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Your Personal Brand Statement

Why do you “market” yourself?

It’s to establish your BRAND.

To be clear, your brand is not your logo, or your name, or your tagline. Those things represent your brand on the surface. But your brand is something much more profound. It’s the feeling that people have about you, what you represent, and why you are different.

Your Personal Brand Statement should clearly articulate WHO you are, WHAT you stand for, and WHY you’re the reader’s best choice as a professional highly-skilled agent.

For example:

“Hi, I’m Ted. Over the past 14 years, I’ve completed over 1,000 successful Real Estate transactions, one at a time, with care and concern to create the best possible result for each individual client. That’s why I’m proud to say that almost all my business comes from repeats and referrals.”

My personal brand statement is designed to appeal to every different communication style.

Analyticals like the data about the...

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The Staging Consultant

I never understood why other agents wanted to have a massive “inventory.”

They would beam with pride as they showed me their giant whiteboards full of listings, and I’d think to myself: 

“What a nightmare.”

I’d have to resist blurting out, “Wow! That’s quite a list of failures!”

Even when I was selling over a hundred properties a year (as an individual agent), I very rarely had more than 5-6 listings at a time. Here’s why:

I did the work up-front to ensure every listing sold quickly, for the highest possible price, with the least amount of hassle. 

Yes, I took advantage of the Flurry of Activity by pricing my listings correctly, as discussed last week in The Perception of Value

But that’s not the ONLY thing I did. Not by a long shot.

The most important service I offered to every listing client was a complimentary home staging consultation with my Super-Star Staging Consultant - Angela.

We’re...

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Ten Steps to Greater Self-Confidence

Confidence is attractive.

When you know what you’re talking about, and you present yourself with skill and authority, people will trust you more.

TRUST is the reason you get business.

So, how can you increase your confidence, and thereby create more trust?

I’m not talking about “unwarranted self-confidence,” also known as “cocky arrogance.”

I know for a fact that you, are not suffering from unwarranted self-confidence.

How do I know?

Because these types couldn’t be bothered to read anything to try to improve themselves, which means they’re doomed to stay in their current state forever.

Sure, it’s possible to fool a few people into trusting you through sheer bravado, alone. But it doesn’t last, and it does more harm than good to your brand, overall.

Your brand, by the way, is NOT your logo or your tagline. Those things represent your brand on the surface, but your brand is something much more profound. It’s the...

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The Motivation Alignment Principle (MAP)

You’ve probably got different buyers at various stages of the home buying process. Some are anxious to find a home as soon as possible, while others are just beginning the exploratory phase.

So, how do you know each buyer’s motivation level?

Here’s a crazy thought. Ask them!

Just be straightforward and use this line:

“In order to provide the best possible service to you, I need to be in alignment with your motivation level. For example, if you’re a ONE right now, I’m a ONE, too, and you won’t be hearing much from me. But if you’re a TEN, I’ll drop everything right now and let’s go find your new home!”

This simple statement serves several purposes, including:

  1. It demonstrates that you care about how they are feeling, instantly improving the relationship and increasing the odds of continued good future communication.
  2. It shows your willingness to increase your attention to them in alignment with their increased...
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The Ridiculously Uncomplicated Follow-Up System (RUFUS)

You know what’s insane?

Spending thousands on marketing and not having a reliable Prospect Follow-Up System.

Or worse, forgetting to follow up with a referral or a hot lead you met at an Open House.

Oh sure, you talked to them once.  Then two months went by, and you noticed a new listing.

“Wait a minute. That address seems familiar.”

Yup. They listed with someone else.

Has this ever happened to you?

You get busy, you forget, you write notes on scraps of paper and lose them. You have no follow-up system, whatsoever.

It’s time to resolve this outrageously expensive problem, once and for all.

Let’s keep it as basic as possible for now. In fact, let’s use a Ridiculously Uncomplicated Follow-Up system (RUFUS). Here’s why:

If you can’t follow a simple system, you’ll never train yourself to use a more complicated program, such as Follow-Up Boss (which I’m told is excellent).

As with any computer software, what comes out is...

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Five Simple Steps to Getting Stuff Done

As a busy REALTOR®, chances are you’ve got a hundred little things to get done every day.

And you get them ALL done! Congratulations!

But, what about the BIG stuff?

You know. That website revision you’ve been planning for months, the new listing presentation, or the (fill in the blank) that you never seem to get to, because “there’s never enough time.”

Do you know why there’s never enough time?

It’s because you do the big stuff LAST, when you should be doing it FIRST.

The little stuff is never done, so you never have time to get to the BIG stuff. You’ve got your priorities completely backward. Here’s how to fix that right now:

  1. Accept that you CANNOT “fit in” the BIG stuff whenever “time allows.” Ha! The BIG stuff takes more concentration. You’ll need to work at larger projects for at least one solid hour at a time, without interruption.

  2. Plan to work on your BIG project for one solid Power...
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Marketing Your Marketing

There are two distinct marketing functions in Real Estate:

  1. Marketing your Listings and;
  2. Marketing Yourself ‍

A lot of advertising in Real Estate is under the guise of selling a property, but the real intent is marketing yourself and your services. For example, if you’re advertising a listing on Facebook, what do you think the chances are that some random buyer is going to notice your listing, fall in love with it, and buy it?

The chances of that happening—although not impossible—are about as close to zero as you can get.

That doesn’t mean you should NOT advertise on Facebook. You should!  If you’re not on social media, you’re neglecting a critically important tool that every agent should be using.

The point is, even though the line can be blurred sometimes, there’s a difference between marketing your listings and marketing your services.

Let’s think about this. What exactly ARE your services?

A potential seller wants to...

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7 Steps to Selling in a Pandemic

Sales are slow.

But they haven’t stopped! Homes are being sold EVERY day, all across North America, in EVERY market.

What about you? Are you getting your listings sold?

Or, are you feeling frustrated and unsure what to do?

If so, you’re not alone.

Here’s some practical advice to help you get your listings priced right and sold. There’s nothing like racking up a couple of sales to cheer you up!

At the very least, you’ll be providing your seller clients with some critical information that they need right now.

“The more information you provide to your clients, the greater their ability to make informed and intelligent decisions.” – Ted Greenhough

Here’s how I suggest you consider the current situation for every one of your listings:

  1. Determine who is the ideal target buyer for your listing, and which other homes and neighborhoods that target buyer might consider.
  2. Determine the likely price range of that target buyer. For example,...
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The Secret to Success in Real Estate

When I was an active Real Estate agent, I always had an office in the brokerage.

I found it too distracting to work from home. Now, of course, I have no choice!

Working in an office can be distracting, too, what with other agents stopping by to chat.

But I thought of these interactions as one of the many benefits of working at the brokerage. It kept me in the loop, and I learned and became a better agent by listening to others.

Besides, when I needed to Get Stuff Done, I simply closed my office door, and everyone knew not to bug me.

I would often get asked, “What do you do in there all day, Ted? Prospecting?”

Ugh. Not a chance.

I made a cold call once, hung up the phone, and swore I’d never do it again.

“So, what do you do all day?”

“Um… I dunno. Mostly just take care of my clients.”

They would look at me in silence like they didn’t believe me.

Remember, I earned $590,000 in my second year.  And, not long after that, I was...

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The unrestricted TRUTH about how Real Estate Really Works, for hard-working, high-integrity agents who want to learn how to defeat Gimmicky Slicksters.

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