Resolutions are short lived and fade by February. A goal on the other hand is a dream with a deadline. – Napoleon Hill. So when you set your goal, commit to making yourself S.M.A.R.T.E.R.; that is, make your goals Specific, Measurable, Attainable, Realistic, and Timed (E.g. done in 4 months). I interviewed the presidents of both Realtor Associations, a top-notch-pack-the-room real estate instructor, and then offer my own list of 24 goals.
Broward, Palm Beaches, and St. Lucie Realtors President Karen Johnson foresees real estate as the number one driver for Florida’s economy. Therefore, it is paramount that realtors focus on Professionalism, Integrity, and Excellence (“P.I.E.”). (1) Answer your phones, (2) Do what you say you are going to do; (3) Look professional; and (4) Update the MLS with Active and Pending Sales promptly as misinformation distorts market data for supply and demand which directly affects pricing.
Miami Association of Realtors’ President Daniel Guerra, says: (1) Understand your market. Your realtor association offers a lot of good information. Realtors are attracted to glitz and glamour, but consumers are more interested in knowledge. Educate yourself with data specifically for the market you are in. (2) In a COVID world find more ways to connect with your prospects. Reach out to your top prospects by phone, not just by text, or emails. Call for birthdays. Go the extra step.
Real Estate Instructor Adam Von Romer.whom I affectionately call “the real estate slayer,” teaches realtors how to be better agents. (1) “For all those sucked into the internet phenomenon thinking all you have to do is slap something on the internet and it will fall in your lap,” Von Romer offers omens, “If you sit and wait for the phone to ring, you are going to go out of business.” Don’t fish where everyone is fishing. Go out and distinguish yourself. “Social media is part of the solution; it is not the total solution.” (2) Education does not stop the moment you get a real estate license. “You’re not done, this is just the beginning!” NAR Ethics Rule 11 mandates realtors achieve competency in handling real estate transactions. “Many don’t strive to take their education to the next level. I’m not talking about satisfying bare minimum bi-annual 14 hour FREC CE requirements; I mean real, practical, experience.” Good is the enemy of great, and complacency is not an option for Von Romer, who wants to see more realtors get designated as: GRIs (Graduate Realtor Institute), CRS (Certified Residential Specialist), CRB (Certified Real Estate Brokerage Manager).
My Suggested Resolutions and pet peeves:
- Get rid of your prom picture and get a new headshot already. I will even help photoshop the first ten (10) I receive.
- Take on a new leadership role.
- Get a business coach.
- Stop pinching pennies. Like a general contractor, surround yourself with a go-to trusted team of highly qualified vendors to get the job done smoothly and without headache (not so subtle hint – LIKE USING US AS YOUR TITLE COMPANY).
- Make a video of your intended goals, share it, keep yourself accountable.
- Regular contact with your tenants, stimulate buying opportunities.
- Enhance your customer experience. How would you rate yourself?
- Buyer-Broker Agreements with every prospective buyer, no exceptions.
- Hire a transaction coordinator.
- My personal pet peeve – When initialing revisions DATE the initials!
- Don’t be a secret agent, promote yourself to everyone.
- Learn new ways to prospect each month and find out what works.
- Take a real estate class a week.
- Utilize programs your broker has to make you more efficient.
- Get out and get more. Join a non-profit board or organization; trust me it repays you in dividends in more ways than just ROI.
- Master Social Media
- Start dialing. utilize cold call and CRM programs: LionDesk, Mojo, Cole, ReboGateway, RedX, LandVoice, Vulcan7, Espresso Agent,
- If you already have one, then utilize your CRM more effectively.
- Post but don’t pester on Social media.
- Make more videos.
- Expand your sphere of influence.
- Try new technologies
- Be kind.
- Be very patient, this is not an overnight success story, have grit and don’t give up.