For the past nine weeks, I’ve been taking a top-rated real estate sales class. Their website and literature practically guarantee an increase in sales for any agent who completes the entire course. It has been informative and challenging and I have definately learned a few things and there’s no doubt my business has increased as a result.

This class, like many others, is all about generating new business: prospecting, generating leads and getting your foot in the door to list a home. But we discussed very little about marketing homes to sell after they are listed. Of course, I could have the best marketing plan in the business and still fail in a sales career if I can’t convince anyone to talk to me about it, so this kind of training is very important. A problem arises, however, when agents are so focused on getting listings that the actual business of servicing the client and marketing the property effectively fall by the wayside.

An agent can be highly successful in sales based just on their prospecting and listing skills. If they contact enough people, get enough listings and just do the bare minimum, agents can still have a good career because the law of averages says that many of those listings will eventually sell just through the MLS or sign call. As for the ones that don’t sell, there can be a certain “you win some, you lose some” attitude that to me, just isn’t good enough.

This class, in fact, preaches a lot about listing as many homes as possible. The instructor states repeatedly that prospecting is the most important activity of an agent’s day, but I disagree. The most important part of my day is servicing every client who has already entrusted his or her sale to me. I’m watching the market for new homes that may interest my buyers or compete against my seller’s home. I’m following up on showings, handling the details of contracts already in progress and taking care of details so my clients don’t run into unexpected problems on the way to closing. For my listings, I’m calling, writing and researching to target my marketing toward our most likely buyers. I’m refining advertising materials, calling other agents and communicating with my clients about our progress.
In a way, I’m still using the law of averages to my advantage just like the “heavy listers.” The difference is that I’m doing it by introducing the home to the most potential buyers, not by introducing myself to another seller as my first priority.

In short, the most important part of my day is working to sell the home, not working to get another listing in case I fail with the ones I’ve got.