Are any of you going to the NAR's Mid-Year Conference? If so, I'll see you there. I will be presenting "Putting the Real You in Your Business" at the Women's Council of Realtors' education session on Friday, May 15 at the Capital Hilton in Washington DC.

My presentation will focus on branding with personality and speaking to your No. 1 customer. If you're planning on attending Mid-Year, I would love for you to stop by my session so I can meet you!

Ok, here's a funny story. My friend Stefan Swanepoel is THE real estate trends guy. He publishes a well-researched, well-read Trends Report each year and the industry folks who are smart, read it. I realize it's April, and first quarter is over, BUT I am finally reading the report! In my defense, for some unknown reason, it took two months to arrive from California to my mailbox in Ohio. (Yes, even reports don't want to visit Ohio if they're from Laguna Nigel.) But enough excuses. I learned a lot, and here are the trends that resonated with me:

1. Real estate is in the "transformation years", and those years will continue until 2012 (yikes!)

2. Social media is a real estate agent and company's friend! (yay!)

I'm not going to dwell on the negatives surrounding point 1 above, as I'm sure if you live in a home or know someone who does you've heard just about enough even if you aren't a real estate agent. But point 2 is exciting! As Stefan writes, "some 530 million individuals are now participating in some sort of social networking . . .and each person on average belongs to two or three social networks."

That's huge, in my industry and yours. If you aren't out there blogging and tweeting about your expertise in a meaningful and helpful manner-as a real estate agent it is your local market knowledge and your niche knowledge-you're missing out on customers. As Stefan writes: "Real estate professionals have an excellent opportunity to take advantage of this emerging trend by influencing others through creating meaningful content and releasing it through blogs, online communities, wikis and social networks....only 18 percent of online Americans actually create content or publish an article or blog at least once a month."

So get out there and get writing. You are an expert in your field, and you have something your tribe wants to read about. Write it, and they will follow!

Yesterday at lunch I was enjoying a great sandwich at Camille's Sidewalk Cafe when I looked up and saw this sign on the wall next to my booth:

Green -> Normal
Red -> Alarm
NoLight -> Trouble

It made me think. Do we too often ignore the signs right in front of us in business? I know, speaking for the real estate industry, we were in a state of greed and denial before the bust. The government's goal was to increase home ownership rates; the mortgage companies made money easy to get; the number of real estate agents had reached record numbers nationwide; and everybody who was anybody had a no-miss real estate opportunity. In February of 2006, the chief economist for the National Association of Realtors released a book: Why the Real Estate Boom Will Not Bust. The bust had started in the fourth quarter of 2005. The green light had gone out long before.

Real change does come through struggle. Don't wait for the red light to go on to make changes in your business. By then, it may be too late.

If you're not feeling happy, why not? Here are your options: you can lament increasing unemployment, a shaking economy, a cold winter, a New Year's resolution not met, a kids' bad report card, a gray sky, and any number of other depressing mid-winter realities. Or, you can change your mindset. You can decide to live a positive, optimistic life. That doesn't mean Pollyanna or rose-colored glasses. That means you are in charge, and at the center of your life. You are standing in your power with confidence over the things you can change - and with acceptance of the things you cannot.

Fearful about losing your job? You aren't alone. In Ohio, where I live, our state just reached 7.8 percent unemployment, a number not seen since in decades. It's scary. But it's not immobilizing. You cannot be the one who sits frozen with fear. Those are the folks who go down with the ship. This is a time for action. To decide what it is that you, the Real You, wants to do, and who you want to be. Perhaps it is the time to start the business of your dreams, on the side for now, as you wait to see what happens where you are. Or maybe, instead of waiting for something to happen to you, you'll make a plan and take action for yourself.

Perhaps in this time of great uncertainty you'll step into the center of your life and take charge. Sometimes, when the going gets tough, the tough start their own businesses. As odd as it may seem, now probably is one of the best times in history to go for it. Back in the recession of 1991, there were record numbers of people starting businesses. In fact, in the last two recessions, 77 percent of the net new jobs created in the country were created by micro enterprises - businesses with five or fewer employees, according to Women's Economic Ventures in Santa Barbara, California.

It's OK to start small. If you dream of becoming your own boss, and you are passionate about what you want to do, now may be the perfect time to turn a hobby into a business. There is a concept that originated in the Great Depression called the "lipstick factor " - that people will still indulge in small luxury items such as cosmetics while they cut back on big luxury purchases. In fact, employment rose in the cosmetics industry during the last two recessions, even as it fell in all other segments. And of course, there is always a need for the other basics: food, babysitting, household products, green anything and the like.

Inspired? I hope so. Instead of feeling out of control, start dreaming. Look around at the marketplace and see if you could fit into it with your own business. I know, many small businesses fail, but many others succeed. And hey, if you can make it in this economy, just imagine what will happen when happy days are finally here again.

Are you feeling the pressures of networking through social media but don't really know what that means, let alone how to do it? If so, you are not alone. Just be honest about it.

I love it when people are honest. It’s great to be able to admit both your strengths—and your weaknesses! And learning to incorporate social media into your business’ marketing plan in the New Year is a great step. If you entered the business world before the Internet, you know and feel the dramatic changes that are occurring almost daily. Every industry is facing these changes and the challenges and opportunities that technology brings.

The key to social networking is to apply it to your business in a genuine fashion. Women are natural social networkers. We always have been. We build and maintain communities across the country through volunteerism. I don’t know about you, but when I look at my kids’ schools, the volunteer ranks are full of women. Still. That’s social networking in the real world.

It’s no different online. What I recommend is to start networking online on a business-specific, direct connection site like LinkedIn . I like LinkedIn because everyone on it is there to make business connections. So start there. And then, invite your contacts to join you. I believe this is the future of networking and the future of powering your business. You and your computer and an Internet connection are unstoppable. So don’t be afraid. Start small. But think big.

If you want to take it a step further and join Twitter, check out ReachingWomenDaily.com for another post about marketing your business on Twitter and feel free to follow me!

Recently I learned about Kiva.org, an amazing micro-lending Web site for the working poor. Kiva’s mission is to connect people through lending for the sake of alleviating poverty. It’s an opportunity for people like you and me to lend directly to unique entrepreneurs in the developing world. These are real individuals in need of funding. Despite their current circumstances, they’ve decided to “go for it,” because they know they can—and they will. Get involved, and you will be helping a real person make strides towards economic independence.

Amaka Okpara, 23, married with one child, lives in Lagos State, Nigeria, where she makes bags that she designs herself. While she is happy because the demand for her bags increases during this festive time of the year, she needs money to purchase materials. Through Kiva.org, she is requesting a loan of $1,200.00 that she plans to repay in eight months. But Amaka is not alone in her quest. In the Shartuz District of Tajikistan, Dilbar Asadova needs money to purchase additional inventory for her small, rural market where she sells food, clothing and personal products. Before starting her business in 2000, Dilbar was a housewife, but after her husband died she needed a way to support their four children. Her goal is to grow the business so that she is the biggest market in town.

These are just a few of the examples of women who have decided to “go for it” as entrepreneurs. In spite of the fact that they live in poor conditions, lack education and the necessary capital, they have found a way to grow their businesses through Kiva.org.

You, too, can help. I’ve decided to donate 20 percent of my book sales to Kiva.org. When you purchase a copy of Real You Incorporated: 8 Essentials for Women Entrepreneurs from the Real You Incorporated site between now and Jan. 2, 2009, you’ll also be helping women entrepreneurs like Amaka and Dilbar.

 

Subscribing to magazines is a great way to inspire new ideas. Begin by visiting your local newsstand or bookstore and start browsing. If you find some you really enjoy then purchase them. At home you will be able to sit down and really see what is out there. You can also get online and find out what’s happening in business, fashion, home living, parenting and more. Try sites like Glam.com and iVillage.com. With a computer at your fingertips, nothing can stop you from accessing great articles, image and features that will inspire you and help you grow. The possibilities are endless!

There are several magazines—both print and online—that appeal to me. I make every effort to subscribe to those publications that speak to my heart. Some are business related, while others address family and the personal side of my life. Often, a good read is all I need to get inspired. Pink magazine is a personal favorite of mine, with its tagline--a beautiful career; a beautiful life. It emphasizes the fact that my personal life and my business life are not separate; in fact, they are intertwined. And that’s how I keep it real—by refusing to differentiate the two. Instead, I focus on my passions and my goals.

In addition to the many great magazines and Web sites you’ll find online and at the newsstand, you can also be inspired by our stories of women entrepreneurs who are putting the real you in their lives!

What magazines do you enjoy? Where do you draw inspiration from?

 

Maybe your business needs to be re-energized, or you need to refocus your vision for the company of your dreams. Fortunately, there are plenty of resources that can guide you through the process. But first, you have to know what you want and where you're going. Create a vision statement!

A vision statement, or road map for your brand, is basically a game plan. In one or two sentences, you can define your goals in a way that everybody understands and embraces. Determine a few words that embody what your business is about. I call them essence words, and they can help you craft a clear, well-defined vision statement. After that's accomplished, get started on a business plan!

Check out Life Lesson Nine in Real You Incorporated: 8 Essentials for Women Entrepreneurs for a strategy map and RealYouIncorporated.com for vision boards.

If you're tired of sending traditional e-mail messages, consider a more interesting way of conveying your communications. From branded cows to Big Boy restaurant signs, the Web site RedKid.net provides an array of fun images that can be customized with your own words. Here are some examples of how you can get your point across...

 

Try it for yourself at RedKid.net.

I recently stumbled across a great personality test from the company, Neenah Paper. This isn't your typical personality test. In fact, there are no multiple choice questions involved. This test helps you gauge your personality through the use of colors. Try it for yourself and post which color corresponds with your personality!

Which of these three colors do you prefer? Yellow, Blue or Red?

 

If you prefer yellow, this is a more accurate description of your personality:

"Finding common ground is the game you play best. You calm troubled situations and bridge differences. Your awareness of others' perspectives and points of view is a very powerful tool. It enables you to express contrary, unpopular feelings without offending anyone. People feel they know where they stand with you, and are willing to let you help them. And consequently, you are happy when you're able to give of yourself. By keeping people listening, you establish a forum for solutions and possibilities to unfold.

If you prefer blue, this is a more accurate description of your personality:

"You are a dreamer and a visionary-wistful, imaginative and eccentric. You're preoccupied with the future. Your dreams give you the mental discipline to concentrate and stay on track. You need to justify your life by having a positive influence on the world, even on those you don't know. Your ability to prioritize helps you to be proactive. Blues can fix things before they are broken! Thinking about the future energizes you-putting forth your ideas and reshaping the world are keys to your happiness."

If you prefer the color red, this is a more accurate description of your personality:

"You know exactly what you want. Money, power and status give you a sense of security, but ultimately you see them as a means of expression. This is your primary goal. You're not one to hoard your wealth. On the contrary, you would give up almost anything for those you're concerned about. You are ambitious, driven, confident and outgoing. You don't want to remake the world in your image, you just want to be in charge of fixing things. Conversely, you have little tolerance for inefficiencies. Your practical approach allows you to evaluate things and the people around you-helping others to recognize the reality of a situation."

This is just the beginning of the test. Once you pick a primary color, you choose secondary colors to complement it, then even more colors to help hone in on your true personality. It's a fairly extensive test with surprisingly accurate results. If you have the chance, try it for yourself. The more you understand yourself, the better you'll understand how you communicate with others. In real estate, it's imperative to know how you communicate, so you can better meet the needs of the consumer, develop your personal brand and determine your competitive advantage!