Selling Soulfully with Jennifer Allan

"What's the best way to get my name out there?"

I hear this question a lot. Agents, particularly newer ones, ask it wanting to know how they can best spread the word that they're open for business.

Usually, they're looking for advice on the best places to advertise - should they take out an ad in the newspaper? Issue a press release? Buy a promotional panel on the side of a bus or a magnet for their car? Or maybe they've been offered a great "opportunity" to include their personal brochure in a neighborhood mailer or door-hanging promotion. One guy wanted to know if he should pony up $1000 to advertise on a banner at his health club.

I always ask the same question of these hopeful agents. "What do you expect to accomplish with your investment?"

They always answer: "I want to get my name out there."

Um... Out WHERE? Out there in the universe of people who don't know you, don't care about you and wouldn't dream of remembering your name, much less calling you for real estate service? Seriously?

Would YOU call a total stranger whose face you saw plastered on the side of a bus or smiling out at you from your shopping cart? Would you run screaming for the phone to hire someone who hung a HIRE ME brochure on your door? Do you really care that so-and-so just joined such-and-such firm and is now happily accepting referrals?

Of course not. And even on the off-chance that someone might respond to this sort of thing, the chances are far too slim for someone on a limited budget to risk the expense.

My point is that "getting your name out there" is a concept promoted primarily by the industries who have something to gain by helping you "get your name out there." And they prey on the "young" (i.e. the rookies) and the desperate.

If you're wondering how to "get your name out there," you probably don't have the budget to do it effectively. And that's okay! Getting Your Name Out There is overrated anyway. Focus your efforts (and marketing dollars) closer to home, literally and figuratively. Before you spend a dime on self-promotion-to-strangers, make darn sure everyone you know knows you sell real estate (without pestering them for referrals, of course). Every day, go forth and smile - that is - go out into your world with the sole intention of making others' days brighter.

Don't worry about competing with the heavier-hitters in your market; there's no need. Real estate business comes in one client at a time. When you run into someone who has a real estate need, all you have to worry about is being the Best (Wo)Man for the Job, which has nothing to do with advertising or marketing or branding... it has everything to do with knowing your stuff - and knowing you know your stuff.

THAT's the best way to get your name out there!

Did the last SWS Teleseminar of the year on Thursday morning. The topic? Ho hum... Business Planning.

Sorta.

We didn't go into the nuts and bolts of creating a business plan; it was more of a philosophical discussion of what you might want to think about in planning for the new year in hopes of making said new year better than the year that's nearly behind us.

Sounds like a "plan," eh?

I spent about 60 minutes wandering from topic to topic; tip to tip. At the end of the show, I asked the audience to share with me which topics and tips were most helpful to them, and here's what they told me.

Favorite-est Tip #1: Enjoy what you do!
Don't force yourself to do prospecting activities you dread. Life's too short to get up every morning and do something you don't wanna do. We all got into this crazy business because we liked the idea of running our own show and doing things our way... so let's DO THAT. Figure out what business-generating activities are fun and easy for you and do them well, do them consistently and have FUN doing them!

Favorite-est Tip #2: Review all your marketing material
Go through all your active marketing items and venues, including your: business card, blog, website, online profiles, newsletters, newspaper advertising, email signature, personal brochure, outgoing voicemail message and photo.

Make sure all are still accurate, interesting and up-to-date. I can pretty much guarantee you they aren't. Commit an hour a day to proof-reading, and checking links and photos. Listen to your outgoing voicemail message. Go through your website with an eagle eye.

Favorite-est Tip #3: Before committing to a prospecting activity, give it the SWS "test"
Any time you're considering adding a prospecting activity to your business model, run it thru the following test:

Ask yourself... 
1) Is this an approach I'm proud of and excited about?
2) Is this an approach that would work on me if used on me? 
3) Does this approach make me feel icky?

If the activity doesn't pass the test, either tweak it until it does, or head back to the drawing board.

Favorite-est Tip #4: Research where your business has come from in the past
Take an hour to go through your client (and prospect) list from the last few years and tally up where your business has come from. You may be surprised to find that one or two sources blow the rest away! Of course, those sources would good to focus on even more in the new year.

Other topics and tips from the show included: It's not necessary to plan out 12 months if you don't want to - 2 or 3 months at a time is fine; taking great care of your current clients is a viable prospecting strategy and should be included in your business plan; just pick one or two additional prospecting activities to try at a time.

So... here's to all our success in 2011 and beyond!

Ho, hum, yet another end-of-year show about business planning. Enough already with business plans - I know I need to do one, so leave me alone to do it!

But wait. Do you really NEED to do a business plan?

Maybe, maybe not. It depends on your personality and preference. Some of us function just fine getting up every morning and working hard without a detailed plan of where we hope to be in 3 months, 6 months or 12 months. Others thrive on having a comprehensive road-map detailing their goals, dreams, aspirations and commitments.

To each his or her own! However, this time of year does seem to be suited to evaluating your recent successes and challenges, and making adjustments for the year ahead.

So, let's just call it that. A session on evaluating what's worked, what hasn't and what we'll consider doing differently in 2011.

That's the topic of the final SWS Teleseminar show of 2010. Getting ready for 2011 by looking back at 2010 and figuring out what the heck you want to do more of, less of... and perhaps most importantly, WHY you want to do more or less of it in this new year.

Join us?

The DETAILS
Date: Thursday morning, December 16th, 2010
Time: 8am (Pacific) / 9am (Mountain) / 10am (Central) / 11am (Eastern)
Duration: 60 - 90 Minutes
Equipment Needed: Just a computer and/or a telephone
Cost: Free to attend live, but you must register below! 

REGISTER FOR ONWARD TO 2011 - WITH SOUL!

On Wednesday evening, we had a fantastic discussion (if I do say so myself) in the SWS Studio about succeeding in real estate without selling your soul. In other words - doing it YOUR way, using methods and strategies that feel good, feel right and don't feel, um, icky! It can be done - in fact, it should be done! So many agents think they have to do things that conflict with their gut instincts to be successful... and then wonder why things aren't going as well as they'd hoped. As one of my guest-hosts asked, rhetorically: "So, how's that workin' for ya?"

Melissa Brown and Kathy Manoogian were my guest-hosts for the show and they were fabulous. They were open, honest, transparent and authentic about their journeys to success - from being frustrated, overwhelmed and discouraged rookie agents trying to do as they were told - to figuring out that most of what they were being told was WRONG (for them) and that they COULD listen to their own inner voices and do just fine. Better than fine, even!

We had a great crowd with some great questions. We didn't get to all the questions, though, so I promised to post them here and let my guests answer them when they get a chance. If YOU have thoughts you'd like to share, you're certainly welcome to as well; in fact, please do!

(See comments for responses)

Lisa asks - If you could do it all over again- what would you do as a new agent to build your business? 

Vicki asks - Did either of the gals have an extensive SOI list? And, if so, did they work the list to obtain buyers and sellers - after they found their path?

John asks - I have been in RE over 2 years now and agree with SWS but I find I am not getting any new business because I am not known. How do I get the word out that I am in RE so someone will call me? I think I am a Master of my market too but who knows that but me?

Rob asks - I'm starting my RE career in a city where first-time home buyers need to spend $500,000 to $750,000 for a decent place -- is that a big obstacle right now? Am I better off trying to "work" lower-priced areas?

Rob asks - What are your thoughts on partnering with a seasoned agent, as a mentor, in your first year?

Lisa asks  - I hate making phone calls. Even to my Sphere. Is this "normal"? How do I deal with this? IS IT something to be overcome?

Ron asks - Do you have a good way of asking a client to rate you as their agent on websites such as zillow? (I think Ron is referring to asking clients for testimonials.)

Marilyn asks - To farm or NOT to farm that is the question!

Gwen asks -  Since most of you seem to not use business plans, how do you keep track of what you need to do daily for business? What do you do daily for generate business? (during the show all three of us confessed that we don't do formal business plans).

Tim asks - I'd like to know where their very first listing came from. Thanks! 

Anonymous asks - If you don't listen to news or any media, do you risk seeming uninformed? I can't imagine not being able to comment on the Bronco's losing streak or the threat of eliminating the mortgage interest deduction. (Kathy mentioned that she stopped watching the news or reading the newspapers in order to keep her positive attitude and I concurred).  

Jim asks - What kind of volunteer/community involvement do you engage in? Chamber of Commerce? Rotary Club (or similar)? Habitat for Humanity?

Jim asks - What are your voicemail greetings like?

Dan asks - Do you work with more buyers or sellers? How much competition do you have in your market?

Sherry asks - Does Kathy turn down any listings in the neighborhood she works? (Kathy mentioned that she has a 100% success rate on selling her listings.)

Sandy asks - I work at the largest brokerage in my market. The agents in my company know my SWS philosophy, and that I NEVER ask for business constantly tell me "Just think of how much you could do if you actually ASKED for business!" How would you reply to that?

Luci asks - What is the best way to 'master your market' and get your name out there? I recently moved from a large firm to a very small one... more of a hometown thing. Not sure how to get my name out there. 

Pretty much everyone agrees that one's sphere of influence can be a great source of business. But lots of agents hesitate when it comes time to actually implement a sphere of influence campaign - they don't know how to take the first step without coming across as phony or even mercenary.

I mean, really, you have this list of people - some friends, some acquaintances - to whom you've never, ever written, and most haven't heard boo from you in years... and suddenly you're just supposed to start communicating with them out of the blue?

Seriously?

I hear ya. Even I struggle every time I send something out to my sphere - worried they'll "see thru" my attempts to communicate with them and <gasp> realize I'm doing it to subtly promote my business. And I've BEEN in touch with my sphere on a fairly consistent basis!

But here are a few thoughts to, perhaps, get you past this emotional hurdle and back in touch with your SOI.

First, ask yourself how you'll feel if you find out that five old friends hired someone else to be their real estate agent because they hadn't heard from you lately? Or, shoot, just one old friend?

Or how you'd feel if you heard that someone you "used" to be really good friends with referred a sweeeet listing in your favorite neighborhood to someone else because she wasn't sure you were even selling real estate anymore?

Or if, as scrolling thru your MLS Hot Sheet one day, you see a new listing come on the market - one you sold to your buyers a few years back, but-never-got-around-to-following-up-with-and-now-it-feels-weird-to-do?

Does that motivate you a little bit?

If so, consider this... the holidays are a GREAT time to reconnect! And you can do it without much fear of being held in suspicion by your audience (as long as your reconnection attempt has nothing to do with begging for referrals!)

Just do one of those tried-n-true annual family newsletters - make it interesting, authentic and include pictures (and this can be done after the holiday season if you're overloaded with holiday stuff before). Or, personally signed and short & sweet-noted holiday cards, if that's more your style. Or a customized photo-postcard with a cute & clever message will do the trick. Or, of course, your annual doo-dad (calendar, magnet or whatever) delivered with a card with a nice note.

Then... the trick is... once you've reconnected, keep up the good work throughout the year so you aren't in this position again next holiday season.

Hey, I know it's a busy time, but since we're all making plans to ensure a sweeter 2011, this seems like a great place and time to start making that happen!

Join us tonight for the "Secrets of Successful SWS'ers?"
Details and Registration Here!

A few months ago, an agent wrote to me saying something like - "I love your book <thank you> and I can't wait until I'm successful enough to be able to do things the Sell with Soul way. Until then, I guess I'll have to keep doing all the Old School things my broker tells me to do."

No, no, no! You don't have to do things ANY WAY BUT YOUR WAY, even from Day One! Selling with Soul (to read more about Selling with Soul - just download the ebook below) is not a luxury enjoyed only by those who have already "made it!" Not at all - in fact, the sooner you figure out what works for you, what feels right to you and what you enjoy doing, the sooner success will find you.

And that's the topic of our next show which is this Wednesday afternoon/evening (tomorrow, December 8th). We'll be chatting about succeeding in real estate without selling your soul to do it. In other words - how to do it YOUR way, whatever that way may be, even if it doesn't involve pestering strangers, harassing your friends or spending a fortune (unless, of course, THAT's your thing!).

I'm bringing on three successful SWS'ers (that is, agents who Sell with Soul) who are willing to talk to me (and y'all) about how they've succeeded in their real estate careers without Selling their Souls to do so. How they've done it their way, using techniques and strategies that feel right to them, that don't make their skin crawl or reduce them to smiley-faced, cheesy real estate hucksters. How they've resisted the pressure of their brokers, trainers and associates to Suck it Up and Just Do It in the interest of generating business... if that "it" is something they don't feel comfortable doing.

Join us?

THE DETAILS
Date: Wednesday, December 8th, 2010
Time: 4pm Pacific / 5pm Mountain / 6pm Central / 7pm Eastern
Duration: 60 - 90 minutes
Equipment Needed: Nothing fancy - just a phone and/or computer
Cost: Free, but you have to register HERE!

Be assured, this is not a sales-pitch for any SWS program or product. Just an hour or so of intelligent, common sense discussion on ways to succeed selling real estate without becoming someone you don't recognize... or even much like.

"I don't want to work with my sphere of influence, I'd rather work with strangers!"

As the self-proclaimed Master of All Things SOI, I hear this a lot. Agents write to me (and occasionally call) to tell me why they don't wanna sell real estate for or to their spheres of influence. They explain that they don't want to risk their friendships, they don't want to mix business with pleasure, they don't want to discount their fees for friends and family, they don't wanna, they don't wanna, they don't wanna... yada yada yada.

And that's fine with me. To each his or her own - there are many paths to success in a real estate business and an SOI business model is only one of them. Shoot, there are many paths to success in an SOI business model even!

But I cain't help myself from arguing just a little with these agents. Not because I think I'm so smart (well, maybe...), but rather because I don't think they truly understand what an SOI business model is.

Selling real estate to and for your sphere of influence doesn't just mean your friends and acquaintances hire you to be their real estate agent on a consistent-enough basis to keep you in business. It doesn't even mean that they shovel enough referrals your way to keep you in business. 

Yes, those things will happen, but in today's market, that's not likely to be enough consistent business to keep the dogs fed and the toenails polished.

No, a 21st Century, post-mortgage-meltdown SOI business model is much broader than simply relying on your friends, family and acquaintances to supply you with leads.

Your sphere of influence is potentially comprised of every living breathing human being who crosses your path on a daily basis. Of course, not every living breathing human being who crosses your path will BECOME a member of your SOI, but the potential is there. I'll probably expound on that concept in an upcoming blog, but for this one, let's talk about all those "stranger" leads these "I don't wanna SOI" crowd is hoping to sell houses to and for.

With me?

Even if your business model is based on prospecting to strangers, I have to assume you're hoping that someday you'll meet these strangers, preferably in the context of a real estate transaction. And once you've met them, I have to assume you want to do a great job for them so that they'll tell all their friends about you. And once your transaction with them is over, I assume you'd like to get their future business and referrals, which is best accomplished by staying in touch with them (after you did a great job for them, of course).

So, if these assumptions are true, it sounds as if you're running a sphere of influence business model to me!

Of course, if these assumptions aren't true for you; if you'd rather continue to pursue strangers for your future business and let anyone you've already met face to face go because they're now a member of your sphere of influence (and you don't wanna SOI) well, okay!