I recently gave a talk to the National Association of Hispanic Realtors here in South Florida. After the talk, people were kind enough to come up to me and introduce themselves and let me know they received value from my remarks. They then proceeded to tell me their “real estate story.”
What I found interesting is the stories had a common thread. The common thread was getting distracted away from the one thing that has the most value in this business, which is listing property. Multiple agents shared with me that they had been big REO agents and now that that business has dried up, they need to get back to the basics of prospecting and lead generation. Another handful of agents shared with me that they had been successful agents and had decided to open a brokerage. Now that the market is shifting, they want to get back to listing and selling property. Yet another agent shared that he had been successful over the last couple of years buying leads on Zillow, and he is noticing that the cost is no longer justified and he needs to get back to generating business himself.
“In life, most short cuts end up taking longer than taking the longer route.”
― Suzy Kassem
I started selling real estate at the peak of the last cycle in 2006. Two years later, the market was rapidly declining with a massive increase in foreclosures and short sales. I chose not to participate in either of those types of transactions. Instead I honed my craft and prospected three hours a day, six days a week. Doing so allowed me to grow my business by 25% year over year all the way up to 100 deals. See, the key is when the marketplace got better, I did not stop those activities. I continued to lead generate daily and improve my skills and systems. Doing so allowed me to grow to 200 closed and pending deals the last two years in a row.
As real estate salespeople, there are a myriad of distractions that will attempt to pull us off the path—from building a team, to starting a brokerage firm, to buying leads. None of them are as predictable or profitable as taking a listing and getting it sold quickly and efficiently. The hardest part of the path, once you discover the path, is staying on it.
Are you staying on the path or are you getting distracted?