Do Agents Run their Business by Going wherever their Car takes them ?

      Several times a year I am hired by 4 different

Realtor Associations to teach a full day on Business 

Planning . I have each participant introduce them-

selves to the class and tell us what either their 

niche is or Primarily Market is . Through the years

I’ve been shocked by how many answer by saying -

“Wherever My Car Takes Me .” 
        On Page One of our Seminar I warm up the 

class with several quotes. Those that fail to plan ,

have planned to Fail !  Also , you can not hit a 

Target that you do not have . Before we get to our

Lunch Break, I introduce the concept of being 

Purpose Driven . I then quote Zig Ziglar from his 

Timeless Classic -See You at the Top. “ You will 

never get anywhere as a Wandering Generality, 

you Must Become a Meaningful Specific !” 
        To compete with 1,500 Agents in the typical 

Realtor Association in your Market , your Business 

must be well defined . You have two ways to go to

accomplish this . You need a Niche which will Brand 

You as a Specialist in a defined area of Real Estate.

Or you will have to become the Mayor of a well 

defined Geographical Target Audience. It will take 

you 3-5 years of Content Marketing and collecting 

their Emails for your data base ( until they see you 

as one of the “Go To Realtors in this Market ). You 

will focus your energy with a goal of 2,000 Emails 

in your Data Base . At a 50-1 Ratio, 2,000 will create 

40 closed sides/ units per year . You clearly will be              

In the top 10%( if not higher) of your marketplace !

       Sadly as the day ends , all have been shown 

the path to Success . But unfortunately many 

attendees are only “Hearers of the word and not 

Doers of the word !” They will place their whole 

future wherever their Car Takes Them .

 

 

 

 

Michael J. Perry

KELLER WILLIAMS Elite

www.lancaster4sale.com  

 

1280 Plaza Blvd. , Lancaster, PA 17601

       

Longtime West Lampeter resident and Lancaster County Realtor!

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