The public thinks REALTORS® sell houses and condos. They’re wrong. 🙃
A New Home Salesperson sells houses and condos. But that’s completely different because the new-home salesperson’s wants and needs are in direct conflict with the buyer’s.
As an AGENT, your wants and needs are perfectly aligned with your buyer, as we discussed last week in Ten Tips for Working with Builders.
In every case, whether you are working with a buyer or seller, new or used, your role is to provide expert advice and facilitate a transaction that best suits your client’s wants and needs, without regard to your own.
At least that’s what you’re supposed to do.
And it’s what’s in your own best interests as well, if you intend to make a long-term career out of Real Estate.
The most successful agents are quietly completing 50-100 deals every year, without needing to spend a ton on advertising. They don’t need a huge advertising budget because they have a steady stream of incoming referrals, provided by their happy past clients.
Why? Because they’re constantly investing their TIME in improving their knowledge and skills, and building trusting relationships.
Others invest their MONEY in advertising. But ask yourself, “WHY do they have to spend so much on advertising?” 🤔
It’s because of their mindset. They think that Real Estate is a single-transaction business. Once the transaction is completed, it’s over. Now their focus is on finding the next “lead.”
But truly successful agents don’t think that way. They know that Real Estate is a relationship-based business. 🤝
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You think the “celebrity” agent you see all over town is successful?
Maybe. It depends on your definition of success.
But I think you’d be surprised to know how many of those agents are in a vicious money-spending loop.
They’re paying thousands every month on advertising, in order to get new clients, in order to pay for their advertising…
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If you’d rather avoid the money-spending loop, you need to shift your focus from constantly searching for the next “lead” and instead focus on, “How can I do an even better job for my existing clients?”
This requires knowledge and skills and absolute truthfulness.
Sometimes, truthfulness means talking yourself out of a commission check. But protecting your reputation as a knowledgeable and truthful provider of expert advice is priceless.
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“To be persuasive, we must be believable; to be believable, we must be credible; to be credible, we must be truthful.” — Edward R. Murrow.
