I just looked up “candid” in the dictionary:
candid – truthful and straightforward; frank, “His responses were remarkably candid”
I’ve had numerous past clients tell their friends this exact phrase about me, on several occasions, “He’s remarkably candid."
But here’s my question: Why is it “remarkable” to be candid? Wouldn't life be so much easier if we were all candid with each other?
If you’ve ever gotten an email from me, you’ll notice a quote at the bottom, “Try not to become a person of success, but rather try to become a person of value. – Albert Einstein”
I’ve always tried to run my life this way, which served me well during my Real Estate career. I’m no Einstein—that’s for sure—but his message rings true to my core values.
As a REALTOR®, I always told my clients the straight up truth, without any regard to whether my response...
The inspiration for this post is an email I read this morning, paraphrasing slightly:
“How to put a rosy spin on a negative market”
What? Why would you NOT want your clients to know the straight-up truth about the market? I don’t get it.
How are your clients supposed to make informed and intelligent decisions, based on Bogus Spin (BS)?
Let’s stop here for a minute and verify what kind of REALTOR® you are:
If you chose “b”, why are you reading this? Go tell your clients how rosy the market is. Good-bye.
If you chose “a”, here’s how and why you should always be straight-up truthful with everyone, no matter what:
Remember before you became a REALTOR® and you thought about what a fun and rewarding life it was going to be? You were going to spend all your time looking at amazing properties, socializing with the coolest people, and cashing fat commission checks!
Little did you know the volume of blood, sweat, and tears, required for every single one of those commission checks, many of which are surprisingly gaunt, when compared to the effort expended.
Worse yet, if you’ve been a REALTOR® for any stretch of time, you have most certainly wasted gallons of blood, sweat, and tears over a period of months, with certain clients, and…
Something went off the rails, and you now have NOTHING to show for all that time and effort.
The truth is that this business can be like a maze sometimes; it’s easy to make a simple mistake, forget where you are, turn the wrong way, and… Poof!
I’m guessing that you lost at least $50,000 in commissions last...
“My cousin Sally just got her Real Estate license, so we’re hiring her to help us buy and sell!”
How often have you heard some variation of the above? Does it make you cringe?
Don’t these people know that there is a huge difference in skills and knowledge, between Sally, and you?
No, they do not. Generally speaking, the public believes that one agent is the same as the next.
You’re just a commodity.
You know this isn’t true, of course. But, let’s face it: If you’re in any major market, you have literally thousands of competitors.
Are you able to very clearly articulate exactly what makes you better and different, compared to all your competitors?
If not, guess what?
As far as the public is concerned, you are in fact, a commodity.
Why should they believe any different, when you yourself can’t articulate the difference?
I’m not talking about, “My customer service is outstanding! ...
I hate “slicksters” and so does the public.
If you want to be regarded as a trusted advisor, you can forget all about memorizing stupid scripts to overcome objections.
Whenever a salesperson uses a script on me, I’m completely turned off and I resolve to never buy from that person. What about you?
It’s no wonder that so many Real Estate agents are regarded as being deceitful, dishonest, and untrustworthy.
You’re not a sleazy telemarketer. Are you?
I’m not saying you should just roll over, every time you get an objection. Just handle it with an honest and sincere response. And realize that sometimes people have legitimate objections that don’t require a “come-back”.
If you learn to present to potential clients in a way that shows them How Real Estate Really Works, you’ll not only eliminate almost all objections, but you will completely differentiate yourself from the...
I’ll get straight to the point.
I just completed a 14-year Real Estate career. In my second year, I earned $590,000 in commissions, and my career took off from there. Within a couple years, I was making WAY more than that, as an individual agent.
The point is, I completely understand not having enough time!
I learned everything by trial and error; “error” being the key word. I figure the sum total of my mistakes and missed opportunities cost me about $2M over those 14 years.
If only I could go back in time with the knowledge I have now…
I’m guessing you shorted yourself at least $50K last year, and you don’t even realize it.
That’s frustrating, but it’s more frustrating that you don’t have the time to learn some new skills.
Well, what if there was a way for you to take a huge leap forward in your knowledge and skills, practically overnight?
That’s Knowledge First, and it’s available, right now.
If you’re marketing on social media to capture leads, you absolutely must be using video. REALTORS® who use video on Facebook ads consistently get far cheaper and better quality results. If you think the future of social media marketing is not all about video, you’re not paying attention.
“If that’s true, why don’t you use video more, Ted?”
Mainly because I’m not trying to capture unknown potential clients, like you are. If you’re reading this, it’s because I’ve already specifically targeted you as a potential client for Knowledge First.
If I was going to make a comeback as an active agent (I’m not), I would most definitely concentrate my marketing on Facebook ads, and they would ALL be video.
Right now, 99% of REALTORS® are doing social media completely wrong, just randomly burning their time and money. Why bother? Spend a few bucks on proper training and learn how to do it...
Over the course of my 14-year career, I sold close to 1,000 properties. I won the vast majority of my listing presentations, but I estimate I lost—on average—one per month.
That’s 168 missed opportunities over 14 years, with an average commission of $9,525.
Writing that number makes me a bit nauseous..
I could sure use an extra $1.6M right now. I'd finally buy that Lambo...
I had a very good listing presentation, or at least I thought so. Now, I realize it was garbage compared to this beautiful thing I’ve been obsessing over, for the past several months!
It’s not fair, really. There’s no possible way that you (or any other successful agent) could possibly devote the time it takes to develop:
“The World’s Most Powerful and Compelling Real Estate Listing Presentation”
But I do.
In fact, now that I’m retired from being an active agent, this is ALL I do now. ...
“Anyone can post your listing on the MLS!”
Also, anyone can cut their own hair.
The point is obvious (I hope). The difference between an amateur MLS Presentation and a professional one, is night and day.
Let’s take a step back, and ask a fundamental question:
Answer: It’s the original source of information for 99% of your potential buyers.
If the information was found on the Internet (on any website), then the source of the information is the MLS presentation, every aspect of which was designed by you.
How else does anyone find out about your listings? If you can think of any answer to this question, then ask yourself, “What do they do next?”
Answer: They access the Internet and your MLS presentation to gather more information.
OK, that’s settled. Next question:
Answer: It’s to generate showings. As many as possible. Period.
Real Estate sales is...
There are many different business models in Real Estate. Here is my analysis of a typical Big Box Team, of which there are numerous in every major market:
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