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:)

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:)

I remember reading a book on classic rock bands where the writer stated that ZZ Top had found their “thang” on their classic “Tejas” album back in the 1970′s…their “thang” being a mix of boogie and the blues that they could completely embrace as their own; a style which ultimately defined them and keeps them charged up about making music to this day.

Oh, I know…they also make a whole lot of money.  Yes, they do.  But the same three guys have been making music together for 40 years…if it was only about money, they’ve had plenty of opportunities to call it a day if they wanted to.   40 years is a long time for any career.

What’s your thang?

The term “money motivated” has always bothered me because there’s no mention of people.  There’s no mention of service.  There’s no mention of serving your people/clients.  I’ve heard various speakers wax philosophic about the term and the meaning of it, but the fact remains that it’s only two words.  And it’s very clear what the motivator is.

When the motivator is purely money, over time the emphasis becomes focused on the money and not so much on how the money is earned.  Corners are cut.  Salesmen oversell.  Calls aren’t returned.  Homeowners aren’t contacted soon enough after a showing or open house.   Numbers (i.e. the individual’s business performance) then go into a decline because, ironically, the people are being treated like numbers.

What’s your thang?

The current state of real estate has positioned agents at a crossroads where many experienced agents are having to go “grass roots” with their marketing and start shaking hands again.  On the consumer side, more and more  consumers (over 80% last I read) are going to the internet, and the reason they’re going to the internet is simple.

To them, we all look the same.  We all speak the same.  We all have the same sales pitches.  We all use the same “tactics.”  They’ve pushed us back to a distance because they can’t tell the good realtors from the bad nor the honest realtors from the dishonest.  Ultimately, it’s the agent who reaches out with more than just words who earns their business and long-term referrals.  That’s where your thang enters the picture.

What makes you happy?  An Italian girl once told me “In America, people live to work.  In Italy, people work to live.”  Your thang is what keeps you passionate about getting up and facing every day…it’s what defines living for you.  I love my children, I love music and I love people…and I love over-analyzing things, so now I help people by over-analyzing things using rock music references…and my children can be proud of what Daddy does.  What do you do outside of real estate?  What are your interests?  What are your hobbies?  What can you share with your prospects to humanize yourself to them?

What’s your thang?

It’s what you share – your thang – that will show your clients and prospects that you, too, are a human being and not a machine.  It’s your thang that will differentiate you and, ultimately, define you.  It’s your thang that cannot be systematized…and it’s your thang that generally has nothing to do with the work you do, but ultimately has the most profound effect in the freshness of your attitude.

On my Facebook page under my profile picture I wrote “God, my children, family, friends and music…what else is there?”  No mention of work in that statement, though I’m passionate about my marqeting work.  Anyone who’s worked with me can attest to that:)  That’s my thang, though.  That’s what motivates me to do the work I do because that’s what I want my life to be.

The individual who is only motivated by money is less inclined to put forth the extra effort to build strong client relationships…and when they do, they’re more inclined to cut corners…especially with time.   There’s no doubt that we all like learning ways to do our work more efficiently, but when it comes to dealing with people time is the most important factor.

Make the most of your time.  Not just in your work…make time for your thang.

Have you stepped out of your comfort zone lately? What kind of person do you find intimidating? Make an appointment with that person. Intimidation is born out of fear. Overcome your own fear and make your marq.

I would say this also applies to any experienced agent who has run up against a wall in the past couple of years in their market, and is doing noticably less business than what they have been used to:)

While I don’t totally agree with the above statement, it does bring to light an important point.   Slogans aren’t taken to heart like they used to be…because too often they’re just words.

Words designed to make that person or business appear to be the best…or among the best.

Words that only matter if there is substance behind them.  When words are just words representing surface purposes, chances are neither the business nor the sole proprietor are providing the substance that gives those words lasting meaning.

Two of the most common ones in real estate are “Dream Team” and “Your Realtor for Life.”

Have you checked your marketing slogan lately?   Is it working for you?   Is it a slogan you truly believe in?   Create a slogan you can truly believe in (I can help) and you will feel naturally motivated to build on it…and make your marq.

Don’t lowball your designers or developers. They work just as hard as you do (often times harder.. else you’d do it yourself) and deserve the payment they charge. Going “on the cheap” is the wrong way to start (or continue) your business.  As the old adage goes… you gotta spend money to make money…and make your marq.

Have you added someone new to your database today?  Make a point to consistently add people to your database.  Attrition happens.  Always and for reasons ranging from people moving to people passing away.   New people lead you to more new people and ultimately to new opportunities to make your marq.

Do you consistently ask for referrals? Ask for at least one referral today and make a point to ask for one every day consistently. In an age of information overload, it’s easy for people to forget a friend or relative who needs a realtor. Many times asking the question jogs their memory. Ask for referrals and make your marq.