If you are a real estate agent, here is a revelation that could change your business forever: you can make your own market. No matter how dire the news, no matter how “downward trending” the statistics may be, no matter what anyone else says, your market is the one you create for yourself.
Most other real estate agents do just what all agents seem to do. They sell based on the seasons.
When the “busy” season rolls around, they sell at a fever pitch. But when the “slow” season starts, the agents get slow too-in fact, some seemed to disappear completely
You probably hear it all the time. We say things like, “The summer is going to be slow”, “The spring is going to be busy”, and “Why bother putting anything on the market after December 10th-we might as well just wait until January.”
All of those beliefs come from other agents, and over time they’ve come to be what we believe is the “norm”. Truly, those kind of statements are like old worn-out records.
It’s time to make your own market. For example, December can become your busiest month.
Why?-because you can be the only agent out there. You will get all the business because every other agent was hiding at home waiting for the holidays to be over.
You will probably have to convince your clients that it is in their best interests to bring a listing on the market December 10th. Simple explain to them that it is actually the most opportune time in the entire year because while you were listing, other agents were resting.
You can have a different belief. Don’t let assumptions or whining nor “norms” get in your way-your different belief can bring about different results.
You can make your market. You control it, you define it.
You decide the pace of business you want. It’s all up to you.
If you’re making contact with people on a regular basis you can ignore all the whining, the “bad news”, and everybody’s expectations. Your hard work and effort pays off because you find the business nobody else is looking for.
You make a market when you stay in regular contact. No matter the “trying times”, no matter the nightly news reports of impending doom.
No matter the long days-on-market numbers that everyone sees in the newspaper. You give clients constant updates on what you’re doing for them and what they need to do.
You make a market when you do regular lead generation. Never stop lead generation – even when you’re incredibly busy, you need to keep your “funnel” full.
There will always come a time when you’re going to need those people you find when you’re busy. You make a market when you call your sellers on a regular basis to talk about price in the context of the current market.
By being honest and straightforward with them, you earn their trust. Sellers want to get their home – and usually they want to sold fast.
By encouraging a price reduction, that’s exactly what you’re doing. You’re helping them.
I know it can be tough-especially if a seller has clung to a certain price for a long time-but you’re working for the sellers. You’re their valued adviser-not telling them the truth is not an option.
You make a market when you educate people about the marketplace. All most people hear about real estate comes from the nightly network news, or from “water cooler” talk with colleagues.
All the nightly network news ever reports is disaster. Sitting in an air-conditioned studio in New York City, these people are not in the trenches every day.
Share your knowledge with people. Tell them what’s really going on in their own neighborhoods.
Show them the real statistics and activity. Educate them and they will reward you with loyalty, and future business.
You make a market when you follow up with people from open houses. Get to know the people who attended your open houses.
Dig deep and ask them solid questions. Become their trusted confidant in finding a home, and don’t be just another run-of-the-mill real estate agent.
You make a market when you offer something different from what any other agent has to offer. You provide value.
You are an expert. Show the world that you are different and that your skills are not average.
You can help people get what they want-and you can do it faster and better than anyone else. Now go make your market.
Jack R. Landry has worked in real estate since 1988 as an expert on home buying and construction. He has written hundreds of articles on real estate and recommends (http://www.alwaysaffordablehomes.com) for new construction.
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