In today’s fast-paced world, there are countless conference opportunities for agents, team leaders, and broker-owners. Among them, Inman Connect events in New York and Las Vegas. This year’s Las Vegas event was no exception, offering a wealth of learning and networking opportunities.
The main topic?
Co-op commission sharing is dead, and how to move forward in a new commission model.
No matter which conference you choose to attend, it’s essential to have a plan for what comes next. That’s where my 4-Step Post-Conference Guide comes in. Professional conferences are unparalleled opportunities to expand your network, gain fresh ideas, deepen connections, break out of your routine, and shake things up.
Yet, many of us struggle to take action after these events. Why is that?
Often, it’s because we return home with an overwhelming amount of information to process.
To combat this, it’s crucial to create a post-conference action plan that empowers you.
The key to a successful post-conference routine is taking ACTION.
Here are 4 steps to maximize your conference investment:
Network Post-Event: Don’t let those valuable connections fade away. Follow up, close the loop, and build relationships for referrals, accountability, and more.
Leverage Your Social Channels: Showcase your commitment to excellence and service by sharing your conference experiences on social media. Highlight how your time investment benefits your customers and potential clients.
Organize Your Notes into a Checklist: Commit to action by creating a checklist of key takeaways and sharing it with an accountability partner, mentor, or coach. Checklists are powerful tools that help you get more done and keep your brain happy. According to research summarized by best-selling author Maria Konnikova, here’s why:
Your Mind Seeks Organization: Lists tap into our preferred way of receiving and organizing information at a subconscious level.
Spatial Processing: It’s easier to remember items when they’re written down in bulleted or numbered points.
Categorization: We process information more efficiently when it’s organized into lists rather than clustered in paragraphs.
Time Awareness: Knowing how long tasks will take increases our commitment to completing them.
Self-Reinforcement: Checking off items from a list provides a dopamine hit, encouraging us to return to the list for more.
Do your brain a favor and break down what you learned into actionable checklists.
Take Action NOW!: Don’t wait! Procrastination only delays your success. Implement what you’ve learned immediately.
So, there you have it—4 steps to make the most of your conference experience!
Let’s face it: your real estate sales and service business is a commodity. So, how do you stand out?
First, understand that selling a service is much different than selling a product. Some examples?
The Marketing Mix (4 Ps):
Products: The marketing mix includes Product, Price, Place, and Promotion.
Services: The extended marketing mix adds People, Process, and Physical Evidence (Social Proof).
Customer Involvement:
Products: Customers evaluate products based on features, price, and brand reputation.
Services: Customers actively participate in service delivery. Their experience influences satisfaction, loyalty, and future referrals.
Intangibility:
Products: Tangible goods can be seen, touched, and evaluated before purchase.
Services: Services are intangible; customers experience them during or after consumption. Marketing focuses on conveying the value of the service rather than showcasing a physical product.
Marketing Strategies for Commodity Real Estate Sales
Deliver Consistent Quality
Even in a commodity market, consistency matters.
Your Affiliate Network: Ensure all of your recommended providers meet or exceed your quality of experience standard. Your brand is only as good as your extended network of providers.
Professional Presentation: Invest in professional photography and staging services. High-quality images create a positive first impression.
Transparent Communication: Reliable and consistent communication builds trust.
Diversify Your Expertise
Consider these strategies:
Niche Markets: Identify specific property types (e.g., luxury homes, waterfront properties) or demographics (e.g., first-time homebuyers, retirees). Tailor your marketing efforts accordingly.
Additional Services: Offer value-added services like property management or relocation assistance. Diversification attracts a broader clientele.
Collaborate with Professionals: Partner with mortgage brokers, interior designers, or contractors. Comprehensive solutions enhance your reputation.
Customization
Personalization is key. Tailor your services to individual customer needs:
Buyer Profiles: Understand buyers’ preferences. Customize property recommendations based on their lifestyle and requirements.
Personalized Follow-Up: After a transaction, send personalized messages. Small gestures build lasting relationships.
Enhance Customer Experience
Exceptional customer experience turns clients into advocates:
Quick Response Times: Be accessible and attentive. Respond promptly to inquiries.
Educational Content: Share informative content on your website or social media. Position yourself as a knowledgeable resource.
Post-Transaction Support: Provide resources for moving, home improvement, or local services.
These are just a few ideas to consider. Remember, your unique approach and dedication to the client experience will set you apart in the competitive real estate market.
In the ever-evolving real estate sales and service world, collaboration and networking have become essential tools for success. Let’s explore how real estate professionals can harness these strategies to thrive in their careers:
The Power of Collaboration
Home Stagers and Agents
Collaboration between home stagers and real estate agents is a dynamic partnership. Here’s why it matters:
Understanding Buyers: Home stagers think like agents first. They consider the likely buyers: what they seek in a home, their preferences, and aspirations. By aligning staging with buyer profiles, they create spaces that resonate.
Beyond Generic Staging: Avoid generic room presentations. Instead, focus on charm, character, and distinctiveness. Today’s buyers crave uniqueness.
Builders and Stagers
One of the agents that aligned with us in Texas always marketed her listing like a new home builder would. And in her market, that made a lot of sense as re-sales frequently compete with the builder’s latest addition. Builders and home stagers also collaborate to showcase model homes effectively:
Communication: Builders and stagers must communicate openly. Builders’ insights combined with stagers’ expertise lead to optimal presentations.
Creating Vision: Stagers help buyers see beyond a house’s bones.
Networking
Real Estate Agents and Loan Officers
Mutual Referrals: Successful agents and loan officers build strong relationships. Beyond referrals, they share insights, market trends, and client needs.
The Art of Networking
Know Your Audience: Networking isn’t just about collecting business cards. Understand who you’re connecting with—agents, lenders, or stagers. Tailor your interactions to their needs.
Attend Industry Events: Conferences, workshops, and local meetups provide networking opportunities. Engage, learn, and expand your circle.
Online Platforms: Leverage social media and professional networks. Join real estate groups, participate in discussions, and build virtual connections.
The Future: Collaborative Success
As the real estate landscape evolves, collaboration and networking remain pivotal. Embrace these strategies, connect with fellow professionals, and thrive in this dynamic industry.
Success isn’t a solo journey—it’s a collaborative adventure!
The power of questions is the basis of all human progress. ~ Indira Gandhi
As you read this, how many days remain in the year? My business partner and I are going through this exercise next week for our business and our personal life.
Maximizing the time you have remaining this year starts with five quality questions.
Five Quality Questions:
What are the most important lessons you learned about yourself and your business this year?
As a result of question #1, what is your plan to correct the course and close stronger than you started?
What new disciplines must you start NOW and master to create the most successful close to the year?
Who will hold you accountable?
What new skills will you need to master to compete in the next 90 days?
Marketing to create more appointments?
Upgrade your capabilities presentation?
Handling the most common objections using the P.A.I.D. model?
What new (or existing tool do you already have yet underutilize) or technology or lead generation tools will you master to bring your business to a new level?
There you have it – five quality questions – that will help you close this year or any year stronger.
Building Resilience! Let’s start with a few examples:
Helen’s Unwavering Vision
Helen Keller, despite being blind and deaf, refused to be defined by her disabilities. Through sheer determination, she learned to communicate and became an influential author, educator, and activist. Her journey from isolation to empowerment inspires countless individuals facing their own challenges today. As real estate agents, we can learn from Helen’s unwavering vision—seeing beyond obstacles and focusing on possibilities.
“The only thing worse than being blind is having sight but no vision.” — Helen Keller
Nelson’s Unbreakable Spirit
Nelson Mandela, the anti-apartheid leader, endured 27 years of imprisonment for his activism. Despite attempts to silence him, Mandela’s spirit remained unbreakable. His release marked a pivotal moment in South Africa’s fight against apartheid. As agents, we can draw strength from his words:
“Do not judge me by my successes, judge me by how many times I fell down and got back up again.” — Nelson Mandela
Marie’s Fearless Pursuit
Marie Curie, the first woman to receive a Nobel Prize, revolutionized science. Born in challenging circumstances, she fearlessly pursued knowledge, shattering gender barriers. Her dedication inspires us to overcome obstacles and leave our mark on the industry:
“You cannot hope to build a better world without improving the individuals.” — Marie Curie
Abraham’s Journey from Poverty to Presidency
Abraham Lincoln, the 16th President of the United States, emerged from poverty. His resilience and determination led him to the highest office in the land. As agents, we can learn from his journey:
“I will prepare, and someday my chance will come.” — Abraham Lincoln
Modern-Day Agents: Perseverance in the Real Estate Market
Let’s shift our focus to contemporary agents like you. These stories highlight resilience in our industry:
Sarah’s Short Sale Triumph: Sarah faced financial setbacks in her past yet persisted. She negotiated a successful short sale, turning adversity into opportunity.
Michael’s Market Meltdown: When his market turned, Michael adapted. He embraced digital marketing and connected with clients in new and innovative ways.
Lena’s Personal Loss: Lena lost a loved one during a critical deal. She leveraged her support network of fellow agents, who guided her and the transaction to a successful close.
In my book, “Willing To Eager,” I share more stories about persistence.
Key Takeaways for Real Estate Agents
Your Mindset Matters: Cultivate a growth mindset. See challenges as opportunities for growth.
Adaptability: Be flexible. Embrace technology, virtual tours, and new marketing strategies.
Community and Support: Lean on fellow agents. Share experiences and learn from each other.
Resilience isn’t about avoiding challenges—it’s about thriving despite them. As real estate professionals, we can draw inspiration from these stories and build our own resilience.
In today’s dynamic real estate landscape, market trends are constantly evolving. As a real estate agent, staying ahead of these trends is crucial to maintaining a competitive edge and providing exceptional service to your clients.
Be bold, be different, stand out from the rest
Let’s explore how you can adapt to shifting market dynamics:
Embrace The Virtual
Virtual tours have become a game-changer in the real estate industry. With advancements in technology, buyers now expect immersive experiences before physically visiting a property. How can you go beyond and above and stand out?
The Obvious – Invest in High-Quality Imagery: Using professional photography and 3D virtual tours to showcase properties effectively. Highlight key features and create an emotional connection with potential buyers.
The Not So Obvious – Live Virtual Tours: Host live virtual tours via platforms like Zoom or Facebook Live. Engage with viewers, answer their questions, and provide a personalized walkthrough. Then it lives online forever as a virtual “easter egg!”
Social Media Marketing Skills
Social media is a powerful tool for real estate agents. It allows you to reach a broader audience, build your brand, and connect with potential clients. Consider these strategies:
Content Strategy: Create valuable content that educates, entertains, and informs. Share property listings, neighborhood highlights, and market insights. Use platforms like Instagram, Facebook, and LinkedIn.
Paid Advertising: Invest in targeted ads to reach specific demographics. Platforms like Facebook and Instagram offer precise audience targeting options. Even look at LinkedIn Sales Navigator, which is an innovative approach.
Personalized Client Experiences
In an era of automation, personalized interactions set you apart. Here’s how to enhance client experiences:
Know Your Clients: Understand their preferences, needs, and pain points. Tailor your communication accordingly.
Send Personalized Updates: Keep clients informed about market trends, new listings, and relevant news. A personalized email or phone call goes a long way.
Stay Agile and Adaptable
Market trends can shift rapidly. Be prepared to adapt:
Continuous Learning: Attend workshops, webinars, and industry conferences. Stay updated on the latest tools, technologies, and best practices.
Network: Connect with other agents, industry professionals, and local influencers. Collaborate and share insights.
Adapting to changing trends isn’t just about survival—it’s about thriving in a competitive market. By embracing innovation, staying informed, and putting your clients first, you’ll position yourself as a trusted real estate advisor.
The real estate industry can sometimes feel like a crowded room, with agents jostling for the attention of new listings and open houses. But fear not! Even in a saturated market, there are ways to rise above the noise and carve out your unique niche.
In a crowded market, differentiation is your superpower.
This blog post will explore some strategies to differentiate and thrive.
Craft Your Personal Brand: Your personal brand is your secret weapon. It’s what sets you apart from other agents.
Define Your Unique Selling Proposition (USP): What makes you different? Maybe you specialize in historic homes, eco-friendly properties, or luxury condos. Identify your USP and weave it into your brand.
Tell Your Story: Share your journey, experiences, and passion for real estate. People connect with stories, so use yours to create an emotional bond with potential clients. One of my real estate sales coaching clients personally experienced a home foreclosure in the past – he uses his story – to relate to others in similar circumstances.
Leverage Technology Creatively: Technology is about more than just posting listings online. Get creative:
Virtual Tours with a Twist: Instead of the usual 360-degree tours, host live virtual tours where viewers can ask questions in real-time. Make it interactive and memorable, like a virtual open house.
Social Media Magic: Don’t just post listings; showcase your expertise. Share home improvement tips, neighborhood highlights, and behind-the-scenes glimpses of your work.
Collaborate and Network: In a crowded market, collaboration is key.
Team Up with Other Professionals: Partner with mortgage brokers, interior designers, and contractors. Offer joint workshops or webinars. It’s a win-win for everyone.
Community Involvement: Attend local events, sponsor charity drives, and volunteer. Being an active community member builds trust and visibility.
Client-Centric Approach: Your clients are your best advocates.
Create Exceptional Customer Experiences: Go above and beyond. Surprise clients with handwritten notes, personalized closing gifts, or a moving day or “welcome to the neighborhood” pizza party.
Referral Programs: Encourage satisfied clients to refer their friends and family. Compliantly reward them for their loyalty.
Success Stories: Agents Who Nailed It: Let’s meet some agents who turned the saturated market into their playground:
Maria, the Neighborhood Historian: Maria specializes in historic homes. She hosts walking tours and shares fascinating stories about each property’s past. Buyers love the history lesson!
Jake, the Green Guru: Jake focuses on eco-friendly homes. He partners with local environmental organizations, planting trees for every home he sells. His clients feel good about their purchases.
Sophia, the Social Butterfly: Sophia’s Instagram game is strong. She posts stunning home transformations, client testimonials, and even her favorite coffee spots, and her followers become clients.
Be yourself vs. trying to be like someone else. Let your passion and interest drive your client base.
In a crowded market, differentiation is your superpower.
Craft your brand, embrace technology, collaborate, prioritize clients, and learn from success stories. Remember, even in a room full of agents, you can shine bright, which is how you win the day!
We’re halfway through the year, and I’m curious: how are your New Year’s resolutions holding up?
Here’s a quick question for you to consider:
“Do you prefer the pain of discipline or regret?”
Research shows that we regret those things we have not done MORE than we do the things we have done. Can you relate?
What I’ve experienced personally and observed in others is that procrastination blocks us from creating the business and life we want to the fullest. You already know that we procrastinate because taking action can cause us a certain amount of “pain, a certain amount of discomfort.”
Coaching clients have shared with me the following:
“I avoid undertaking certain tasks because of the risk of shame, vulnerability, or failure.”
Taking action means we might be making a mistake, or we might fail. Let’s face it, it’s easier to not take action and avoid the pain of looking less than perfect. Thus, many instinctively retreat to their comfort zone and miss creating their ideal business. In trying to protect ourselves from failure, erecting our own barriers to success is easier. Can you relate? If you’ve ever been in this place – as I have – how do you get out?
Psychologists call this a strategy of self-sabotaging. Research shows that we protect our sense of self-competence by creating impediments that make success less likely. And believe it or not, we as humans tend to do this more when the stakes are the highest.
So how do we procrastinate less and take action more?
Practice… practice taking action faster and more often. Get an accountability partner and join a mastermind group. By taking more small steps that lead to more significant steps, you’ll build the “take action muscle.” By creating an accountability partner and mastermind group, you’ll have others who can help you discern what is an excuse and what’s not.
Consider these 5 action steps:
Remember, a goal is NOT a system. A system will produce what a system will produce nothing less, nothing more. For example, losing 10 pounds by September 1st is a GOAL, and learning to change your eating habits is a SYSTEM.
Make your goal tangible and specific. “Grow my business” sounds great but is also meaningless.” Land five new clients a month” allows you to determine exactly what you need to do to land those clients. Always set a goal that allows you to work backward and create a process to achieve it. It’s impossible to know exactly what to do every day when you don’t know exactly what you want to achieve.
Make it matter to you! If you want to get in better shape, so other people will think you look better at the pool this summer, you’re unlikely to follow through. Ultimately, who cares what other people think? Yet, if you want to get in better shape because you want to feel better, feel better about yourself, set an example for your kids, or prove something to yourself, then you’re much more likely to stick with it. Now your goal has meaning–not to your doctor, not to strangers at the pool, but to you.
Make it positive. “Stop criticizing other people in meetings” is a great goal, but it’s a negative goal. It’s much harder to give up or stop doing something than to embrace a new and positive challenge. For example, setting a goal like” stop eating sweets” means you constantly have to choose to avoid temptation. Since willpower is often a finite resource, why put yourself in a position of continually needing to choose? When you pick positive goals, you’ll work to become something new rather than avoid being something you no longer wish to be.
Focus on the process, the daily process. All the incredibly successful people I’ve worked with have one thing in common: They set a goal and then focus all their attention on the process necessary to achieve that goal. Sure, the goal is still out there. But what they care about most is what they need to do today, and when they accomplish that, they feel happy about today.
So, I’ll ask again: Do you prefer the pain of discipline or the pain of regret? The choice is yours.
