Most real estate sales training is focused on: Focusing. Or perhaps more aptly: Laser-focused prospecting.
Agents are taught to do "it" for three hours a day, whatever "it" is, no interruptions, no excuses. Do "it" until you reach your goal of x number of contacts, appointments, etc. Lather, rinse, repeat. Every day.
Eventually, they say, you might even enjoy "it" and start to see relationships between how much of "it" you do and how many houses you sell. The more of "it," the more of the other.
Whatever your "it" of choice is -- FSBO's, expireds, cold-calling, door-knocking, farming, blogging, advertising, SOI'ing, open-housing, lunch-dating -- just remember the "Good Old Numbers Game" and do "it" more.
Fair enough, but it occurs to me that in the real world, real estate business can actually come from dozens, or even hundreds, of different sources.
You can get business from your best friends, your good friends, and your acquaintances. You can get business from open houses, sign calls and floor time. You can get business from your lawn guy, your graphics gal and your insurance agent. You can get business from your broker, other agents and lenders. You can get business from street fairs, coffee shops and happy hours. You can get business from current clients, current prospects and past clients. You can get business from your website, from blogging and your Realtor.com banner ad.
You met your last client at the coffee shop. Does that mean you should only prospect at the coffee shop? You listed a FSBO last week, does that mean you should only seek out FSBO's? The answer is, "No".
Real estate business is everywhere; it's all around us. Good prospects cross our paths every day, from a wide variety of sources. Sometimes they cross our paths in the course of doing business, like when we hit it off with an open house visitor or have a great conversation with an office walk-in. Other times, it seems much more serendipitous, like when we meet a new-home builder at a friend's wedding or share an elevator with a man who was just transferred to town. And even if these particular encounters don't result in immediate business, you never know who THEY know who might need someone just like you.
So, focus on keeping your antenna up and a smile on your face as you go about your day, and I think you'll be surprised at how effective this strategy can be!
Published: February 3, 2010
Use of this article without permission is a violation of federal copyright laws.
 Jennifer Allan is a former top producing real estate broker, a published author, a speaker and a trainer. She has written five books a
bout the business of selling real estate, including her flagship book: Sell with Soul: Creating an Extraordinary Career in Real Estate without Losing Your Friends, Your Principles or Your Self-Respect. Her new book entitled "If You’re Not Having Fun Selling Real Estate, You're Not Doing it Right!" will be released in early 2010.
Jennifer believes that the secret of success for real estate agents is not in aggressive marketing techniques or hard-core sales pitches, but rather in being competent in one's craft. Competence begets Confidence. And in today's world of increasingly suspicious and ad-weary consumers, having an air of self-assurance and enthusiasm will be far more effective than a slick sales campaign.
Jennifer writes and speaks with this philosophy in mind. She preaches that salespeople should follow the Golden Rule in their day-to-day practice of business - treating clients and prospects respectfully, as the salesperson him or herself would like to be treated. Being competent, reliable and fair, and motivated by a true desire to earn a paycheck, not just show up at closing with hand outstretched.
She is a regular contributor to several real estate newsletters and magazines, a member of the RE/MAX Hall of Fame and one of the industry's most popular bloggers. You can learn more about Jennifer's "soulful" philosophies at www.SellWithSoul.com.
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