Regardless of the market, how long it takes to close a deal or the aggravation of ever-tightening loan guidelines, a Realtor's focus must remain on one thing, building their pipeline!
Just think of the market and all of its distractions like a magician's act...While the magician is waving his arms in big exaggerated circles and the scantily clad, considerably endowed female assistant is running around the magician, removing his cape and twirling it overhead, the same old dove is being shoved into his top hat. The variety of distraction changes, but the magician must follow the same, well-crafted principles, in order for his "trick" to be a success.
I frequently refer to my clients as warriors. I deeply respect the path that they have chosen in their quest to make a good living. Realtors and many other referral-dependant professionals do what the majority of the population might dub, "scary." You don't think so? Feeling modest? Just ask a friend or a neighbor how they might feel if every day, in order to put food on the table, they had to receive rejection (with a smile, I might add), have their knowledge tested, compete for their pay, remain vulnerable, ask strangers to engage in likely the most emotionally-charged transaction they will ever experience, work on weekends, holidays, take calls in the evenings and even in doing all of that, they still might not get a paycheck at the end of the month. Not scary?
Under every Realtor's top hat, there must be that "bag of tricks," the ones they rely on to keep their pipeline growing, regardless of market conditions and other variables that are out their control.
The principles of building one's pipeline really haven't changed. The application of these principles may have sprouted into a more tech-savvy environment, but the principles are the same. I've used the following, easy-to-remember acronym for those who enjoy this type of memorization tool.
...The principles of building one's pipeline are S.C.A.R.E.E.
Show up and socialize: People work with people they like. If you spend too much time in your "cave" you significantly reduce the number of opportunities that you can create. Schedule at least 10 events to attend every month. This could include: chamber events, city council meetings, free informational seminars, networking groups, community events, charitable events, classes or courses offered at your local library or recreation center. The old saying still holds true...He with the most friends wins!
Communicate your expertise: Start a blog, comment on other blogs, or send market updates to your database on a monthly basis. Submit articles to small, local publications or other professional newsletters. Conduct free informational seminars at the local library or hold monthly roundtable discussions at your favorite tea house or coffee shop. Select at least two avenues that you feel comfortable with that you can manage on a monthly basis. The more you showcase yourself as a knowledgeable advisor and resource to your community and database, the more you will generate opportunities.
Ask for referrals: Identify at least two milestone moments in every transaction where you can ask for a referral. Never hang up with a past customer, new lead or business partner without asking, "Who in your direct circle of family or friends may need my counsel or expertise?" Make sure to ask for referrals in your customer service surveys, on your website & at the bottom of your email signature.
Reciprocate: Look for ways to give business back to those who have referred business to you. Create referral booklets to give to your clients. Ask to have your website linked to your referral partners' websites and link theirs to yours. Surprise your clients or referral partners by sending them a written testimonial or recommending their services or products on Linkedin, or any other social networking site that they belong to. Remember what Zig Ziglar said, "You can have everything in life that you want if you just give enough other people what they want."
Embrace change: The simple fact is that "the leads of today" are a much different breed than those of yester-years. Email is too slow, they want to be texted. Information is abundant and at their fingertips, they want an "experience" instead. If they can't meet you face to face, they'll expect you to send them a GoToMeeting invite to conduct your listing presentation. If you don't have a webpage dedicated to their listing with virtual tours, 3-D floor plans, flash video and virtual area maps, well, they're going to notice. It's not too difficult to get to know your new customer, either. Their opinions, interests, experiences and family photos can be found on MySpace, Facebook, Linkedin, Plaxo, Twitter, etc. Ultimately, your mindset will determine whether the "winds of change" knock you flat or thrust your sails forward.
Eliminate Excuses: All you ever have is today and this moment. You cannot be in yesterday or tomorrow. All of the principles above can increase your pipeline and are increasing the pipelines of other Realtors right this very moment. The only things that will keep you from consistently attending to these principles are excuses. I don't have the money. I don't have the time. I don't have the experience. I don't have the energy...these are the most common excuses that must be eliminated. Next time you find yourself coming up with an excuse; think about exactly what you are excusing yourself from...financial freedom; the ability to give more to your family; a sense of self-worth; personal growth; freedom to do more of the things that you enjoy and are passionate about.
Remember, today is the day! Invoke the warrior in YOU and leap at what's S.C.A.R.E.E.
Comments(1)