin with. Business planning can be tedious, overwhelming and for some, down right boring. It is, however, a necessary evil, so don't wait for January 1st to roll around to get started. In the fourth quarter of the year, what you do now truly does set the stage for the year to come. Check out companies like www.createaplan.com or www.isucceed.com or even a nod to my ex, at www.edescobar.com for strong, viable, effective real estate business planning. You have everything to gain and nothing to lose - so stop poisoning and start planning!
2. Sickly skill building: There was a time in our industry where business was so good that many agents found themselves in slacker mode when it comes to building the necessary skills for career longevity. We live in the perfect world for personal and professional growth. The internet allows us to learn 24/7, with a wide spectrum of talented coaches, leaders, speakers and trainers to share skill building around the clock. What skills are a MUST HAVE in today's market?
Price Negotiation
Prospecting
Relationship Building
Technology tools
Social Media Networking
Niche Marketing
Objection Handling
Creative Thinking
Optimism
Now you may think the last two don't belong there - but I can assure you that in this market, or any market, the ability to think quickly on your feet, find creative solutions to uncommon problems and find the optimism and self-motivation you need to continue to grow and build your business are definitely skills worth fine-tuning!
3.Negating niche marketing: While it's a great theory that we should be able to be all things to all people, it's a practice and a goal that could, well, kill your ability to create any traction, not to mention the burn-out you'll inevitably feel. Finding your niche is not only a good business practice, it's just good common sense. Effectively building a niche that resonates with you allows you to build momentum faster, spend less, and have a lot more fun along they way. Pick your passion. Who do YOU want to work with? Teachers, first time home buyers, doctors, lawyers, military personnel, chefs, business owners, horse ranchers, dog lovers, boaters, golfers, Harley riders, skiers - the list is endless. You are only limited by your imagination. Pick one, and call me. We'll work out a marketing strategy to fit your new niche!
4. Trapped in the over-promising, under-delivering cyclone: This is a big one. Ever know an agent who lets their mouth over-ride their ability to deliver? Unfortunately, there may be one or two out there like that. Ours is a society of pay-for-performance, high-expectation, low-tolerance for anything less than what's expected consumers. I'm reminded of a statement Floyd Wickman often makes, "Always do what you say you're going to do. You don't have to do more, but NEVER do less." If you can't do something in a specific time frame, say so. Your honesty will take you much further than the lack of credibility you'll earn by not keeping true to your word.
5. Caught in social media web: I'll be one of the first people to say it's time to stop thinking social media is a passing fad and prompt you to dive in to the huge online knowledge base that can teach you how to tweet, find friends and get linked! Social media tools such as Twitter, Facebook and LinkedIN are incredible tools to help you build that niche, expand your sphere and bring the world a little closer to you every day. You can touch many people at once; share your perspectives and network far faster and easier than we ever dreamed possible. I will caution you though - do not get too caught up in the web. I can't tell you the countless sales professionals I've met who never learned to put boundaries on their time and social networking, like anything, can be a time stealer if you're not using it properly. There is still no substitute for real, live, face-to-face or at least phone-to-phone contact with your clients and genuine prospecting time blocks. So if you're spending all your time tweeting about the weather or playing Mafia Wars and Farmville (you know who you are) - then start today to block out your power hour of prospecting, reaching out to your customer base and leave the playtime for your personal time.
6. Drowning in negativity: Our world is full of challenges, without question and it's easy to find ourselves sometimes over our heads and feel like we're drowning in the negative pull that can permeate an office or even a society. Grab yourself a life-preserver in the form of a coach or a mentor. They have the ability to help you focus on what's possible, forge ahead towards your goals and seek out the opportunities where you once saw obstacles. Turn again to the World Wide Web or buy a ticket for the next empowerment workshop in your area. Listen to the wise words of Tony Robbins, Wayne Dyer, Les Brown or pick your favorite motivational speaker. Re-read Think and Grow Rich, or The Greatest Salesman in the World and start and finish your day with powerful affirmations that will frame your life and your career with those messages that can fuel your spirit and ignite your imagination. When it comes right down to it...anything really is possible.
Well, my friends, I hope you've found more treats than tricks in today's article! If there's anything that I can ever do for you to help keep any of the career-killing monsters at bay, give me a call or shoot me an email! Now, pass me the M&Ms and let's get back to work!
To download a FREE copy of our time-tested system for staying in touch with the VIPs in your customer base, visit www.prospectsplus.com, and click on BusinessBASETM in the Resource section. While you're there, be sure to check out our many webinars-on-demand for insightful tools and techniques for building your business in any market. Need me? Call 1.866.405-3641 or email julie.escobar@prospectsplus.com!
Life Balance, Action Plans and To-Do Lists for Today's Realtors
By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!
Way back in the day, when I started my journey into real estate, there was a speaking sensation sweeping North America with a passion, purpose and a can-do message of perseverance. That sensation was Danielle Kennedy and from everything I've seen, she hasn't slowed down one bit. Hot off the release of her new book WorkingMoms.calm, I caught up with this real estate super hero to learn a little about what she had to share about creating life balance, tackling action plans and what the right to-do list can do for you! So, hold on to your hats, and join me for a little Kennedy magic!
Q: Hey Danielle, great to talk to you again, it's been a long time! When I first heard you speak, you were a single mom making big waves in this business while juggling the pressures of family vs. career. Tell us your thoughts on creating a good life balance.
A: I believe life balance is about perspective. You have to always remind yourself of the big picture. What may seem like a catastrophe right now, in the greater scheme of things is usually pretty minor. Losing a buyer or a low appraisal may seem big at the moment but compared to what? Losing your health, your ability to be active and alive, or the loss of a loved one? Those are big. Keep things in perspective. Having lived on this planet for awhile certainly helps as well. You soon learn: "This too shall pass." That is a good mantra for a bad day, upsetting news or what seemingly appears to be a temporary setback.
Q: Words to live by! I remember reading and re-reading Og Mandino's book, The Greatest Salesman in the World, and repeating that scroll a time or two in my life as well! Tell me, what would you say to agents grappling with making a living in this business in today's economy?
A: Well, I joined the real estate industry in a tough market, which was truly a blessing in disguise. I learned quickly that there was no free lunch. You HAD to get out of the office and prospect. I am a believer in the niche marketing. In my newest edition of How To List and Sell Real Estate, I lay out a viable action plan.
I recommend you work eight niches and additional ones that may appear during certain market conditions-such as working with lenders on REO properties and short sales. And I believe you should work those niches EVERYDAY. No matter how slow or busy the market is. I give that same advice to new and experienced agents. When we look at those who've left the industry through this market, I think many probably never learned the discipline of niche marketing. They might have gotten in during easier markets and EXPECTED business to fall in their laps. You have to self-generate business in real estate. Not easy to begin with but once you begin and it starts to take hold, it's amazing how you can flourish.
Q: Great advice, Danielle. You and I share the same passion for niche marketing. Explore that a little more for our readers, please!
A: As I said, I believe in working eight niches:
Past customers
Open houses
FSBOs and expireds
Social networking
Local business network
Past life acquaintances
Introductions
Farming
I just listed them in order of payback. For example if you are coming out of a slump or want to take your business to the next level, you need to devote 3-4 hours per day on niches 1-4: past customers, open houses, FSBOs and social networking. Your return on those niches happens faster than the bottom four, but don't neglect the bottom four! Once you have generated more business in your pipeline from the top four, start on those. You'll find there's a big difference between action and activity. ACTION leads to transactions for example: business development, prospecting. ACTIVITIES leads to time wasted, for example: gossiping, long lunches, obsessively checking emails etc.
Q: True enough! I'm a big to-do list person, and I know you are too. Tell us why you think that's important and what agents today should have on THEIR to-do lists to thrive in this business.
A: Oh, I love To-Do lists. I usually put the things I hate the most on top so I can get those tough jobs over with early in the day. Your BlackBerry, iPhone or any PDA is great for staying on top of your day as well. I always mix personal and professional on the list, because family and personal time is as big of a priority as business. If you promised a child you would be at a soccer game that is as important as a listing appointment. Believe me, if you honor personal commitments the way you honor business commitments, you are going to be one happy grandma or grandpa one day because your kids will make you a priority into their adulthood.
Q: Spoken like a happy grandma! Let's pretend I'm a new agent seeking a mentor, what's some of the first advice you'd give me?
A: If I were mentoring you, I'd say the most important thing for you to do is to develop the everyday habit of new business development. Never be satisfied with the status quo, each day stretch to a new area you've never done before. Start building your brand through niche marketing; there is so much business in places we don't even know exist because we limit our thinking.
I'd say get unstuck. You see a lot of agents who are stuck in the office, stuck with a guru, stuck on Facebook, or in a defeated mindset. So, get unstuck. I'd also tell you to never ever give up. One thing that helps that process is consistency. Don't focus on outcomes. I believe in goals but believe they should be a private thing. While telling everyone a goal of a new Cadillac might motivate some people, it can also sometimes limit your thinking and your success. When agents focus on their own agenda, the public can often sense that and feel as if they are in it for themselves. Real estate truly is a service industry and providing that service is a day-to-day process that requires disciplined behavior. Live in the moment.
When people have perspective, and when they are doing something they love with life balance, they don't burn out because their life is about more than just one thing. Diversity is what keeps burn out at bay. Extend that to your whole life and create diversity in business/personal/family time. Date nights, face time with your kids, treating yourself to an afternoon off, and really focus on those things without interruption, life never gets boring. Remember this, one of the greatest gifts of being a hard worker is to really be able to fashion a wonderful personal life. It's the vehicle or ticket to creating a life that you imagined. It is also a way to contribute your talents to the parts of society that need you that you wouldn't be able to do if prosperity wasn't in your corner.
Q: I agree whole-heartedly! Danielle, you and I have talked a great deal too about the power of consistency - of not just showing up once, but time and time again. Tell our readers your thoughts.
A: I believe you should contact your past customers at least once a month in some way. Send out an email, postcards, knock on the door, notes, letters, all of it. And work your way through the alphabet at least every three months. Don't worry about checking in, you're not bugging them. Send them a picture of you winning an award, with a note telling them how much you appreciate that they are a part of what you do and that they're wonderful. Put a system in place to contact them consistently. Plant those seeds for referrals. After all, as Woody Allen says, "80% of success is showing up!"
Farm every week, work FSBOs every day and Expireds every week. My new book is filled with scripts, dialogues and strategies for success.
Q: I know, I'm excited for you! Your 30th Anniversary Edition of How to List and Sell Real Estate is coming out in March 2010. Congratulations! Give us a sneak peek of what they'll learn.
A: Well sure! I'd love to! Some of the new chapters cover:
How to talk to a buyer when there's a turn around market
How to work a nickel in a challenging market
How to deal with the affluent
The art of social networking
The new rules for fall-out avoidance
Hot websites and many ways to maximize your brand on the internet
And BUILDING STRONGER CLIENT RELATIONSHIPS WITH ACTING TECHNIQUES
Q: Sounds amazing, Danielle! Thank you so much for your time. You're still an extraordinary force in this industry and an inspiration especially to we single working moms!
A: Thanks, Julie. I appreciate the opportunity!
Want to learn more from our friend Danielle Kennedy? You can reach her office toll free at 800-848-8070 or visit her site at www.daniellekennedy.com. Ready to kick your niche marketing into high gear? Visit www.prospectsplus.com today or bookmark our blog at blog.prospectsplus.com to discover a wide spectrum of real estate marketing tools and techniques. Call me if you need me at 866.405.3641!
Knowledge is power in today's world. We're inviting all of our customers and friends to join us in a virtual think tank this month to share the best practices and strategies you know for thriving in a changing market!
So come on! Leave a comment here to share your best THREE success tips for growing your business, maintaining balance in your life, taking care of your customers, saving more, working smarter rather than harder - you tell us - what lessons could we all learn?
The best part? EVERYONE'S a WINNER! Share your thoughts and we'll email you a priority code for 20 FREE Postcards from ProspectsPLUS.com! We'll print, address, UV coat and mail them first class on your behalf! We'll even provide the mailing list if you like!
We'll share everyone's "back to school" secrets!
We'll then choose the best TEACHER post on September 30th to win a FREE ProspectsPLUS! Personal Real Estate Marketing Software package - a $624 value or for our broker and manager friends - a FREE copy of RecruitingPLUS! Real Estate Recruiting Software - a $1424 value!
Need more information? Contact Julie today at 866.405.3641 or email me - pmc@prospectsplus.com!
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By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!
Much like the proverbial apple that keeps the doctor away, committing at least an hour a day to your professional well being is the right prescription for the salesperson savvy enough to take a pro-active, preventative and inspired approach to growing their business.
What difference can an hour make? It can mean all the difference in the world when it comes to repeatable, sustainable success in this business. This business, like most sales industries is above all else, a people business, which means if you want to STAY in business, you've got to make staying top of mind with your customer base a priority. Did you know that National Association of REALTORS® statistics still show that more than 80% of consumers who list their homes don't list with the person they bought it from? Why? They didn't stay in touch. They failed to stay connected with their book of business. Now consider the national statistics that tell us that the average consumer moves every seven years, and buys a property worth at least 25% more than their current home - that puts an estimated career value of a client well over $110,000. With that kind of perspective in mind, an hour a day doesn't seem like too much to ask does it?
What hour? Real estate expert and coach Bernice Ross shared, "Just about every top producer that I know starts their prospecting first thing in the day. They know that of the activities that are closest to the income line for them - prospecting is right there in the top three. Getting those things done first allows them to continually grow and stay connected to their book of business. Secondly, it really gives those agents a sense of control, power and self accomplishment - and isn't that the BEST way to start a day?"
Speaker and coach Darryl Davis, who labels this important time for his students as "going to the prospecting gym," thinks that timing often varies depending on the agent's niche. "When I was focused on FSBOs and Expireds for example, I found the best times for me to prospect were Sundays, Mondays and Tuesdays after homeowners felt the disappointment of not selling over the weekend. That's when they need answers the most."
Many agents choose to stagger their prospecting time and map out their week in advance, selecting 8:00-9:00am three days a week, and evening hours from 6:00-7:00pm two to three days per week. Jason Edwards, speaker and trainer for the Floyd Wickman Program shared that this is an important practice and good habit they teach students right from the beginning. "We call it a Smart Week, and it's a five-step process of calendaring their week in advance, and includes making that all important appointment with themselves to power through their prospecting. It's a way of getting them to commit to that time and view it much in the same way they commit to a closing or listing appointment."
Sherry Chris, CEO for Better Homes and Gardens adds that in her experience, top producers generally still can be found sticking close to that old rule of thumb investing about 80% of their time getting face-to-face, on the phone or online sharing with both past and potential clients. "Things have certainly changed in our industry and prospecting has truly taken on a new pace with the advances of social media. It's definitely developed into a more ‘give before you get' mode of contact. Whereas our old methods of prospecting meant picking up the phone and offering a service, now we can feed valuable information, fun facts as well as personally connect with our clients." Sherry, for example, spends roughly 60% of her time building the Better Homes and Gardens brand and shares some valuable tips when it comes to building 'social capital.' "To be truly effective you have to successfully balance business information with personal touches, photographs, upcoming events, career milestones, etc. If the only thing you have on your Facebook or MySpace is your listings, you're missing the boat. Let's not forget too, that as valuable as social media is in today's prospecting world, there is still no substitute for getting face-to-face or on the phone with your clients."
How do you stick to it? While not always easy, it is important to find the motivation to continuously invest the time in building and maintaining your business. I'll take you back to Darryl's "prospecting gym" idea, in that daily doses both ensures that you're building business "muscle" but it also has another side benefit - it gets easier. "Agents will tell you that the first couple of calls, if you've missed day or two, are the hardest," shared Daryl. " The more you stick to it, the easier it is because repetition takes away the fear of getting on the phone. It also helps to have an integrity partner. That is someone willing to commit the time with you. As entrepreneurs, it's easy to put off prospecting if there's no one to answer to. If you know that someone else is counting on you however, it's a little harder to hit the snooze button."
Having an effective system certainly helps as well. For busy agents, it's no longer a 'should do' but a ‘must do' if you expect to keep up. What's interesting is to note how these systems still run the gamut from complex contact management systems to good old fashioned 1-31 files. Bernice Ross shared a story of one agent who is among the top in the business who makes it his goal to talk to fifty clients a day. "Sometimes he talks to 5-10, leaves messages for a few more and uses social media options such as Facebook, LinkedIn and Twitter to send out links or messages to 25 or more additional clients. The point is that every day he's making that commitment to sustain contact with his clients. When you consider the average person now knows at least six REALTORS®, you can be sure that the one they'll do business with is the one they've heard from the most."
Do you HAVE to get involved in social media? Well, you certainly don't HAVE to do anything you don't want to, but in terms of keeping pace with today's consumers, it's a step in the right direction. Reggie Nicolay, Director of Social Media for Cyberhomes.com wisely points out, "It's interesting to note that Facebook was originally designed to be an online address book, which perpetually updates itself so it's always evolving as opposed to an offline solution such as Outlook which is always out of date. It's also a tremendous resource for changing the face of how you prospect. Where in the past, building rapport may have been difficult or cumbersome and time consuming, social media allows me to market on a more one-to-one level with my target audience. Clive Thompson said it well when he called it an ‘ambient awareness' that occurs. You're offering bite-size pieces of information and solutions with your customers and getting to know them better through these social networks. It's kind of like making deposits and withdrawals from a social ‘account' if you will. You get to know your customers better and they get to know you better, and in doing so, you build that trust that's necessary to grow your business."
Sherry Chris added, "Technology has really allowed us to become more specialized in that it makes it easier for agents to identify their niche and build a network around it in a far faster, and easier way than ever before. That's great news for all agents, but especially for those just coming into the business." In talking with agents every day, I couldn't agree with her more. With time, energy and marketing dollars all in short supply these days, it just makes sense to pick a niche you're passionate about, find those groups both in your community and in all of these online communities and build your business that way. It's less time, less money and a whole lot more fun!
"If you're looking to engage with Gen X and Gen Y consumers, social media is by far the way to go," shared Mrs. Ross. "It's important to communicate with people in the manner and method that's most comfortable for them. Social networking is also a great way to get outside the box a little. I'll give you an example. I had an agent tell me that she met a new doctor in her community who was obviously just getting started and looking to spread the word. What did she do? She went over and interviewed him then wrote about him in her blog. Soon after, she heard from the doctor who was happily getting referrals from her article, and he was happily referring customers to her as well. That's a classic case of ‘giving to get,' of helping first and reaping the rewards for a long time to come."
What I loved about speaking with all of these talented experts is that while all brought wonderful new ideas and insight to the table, is that they all did seem to find common ground on three major points:
You've got to be willing, in today's market, to make a friend first and a sale later. Take the ‘get by giving' approach to your business.
Whether it's one hour a day, ten hours a week or 80% of your time, make and KEEP your prospecting appointments with yourself. Put them right up there with a payday in terms of importance - because they are!
There's still no substitute for personal contact. Getting on the phone, meeting face to face and getting to know your customers will ALWAYS be tops on the ‘to-do' list.
I hope you've picked up few lessons along the way. Our customers need us now more than ever, and it's up to you to let them know that you are there for them, with answers, with integrity and with resources they can trust. It's incredible to me to hear story after story of agents who are literally having their best year ever despite tough economic times and sometimes shaky markets. Why? They know that it's a people first business and they do just that - put people first.
Thank you to all the extraordinary people who lent me their voices for this article. Sherry Chris, Bernice Ross, Darryl Davis, Reggie Nicolay and Jason Edwards. I challenge you to find them on Facebook and make them your friends! You'll find all have incredible ideas to share, stories to tell and certainly set an example of what to do right in today's marketing arena! Thanks all!
While you're there, look for me and our ProspectsPLUS! page as well. We?re happy to consistently provide the best resources in the business for our real estate and entrepreneurial friends! Visit our interactive and ever-evolving website www.prospectsplus.com for many business-building solutions and powerful prospecting tools. Call me today at 1.800.287.5710 if you have questions or need assistance! Making it easier for you to succeed is what we do best!
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If you're thinking college kids and single moms - you might be on to something! Minnesota Realtor Jesse Godzala was recently featured in a Realtor.com Economist Perspective sharing his insight on the "faces" of the perfect home buying candidates that are keeping him busy every day!
"Here in St. Cloud, and I venture to guess plenty of other real estate markets across North America we have a large student population coming in surrounding the area colleges. What's exciting to see is how savvy many of these kids and their parents are about taking advantage of the current market conditions to purchase homes at lower-than-normal prices, take advantage of the tax credit and find themselves with an investment they can count on at a fairly young age! It takes a little more work - you've got to educate them about every little aspect, especially if you are dealing with foreclosure properties or short sales. It's worth it though - take good care of these young investors now and you'll have clients for life! They are also a GREAT referral source! Another great customer base - and literally 75% of my customers - are single mothers. They're great to work with. In my opinion, they know what they want, know what they can afford and not afford, have their budget mapped out and their eye on the properties they want. They've done their homework and they just need a professional to guide them safely through the process."
Thanks Jesse for your insight! Need some tips for tapping into these two markets? We've got them! Almost every university or college has a school newspaper, blog and press group. Contact the editors who are usually very eager to have relevant content to share with their audience and they are also typically in desperate need for advertisers. For a little money, and a little of your time spent delivering timely content - you could be the go-to agent for a campus full of progressive thinking college kids - not to mention their parents, professors and extended families starting this month! Now THAT'S what we call a back to school bonus!
Single moms are another way to extend a helping hand and build a strong business foundation. Start advertising home buying workshops and How-To Buy for Less seminars in your area. Local campuses and libraries are a great place to hold them. Become the resource they need and you'll have new customers lining up to listen and send referrals your way! Try it!
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Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
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Life Balance, Action Plans and To-Do Lists for Today's Realtors
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Knowledge is power in today's world. We're inviting all of our customers and friends to join us in a virtual think tank this month to share the best practices and strategies you know for thriving in a changing market! 
Download your copy today by visiting: 
By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!
If you're thinking college kids and single moms - you might be on to something! Minnesota Realtor Jesse Godzala was recently featured in a Realtor.com Economist Perspective sharing his insight on the "faces" of the perfect home buying candidates that are keeping him busy
;)
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