There’s an episode of Spongebob (I believe it’s called “Idiot Box”) wherein Spongebob orders this ridiculous big-screen TV and, upon its delivery, throws the TV in a dumpster while he and Patrick the Starfish jump in the delivery box and play pretend.   Their game of pretend drives their neighbor Squidward absolutely crazy as he hears the sounds of mountain climbing, an avalanche and other assorted travesties coming out of the box as Spongebob and Patrick play inside.

When Squidward discovers that it’s just the two of them in the box, he calls them “crazy.”  Spongebob replies by telling Squidward that you don’t need TV…use your imagination!  As he says this, he moves his hands and a rainbow appears (see above picture).  Squidward, upon realizing that Spongebob threw away the expensive big-screen TV, asks if he can have it.  Spongebob tells him yes and Squidward, instead of being happy with his new TV, is miserable flipping channels while hearing the joyous sounds of Spongebob and Patrick playing in the empty box the TV came in…just outside of his house.

All because they were using their imaginations.

Look at the picture below for what is, for me personally, the most brilliant example I’ve ever seen of using your imagination.  And when you think about it, the idea is simple…the most powerful ideas usually are.

The mind is a powerful device.  How are you using your mind when it comes to your prospecting and marketing?  Are you merely taking what is given to you (the TV), sticking with the tried and true?  Or…are you using your imagination (the Box), drawing out your personality and making your own individual marq?

The ol’ tried and true rarely results in this…

Click on the image to see the full-size picture and really see what’s going on.  Ingenius:)

Are you being held to standards and expectations that are 10 years old?   20 years old?

Real estate and sales seminars provided by real estate companies for their agents serve their purpose and there is valuable information to be gained.  However, listen closely to what you’re being taught and don’t be afraid to ask questions.

Case in point:  I just got off the phone with a North Carolina agent who is attending an educational series provided by his real estate company.  The requirement in the class is to make 20 new contacts (leaving a voice mail doesn’t count) per day.   The class costs several hundred dollars and you can be kicked out of the class if you’re not doing the work.  The person teaching the class says for every 18 new contacts you make, you should get one new listing or at least a listing appointment.  The teacher went on about how they sold over 200 houses in a year using this method.

My first question to this agent was “When did this person accomplish this?”

His answer:  “1986″

1986.

Are you kidding me?

Those expectations are 24 years old…and they’re being taught.  Maybe I’m missing something here, and please tell me if I am, but I’m not personally aware of any agent who is getting 1 listing for every 18 new contacts in today’s market.   To take it a step further, nothing has been mentioned about CRM’s and long-term follow-up at this point.  I believe in being diligent in building your marqeting microqosm (i.e. database), but expectations must be current and must be realistic.

I coach an agent in Ohio who recently knocked on all 350 doors in a particular neighborhood over a 2 week period and came up with 4 listing appointments.  That is more concurrent with what I have seen in my coaching consistently, and I thought it was great, but it would not be considered successful by the above standard.  By the above standard, she should have gotten 19 listings.

Does that sound realistic to you?  Real estate has changed a lot in the past 24 years.

I write this because I’ve had my share of successes and failures in this life.  Some of those failures are my own.  Some of them, however, came from me following outdated instruction by my manager (who, of course, was a great salesperson back in the day) and being too naive to understand that all I was doing was spinning my wheels.

Again, my intent is not to downplay the the importance of classes such as this.  There is valuable information to be obtained in them.  Just make sure you don’t take everything at face value.  When expectations are laid out for you, thinq and ask questions.

It’s important to determine your own goals and expectations.  How many transactions per month/per year do you need to satisfy your financial needs and facilitate your necessary life balance?  Make sure you know the answer so you’re satisfying your own needs…not just your company’s:)

Forget: the 7-Year-Itch rule that states “the average homeowner moves once every seven years.”   Remember:  the average homeowner will probably need you once, maybe twice in their lifetime.    Build your marqeting microcosm and make your marq.

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There’s hardly a day that goes by where I don’t encounter a handful of real estate pros who “purge” their database of people who haven’t return contacted them in the past 90 days.   In years past this may have worked, but considering the resources for long-term contact that we have at our fingertips today it’s an almost ludicrous strategy.

With the CRM technology available to salespeople of all realms, there is more power in the hands of the individual today than ever before.   Sales has always been a “numbers game,” but how you manage those people-formerly-known-as-numbers in your database is more important than ever.   CRM’s make it easy and very affordable to maintain long-term contact with a larger database than you’ve ever been able to manage previously.

When email drips are used properly, they’re a valuable tool for maintaining long-term contact.   CRM’s make email drips easy.   Don’t purge your database…that is your marketing microcosm!   Instead, make sure everyone in your database is receiving some kind of monthly email drip to let them know you’re still there.

Forget: The “7-Year-Itch” Rule that has been pounded into our heads for the past 2 decades and states that “the average homeowner moves every 7 years.”    Think realistically:  The average homeowner will need you once…maybe twice in your lifetime.   You need a lot of people in your database.

Remember: If you purge your database, you’re shrinking the number of people who will be aware of you you’re making it easy for people to assume you’re no longer in the business.

Your database is your own marketing microcosm of people who will, over time, become familiar with and comfortable with (and ultimately care about) your name in whatever business realm you’re in.   Time can build credibility inherently.

If you’re new to CRM’s and could use some advice on what to look for, drop me a line:)

If your daily work involves outside sales, are you asking for at least one referral from someone every day?  It takes 21 days to develop a new good habit.  Make asking for referrals a new habit…and make your marq.