Every time my attention is called to a post like this, I get a confused. Realtors are sitting together in some sort of lunatic echo chamber reassuring people that things aren’t as bad. They point to innacuracies in the media, however small, and say “Gotcha, the sky is not falling.”

Meanwhile, we see a trade association that is doing everything it can to make sure it’s members don’t know the truth, don’t have to react to the truth, and are obsolete. If renting is cheaper than owning, why own an asset that’s currently depreciating? Do they think we’re six? And then Realtors cling to antique information without being ready to face reality.

OK, OK What Can a Realtor or Mortgage Guy Do?

Well, there will be people that want hearth and home and want to pay for it. That’s a reasonable choice. The best neighborhoods are more available to renters than owners, and even if there is a loss of equity, quality of life may be better than in a rental. That is what we’re selling right now. We’re in the “appreciation” mode, and that’s not where we should be. People are natural consumers.

Acknowledge the problems with the market–and it’s true that people aren’t buying at the peak prices we saw in 2005, the prices will continue to go down, and the advantages the trade associations have enjoyed will be shrunk. That doesn’t mean people with a give/serve first mentality can’ win.

1. Average fee will go down: So focus your operation on low cost, and try to get more deals. This might mean that you get rid of some services, but the key to focus on is efficiency. Can you make a living if your average fee is down to 35%.
2. Your business requires units more than anything. Focus on as many units as possible. If you did 40-80 units last year, assume you have to double it.
3. Don’t be attached to one deal. A lot of Realtors and Brokers would have one giant deal a quarter, or three a quarter. Don’t ever be in posiion if of having one deal make your quarter. 20-25 deals/quarter not 5-8.
4. Over document: for a number of reasons, if you can become unconsciously competent at documenting things–at sharing information, and at having procedures, your business will have much less resistance. You will have to have systems in place.
5. Focus on less work, more service. If you have a workflow that makes sense, is uniform, that you can get good at, the client benefits from increased information. The way that we communicate is important. Focus on emails in the morning to enhance efficiency.
6. Have lots and lots of leads all the time. Don’t settle for the leads that will make you have a good month. Have 10-15-20 viable, closable leads.
7. Don’t take the holidays off. Traditionally, Real Estate Agents wandered off from October 20th for the end fo the year. LOTS of business can get done in December, in January, all throughout the year.
8. The bonus: ALWAYS ALWAYS BE LEARNING if it’s learning WordPress, or whatever keep learning, on purpose. 20% of your professional time is spent learning, 20% pursuing your muse, and 20% improving your processes, and 40% doing your job. Keep learning, consider education, part of your job description.

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The problem is, being available, approachable, and not imitating the vast majority of the earth that is downtrodden. The challenge is to be authentic, unique, and completely yourself…and not let “bad” influences dictate the course of your actions.

To not be one of those idiots who loudly trumpet (so you can hear it) “I don’t care what anyone thinks.” Yes, buddy. Better to say: I don’t wanna be influenced by the thoughts of the teaming masses.

The truth? Authenticity is sexy, it sells. Claiming a unique perch, and living or dying by that works. We know what a Mercedez-Benz is , but we have no clue what a Ford is. We know what to expect at Nordstrom, but not at Sears. Being really original is gonna offend some people, natch. Having “low prices, always” means that you’ll sell junk, and there will be certain people that leave in droves.

But…

It’s better in EVERY way to have a few raving fans…

…who evangelize.

…who love you.

…who want to see you do well.

…than a bunch of people that will “usually” return your call.

And to be different, you gotta think different, and do different, and act different. I’m not talking being a little better at the margins–but that is important. I’m talking about being RADICALLY DIFFERENT THAN OTHER PEOPLE so that you can have a RADICALLY DIFFERENT outcome.

That’s all for today. Tomorrow? Lots of shit goes live.

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