by David Chapman
Staff Writer
Local members of the real estate community heard from one of their Florida brethren about reapplying themselves to beat a down market at the Sales and Marketing Council’s monthly meeting.
Kimberly Mackey, owner of Tampa-based real estate consultancy Creative Sales Solutions, said, “Now is the time to put your best foot forward and establishing a foundation for future success. Doing something is something and least it shows you’re trying.”
Getting back to basics and setting that foundation, according to Mackey, includes adjusting attitude and focus, devoting time to a schedule, committing to appearance standards, creating prospects and a dedication to networking.
“The phone still works today. Call people. Don’t e-mail them,” said Mackey, on the changing landscape of communication. “You’re their guide ... guide them through the negativity in the market and help them.”
For appearance, Mackey noted that while the job is in Florida, clients tend to be turned off by real estate professionals who dress as if they’re a little too comfortable or ready for a trip to the beach.
“You really can’t afford to lose a customer due to a bad first impression, especially in this market,” she said. “Be prepared to do the job. Look the part.”
Additionally, Mackey noted that procrastination, especially in a volatile and down market, is a killer in any business — especially real estate, and that professionals should invest or reinvest in themselves to set up success.
“It’s the law of diminishing intent,” explained Mackey. “The longer you put things off, the more likely you won’t do it.”