For what seems like forever, Real Estate Sales Representatives have marketed themselves as being available to prospects and clients 24 hours a day, 7 days a week. Realtors® have predominantly sold access to consumers. Perhaps it is because agents believed if they were available all of the time, prospects would be swayed to choose them as their service provider.
Dirk Zeller recently wrote an article on "What Do Real Estate Agents Sell?" over on RealtyTimes. He discusses this philosophy and his take on it.
"Access does not equate to value."
"...A Champion Agent doesn't tread the same path as all other agents. A Champion Agent's time has tremendous value."
"I care so much for my clients; I take time off, so my family life is sound; I'm recharged for the next week of work, so I can do the best job for my clients."
He also reiterates my thinking in that Realtors® don't have the time to work with everyone they come in contact with. When attempting to work with everyone you begin to lose the value you are adding to those people. I spoke about this a while ago in my blog post "You Don't Have to be Everything to Everyone; You Just Have to be Something to Someone" and again when I spoke about "Sometimes More Does = Less...Don't Cross the Threshold".
Zeller divulges deeper into selling your knowledge and focusing on the proper prospects while not focusing too much time on people who will not generate a long-term residual value. Furthermore, he challenges you to think about the benefit of working with a particular type of person and provides you great questions to consider.
"Is this person you are investing your time in an AAA referral source or a D level referral source?"
"Champion Agents sell their knowledge and, specifically, the value of their knowledge more effectively than even great agents do.
...Working with client is more important today than in the history of real estate sale. How we position our time, knowledge, and connect them to value will determine whether we achieve a Champion Agent's production and quality of life."
Remember, it is not the amount of time we are available for everyone. It is the value and knowledge we can successfully insert into the relationship that counts. Perhaps it is time for you re-evaluate your goals and determine if you are indeed providing the knowledge prospects seek!
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