10 Things Real Estate Pros Need to Stop Telling Themselves

MARCH 2014

Source : Realtor Magazine  – Jared James

365.50 - Liar

This is why I wanted to cover 10 things that real estate professionals need to stop saying.

1. When I slow down, I am going to…

How many times have you heard yourself say this? “When I slow down, I’m going to… organize my database, contact all of my top referral clients, finally set up my systems to follow up with leads,” and so on. Stop lying to yourself and commit to what needs to be done in your business; otherwise it will never happen. It’s that simple.

2. My broker is not giving me enough leads.

If your business is relying on your broker’s leads, then you don’t have a business. Broker’s leads are a bonus. Every day that you aren’t doing something to create business on your own is a day that you are coming closer to going out of business.

3. I’ve been getting leads, but they are no good.

So, you’re getting leads that don’t convert and it has nothing to do with your systems or you, right? Nonsense! Any lead that comes to us, by its very definition, means that they have some bit of interest in real estate, even if they don’t buy or sell in the next 30 days. Did you know that 80 percent of all sales happen on the fifth to 12th contact? How many of us even get to that point?

4. I’m just too old to understand technology.

This is one of my personal favorites; it’s something we say as a defense mechanism so that we don’t feel bad about not using something that could make us more efficient. Tools are learned through repetition, which takes effort. We are not too old, too young, or too anything other than maybe a little too lazy — I’m saying this with a smile on my face so you won’t hate me quite as much. As an industry, we have been teched to death, no doubt, but that doesn’t mean technology as a whole is irrelevant. The car replaced the horse and buggy; Google replaced the phone book; and e-signatures and the cloud have taken the place of carbon-copied contracts and fax machines. That’s just the way it is.

5. I can’t afford to hire an assistant, spend money on marketing, hire a coach, and so on.

As long as you continue to look at the cost of such services instead of the value they can bring back, you will continue to tell yourself this lie. Cost is what you pay for something, while value is what you get in return. Even if you started with a virtual assistant who automated your marketing efforts that cost you $300 per month but made you $30,000 in the next 12 months… Was it worth it? One of my coaching students e-mailed me last week and told me how he followed one of our marketing campaigns and picked up five listings in one week. Do you think he was telling himself that he spent too much on coaching at that point? Yes, you may need to be smart about it and start small, but the best businesses invest in themselves in order to get greater returns.

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photo by: Dyanna Hyde
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