Bill Webb, Consultant
Q. What is the most important thing Realtors and builders can do to prepare for a successful 2014?
A. First of all, pat yourself on the back and give thanks you are still in our wonderful business and are able to think about increasing your professional prosperity 2014. Many of our friends – good people – didn't make it through the downturn. Is there anyone out there you can help?
There's art in my question. I am a big believer in indirect marketing. Whether Realtor or builder, if you first help your customers reach their goals, you will almost always reach yours. If, on the other hand, you seek to benefit yourself at their expense you'll likely find they'll hold you back. Realtors, remember who you are working for and put them first. Builders, try to think of your customers as the most important contributors to your success, not as troublesome adversaries who cost you money. Convince those you do business with that you are devoted to their wellbeing, and they'll help you reach the stars! It will be more convincing if you really mean it.
Q. How should our goals be adjusted based on whether our 2013 goals were met?
A. The temptation here is to suggest that if you didn't reach your 2013 goals, you should do something new and/or try harder next year. But, does that mean if you did reach your 2013 goals, you can afford to coast? I don't think so!
I suppose success is always a product of intent, preparation, effort, persistence, environment and luck. My answer to question No. 1 addresses intent. Once you're clear on that, build your success with preparation, effort and persistence. Then, smile. The market environment will be on your side in 2014. Just make sure you are in the right place to reap its benefits. Do all of these and you will make your own luck. Don't do them and you will make your own luck.
Q. Social media continue to be important marketing elements for agents. What are the most beneficial social media sites and how often should agents post on those sites? What are some ways agents can be creative to set themselves apart?
A. It is clear that social media have changed everything forever and provide a wonderful outlet for self-promotion. But as marketing and sales professionals, we should be asking, "Where's the beef?" Return on effort and time is the measure of the value of social media to someone who is trying to sell something.
Selling something and promoting yourself are both legitimate subjects for Realtors.
Neuro-Linguistic Programming, from the 1970s, offers a clue for finding the best way for Realtors to use social media. Identify someone who is using social media productively and do what they're doing. After you imitate them for awhile, make your own judgment.
If I'm lukewarm on using social media to build new home sales, maybe it's because we're trying to use content to position a product when social media was conceived to position individuals. For new home marketing, I am more inclined to recognize that any force which attracts an audience also presents an advertising opportunity. Incredibly targeted, incredibly inexpensive chances to advertise new home products are present on the Internet, although not necessarily on social media.
Q. What about designations? How important is it for agents to look at adding some designations? What are the most beneficial designations?
A. You're asking a guy who uses a designation in his own brand strategy, so you know I think letting people know you may know what you're talking about is important. The problem is with the "some designations" part of the question. There are a lot of them out there, aren't there? And, every one of them makes money for someone. So, there you go.
To me, what's important is the knowledge one gains in pursuing a designation. I'm all for that! Then, there's the evidence it provides of your willingness to prepare and persist in your professional career. But, maybe, stringing a whole bunch of them together on your business card can reach a point of diminishing returns – a confusing jumble of letters that begins to look like you're trying to make up for something.
A builder client of mine – a wonderful guy with a lot of NAHB designations – actually spells out what each of them means on his business cards and company stationery. That, I think, is cool! His customers actually have a chance to understand why they might prefer him to build their dream home.
Q. What other tips do you have for agents seeking a successful 2014?
A. Tips won't do it, folks, even though it's in our nature to look for quick fixes and instant gratification. Achieving meaningful success in any endeavor is most likely the product of a good head and a good heart consistently focused on creating value for the people who employ or pay you. We're back to indirect marketing again. Make sure the people who are relying on you get what they want and you'll get what you want too. Try to take yours the fast way, at their expense, and you'll mostly find trouble.
Bill Webbis a real estate consultant who lives in Amelia Island and can be contacted through [email protected].