1. Prepare diligently for EVERY appointment.
prepare well for a listing appointment. They go in with a complete
consultation manual ready to show the seller why they should sell
now and at the suggested price. They make sure they have all the
tools necessary to have a successful meeting.
- What about the buyer consultation
- Or the price-break appointment?
- Or the negotiation of offer
four critical appointments in today's market. We prepare for one of
them. We 'wing' the other three. We must prepare as thoroughly for
the last three as we do for the listing presentation. We must make
the most of every
opportunity presented from now until the end of the year.
2. Don't forget the fundamentals; contact listings that expired in
shown us that the single day of the year that most listings expire
is December 31st. The date that comes in second is June 30th. There
will be more opportunity in the first week of July 2011 than
perhaps in any other July in history. The number of expiring
listings will be staggering. That means opportunity for someone.
Hone your listing and pricing skills and approach every expired you
can. The inventory of listings you accumulate in the first two
weeks of July could catapult you to success for the rest of the
3. Gain knowledge and then get
from the late business guru, Peter Drucker:
has to be improved, challenged and increased constantly, or it
We have to
become better at our craft every day. We must continuously improve
our skills. We must become an expert at showing our customers what
is taking place in the current housing market. They can then make
the right choices for themselves and their families.
"Plans are only good intentions unless they
immediately degenerate into hard work."
It is not
good enough to be a student of real estate. We must act on our
knowledge. We must plan where we wish to be and then get busy
making our way there. If I could have only one of all the
attributes successful people are known to have, I would chose the
ability to work hard. It is the most important and will get you
closer to success than any other attribute.
4. Remember that a picture is
worth a thousand words.
are taking a listing, consulting a buyer, doing a price adjustment
or presenting an offer-to-purchase, we must be able to effectively
communicate our customers' options in the current real estate
environment. The use of strong visuals dramatically enhances the
chances that the consumer will truly understand the points we are
making. Too many agents are satisfied complaining about the fact
that their client just 'doesn't get it' even after they 'told' them
what is happening.
take the time to visually 'tell a story' on each point we are
making. We must hone that story until it makes our point simple to
understand. That is what differentiates talking at a person from
truly educating them. We need to be great educators in this market.
5. Stop hoping the market gets better...Make sure YOU get better.
As I travel
the country sharing my message with real estate professionals, the
same question comes up over and over - Steve, when do you think the
market will get better? I have a difficult time addressing the
person asking the question. I don't want to be rude but the real
question we should be asking is - When are we going to get better?
market a true professional can hope for is a market that truly
needs the skills of a well-trained expert in the field. Anyone can
do the job in a market that doesn't require competency, skill and
insight. To the great real estate professional, a market's strength
has always been determined by how many people needed our help. In my 25 years in the business,
I have never experienced a market that had more people who need our
help in making the right decisions for themselves and their
consistently doing the necessary research to keep abreast of what
is happening in today's rapidly evolving market? Are we taking
classes to help us understand why certain things are taking place?
Are we taking the time to sit with our clients and simply and
effectively inform them of their options?
we prepared to help?" becomes the question that needs to be
answered; not "When will the market no longer require a true