Whether you have been in the business 70 days or 7 years, I often hear the same questions:
- What do I do now?
- My lead generation is inconsistent!
- How do I get better organized?
- What’s my purpose?
So, here are a few suggestions to consider as you start this week:
First, who do you want to be 90 days from now?
It all starts with deciding what you want to achieve in the next three months. Have you created very clear, specific, measurable, and trackable goals? Are they up and visual as a constant reminder?
My research shows there are three types of goals:
- Outcome goals – I want to be #1
- Performance goals – I’ll run the race in 8 minutes or less
- Process goals – I’ll connect with 10 people a day
Process goals win the day. Over 650 studies in goal achievement show that people who break their goals down to a daily process achieve the goal faster and more consistently.
Action #1: Break your goals down to daily actions
Second, understand where the business comes from.
The National Association of REALTORS® conducted a survey that shows nearly 70% of consumers FIND you from a friend, family, referral or past business relationship. And nearly 70% CHOOSE you based on your perceived reputation, trustworthiness and results. These facts have significant implications for your personal branding and direct response marketing activities.
It’s shocking how many clients I have acquired through the years — just because I made a call or sent a message.
According to Marketing Metrics, the probability of selling to a new prospect is only 5 to 20 percent, but the likelihood of selling to an existing client is 60 to 70 percent. It’s much cheaper and easier to retain a client than to go prospecting for a new one. Studies show 90% of consumers would do business again with their REALTOR® yet only 25% do. Why? Because you suck – no systems in place – at staying in touch and building long term relationships with past clients.
Action #2: Stay in touch at least 4X per year, build relationships and the sales & referrals will follow.
Third, track everything in a database to stay organized
Make it a habit to get contact information from every person you meet. Your goal is to move folks you meet from your outer circle to your inner circle. Create a system – like this.
If you are buying a new car, get the salesperson’s card. Ask your bartender or server for their information when you go out. Every person who gives you their contact information should be placed into your database and contacted – a note; text; card; social media engagement – least 8 times in the first 8 weeks of meeting. This can be as simple as an excel spreadsheet. It should include the following
- Full name
- Email address
- Mobile phone number
- Preferred social media handles
- Your Notes
In your notes section, you will want to write in things like what the potential client is interested in, first and last time you corresponded with them and how you met them. Relationships matter and relationships create referrals in a personal service business like real estate sales.
Action #3: Take one step to get better organized
Fourth, be like Fred.
Fred Shea was a postal carrier from my home state of Colorado. Apart from the fact that he personally welcomed every new resident, he appeared unremarkable. Yet, a book has been written about him and thousands have been taught his “system” to drive purpose in their life and their business.
Fred had a purpose.
Fred demonstrated you don’t need a promotion; you don’t need anything but creativity to reinvent yourself and add value to yourself and others.
Fred the Postman was quite remarkable in attitude with a warmth and sincerity that was apparent immediately. And his dedication to serving his customers made him extraordinary.
Daily Fred put into practice the principles that became the foundation for the best-selling book, The Fred Factor, namely that:
- Everyone makes a difference,
- Success is built on relationships,
- You must create value for others, and;
- Reinvent yourself on a regular basis.
Fred the Postman taught me that by bringing passion into our work and life we can all turn the ordinary into the extraordinary.
Action #4: Be like Fred!
As we wrap up, I have no control over what you do with this information – nor do I want that control. Yet the gift of what I shared today, has helped me in so many ways, and I trust this gift will help you too. So, until we meet again may your choices reflect your hopes, not your fears.
Bonus Action #5: Accountability… who is your accountability partner?