One of the worst (and best) questions I get asked!
So, it happens a lot… Probably the single most often asked question when I’m rolling out a new product or business growth strategy… “If I do this one new big thing, how much new business should I expect from it?” Along the same lines, this is just another twist on the same question “What does Mrs. TopAgent do to be so successful?” hoping that there’s one magical secret strategy that she’s discovered. Many of you know that my initial response to that question is “She works her &%$ off!” because it would take hours and hours to breakdown all of the things she does in a day, week, month, year, which by the way is why ongoing COACHING is so important too (Visit: https://bradpearsonsblog.com/2016/04/08/youre-paying-for-a-good-coach-whether-you-have-one-or-not/ ).
Whether I’m talking about implementing an Expired Listing strategy, Social Media marketing, or a new product like our $20,000 Giveaway campaign, too often, agents get overly focused on the single tool or strategy and begin to dig, question, and even investigate other past results, to determine whether they should do it and whether it will work for them. The BIG problem with this thinking is that they aren’t focused on the bigger picture when it comes to growing a successful business. There is almost NEVER a single thing, strategy, or tool that has lead to any agent experiencing massive life changing success. A good example is a website. We all know that we absolutely MUST have one to be in the Real Estate business, yet I’ve NEVER met an agent who’s entire success can be attributed to a website, heck, I’ve never met one who can share with me any “direct” significantly measurable results from one. Yes, someone reading this will think, “I got a listing from my website once”, and again, that is missing the entire point and I would argue that something else you did, lead them to the website that actually lead to getting the lead. But without a solid over arching online strategy with print, networking, direct prospecting, testimonials, self promotion, open houses, door knocking, cold calling, notes, follow up, and good presentation skills, then the website would almost be worthless.
The point I want to drive home in this post is that all we need to do is look at other super successful businesses and how they were built and grew in massive name recognition, reputation, and overall success. THEY ALL HAVE A SERIOUS UBIQUITOUS APPROACH TO MARKETING TO THEIR POTENTIAL CUSTOMERS. Take a business like McDonalds as an easy example. They’ve taken a very simple and focused business objective and continuously drive it out to the public so it reaches us from every direction. From billboards, TV, radio, bus benches, direct mail, strategic product or ad placement, newspaper, magazines/print media, social media, internet, etc. etc. etc. they are literally OMNIPRESENT in our lives. We couldn’t avoid McDonalds if we tried. Whether you eat there or not is not the question, but EVERYONE knows about them and knows what they’re business is all about.
From a Realtor’s perspective, all we need to do is to continuously strive to be omnipresent in our farm areas, communities, and online. We need to continuously ask ourselves if what we are doing is reaching our prospective customers in enough ways to where they cannot avoid us and will think of us when they decide to buy or sell a home. So if you’re a master telemarketer, if that is all you do, you will burn yourself out from calling if you don’t have a solid strategy to grow your business organically from your past clients, local community, referral sources, online image, social media, direct mail/print, expireds, FSBO’s, etc. etc. Recognizing that all of these strategies, and any other strategies you decide to implement must OVERLAP with your other activities, IS the SECRET SAUCE to building a massively successful business! This is also why geographical farming works so well when everything an agent does is focused in a relatively small geographical area. Becoming ubiquitous is much easier when you pick 500 homes and 4 or 5 different strategies to get in front of them regularly! This is also why there are agents out there who have been mailing (and nothing else) for a year and have gotten nothing and are frustrated and discouraged. It takes much much more than that one thing.
Now, once you’ve figured all of this out and implemented a multi-faceted approach that supports all other activities and overlaps in an omnipresent way, then you MUST master one more thing…
You’ve built the machine, the machine is delivering leads, now the leads need to me followed up on and nurtured until they result in a contract! You must have a great CRM program. (At Coldwell Banker we provide a powerful one for free that covers online, print, mail, and pre-built/branded campaigns with email/text reminders so you can make your calls on schedule!).
In closing, I offer my support and guidance after spending over 20 years in this great business and over 17 in leadership and business coaching, so don’t hesitate to post a comment, ask a question, or just reach out to schedule a meeting to discuss how you can grow your business and even find out why so many great agents have chosen Coldwell Banker Residential Brokerage and if you should consider the change too. Call, text, or email at 714-782-2723 or Brad.Pearson@camoves.com
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