Don’t you love it when every now and then you just happen to have the perfect answer to a question? That doesn’t often happen to me, but it did last November. I (along with about 25,000 other agents) was attending the National Association of REALTORS® annual conference in Las Vegas, and while I was there, my friend Michael Krisa caught up with me and we had lunch together. Little did I know he was going to ambush me with his video camera! (Hey, what are friends for, right?)
So here are the points I was t-t-trying t-t-to make in the video clip. (You’ve gotta love raw video!) By the way, the clip was originally posted by Michael on Real Blogging.
You must have a USP (Unique Selling Proposition). There are currently over 1.4 million REALTORS®, not to mention another million or so licensed real estate agents who are not members of the National Association of REALTORS®. Add that to all the unlicensed builder reps, property flippers, rent-to-own gurus, and FSBO experts, and you have a sea of people trying to practice real estate. What makes you different? Why should anyone do business with you? Well, if you are going to be successful in this business (or any other, for that matter), you must have a USP. If you haven’t developed your own reason why people should use you. Become the best at condos, retirement properties, golf properties, the best listing agent, the best at whatever! It’s just critical that you become the very best agent in some niche. That gives you a unique selling proposition.
You must have someone to sell to. You can have the best USP in the world, but with no customers, you are out of business. I’ve recently written extensively on that point. Click here to read more. You have to develop a strategy that will produce much more sales leads or customers than you can possibly handle. That gives you options and control. What if you want to fire a customer? (Ever had one of those?) If you don’t have enough business, you’ll end up spending time with customers you’d prefer not to. Or maybe you won’t be able to pick and choose the best customers and refer other less-desirable customers to other agents. So make lots of customers and get in control of your business. Being in control will give you freedom, and it will make your life much more enjoyable.
You must make up your mind to do the work. In the words of the Nike commercial, Just Do It! Many agents have a good USP. They might even have the tools in place to generate plenty of business. They just suffer from analysis paralysis. Some because of fear of rejection. Some due to laziness. Some are afraid of the hard work. Some fear the unknown. Whatever is holding you back, you owe it to yourself to Just Do It! Imagine your business with 50 transactions this year! Maybe 75 or 100! How big is your dream? It is achievable if you simply take these three steps. First, find your USP. Then, find people to sell to. Finally, just have the courage and the self-discipline to Just Do It!
PS… Here is the clip as it appeared on RealBlogging.com: