Three things to keep in mind heading into 2015
GUEST OBSERVATION
With 2015 right around the corner, it’s never too early to begin considering how we might improve as real estate agents in the New Year.
Below are my tips for starting 2015 off on the right foot – and maintaining the positivity throughout the entire year.
Momentum will be key
Many of us achieved some great things in 2014, so keeping this momentum going will help to ensure 2015 kicks off strongly. And planning for 2015 should begin right now.
There are a few tactics a real estate agent might use to maintain momentum. One of these is to actively retain focus in the lead up to the holiday season, as this time can actually be crucial. In the area I work, there are approximately 486 properties on the market. On average, 160 will sell in December (based on sales statistics from past Decembers), leaving approximately 320 properties not sold at the end of 2014.
I like to see these numbers as an opportunity. Don’t wait until January to chase listings, because by that point many vendors have already made their choice of agents. Because not all listings will sell this year, you should decide on which properties to take to market in 2015 right now. Make a point of speaking to all owners within your market area by the end of the year, and remember they will not call you unless they know who you are.
Consider your achievements during 2014, and actually write them down. This self-reflection will provide the clarity needed to renew and refocus. Progress is critical if you want success, and it’s hard to know where you should be going if you don’t know where you’ve been. Use self-knowledge and momentum to fuel you for the journey into 2015. There are peaks and troughs in all businesses, but one of the key character traits of a real estate agent is the ability to bounce back. Momentum will help keep you moving forward even in the slower, tougher periods.
Your personal brand can take you places
Even the keenest vendors can slow down their efforts over the holiday season, which means more time to think about who they will use to sell their home. This is where your personal brand can make you stand out in the eyes of vendors considering a number of different agents.
One tactic here is to make sure your online presence is up-to-date. If you present well on the internet and get as many properties listed online over the Christmas holiday period as possible, then you will greatly improve your chances of being the agent a future seller will call.
Results can be showcased by using options such as a business Facebook page, e-newsletter or an online video. By giving information about your fantastic results on a consistent basis in a relevant space, you’ll be creating for yourself a point of difference. By using this to market yourself, your attractive personal brand should help you grab the attention of any number of vendors – and then all that’s left is to meet or exceed their expectations!
The phone is your friend
One way to stay ahead of the competition is by chasing expired listings and offering incentives to list with you.
We are in a people-business – so don’t be afraid to pick up the phone. Your database is so important, I’d recommend taking the time to develop it properly and update it frequently. As much as many agents may cringe at the word “prospecting”, it can be crucial to continue to do this consistently – particularly at this time of year. Nurturing relationships with past clients, and developing relationships with future clients, is what will ultimately keep you afloat as an agent.
I’d even suggest maintaining contact with those who appear unlikely to be moving for some time. This is because other agents may not be doing the same, and you never know if their circumstances will change, or if they will have friends or family looking for an agent. I recommend spending at least 2 hours a day looking for business or simply maintaining a “front of mind” presence, because in the end real estate is a people game. Value every current – and potential – client.
Contact doesn’t need to be specifically sales- or real estate-minded either. It’s the perfect time of year to be calling your database just to wish them a happy holiday season, and ask them about their year or plans for the holidays. This could be a quick but personal chat, possibly letting them know how you may be contacted during the holiday season as the cited reason for the call. When a client thinks about real estate in the future, you want them to think, “Let’s call that person who has shown an interest in us and who has maintained contact”.
In the end, there is no easy way to success. The main thing is to just get in there and simply get results – there can be no better promotion of yourself than that. Go for it and good luck in 2015!
Stephanie Hearne has been awarded Century 21’s top Australian salesperson for the past three consecutive years.
