I was "enjoying" a drive through town the other day while my car slid around on the freshly fallen snow, my windshield was caked with salt and smeared slush, and my wipers just made it worse. But, I had to get where I wanted to go...so I kept driving cautiously until I was done with my work and back safely at home.
And while I was driving, I got to thinking, "How is this like the real estate industry?". Well, in a snowstorm we have 3 types of people. 1) The ones who keep driving like its summer time. cruising along at the posted speed limit, maybe faster...often they end up wrapping their car around a pole or worse yet, causing a collision with another car. 2) The ones who stay home. There is no way they will leave their house. If an important job or errand needs to be done, forget it, they'll do it when things get better out there. 3) The ones who know they have stuff to do, so they go out and get it done. Drive a bit slower and more cautiously? Probably. But they get the job done, and at the end of the day, are better off having done it.
In recent years, the real estate industry has been experiencing a snowstorm of its own. And there have been 3 types of agents. 1) The ones who tried to convince themselves that it was still 2005, and possibly ended up spending themselves into a hole they couldn't climb out of, 2) The ones who decided to stay on the sidelines and cut off almost all marketing investments...they saved some money, but made even less. 3) The ones who re-evaluated their business and made a commitment to stick it through in a conservative and responsible way. They decided which marketing efforts to continue with, which to pull back from, which education to seek out, where to go for assistance in achieving their goals. Most importantly, they focused on the goal, and tried to find the most logical way to achieve it.
Nobody REALLY knows what to expect in the coming year or two. The important observation is that we have very little, if any control over it. What we CAN do is strive to run a more efficient and profitable business. Do we have to invest in marketing? Of course. But it's not about investing "a lot", it's about investing "wisely". Wise investments will help to place YOU as the agent of choice in your target market.
As we accelerate into the new year, what will you be doing differently? Will you be re-evaluating your marketing plan? What wise investments do you plan on making? 2010 is going to be a fun year, and I'm looking forward to growing with you this year. Bring a shovel and your favorite earmuffs...and let's do it.
Play to Win,
Coach Jig
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