More and more we as an industry have distilled ourselves into the lowest common denominator. You see it on the plethora of real estate agent’s websites – “we work with buyers and sellers, investors, renters, those thinking about any of the above now or might be thinking about any of them in the future”, in one or more cities, counties and God forbid, states. In fact, truth be known, most of the agents you know would work with almost anyone who would fog a mirror.
I understand why people do this, they come from a place of scarcity and fear. I mean, what if I lost the opportunity to close one sale, another opportunity may never come along again. Most of the industry has never figured out the lead generation and rainmaking piece of their real estate business so every prospect is treated like it is gold. Trust me, your attitude changes when you go from getting the random one new lead a week to having a steady flow of 100 a week.
The problem is this – if we never focus, we never really get good at anything. We become a jack of all trades and a master of none. Being an expert is much more than declaring yourself one on your latest postcard. It is really knowing the community you live and work in. Not only where the schools are, but who the teachers are. Who local business owners are, where the best places are for a romantic dinner out. When are the best community activities and what are the future plans at city hall. Much less how much Mr. Steven’s house down the street sold for.
Establishing value and creating a business that is worth having demands we get to the point where we can outshine every other agent in our area in something and the only way to get good at one thing is to give up holding on to the many things.
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