The Market Isn’t Sabotaging Your Success, But These 2 Things Are

Hey guys, new study from Harris Interactive—interesting study—found that every American knows four people who are going to move next year. I want you to put that in perspective.

Let's say you're a real estate professional and you have just a hundred people in your database. You might say that's not enough to make a living. The reality is those hundred people know 400 people who are going to move.

What percentage of those would you need to have a complete transformation in your career? To actually 10x your performance from last year?

So then the question is: if that's true, how do I get my arms around that business? What am I missing? What am I doing wrong?

I'm going to give you two things you're doing wrong...

First one is going to be hard to hear: people don't look at you as referral worthy.

What does that mean? It means when they look at you, they're thinking, “I don't know if I could trust him or her with a referral,” because they don’t know you're a hardworking agent.

Why don't they know? Because you don’t show them. You don’t tell them.

Here’s how you show and tell them: through social media, email, and pushing out content that shows you're active in the marketplace. I call this proof of life. Otherwise you fade to black.

They know you got your real estate license because you posted about it once, but then they haven’t heard from you again. So there's no reason they’d send you a referral because they don’t trust you with that referral. That’s referral resistance.

Here’s how you overcome referral resistance: communicate that you're a hardworking REALTOR.

Here’s what you’re doing. You're showing yourself opening lockboxes, showing homes, driving through neighborhoods, farming neighborhoods. You’re showing your new flyers on every listing you take. You’re showing that you created a transaction today—even if it might fall apart later—you put together a deal.

You're showing that you're at the closing table. You're showing that you're helping a home get staged. You're showing, showing, showing.

Think about this: are you living up to the five-two-two method in our coaching? From this perspective on social, you need to be posting five times a week, two videos, two stories. A lot of that should be educational, positioning yourself as an expert, and showing that you're out there in the market working.

That’s number one: referral worthy. People don’t trust you because they don’t know they can trust you. You have to work through that.

Second thing is communication.

The average American now sees about 10,000 advertising messages per day, so you have to cut through that communication jungle.

How do you do it? You have to be consistent. You need to touch your entire database a minimum of 20 to 50 times throughout the year to remain top of mind.

You might say, “Jim, how would I possibly do that?” I’m going to give you a little exercise to think about how easy it really is. It’s not as hard as you think.

Go back 12 months and mentally click these off with me:

• Have you called everybody in your database at least twice?
• Have you sent a personal email—not a bulk email—to everybody at least twice?
• Have you sent a personal text to everybody at least twice?
• Have you offered to go to coffee, lunch, dinner, drinks with a group of those people—not even all of them, just a few? How many of those meetings have you had?
• Have you done at least two client events this year?
• Have you sent out a physical piece of mail to everybody in your database at least twice this year?
• Is everybody in your database getting at least one email newsletter from you every month?

That little list I just gave you—I would bet 99% of people listening have not mentally done those things. We say it’s a market issue that we’re not as successful as we should be. No, it’s not. It’s a strategy issue.

Your strategy is broken. You’ve got to fix your strategy.

And when you do, you're going to start tapping into those 400 possible leads at your fingertips that are slipping through the cracks.

These are the kinds of things we talk about in our coaching program all the time. This is what we focus on: finding the opportunities you're missing.

If you'd like to experience it, check out The Path Performance Coaching here. It's only $1 for your first month. After that, we’re going to give you full access—30 days for $1—to check it out, take a big test drive, and see if it’s the right fit for you. I know it will be.

Love to see you there soon. Have a great day and good selling.