THEY ARE THE HEROES OF THE STORY
If you share the same vision as me (helping others), this is a really important point to realize: You are not the hero of the story in the context of real estate. The buyer or seller you're helping is the hero. If you're going to help the hero, then you have to know what your role is.
YOU ARE THE GUIDE
We have the backdrop to the story. There's a setting -- a home is for sale. Someone is selling, someone is buying. There's tension, as in every good "story." The hero needs to sell his or her house, and doesn't know where to start. Then you enter the picture as the humble guide. What does the guide have in this story? A plan! Do you have a plan? Do you know it, own it, breathe it and live it in every real estate transaction? Be extremely intentional about "chunking up" the steps, breaking them down into their individual parts and mapping them out, so you "own" your real estate plan.
YOUR PLAN IS WHAT THEY NEED
You don't need to go into extreme detail to let the hero know every step in the process. But you should have enough ready off the top of your head to let them know, "I am a good guide with a good plan." Whether we move forward from that moment, I leave a positive footprint and give the hero guidance in the form of a plan. This what to do. If the hero is going to take the journey without me, at least they have the productized (printed) plan in hand.
STICKING WITH YOUR PLAN EMPOWERS THEM & EMPOWERED PEOPLE BECOME RAVING FANS!
The ones who really appreciate the plan will immediately start to "lean in." Now you can start to make your asks and build trust with the client/hero. Here's the big reveal, though. Sticking to your plan is empowering and it makes people feel really good about themselves. You empower them to make the decision with confidence. It's incredibly empowering to people when they feel like they helped create the plan to sell or purchase their home. If you follow it through and stick with them -- right through the closing -- those empowered people will become raving fans of yours and will drive more business to you.
RECOGNIZE YOUR FEAR AS A REAL THREAT!
Even for the best in the real estate business, fear can still creep up as you're trying to grow, learn and do better. It happens to everyone. Fear casts doubt on what you're doing or on your ability to do so. What if I try to expand and it doesn't work? What if I try to move into luxury and it doesn't work?
MASTER THE NOT SO OBVIOUS BASICS
Our fears are not really that complicated. Fear largely comes from worrying about being embarrassed. That's what it comes down to for most people: Not being properly prepared for a big moment and being embarrassed in front of others. That's it! If you master the basics and also the "not so obvious" basics, you'll eliminate a lot of those opportunities to feel embarrassment as a real estate agent. Mastering the basics is a way to eliminate a lot of your fears.
PRODUCTIZE YOUR CORE STRATEGIES & OWN THEM
You have to own the discussion about a core strategy. Why? Because there is so much information that if you start getting worried about being embarrassed, you can flood people with information. If you really want to demonstrate professionalism and magnetize the business towards you, you can empower the person you're talking to with that core discussion. Give someone a condensed version of your core strategy and you'll be amazed at the response. Your excitement at delivering a productized outline will encourage prospects to follow up with a bigger presentation. Owning your strategies also helps you to calm down whenever someone shows interest, so you won't confuse them.
LET THE CORE MATERIALS PERMEATE YOUR ENTIRE BUSINESS
Is the help you're offering strategic, professional and clear? Whether you make a sale or not, did you empower that person to better understand the order of things? That's what a core strategy is all about. Productize your core strategies and print them out - that helps you own it and physically deliver it to someone. Once they're productized, you can let them permeate your entire business. You've mastered the basics, productized your strategy -- and then it's time to expand to Facebook, video and other platforms.
YOUR PERSONAL PRIMARY AIM
You have to be very clear in life as to what your personal primary aim is. Napoleon Hill dedicated 20 years of his life to studying the most successful people and made some tremendous distinctions. One of the things he gets into is the chief primary aim. My personal aim from many years ago was that I wanted to be a person for others. What does that mean? Any time I can help someone in any context I see clearly how it benefits them and as a result, I've evolved into a better person. Living for your personal primary aim is a great feeling.
YOUR VISION FOR A BUSINESS THAT SERVES YOUR PRIMARY AIM
If you go into your business every day, there are all sorts of mechanical things you must learn how to do. Is that the right script? Is this the best-looking business card? Even if you master all of the mechanical processes, something can still feel "off" or unfulfilled at the end of every day if your business is not serving your primary aim.
CHOOSING THE PLATFORM OF REAL ESTATE
I arrived in the career of real estate via a roundabout way, unexpectedly. My previous career wasn't fulfilling because I couldn't directly see how I was being a person for others. When I chose real estate, I could see the human beings I was serving. As I was helping people through the process of buying a home, which is often one of the largest financial commitments of their life, I could really see how I was serving their needs. Real estate became incredibly fulfilling to me as a result.
THE THREE TYPES OF AVATARS TO SERVE
There are three types of people (avatars) that I want to serve and they are: People who need help selling their property; buyers; and other agents. This business is driven by sellers who have inventory. The amount of buyers is growing in the internet age due to lead generation companies pulling them off the web. And other agents are naturally the people you can help, network with, mastermind with and more.
TOO MUCH OBSESSION OVER METRICS
Metrics, or measurements, are important. However, most metrics that we look at are lagging indicators -- meaning they're looking back in history and showing us what happened. There are not so many leading metrics in our business that can forecast or show us trends. There's too much discussion over metrics anyway. Why? Where are you in your business right now, in terms of seeing it as a conversion process that is predicated at the core of it? Let's just talk about measuring conversations.
WHAT'S AT THE CORE OF SUCCESS?
Conversations are at the core of your success, whether they occur by text, email, phone or face-to-face. The conversations that you and every member of your team have each week are the most important part of this! This may sound obvious, but you really have to be conscious of when you're having conversations about buying or selling real estate with someone who is interested in... drumroll, please... buying or selling real estate. In a conversion module context, look at the disposition of a contact changing. You'll have conversations with leads; you don't know anything about their timing, so the purpose of the conversation is to determine, "Is there real interest?" The next part of conversion is when they become a prospect. Next is clients. You have to go through all those dispositions with conversations.
HOW MANY CONVERSATIONS LEAD TO PROSPECTS?
When you ask yourself, "How many conversations did I have?" you also want to give it context. Did you really have conversations that led to the act of prospecting? Did you create a contact who is going to continue talking about buying or selling with you? This is foundational. You must be leading prospects right up to the bleeding edge of where they're going to become your client.
DID YOU UPGRADE THE INFORMATION & BOOK LONG-TERM FOLLOW-UP?
As someone moves along the process to becoming your prospect, you want to be able to upgrade them with information. The conversation will generally be going from 'What to Do' to 'How to Do It.' So, did you upgrade the information AND book long-term follow-up? Remember that people desperately need conversation with you! The real estate business is complex and people need to talk to you as the expert who can guide them through it. How long were you with each prospect from inception to the closing of the conversation?