RISMedia's Real Estate Magazine

JUN 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1119997

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RISMedia's REAL ESTATE June 2019 83 Chances are, you might be feeling the "droops." Market changes, con - sumer demands and relentless tech- nology shifts all make suiting up ev- ery day a challenge, and they may be wearing you down—or worse—burn - ing you out. If you're doing business the same as you have for months, or even years, you're pretty much headed for the bench. Doing what we've always done won't cut it anymore. The one thing we can count on in this indus - try is swift change, and if you aren't poised, locked and loaded with new strategies, systems and processes, you may be down for the count by the time the holidays roll around. Don't let these myths wear you down: 1. WORK HARDER. Working hard is a first step, but working smarter is what you need to kick up your pro - duction to high gear. Get out your business plan and monitor where you are with various aspects of your business development. For example, do you have a system to measure how many leads are generated from your yard signs, postcard campaign, social media buys and lead-generat - ing platforms? Don't waste another nickel without figuring out how many of those leads you're turning into closed deals. All too often we throw money at lead generation and turn- key marketing, but fail to measure the cost of converting those leads into sales. Delegate the administra - tive work and concentrate on lead generation and conversion for your best bottom line. 2. PRACTICE MAKES PERFECT. Practice is required, but practicing the wrong golf swing over and over will reinforce less than perfect perfor - mance. No matter how well you think your responses work, if you aren't addressing the questions your pros - pects don't even know they need to ask, you may be missing a big differ - entiator in your service model. Begin with sharing hyperlocal and relevant information when interviewing both buyers and sellers. Invest in the right research beyond the CMA that goes much further than standard market information. Use scripts to qualify motivation, get clarity on purchase power, and provide local resource information that conveys your deep expertise and knowledge of a given area or product. Even if you've been in the business a long time, scripts are the key to better connection. If you know what to say in a way that's inviting, and sets clear expectations, you're on your way to better initial needs analysis with your buyers, and clear deliverables to your sellers. 3. STICK TO WHAT WORKS. In - stead of doing what always worked before, ramp up your marketing with fresh, relevant messaging. Trade in your old statistic-heavy newslet - ter with real-time and vibrant video updates to provide more personal and impactful messaging. You may find the use of video cuts cost and increases engagement when you fo - cus on hyperlocal, relevant content that's interesting and delivered with a new visual experience for higher response. 4. BLOCK A DATE FOR "YOU" TIME. Real estate can creep in and take over your life. Block out a non-nego - tiable weekly plan and focus on regu- larly scheduled relax and revamp time for higher productivity. RE Terri Murphy is a communication engagement special- ist, author, speaker, consultant and master coach with Workman Success Systems. She is the author of five books and radio host for KWAMtheVoice.com. For more information, please visit TerriMurphy.com or email Terri@TerriMurphy.com. Are You Still on Target to Meet Your Goal? by Terri Murphy N ow that mid-year has arrived, it's time to take a look at where you are and where you expected to be at this time of the year. How close—or far—are you from the intentions you set back in January?

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