The only thing that matters

A calendar... seriously?

This is the third year in a row I have received this cute calendar from an agent who, I assume, wants me to buy or sell property utilizing their services. Funny thing is, while I am amused they think this is something valuable which is going to cause me to contact them (not) it is helping prove the point I made in my last article of 2022.

In case you are wondering, I could not tell you the agent's name if my life depended on it. And now that I had a chance to take a picture of the calendar to share with you, I can throw it out.

My previous article explored the tremendous amount of money agents, teams and brokers leave on the table by not effectively marketing to their sphere. Due to the amount of feedback I got, I thought it warranted a follow up.

This is an increasingly important topic that can be critical to your future success.

What is the only thing that matters?

If you are the broker you care about recruiting talent and making sure you are providing the support they need to make money for themselves, and for you, so they stick around.

If you are the agent or team, you care about leads and efficiency.

Here is the reality of an agent’s, team’s, broker’s world…

• Sphere.????Every agent has a sphere of influence. They typically do very little to monetize that sphere.
• Sphere value.????As I covered last time, the average agent has 397 consumers in their database. 9.3% are going to move, or know someone who will, in the next 12 months. Those are 37 opportunities, per agent, worth a lot of money, that are being, largely, ignored.
• Opportunities.????What are you doing right now to monetize those opportunities vs. paying for a cold lead?

?Some questions to consider…

• ?Do you utilize any sort of automated pricing estimate tool?????
• ?Do you utilize any sort of tool that automates the selection of comps?????
• ?Do you utilize any sort of tool that helps give you property condition?????
• ?Do you utilize any sort of tool that helps you gain insights into historical trends in multiple markets????

These are all things that, if properly leveraged, will help you provide consumers with what matters most to them, information about their property. Unfortunately, most agents have a hard time justifying the time it takes to do all the above efficiently and in a time-sensitive manner.

Focus on what matters.

• Calendars don't matter.
• Recipes don't matter.
• Refrigerator magnets don't matter.

What matters is providing clients with information about the biggest investment they will, most likely, ever make, their home:

• How about an equity report?
• How about an analysis of what's been happening in their neighborhood, and surrounding neighborhoods?
• How about data and insights that prove that you are the expert and not just some transactional being that disappears after the sale or purchase?

None of this is complicated and the payoff, if done correctly and consistently, can generate dozens of conversations that will lead to real business.

Tools exist to do all the above so you can provide the information that matters to your sphere. Timely information that helps them understand how their investment is doing... just like what they get from their bank or stock broker.

Why should agents treat their clients any different than other professionals that they invest with?

The time is now... no more excuses!!!