Stop Marketing and Start Selling
I know, Atlanta Realtor, I may get some critique from you about this post. I recently read an article outlining important skills a Realtor must have in order to be a “good” agent. They were all good skills but 7 out of 9 were types of marketing know-hows that would somehow prove that the real estate professional has deep knowledge, experience and works very hard for the seller. Things like taking good pictures, creating high-quality brochures, writing a property description, help you prepare your house for a showing, etc.
I LOVE all these things, and that’s precisely why I don’t sell real estate any more. I like being a marketer more than a sales person. A Realtor is a sales person? Of course! Last time I checked it’s commission kind of work. So, if I wanted to list my home for sale, what qualities would I seek in my listing agent?
Ok, here’s a short list:
1) A good listing agent is a great negotiator, a sales person of great skill
2) Knows transaction flow in and out
3) Knows contract, addenda and any deal related paperwork very well
4) Knows real estate news in his community
5) Knows inventory and pricing well
6) Well-connected with vendors and other agents
7) Great closer and problem-solver
8) Great communicator who keeps things under control
9) Delegates tasks
Marketing skills? I’d put those at the end of the list. Why? Because marketing can and, in my opinion, should be outsourced or delegated. You can control your marketing, you can be the face and voice of your marketing, you can be involved in it somewhat on your personal time (like blogging), but putting together brochures, editing videos, taking pictures, fixing websites – is time that should’ve been spent building relationships, finding business, working with your sphere of influence and with your leads.
Some may say: I can’t afford to pay someone else to do my marketing. What you can’t afford is spending your time on it instead of focusing on generating business. Trust me, I’ve made that mistake. Even your most creative marketing efforts that will generate you leads are worthless if you are not working those leads.
Do you eat your lunch alone? What are you doing with your 500+ friend list of Facebook? Your 10 closest friends – do you know what’s going on in their family life? Do you know 5 most successful people in your town and do you know if they have a Twitter account? Do you follow? Answer these questions before you spend two hours making a brochure or thinking about your marketing plan.
I hope you know WHY you got into real estate. I hope you are taking your “why” seriously and your vocation as a full-time job. There isn’t much room for you in real estate business these days if you are not. In the last 10 years the way we do real estate evolved rapidly. However, if you are new to this business or struggling to build it to a level of success – I have some thoughts to share with you. But that’s in my next post…