Real Estate Success Attracts More Real Estate Success
Despite saying – and perhaps even believing – that we are independent thinkers, we humans really are herd animals. We want the safety and security of doing what others have done and are doing.
That’s why we tend to choose the café with the crowded parking lot rather than the one with only two cars in the lot.
We want to do business with people whose knowledge and expertise can be verified, and one way to do that is by looking at all the other customers/clients who have chosen them.
Since real estate success attracts more real estate success, your challenge is to make sure that potential clients know that you ARE successful.
Does that mean you’re sunk if you’re new to real estate sales?
No. It just means you have to work a bit harder to project that success. You might also need to borrow a little success from your brokerage, just to get started. (Instead of quoting your own statistics and testimonials, quote the brokerage statistics and testimonials.)
What can you do to project your real estate success?
One of the primary ways is to always send just listed, under contract, and just sold cards. Send them to as many homeowners around each new listing as your budget will allow. If you have to start with 10 or 20, do that. Everyone starts somewhere. Increase your reach as you increase your income.
Remember that while advertising the fact that you or your team just listed or just sold a home is the best, it doesn’t have to be your listing as long as you don’t pretend that it is. It can simply be an announcement that there is a new listing in the neighborhood.
My Just listed/under contract/just sold letter set informs sellers that a new listing in the neighborhood means it’s a perfect time for them to list, due to the increased traffic and interest in the neighborhood.
After that, if it is/was your listing, you can announce the listing and sale on social media. You can also announce it to the prospective clients on your list, your past clients, and those in your sphere of influence. That announcement can read something like “Just listed another one!” or “Just sold another one!”
Next, be diligent in gathering testimonials. Yes, it’s hard to ask, but do it anyway. Then use those testimonials on your website and in the materials you hand to prospects. Let them SEE that your past clients love you!
One simple way to get testimonials is by sending client feedback forms after every transaction. Click here to find a sample feedback form and reply letters, which you are welcome to use.
Your demeanor also projects real estate success – or the lack of it.
Think about this: What do successful people look like? How do they act? How do they speak?
Since real estate success attracts more real estate success, it’s important that you project an image of success.
No, I don’t mean you need to go out and buy a car you can’t afford or start wearing designer clothing.
However, you should be driving a car that is clean and well maintained, and you should dress like a professional. What that means will vary from one community to another, and from one real estate niche to another. One of my early posts on Active Rain addressed this topic, and it caused so much controversy that it got 347 comments! No other post has ever come close to that.
Next, you should be calm and under control. That means always being on time and always being prepared, whether you’re meeting with buyers or potential listing clients.
How can you be prepared?
Start long before any of those appointments, by knowing your business.
- Know your forms inside out and be able to explain them.
- Know your territory inside out. Be able to answer questions about amenities, services, taxes, and regulations regarding such things as setbacks and zoning. Know the school district boundaries – or keep a map handy.
If you have a specialized niche, know about the people, the properties, the regulations, etc.
When you go on a listing appointment…
Research the house ahead of time.
- Check to see if it’s been listed before. If so, print the information for your own reference.
- Pull the tax records and check ownership.
I once went on a listing appointment only to find that the husband wanted me to hurry up and sell the house while the wife (who owned the house) was out-of-state visiting her children. He was a bit angry when I said I’d have to have her signature on the listing. And no, she had no desire to sell.
Research the neighborhood and check out the comps. If this is a $300,000 neighborhood and your prospective clients insist on listing for $500,000 you may want to pass on that one.
If you don’t already have one, prepare a market report for that area. Leave it behind after the appointment to help reinforce the price you will recommend.
Leave behind information about you and your service that includes a testimonial or two.
When you head out to show homes…
Hopefully you’ve met with the buyers in advance; they’ve been pre-approved for a loan; and they’ve given you enough information to select appropriate homes to view.
Before you go, print the information about each house – and take the time to really read the agent notes.
Be sure you know how to get there. GPS doesn’t always tell the truth, so look at a map and know where you’re going.
If you’re going outside of your territory, get answers to questions that you know the buyers will ask about services, amenities, taxes, etc.
If you’re showing homes subject to HOA regulations, try to get a copy of those regulations. (Some won’t let you have them until there’s an accepted offer.)
However – Never be afraid to say “I don’t know, but I’ll find out and get back to you.” Nobody knows everything, and giving an answer when you aren’t sure is a sure recipe for disaster. Just make a note, get the answer, and get back to them quickly.
QUOTES OF THE WEEK
learning, studying, sacrifice,
and most of all,
love of what you are doing or learning to do.”
Your habits of speech can make or break you – because the Law of Attraction is real.
Your habits of speech and your habits of thought go hand-in-hand. Beware of talking about what you don’t want.
If you talk and think about not having enough business, you are almost SURE to go on not having enough business. If you talk and think about not having enough money, you are almost SURE to go on not having enough money.
So don’t buy into any of the pity parties – whether at the office or with friends. If everyone starts to whine or criticize, change the subject to something positive or get up and leave.
When you talk with friends, family, or other agents, replace negativity with positivity. Talk about opportunity. Talk about how well the market is doing. Talk about how much you enjoy the clients you do have. Talk about the beautiful weather or the fun you had taking your kids to the movies.
Sometimes, perception creates reality.
When you present yourself as a well-prepared, knowledgeable individual, you will be perceived as a successful agent, even if you haven’t quite attained the financial success you want.
And, when you talk and think about positive events and positive outcomes, you will become a magnet to people who will help build that success.
Real Estate Success UPDATE: When John Schink read this he was inspired to write about his own thoughts on creating success. He has some inspiring additions to share, including a reminder to have gratitude.
To see what John has to say, visit his Deerwood Realty blog.
People around dollar Image courtesy of Loveluck at FreeDigitalPhotos.net
“sold” image courtesy of Stuart Miles @ freedigitalphotos.net
Businesswoman Image courtesy of graur razvan ionut at FreeDigitalPhotos.net
Business meeting Image courtesy of Ambro at FreeDigitalPhotos.net
Magnet Image courtesy of Sira Anamwong at FreeDigitalPhotos.net