Words and Wisdom of Yogi Berra

Over the next month, I will be taking a brief look at the words and philosophy of Yogi Berra as it relates to real estate sales training.  Prior installments of the Yogi Berra Real Estate Sales Training Series included:

• Installment No. 1 - When you come to a fork in the road, take it - The Art of Making a Decision.  This installment focused on the need for decisive action and the need for making informed decisions.
• Installment No. 2 - It's never happened in world series history, and it hasn't happened since - The Art of Learning from One's Mistakes.  This installment focused on constructive criticism and the need to learn from our mistakes.
• Installment No. 3 - Nobody did nothin to nobody - The Importance of Teamwork.  This installment focused on the need to make a personal commitment to your brokerage and the attributes of being a team player.
• Installment No. 4 - Slump?  I ain't in no slump... I just ain't hitting - Dealing with Sales Slumps.  This installment focused on how to handle sales slumps by focusing on the fundamentals of sales, by adopting the right mindset, and by refusing to blame the market for sales slumps.
• Installment No. 5 - I don't know, I'm not in shape yet - The Importance of Physical and Mental Conditioning in Real Estate Sales.  This installment focused on the need for a positive attitude in real estate sales and how physical and mental conditioning is important to maintain a positive attitude.
• Installment No. 6 - Public speaking is one of the best things I hate - The Art of Public Speaking.  This installment focused on tips for improving the effectiveness of one's public speeches and presentations by focusing on simple tips to captivate and inspire your target audience.
• Installment No. 7 - He's learning me all his experience - Learning Sales Skills.  This installment focused on the various stages of learning and the importance of mentoring for developing sales skills.
• Installment No. 8 - If you don't have a bullpen, you got nothing - The Importance of Role Players.  This installment focused on the need to build a team that includes role players as well as bench players who can perform multiple roles.

The ninth installment of the Yogi Berra Real Estate Sales Training Series will start with the quotation "If people don't want to come out to the park, nobody's going to stop them."  Yogi Berra recognized that the key to filling the stadium is simply to put a winning team on the field.  In his book, Yogi Berracommented on Bill Veeck and the St. Louis Browns.  Bill Veeck was a great promoter and believed that he could draw fans to the stadium to watch a losing team with gimmicks and a carnival atmosphere.  Bill Veeck had all sorts of promotions from using a midget as a batter to fans making managerial decisions from the stands and much more.  In the end, the St. Louis Browns kept losing and moved to Baltimore in 1954 to become the Baltimore Orioles.  Yogi Berra also commented on the trend in baseball today to build new stadiums with luxury boxes and fan entertainment (not just baseball on the field).  His view on the subject was pretty clear - winning matters.  With over 3 million visitors per season, bad parking, neighborhood issues and no luxury boxes, the New York Yankees and Yankee Stadium are proof that you can be successful by putting the best team on the field.

Real Estate Sales Training

So, how does this Yogi Berra quotation relate to real estate sales training?  Well, Yogi Berra understood fans come to the ballpark to see great baseball.  A shining stadium can be a plus - but it isn't necessary to attract fans.  Here are some thoughts on how these concepts relate to real estate sales:

• The Brokerage Office.  In Missouri, every brokerage has an office.  Some brokerages are in shopping malls.  Others are in high-rent districts.  However, in the end, the office isn't the determining factor in attracting and retaining customers.  Customers like baseball fans like to be associated with a winner.  So, applying Yogi Berra's philosophy, customers want the best possible product, including technology, good communication, experience, professionalism, and great customer service.  In speaking with new agents, they are often impressed by the location or address for the brokerage.  Truth be told, the training schedule for the brokerage and its commitment to its agents are more important than the location or quality of the finish of the office space when it comes to building a successful career in real estate.
• Gimmicks Don't Work.  It always seems that real estate attracts people who believe that gimmicks are the way to generate business or sales.  For example, title companies offer donuts, pens and paper, etc.; lenders sometime offer joint marketing or technology; and, listing agents sometime offer agent bonuses or raffle like promotions like "sell this home and have a chance to win $10,000." As a Realtor, I don't base my decisions on title companies or lenders on "trash or trinkets."  I base my referrals on competitive fees, product knowledge and experience, and good customer service.  Similarly, I don't shop on commission or agent bonuses in deciding which properties to show.  In the end, what I want and what customers want is the same and can be boiled down to old fashioned, professional service.
• Winning Matters.  In the end, you build a successful real estate career one sale at a time.  In baseball, it is never about a single game.  It is more about how you put together a string of wins over the course of the season.  There is no substitute for talent and hardwork.  The great hitters in baseball may have used steroids to enhance the level of their game.  However, they didn't make it to the major leagues by just using steroids.  That is, they made it to the major leagues based on talent and hardwork.  No amount of technology, back-office support, or advertising will create a successful agent.  To be successful, it starts with learning the basics.  These other items simply help to elevate your sales game after it is established.

For the unfiltered words and philosophy of Yogi Berra, take a look at When You Come to a Fork in the Road, Take It! : Inspiration and Wisdom from One of Baseball's Greatest Heroes by Yogi Berra and Dave Kaplan.  It is quick read and mixes baseball, business and Yogi-isms in a great little package. 

Interested in real estate sales training? Or, better yet, purchasing a home in Yogi Berra's childhood neighborhood known as The Hill?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381.