There is a common myth in the real estate world.
The myth seems to work this way; If I do things the same way as everyone else, I will be fine. This is why you can Google real estate education and find thousands of courses that will supposedly make you millions in ‘x’ number of years.
Out in the real estate world, agents are craving solid and innovative information. In their quest they discover the low-hanging fruit--the companies out there that want to offer you complete success in just 10 easy steps. Or how about this one, “buy this book and sell 10 homes, guaranteed!” What? “100 Days to Greatness!” Sounds like a religious experience, huh?
To be fair I will tell you that there are tidbits of information within these courses that are good. I just think more often then not they oversell and don’t live up to the hype. Most all of these courses lead to more services that you need to acquire to succeed like paying for your daily coaching, more books, more training on the same topics etc. At best, these programs are new agent training with entertainment. Call it infotainment if you wish. This ‘real estate agent in a box’ mentality is hurting the industry.
I’ll be the first to tell you that every agent needs to know and practice the basics when marketing oneself or a property. Send out postcards, make your phone calls, follow up with thank you notes, contact everyone regularly, use multiple photos, be personable so on and so on. The basics are important. They need to be learned and used but it’s time to move past a discussion of the basics so real estate can become a better industry.
Real estate agent’s should learn from agents like Laurel Strand of Montclair, California. Her innovative and leading marketing ideas have catapulted her business. Her business model was created from lessons she collected from leading agents. When asked what three words represent the secret to real estate she answered “Vision, creativity and tenacity.”
Wow! Those are three words you just don’t hear enough of. They are three words that are found within most of the Fortune 500 companies and it’s time we start using them in real estate.
ision is the ability to be able to see past the immediate. It is also about staying focused and planning out your goals and how you plan on accomplishing them. No more flying by the seat of your pants.
The attempt to swim upstream. Get a hold of every possible way in which agents market themselves and create a message that is truly unique. Harriet Shaw of Dallas markets herself to an art and business savvy prospect. She uses “You’ve heard of the art of the deal, now meet the artist.” She could have easily said “for all of your real estate needs, call me,” but what is enticing about that?
You will not win every battle out there. Tenacity is just as much about consistency.
Break out of the box and start doing things your way. Customize them for your business and the location of your business and realize that you already have these great ideas. Search through blogs like Inman News and Active Rain that offer advice in real estate. Look outside of real estate to find out what other industries are doing to promote their brand. Many of these ideas can be used for your business. Get out of the mentality that you need to pay someone to coach you every day. Instead, ask around your office to see if you can find a successful agent and choose them to become your mentor. By doing this you can redirect the thousands of dollars you were going to spend directly into your marketing.
Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing
. The book can be purchased on MyBlueGoose.com
Stay tuned for more information about his new book, "Stand Out, Stick and Stay. Transforming Real Estate Marketing