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Is it brains, brawn or beauty?

BAM! Got me a short sale!! 407-873-2747

Hi folks. How about a little self analysis today? Come on....it'll be fun. I'll even go first.

What sets you apart from other REALTORS(R) in your area? Why would the consumer choose to work with you instead of your competition? Once you have their business, what do you do to keep it? I've been asking myself these questions this week. Why? Well I'm curious as to why I am so successful in what I do. I don't have an office. I work by myself. I'm not that smart. I don't have some extraordinary marketing plan that miraculously gets my listings sold. In fact I do very little marketing at all. Almost all of my marketing is geared towards getting business, not selling houses. So what it is? What's the x factor? So let's see what I can come up with as I explore these questions.

First. What sets you apart from other Realtors in your area?

Longevity. I have been in my farm area for 15 years. My longevity has proven to potential customers that I'm not going anywhere. Just the fact that I have been doing this for 15 years shows them I am not a fly by night Broker. I have staying power.

Persistency. My farm area sees my face everywhere. I have consistently advertised in the same places for 15 years. My farm area sees my ads every month and have for a long time.

Name recognition. I get great word of mouth and referral business. My reputation is very good. I have lots of signs in the ground. My farm area is constantly getting post cards and letters from me.

Secondly. Why would the consumer choose to work with you instead of your competition?

Honesty. I think this is one of the biggest things. Folks know I will tell them what they need to hear. I never underestimate my Sellers. I lay it on the table. I give them the facts about what their house will sell for. Sellers are not stupid. They know what their house is worth. They just need someone that's willing to reiterate it.

Confidence. I have a lot of confidence in what I do. When I am talking to potential customers I talk with authority. They trust what I am telling them about pricing and market conditions. Folks can tell when you are faking it and they know I'm not.

Market knowledge. I know my market inside out. I know what's on the market. I know what has sold recently. I know the color of the carpet in the house for sale down the street. I spend about 1 to 2 hours a day, everyday, studying the MLS listings in my area. This is a practice I started 12 years ago and I have done it ever since.

Likeability. Another very important one. The fact is people work with who they like. I truly like people and enjoy talking with them. I want them to feel at ease. If you can accomplish this your business will soar. But again people can tell if you are faking it. It must be genuine.

And lastly. Once you have their business, what do you do to keep it?

Communication. This one is actually the easiest but seems to be the one that a lot of Realtors neglect. Constant communication. You must communicate with your customers constantly, as in everyday, if necessary. My goal, always, is that when my sign goes up, it does not come down, unless I am on my way to closing. I don't care if it takes 2 years, I am keeping the listing. The bottom line is, if you sell their house you are golden, if you don't sell their house you are mud. Nothing else matters. You must have a successful closing no mater what it takes. Everything else you do, depends on this. Successful closings mean repeat business, great word of mouth, referrals, credibility and builds your reputation as the guy that gets the job done. If you are not 100% confident, that you can sell the listing, then don't take it. Ever. As in never, no way, see you later. Its easy. Just say, "I would rather turn you down now than let you down later." NEXT!

OK, there it is, my self analysis. If you have never done this it is a very good exercise. You need to know these things. Your answers may be completely different than mine but that's OK. The point is you need to ask yourselves the questions and know the answers. It helps you to focus on what it is you do. If you are lacking in any area then you will know what to work on.

Of course in retrospect, maybe I'm successful because I'm sooooooo good looking. Yea, that's it!

Are you a Florida REALTOR(R) looking for a change? Check it out. http://TTRealtyNet.com

CENTRAL FLORIDA REALTOR(r) OPPORTUNITIES

Posted by Bryant Tutas Broker/REALTOR(R) Tutas Towne Realty, Inc on 04/09/2009 05:42 PM

Comments (74)

education, self analysis

74 Comments on Is it brains, brawn or beauty?

APR

Reserved Parking For "The Lovely Wife"...TLW...ROAR!

Blog Boy...

Yup. It's all because you're soooooooooooo good looking :)

TLW...ROAR!

My reputation is very good.

When you sell in your own residential area, the above is the secret to your success.

WOW - Bryant! Not only do you have charm and personality, you KNOW what you are doing! Go, dude!

Have gone through this thought process. My clients trust me. I care, I educate, I am thorough, I dot my i's and cross my t's. I'm discreet. Confidential info stays with me. I market, market, market, I communicate, communicate, communicate. I LISTEN to what their needs are and try to meet those needs.

Great post.

Broker Bryant, your post is soooooo on target! And none of your points has anything to do with spending tons of money or being an Internet guru. Amazing!

My HONESTY, first and foremost,.... and soft (non PUSHY) approach.

How to think laterally?

Good points for realtors.

But what about home inspectors?

If you hadn't noticed, I'm always thinking about how this stuff applies to home inspectors.

BB, thanks for the information / inspiration.

I am never pushy but always there when my clients need me. I anwser my phone all the time and return e-mails within a few hours.

I concur that knowing our strengths and being able to effectively convey them to our clients is important. Self-assessment should be a continuing process.

Broker Bryant,

It's not fancy schmantcy marketing, it's persistance and hard work. Thanks Broker Bryant.

Bryant - Those are some great points! You've got me thinking... :)

Hey BB!

I like to think I have the work ethic and kindness to work for my clients, and I have the know how and the stubborness to work on their behalf. I am honest, ethical, not pushy, and I know how to work on behalf of my clients best interests!

-Lisa

Great post Bryant! I like what you said, "I would rather turn you down than to let you down." I am going to place that one in my tool box.

I think it's because I'm so young, old, look like I need the money, don't look like I need the money, drive a nice car, advertise a lot, know a lot of people... actually that's pretty good... am funny, and work like a banshee for my clients.

I"ve made my self a walking real estate encyclopedia..... uhh... I have a good reputation and have been invloved with my board.... uhh.... will give every real estate secret I know to any other realtor, and teach a lot.... uhhh...

They know I'll cry if they don't use me... no that's not it. I get back to people when I say I will, and work very hard to have good communication skills... I stay in touch. That'll do it.

Bryant, this is great! Most agents can't articulate what makes them special and how they're different from their peers.

Everyone should participate in this exercise and reflect upon their strengths from time to time so that they can better spell it out for their clients.

Of course, in your case, it is the fact that you are soooooooooo good looking -- that supercedes all other reasons for your success.

"O'ya! I'm the only one with a piston packing Billy and her minions!"

We all know you've got a powerful little secret.

Bill

Hi Briant,

We are believers in the concept of continual improvement. I always glad to see others embrace this concept too!

BB, well, that answers that question. I was wunderin... and now I know!

That was a great post, and very worthy of that gold star they pinned on yer chest!

C'mon Bryant, this one is easy. My WINNING PERSONALITY!!!

Communitcation---the agents answer to sellers--Location

Hey BB, you know the secret to your success is the lovely little woman with the whip! Admit it already!

The secret to my success? I haven't been feeling very successful lately, but, I am likable, dependable, sincere, honest, hardworking, earnest in my desire to please by getting the job done, loyal, respectful and kind.

Hi Bryant -- Honestly, this is I think one of the best posts I've read on AR in a long time. This post should be on page 1 of every new agent's boot camp manual. And it should hang on the wall for agents to continually remind themselves as guiding principles.

I just bookmarked it!

Transparency...integrity...reliability...

BB, Gotta give TLW a bit of the credit. Behind every successful man is his oh so good looking wife.

Good summation of the "whys" of your success.

Congrats on being successful for 15 years Bryant. I'm sure you have a good share of your market.

Is good looking something you learned? :)

I personally think it's your dashing personality lol

At 61 you are no longer cute, so that doesn't work. At least my girlfriend thinks I'm cute but she isn't buying from me. Seriously, having specialties, creating an effective team, and working on branding the experience really makes a difference. Ineed to add, having a cute Realtor girlfirend really helps. FYI, she is smart and really good at real estate. Now only if I could get her to ROAR like The Lovely Wife.

Bryant- Your top 3 are definately on our top of the list reasons we get listings.
I have been in this area since 1995, Nestor since 1998. That longevity sure is a plus in our part of the territory, in fact, probably a tie for the top reason.

Second of course is our name recognition tied with how we look as a couple. The couple thing is really an attraction here. We are very well known by agents and the public. We go into Publix or Whole Foods and people know us. Before I was online I was always doing press releases, we were at all the charity events and such, that is what gets you known around the income levels we work in.

Third of course is the persistence. Some of our expired listings come to us after we have been in touch for 2 to 3 years. We don't give up.

Nestor's charm is huge in our getting listings and my ability to communicate and listen is huge. Nestor can charm a snake. He is the best at compliments and flirting. People in our sphere love to be flirted with.

great, and very insightful! im a new REALTOR and this was definately very useful. ill be churning on this for a while :)

Broker Bryant, it's your looks. Definitely absolutely your looks!

That can be a tough one, self assessment isn't always easy but your confidence shows through like sunshine. I am guessing that is what is selling you to your customers!

Great post. I would hire you in a heartbeat.

My strengths that I try to rely on are honesty, empathy, and a let's get down to business attitude.

Bryant, asking ourselves those questions is easy. Answering them honestly is not so easy, but we are only fooling ourselves if we don't.

Bryant, if noting else this analysis will at least get the gray thinking matter going.

Hmmmm...your post gives me lots to think about. I have the usual things going on but my secret weapon is...(a secret!) LOL

BB - Great post. Being in one farm area for 15 years is a really long time.

After a long and frustrating day that left me in tears, I have to say that it's because I answer my phone and return phone calls promptly.

There's a post about today somewhere in my head, but for now I'll just say plain and simply: because I do what I have been hired to do, and in this market, that's saying a LOT!

I'd love to say I am good looking too but I dont think that would get me any more business.

Longevity is something I dont have yet and so is brand recognition. But the business name sticks once they've seen it. I'm working on the longevity. Some day, I will have to say I can walk in your shoes.

This is so interesting! There are two assets I didn't see in any of the above nor in the original post that are my immediate response:

I'm extremely resourceful and can find out anything. I had to have been a spy in a previous lifetime.

I'm lightning quick in responding to clients' needs with information and answers.

And I'm great at multitasking--a carryover from 20 years in radio--having to do everything before the end of a 3 minute song. :)

We do this exercise in a couple of the classes I teach: I have everyone on count of three shout out what they 'used to do' before real estate (since most have a 'past life' prior). Then we take each previous profession and work it into the 'why' each is unique--what special attributes they bring to the table. A former law enforcement officer will 'protect and serve'; hairdresser, a great listener with style; nurse, caring . . . and so on.

That's why when a client says "Why should I hire you?" the answer is:

No matter how many agents you interview, there is no one quite like me. :)

Awesome post!

Candice

Bryant, very good summary. If I were to buy a house in FL, I definitely will work with you based on this post.

Very nice self analysis. Next time someone wants to interview you for the listing or asks why they should use you, just print it out! I think the longevity has a lot to do with success- and your likeability factor!!!

BB: Personally, I would hire you because you just look like a cuddly teddy bear.

But the MOST IMPORTANT thing to me when I hire anyone is this:

Did he ask me what I want and did he listen when I answered? You may think this is really simple, but almost no one in our industry does this.

They would rather tell you what they know and talk about themselves.

:) You still have it. You always have. I'm just saying...

Sounds like you have more of a life plan than a business plan. People relate to people. You are a person. Folks tend stray that way. I would and have.

BB: I have been in this business alot of years, but I am going to start studying the MLS listings, like you do. That is a great idea and thanks for sharing it with us. We just returned from Orlando ~ would love to like down them ~ my family loves Florida.

Bb - like your analysis, and the truths you shared. Your points about communication are partcularly important, IMO. Would be interesting to see what other folks would say when asked these questions.

Jeff

BB - You conduct your business the old fashion way, consistency, communication and a good reputation will top technology any day. Thanks for the list it makes us stop and reflect.

Product knowledge and follow through are the foundations to sales success. Thanks for the reminder

Great Blog .. I love reading the feature blogs at the end of a long day.. Happy Easter

This is a valid exercise. Now consider how your competitors can easily differentiate themselves from you...

Say I'm new to the business (no longevity, persistency, or name recognition) but I do communicate effectively with candor, honesty, and confidence. This new agent isn't even likeable. All they have to show for themselves is a couple of years of results.

However, this new agent has a air tight marketing plan where that agent actually markets the home rather than themselves. That marketing plan is specfiically designed to create interest and attention and assist buyers to make decisions and take purposeful action (AIDA). This new agent has been in the business a couple of years and has a track record of selling homes in the tough market.

Playing devil's advocate: who's unique selling proposition (USP) is more pursuasive and relevant to a seller?

Bottom line. A fair self analysis. My recommendation, follow it up with a SWOT analysis (strengths, weaknesses, opportunities, threats).

Forgive me, I'm in coaching mode right now...

I have been through a lot of this thought process, and you've given me some more things to consider.

Look, we know you're a fairly smart cookie and all but tell us the truth... it's really Bertha's bodacious boobies that get you all the business, right?

APR

Bryant, great points. I make it a regular habit to keep a finger on the pulse of market pressence and how I get it. I am a fairly new agent and have a few deals under my belt now but the one thing I know brings back business is caring. I care about everyone of my clients like they are family. When a client walks into an office they want top quality service which I provide but I also make it a point to make them feel like they are family.

Bryant - Sounds to me like you're all about Competency, Care and Communication....with Communication being the most important. Oh, did I mention cuddly? Nice job on your post! Laraine

I agree with Laraine- If you have the Likeability Factor (which clearly you do) it is the cherry on top of the ice cream sunday sprinkled with confience, communication, and care!

Wow! You guys have left some really great comments.

OK...your homework assignment is to write a post answering these questions:

What sets you apart from other REALTORS(R) in your area?
Why would the consumer choose to work with you instead of your competition?
Once you have their business, what do you do to keep it?

Then come back and leave me a link. So now you have blog fodder, Go for it!!!

As always your comments are greatly appreeciated.

I know the market and will do what it takes to get done if a client tells me he/she wants a home. It's a trait that not a lot of real estate agents have. So mine is knowledge of the market!!

Broker Bryant, I agree with Lola's comment and can add no more. It is all about the communication and THAT has nothing to do with technology.

What do you say when you call your sellers everyday?

Can you post on that?

Broker Bryant - I agree 100% about communication... The seller is thinking about their house selling 100% of the time and they need to know that we are too.

I'm also interested in what you tell your sellers when you talk with them!

Truth (even when it hurts), patience, persistence, knowledge, personality, without communication you would already have a different career. This is an excellent post!!!

Hi Bryant,

The points made are ones I have heard from all real estate mentors. THEY ARE SOLID AND THEY WORK!!

In real estate, as in any business, consistency is the key to success. It gives clients "something to hang their hat on". They know you will communicate daily, they know they will see you monthly in your advertising, they know they will receive a postcard, they know you will sell their home...

Congratulations on 15 years of staying power, you have great market share!!

By the way, I'm with Missy, what do you talk to your clients about daily??

Kathy B

You now made me think Bryant. Looking through all of the comments,Lola has hit home with me....I have nothing other to add then.....GREAT POST.

Bettina

Communication is so very important in a relationship with a client. They should never have unanswered questions in their mind and your attention to them lets them know that you care about them.

Or it might be just that you are so good looking. :)

The fact that your wife carries a whip and knows how to use it could be a big plus in your favor too!

Education, Designations, Technology, and the desire to be the BEST!

Thanks for sharing the things that contributed to your success!

Baby...

I was thinking about this today. I have decided that you're successful because I'm soooooooooo good looking :)

P.S. Blog Fodder is a great idea. Can't wait to see them start popping up. Maybe we should have a contest?

TLW...ROAR!

Great post! I'm adding this to my bookmarks for a topic for our next training day. It's important for agents to know their strengths and differences AND be able to convey those to a potential client.

BB:

Here's my assignment....thanks!

Homework Assignment from Broker Bryant

Good stuff...I agree with all of it, particularly communication. I would add promptness, quick response to phone calls and emails.

Hi BB! Lola, Missy & communication--right on target! I do feel that so many agents try a little something for a little while, get little or no results, then move on to the next little nothing...then they peter out! You HAVE to know your business, sell yourself by way of your farm, DO your job and get the results that your clients expect and the rest just falls into place--referral, repeat, referral...

EXCELLENT post and I'll see what I can do about that homework assignment!!

Congrats on that little gold star too--well deserved Professor!

Debe in Charlotte

Good homework, Bryant. I copied your questions to my notepad to think about.

APR

Wow, another impressive post BB. Thank you for this excellent lesson.

Congrats on your feature in the newsletter BTW. I think your a common sense likeable guy which obviously comes across to buyers and sellers. Farming and keeping your face out in front of those you need too are important in order to be the 'go to' guy when they are ready for either selling or buying. Good suggestions and questions for all. I'm gonna ponder them over a Jack or 2 later.

APR

Bryant,

Yep, I do everything you do. Honesty, confidence and MARKET KNOWLEDGE. I don't think any other agent in my market has as good of a grasp. Writing a monthly market report helps keep what is going on in my market fresh in the forefront of my brain. I can talk intelligently about what is going on and spot trends and suggest to my sellers to adjust accordingly. It is a HUGE advantage to KNOW YOUR MARKET.

APR

Broker Bryant, with you it's all 3! The most beautiful thing about you in you are the "real thing"! People see and appreciate that! I'm now working on my homework. Thinking of incorporating it into a website page, as a matter of fact. =) Thank you for your simple, yet wise words.

APR

I've got it...

It's BB with the BBB. Is that anything like PB? Wink :)

TLW...ROAR!

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