Several seminars in the past few weeks have discussed the various avenues of building your real estate business in today’s market. Even the most experienced agents are having a harder time closing sales and bringing home the bacon. For newer agents (like me) it seemingly could be impossible.

With this mantra floating through my mind, I’ve tried to pay attention to the speakers that maybe, just maybe will allow me a brief opportunity to peak into their crystal ball, to get a glimpse of the future. What I’ve learned can be summed up in one sentence. It’s really a shocking, advanced way of thinking and you should probably sit down before you go any further. Ready?

MEAN PEOPLE SUCK! Life is too short & the market is too tough right now to work with mean people. There really are a lot of nice people out AND you would rather be working with them anyways. Right? So – how do you find all those nice people? According to Russell Shaw of John Hall & Associates, it comes down to Marketing AND Prospecting – the Push & Pull of Lead Generation.

Marketing is the “PUSH”: When done effectively, marketing is what causes the customer to find you. Internet marketing, for instance, is today’s proactive way to reach thousands of potential clients simultaneously. Whether through blogging or a static website, your information is available 24/7. You’re “pushing” information out to build your brand, increase awareness or build community.

Prospecting is the “PULL”: It’s the agent seeking out the customer. You’re networking with various groups and handing out business cards. It’s a physical, in your face type of activity that requires effort that “pulls” the client into working with you.

Obviously, an equal balance of both with a measure of farming thrown in, could quite possibly be the formula for success. A correctly priced listing will always sell, but the bottom line question is – Will you be the one to sell it?