February 13, 2008
America is obsessed with dieting. Based on the multi-billion dollar industry that dieting has become, we can not be all that obsessed with actually losing the weight but rather it seems we are overwhelmed with just finding the easy way to do so.
Unless there is a medical condition that prohibits one's body from working correctly, there's no reason to ever go on a diet. Losing weight is a conscious decision to be made and carried out.
Simply expend more calories than you take in and you will most assuredly lose weight. It's that simple, yet millions of Americans spend billions looking for the proverbial easier way. Present company included.
It seems that many professionals take a weight loss strategy, a failed one at that, and attempt to apply it to marketing. Too many marketers, look for the easy way out. The easy way around doing what is necessary is not necessarily the path of least resistance.
In real estate, we hear from many agents who simply want to use an outdated methodology and then are quite dissatisfied with the results. In essence the diet is not working and they wonder why they are not losing any weight. It's not the diet. It's the behavioral problems of trying to solve today's problems with yesterday's solutions.
Too many are reluctant to make the behavioral changes necessary to succeed in today's real estate environment. There is no easy way to tell someone to lose weight..other than to tell them. So let me just tell you that you need to lose weight.
If you have Sellers who refuse to be realistic about today's market, then do the unthinkable. Push away from the table and stop eating. In other words...release them from your listing agreement and concentrate on those Sellers who do understand that you are a professional and will take your expert advice.
Too many agents chase every call, take every listing and grow heavy with the weight of holding on to listings that just add too many unwanted pounds and never sell. Do you want to be known as the agent who can't sell anything? Is that what you want for your brand identity?
Shed the dead weight! Educate your Seller and advise them that with all of the empirical data that you have at your disposal that you believe that their property will sell if it is lowered to $____.00. If they won't lower it, then cancel the listing and move on.
All real estate will sell, and there are plenty of Buyers waiting for that bargain. Provide it and they will buy. Become known as the agent with the deals and your phone will ring off of the hook.
In time you will have all the Buyers you need, and you will have actually lost some weight in the process. Some excess weight that needed to be lost will have been shed and a new you will emerge.
Imagine how making money again will feel!
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