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9
Broker Take: Focus on marketing your value to clients
Eastern Shore
Agent Manager
Over the last few years, I've come to realize what everyone reading this needs to realize. We as REALTORS® are simply in marketing: the business of marketing our value.
A real estate agent's true job (the number one job) is marketing your value to potential buyers and sellers. This is a contact sport; everything else is secondary. Marketing is the big rock you fit in first and squeeze everything else around it. How much time are you spending on marketing? How much time do you spend showing people who know you the value only you can provide them versus the thousands of other licensed folks out there? This is where our focus should be. Every day.
In real estate, it is hard to not be reactive. Doesn't it seem like there is always a fire to put out? I am not saying don't be responsive when your people need your help, but we cannot let all the reactive things in this business detract from solving the problem and then immediately refocusing on marketing your value.
Try these very simple tips to help you take time to focus on marketing yourself:
- Do not check your email first thing. This is a universal Step #1 productivity truth. If you don't believe me, Google it. Every single guru/trainer out there says the same thing. It is hard to do at first, but I promise you, email can wait. Those messages will be there, no matter when you check them. They are not going anywhere. And, if it were so important that it could not wait two hours, then you knew about it already.
- Schedule your marketing time first thing. Ninety percent of the time, nothing serious is going on before 10:00 AM. If you normally work out in the morning, move it earlier or just coming in immediately after, do your marketing and then go home to clean up. This is working ON your business time, not working IN your business time. Make it work. This is the best time to get marketing done.
- Put your phone in a drawer when you time block. Shut down your email. Focus on the task at hand. There are very, very few things that require your immediate response if you have prepared your clients properly. Trust me, it can wait one hour.
- Trying setting a daily voicemail. Setting it every day will help you plan. Here's an example: "Hello, you've reached David, today is Friday, November 6th. Today I have activities and appointments scheduled all day until 6:00 PM. I will have scheduled time to return all voicemails between 10 and 11, 1 and 2, and 5 and 6. Please leave me a message, with your name, return number and how I can help you. Your call is very important to me, and I will return it as soon as possible on one of these breaks." Try something like that. I did it religiously the first few years I was in the business. No one ever complained, but you have to remember to change it every day.
If you are not respectful of the time you set aside to reach your goals, no one else will be either. If you are not scheduling marketing time (working on your business, not in it) every day, where is your next sale coming from? The highly successful among us focus specific blocks of time to work on the essential stuff every day. As REALTORS®, that is marketing time: keeping your name in front of the people you know and making sure they see you as a serious, full-time REALTOR® who is their source for all thing's real estate.
That's the job: marketing yourself and your value. You simply cannot do it intermittently, sporadically, occasionally and still reach your goals. The path is there; all you have to do is follow it.
