We all want success easily. We all want to ‘do it our way’. And, if we’re honest, in our quest for easy success, we fall into some habits that hurt us when times get challenging—like now. In fact, now is one of the most confusing times for agents ever. Why? Because, the majority of them came into the business when the business was going ‘gangbusters’. They didn’t have to lead generate, they didn’t have to create follow-up systems, and they didn’t have to contact old customers to make a decent living. In short, the business “tricked” them into thinking they didn’t have to adopt best practices. It was just too easy to make a buck.
Different Times Are Here
Many agents are absolutely stunned that the business has changed. Unfortunately, they’re stunned into inaction! So, here are the business best practice strategies to take to assure you don’t become one of those failure statistics. Here’s the good news. If you put these strategies to work now, you will reap huge benefits in less-than-tough times. You’ll have become a true professional salesperson, armed with the sales and business skills you need to take your business to whatever level you want.
Note: I’ll discuss what I believe are best practices in 2 shorter blogs. Here, I’ll point out three critical areas you must adopt in best practices lead generation. Look for Part Two soon, where we’ll discuss the other three critical best practice strategies.
1. Manage your Business like a Business
Don’t think that you’re not in sales. You are. Be proud that you have ‘salesperson’ on your business card. (You do have that name on your card, don’t you? Or, are you trying to avoid the fact you’re in sales?) Sales is a numbers game. Most agents don’t know their numbers. Here’s a test. Do you know?
- How many sales calls does it take to get a lead?
- How many leads does it take to get an appointment?
- What’s the ratio of showings to a sale?
- How many listing presentations does it take to get a salable listing?
Recommendation: Learn now what your ratios of success are. Set your goals and track your accomplishments—every day. Get a system that will do it for you. Doing this will give you a sense of direction and purpose. You won’t be one of those agents who shows up at the office just to see if it’s still there—and whether there’s food left over from a brokers’ open! (There are some great new programs that will track your numbers and provide you ratios as often as you want them). Don’t be in the dark any longer about how many actions it takes in each lead category to get what you want! If you think you’re in business for yourself, prove it by planning and tracking. (A method to learn how to manage your business is the topic of Up and Running in 30 Days, now in its 3rd edition, with greatly expanded training, plus lead generating scripts and letters).
2. Lead Generate Pro-Actively Every Day (Go Out and Find Leads)
Lead generating is not a choice. Some agents actually think they don’t have to lead generate, because they’ll “do it differently.” Wake up. You’re in sales, or did you forget already? There is no ‘differently’. (It’s just those seminar gurus trying to get you to spend your money on stuff that doesn’t many anyone rich—except them….). If you don’t talk to people consistently and in great numbers you’ll be flipping burgers before you know it! (Not that there is anything wrong in flipping burgers, but you won’t be selling real estate.)
Scheduling guideline: Lead generate four days a week for two hours a day.
3. Don’t Rely on Anyone else for ‘Leads’
Are you thinking your manager, the Internet, or your company’s Relo will supply you enough leads so that you don’t have to pro-actively lead generate? Not in this market! And, in truth, no agent ever made much money waiting for someone to come to him. Find out your best sources of business and throw time and money at them. (See The Business Planning System for the Real Estate Professional at www.carlacross.com for analysis tools and dozens of suggestions about how to be more productive and profitable).
Adopting these three best practices will dramatically change your production, so you’ll not only thrive, you’ll become a top producer.
Carla Cross, CRB, MA, is president of Carla Cross Seminars, Inc. and Carla Cross Coaching, specializing in real estate sales and management. Cross, an international speaker and coach, is the author of 6 internationally published books, 20 productivity programs, and is a winner of the National Association of Realtors’ National Educator of the Year award. Contact her at www.carlacross.com or 425.392.6914.
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