Agents:
Spend Your Time Prospecting
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Posted: 25 Sep 2013 04:00 AM
PDT
Today, we are honored to
have Justin DeCesare, CEO of Middleton & Associates Real Estate in
La Jolla, as our guest blogger. Justin has written a manual for new agents
that is a must read for the new technology centered Real Estate market. It
is available online in both print and Kindle editions. –
The KCM Crew
 In
the Real Estate Sales numbers game, it is no surprise to say that prospecting
for new clients is the most important factor in any successful business plan.
Without it, all agents are dead in the water.
Though without prospecting,
agents would never be able to meet and subsequently close transactions,
marketing is often the catalyst that allows prospecting to be successful.
It is the support mechanism behind the moneymakers and serves to ensure
agents have a steady stream of prospects.
The issue for today’s agent,
in a world filled with social media connections and free, readily-available
information, is to determine a marketing strategy that promotes the agent as
a knowledge base, and not as a shameless self-promoter.
It’s 2013. Our clients,
especially those of younger generations, do not care how important we think
we are as agents and brokers.
Focus on Client
Relationships
In her recent article about listing presentations,
Bernice Ross makes the case that it’s time to ditch canned power points and
keynote presentations and focus more on client relationships.
I couldn’t agree more with
Ms. Ross when it comes to getting rid of bland, ego-driven marketing
strategies, especially when it comes to helping millennial buyers and
sellers. As she points out, as little as a decade ago the listing
presentations of most brokers and agents were geared towards showcasing their
own overall Real Estate greatness.
This personal marketing strategy
culminated in nothing more than long lists of neighborhood sales, career
accolades, and a list of publications in which the agent advertised listings.
There was a good chance that this list was nearly identical to that of
another Broker coming on the same listing appointment in 30 minutes.
What I see, as the CEO of a
Real Estate Brokerage in La Jolla, CA is that agents often fill their time
with the busy work of creating state-of-the-art fliers, listing
presentations showcasing their own personal marketing prowess, and a
multitude of other fancy materials that they presume will grow their
business.
At the end of the day, our
society is changing. People look to us for information and don’t
believe we have it just because our open house bio flier says we do. We
are expected to know how many homes have sold recently, what their average
market time has been, what the supply of inventory is at the current moment,
and a multitude of other relevant factors that actually has an effect on our
clients’ buying decisions.
Focusing all of your
time on preparation and design of marketing materials does not make you money.
The marketing we do need to
undertake should base itself in real data. When you follow this model
you are empowering your agents to make rational decisions, not playing the
greasy salesperson that is satirized on many popular TV shows.
Listen & Learn about
your clients rather than tell them about how you are better than any other
agent in town.
When you couple your ability
to communicate with actual relevant information, you will no longer be just
another agent or broker, you will be an advisor, and your business can do
nothing but benefit from that distinction.
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