Giants for Clients--Aim for the big fish and the little ones will follow closely thereafter

By
Services for Real Estate Pros with Topkins & Bevans-etopkins@topbev.com

Because I have been in practice for so long, i sometimes take time to identify what may have been a turning point in terms of my success. I have identified that moment as the time I started to solicit Chief Executive Officers, and other high ranking people, for business. I am not going to tell you that there was not a fair amount of trepidation involved in making these "pitches". I just decided that I really was expert in my field, and the key to winning over people in high places was a focused presentation which connoted an ability to articulate value to the person I was aiming at.

As I have done in most of my marketing efforts, I reached out to my network of friends and family to assist me in the process. While I did not realize it then, I now know that speaking with, and emailing, them had the unintended consequence of educating them about my abilities, and in effect became an advertisement for myself which has led to subsequent business opportunities from those people.

The other key to my success in landing the "big fish" has been writing. I write a weekly post in my hometown paper, the Milton TIMES. I can send a copy of the latest edition, with my post on, hopefully, something relevant to my target and tell him or her, that I thought they might benefit from some of the materials in the post. Whether they do or do not read the post, they see that I am "in print". They did not know that about me. Maybe, I am a person they should consider for their next development project or multi-million dollar Condominium purchase.

I see the most important benefit of landing the big fish as the "trickle down effect". Well, if my boss uses Elliott Topkins for his real estate work, maybe I should speak with him, too.That has started to happen now that I am working with more substantial clients, as well.

There are really myriad benefits in going after the big one. Even if you do not get what you are shooting for initially, the fact that you made a well-prepared presentation may keep you somewhere in the person's mind for a future opportunity. A lot of times we win when we lose.

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Rainmaker
5,466,640
Barbara Todaro
RE/MAX Executive Realty - Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning, Elliott....It's been a while!!!  this is a post everyone in real estate should read....it's exactly how it works....in tough times, it's tough for all, including the "big fish"....maybe tougher....I caught my big fish, a big local builder, in the '80's during tough times and "schools" of smaller fish followed him right to me.....I worked very hard for him and all of his friends, but it's still working for me twenty years later!!! I'm suggesting this post.

Feb 19, 2011 12:48 AM #1
Ambassador
645,788
Larry Lawfer
YourStories Realty Group powered by Castles Unlimited® - Newton, MA
"I listen for a living." It's all about you.

Elliott, As you know you are a great promoter, but what is different is that you promote professional skills and behavior.  You are one of my role models and I am proud to be one of your friends

Feb 19, 2011 02:04 AM #2
Rainmaker
313,891
Glenn Roberts
Retired - Seattle, WA

I've seen agents start their careers working little but $1 million pus properties and they are very successful. Most training tells agents to start with 1st timers who need help...but doesn't almost everyone need help?

Feb 19, 2011 02:58 AM #3
Rainmaker
1,553,002
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Fifteen Years Experience in Brevard County

Great points. I do think we limit ourselves by not fishing in the deep end where the big ones are!

Feb 19, 2011 03:50 AM #4
Rainmaker
3,762,805
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Elliott -- interesting post.  This makes sense to me.  I have always heard if you can successfully market to the upper end, first time homebuyers/sellers will be attracted to you and feel "honored" to have you represent them....it doesn't work necessarily in reverse.

Feb 19, 2011 04:08 AM #5
Rainmaker
503,818
Tom Bailey
Margaret Rudd & Associates Inc. - Oak Island, NC

Elliott, Great post and so true. In my previous career I worked with a lot of big fish. They are not hard to deal with. I find them easier because most of them eliminate emotion from their decisions.

Feb 19, 2011 04:38 AM #6
Ambassador
1,378,614
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Prosper TX Real Estate Co. - Prosper, TX
Real Estate Agents

I'm going to make more awareness about my big fish.

Feb 19, 2011 07:35 AM #7
Rainer
1,756,848
Conrad Allen
Re/Max Professional Associates - Webster, MA
Webster, Ma, Realtor

Hi Elliott - Trickle down is also similar to the Chinese water torture.  You keep pecking away.

Feb 19, 2011 11:52 AM #8
Rainmaker
718,126
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

Thanks for the suggestions...it reinforces what I am doing...I am going to go cast another line!!

Feb 19, 2011 01:43 PM #9
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Rainmaker
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Elliott S. Topkins

Massachusetts Real Estate and Title Atty
I need a Massachusetts real estate attorney
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