As this is being written we are only a few weeks away from the mid point of the year. This should not be startling news unless you are one of the many real estate agents who have not hit their income goals for the year so far. If that is you, and your income for the year is not where it should be, the news that the year is almost half over can’t be good!
So, what are you going to do differently in the second half of the year? How are you going to keep from going out and getting a “real job” so that you can pay the bills?
These are real questions that have real answers. The most obvious answer would be to get more listings, because in today’s market getting a listing is almost equivalent to getting a check. Unless a home is vastly over priced. in poor condition or is located over or next to a landfill, it will sell. And in many cases with multiple offers!
I can hear you saying that getting listings is easier said than done, and I agree. But, SOMEONE is getting those listings…why aren’t YOU that someone?
The obvious answer is that you didn’t get to that seller with what they wanted to hear. Let me break that down:
- You have to find people who either need or want to sell their home now or in the near future. That requires PROSPECTING.
- Once you find them you have to obtain their listing. That requires that you be good at obtaining their listing.
Both things are important and their are many sub steps involved in each step. But in the most basic of terms, these two steps are what is required.
Prospecting is simple. Find a way that produces results, and that you will do every day, and start doing it. There is no mystery here. You have to ask people to do business with you…EVERY DAY OF THE YEAR.
Once you find someone who wants to sell, obtaining the listing is the next goal.
Obtaining the listing is where the issue really lies. Every agent will put the property on MLS. Every agent will market the home online. Every agent will hold it open. Every agent will produce marketing materials. Every agent is the best agent who ever lived. Every company is the best company in the world.
Stop the madness! What the seller wants to know is how are you going to sell their home, how are you going to meet their needs of price, convenience, net proceeds and time to sell.
Your job, and this is crucial to your success is to have answers to those questions, that DON’T sound like everyone else.
In other words you need to be able to answer this question differently then any one else: “Why should I hire you?” Here is a hint, they don’t care about words like you are the top producer in your office or association…that’s old news…what are you going to do now, for them? They don’t care about about all of those letters after your name. They don’t know (or care about CRS, GRI, ABR etc. UNTIL and UNLESS you show them how that matters to them). They honestly don’t care about your company for the most part, they are working with you, not a building somewhere.
So, step away from the computer and go take a walk. While you are doing that, think about why they should hire you, and when you come back, write a few sentences about that topic. Massage what you have written, ask your friends to review it and when you are happy with it, commit it to memory.
Next time I see you I am going to ask you why I should hire you…and it better be good, or I’ll probably see you working at the mall this fall.
