“Mastery” is an absolute MUST if you want to grow your Real Estate Business!

Here is the really cool part about “Mastery”. So few people focus on it, so, once you do, you really have no competition!

What is Mastery?

In the dictionary, Mastery is defined as: “ Superiority or victory: mastery over one’s enemies. The act of mastering. Expert skill or knowledge. The state of being master; Power of command or control.” You do not truly know your craft until you have “Mastered” it.

How does Mastery happen? Mastery happens when “Eyeballs” are not on you. It happens behind closed doors, with extreme focus.

You will not “Master” your craft by simply working each and every day inside your Real Estate Business. Mastery happens after you put in a long work day, and you go home, and then practice your presentations and scripts over and over and over.

For example, if you want to “Master” your Listing Presentation, you will not go on enough listing presentations daily, weekly, or monthly to truly master the craft. So, in order to truly master it, you must practice it over and over. After a long work day, once you get home, after you spend some time with the Family. While your competition chooses to watch TV and relax, you choose to practice your listing presentation every single night for 2 hours.

This is how “Mastery” takes place!

What are some critical items you MUST “Master” inside your Real Estate Business:

• Lead Generation

• Lead Follow Up

• Your Appointment Setting Scripts

• Your Buyer Presentation

• Your Listing Presentation

• Your Objection Handling Scripts

• Your Closing Scripts

Are you ready to master “Mastery?”

Of course, there are more critical things to know, but the above is a list of some essential items you must focus on mastering inside your Real Estate Business if you want to create success.

There are actually only 3 things a Realtor can do to make money in the Real Estate Business.

With that being said, there are things which are essential to getting paid, that need to happen, but they are not actual money making activities.

What is the difference?

Think of it this way; There are essential things that must happen to close a deal that you already have under contract, like ordering the Home Inspections, filling out an Addendum, etc… but they are not money making activities.

Money making activities are things you do which increase your production, that take you from having, let’s say, 4 deals under contract, to having 5 deals under contract.

The 3 Real Estate Agent Money Making Activities Are:

1. Setting Appointments

This includes your lead generation and lead follow up activities. Anything that you are doing that leads to you setting an appointment for a “Buyer Consultation” or a “Listing Consultation”.

2. Appointment Conductions

You were successful with #1, in setting an appointment, now you must deliver a great “Buyer Consultation”, or “Listing Consultation”, so you can turn that appointment conduction into a signed/committed Client.

3. Writing/Negotiating Contracts

You were successful with # 1, and now #2. Now, you must lead the process of getting your Clients under contract. That of course, entails you writing and/or negotiating contracts to result in an accepted contract for your clients.

These are the only 3 activities you can do to make money.

Now, some may argue this, and say things like, “I have to write up this Repair Request Form which is necessary for the closing to move forward, and eventually close, AKA get a commission check. But, that is still not a money making activity. Its nurturing business you already have , yes, it is extremely essential, but again, it is not increasing the amount of properties you have under contract.

Have you heard of the 80/20 rule?

Most people spend 80% of their time on the items which make them 20% of their income, and only 20% of their time on the things making them 80% of their income.

Top Real Estate Producers understand the 80/20 rule, and they flip it around. They make sure 80% of their time is spent on what makes them 80% of their income, and 20% of their time on what makes them 20%.

With that being said, if you want to become a top producer, it is critical to spend 80% of your time, energy, and focus on these 3 money making activities.

The average realtor makes less money than if he/she were working full time at McDonalds.

This fact is largely due to the fact that the average realtor also makes a TON of mistakes. We could spend days talking about all the mistakes, so I figured I would break it down to the top three.

Top 3 Mistakes Realtors Make That Hinder Their Success

1: They do not run their business as a business.

2: They do not take enough intentional planned action.

3: They do not constantly work on mastering new skills.

Let’s break them down:

1: They do not run their business as a business. Most realtors see themselves only as a realtor. Now, take real estate out of the equation. 80% of all businesses fail between 1-5 years of being in business, and then, 80% of those which made it through the first 5 years end up failing and closing their business in years 6-10. So, when I talk about the failure rate of realtors, that holds true for all entrepreneurs not just realtors. 

As stated in the amazing business book by Michael E. Gerber “The E-Myth Revisited,” which I highly recommend, most businesses owners fail because they never operate from a space of being an entrepreneur. For example, the baker who bakes world class muffins but does not know how to run a business. Or the personal trainer who knows the human body and everything about nutrition, but, again, does not know how to run a business, And the realtor who knows the real estate contract inside and out, knows how to negotiate contracts, always looks out for his/her clients’ best needs, but does not, and is not, running his/her business as a business.

As a realtor, you must know how to be a great realtor! You should know the contracts, how to negotiate for your clients, put client needs before your commission check, and deliver world class services to your clients, etc. All those things are essential, and by no means do I want to downplay the importance of those essential key roles. HOWEVER, those alone are not enough! A lot of amazing realtors are broke. Just as there are a lot of world class bakers, and world class personal trainers who struggle, and eventually go out of business.

My personal opinion is that being a great realtor is the “anti” to being in the industry. That is to say it’s the given, the minimum requirement to succeed. If a realtor is not committed to being a great realtor, then he/she should not get into the industry. BUT, again, that is not enough to succeed, only one part of it.

To succeed, you MUST also become a great entrepreneur, aka business owner. You MUST treat your business as a business and run it as a business! 

So, what is the difference? Think of each role as a hat you are going to wear and at different times you are wearing different hats. You wear your “realtor hat” when you are on a listing or buyer presentation, when you are writing up a purchase contract, when negotiating terms, when doing a final walk through, when prospecting, and  when following up with your leads. Think of this as the hat for anything that you are doing “in your business.”

When you put on your “entrepreneur hat,” you’re working “on your business.” When wearing this hat, you are working on activities like: goal setting/business planning, tracking and breaking down your numbers, creating systems which allow you to work “in your business” more effectively and efficiently, planning, reflecting, etc. Put it on when you are taking a view from the 30,000 ft. level on your overall business. 

Most get so busy working “in the business” that they never take the time to work “on the business” to build a systematic, predictable, duplicatable and eventually scaleable business. Don’t be most people. Working “in your business” is every bit, if not more important, than working “on your business.”

2: They do not take enough intentional planned action. Now that you are working “on your business” as well as working “in your business,” you are able to take the correct action on the correct items. You will be tracking all of your numbers and will know the exact amount of leads, action, monetary investment, etc. which you MUST take yearly, monthly, weekly and daily to ensure your goals become a reality. You are taking the time daily to reflect and plan, as well as constantly working on new systems to operate more effectively and efficiently inside your business.

Here’s a common conversation I have with many realtors: “My goal is to make $300,000 in gross commissions this year.” I reply with, “Great, I love big goals! What is your exact game plan to make that happen? What must you be doing daily to make that a reality?” The typical response is, “I am not sure. All I know is I am going to be more focused and work much harder.”

I am all about being more focused and working harder, but the reality is that hard work alone is a plan for failure. Even if a realtor should succeed with just hard work, if he/she is not tracking and working “on the business” as discussed above, then the success will be very difficult to duplicate.

You MUST take intentional planned action to create true and sustainable success. Have a specific plan in place, and then take massive action executing the plan.

3: They do not constantly work on mastering new skills. In life we are either growing or we are decaying. The average high school and college graduate only reads one book after graduation. On the other hand, the average Fortune 500 CEO reads sixty books per year. Successful people are lifelong students and put their self-development as a top priority. You must always be improving your skills to succeed.

If a realtor is currently making $50,000 per year and has an eventual goal of making $500,000 per year, well, he/she won’t get there by doing the same things which made $50,000. If you want more, you MUST become more.

The world we live in today makes growing and changing easier than ever. With all the great podcasts that exist, all the great books, audio books, YouTube videos, inexpensive online training sites like Udemy, where you can learn how to “Code Write Your Own Apps” for $38, you have no excuse to not improve. Only 5% of realtors ever invest in a coach or any type of coaching program. There is a reason every top realtor has a coach and takes his/her self-development very seriously.

If you start working hard, right now, on making sure you never make these “Top 3 Mistakes,” you will absolutely succeed. I am not saying it will be easy; you will still have to put in a lot of hours and a ton of action. But, eventually, it will all pay off and you will create the life you know you want and deserve!

Thanks for reading!

  Joshua Smith, Realtor/Mentor/Entrepreneur

-Voted 30th Top Realtor in America by The Wall Street Journal

-Over 5,000 Homes Sold & Currently Selling More Than 1 Home Daily

We are living in the “Information Age,” and to stand out from our competition, you must learn to win the game of delivering great information to the marketplace.

For realtors, the name of the game is: Get people to know you, like you, trust you, and become aware of what you do for a living. Then, as long as you stay in touch frequently, your business will grow.

The internet and technology continue to change how this mission is accomplished, so you must always be adapting to the changes to continue to thrive.

Today’s consumer can search homes, get information, see photos, and much more without our help. No longer is the realtor essential in the home search process; well, at least that perception can be the consumer’s sentiment. So we must ask about which things can be really difficult to find information. What are things important to the consumer that can’t be found on Zillow or other major online search sites? Spend some time on those sites, and you will quickly find out.

If you can deliver the hard-to-find information consumers are looking for, you become valuable. And if consumers continue reading/watching your content, they will get to know you, like you, trust you, and become aware of what you do for a living. And when they are ready to buy or sell real estate, the chances of their choosing you greatly increase.

The cool part is that this strategy is essentially free. Let’s break down a few things to give you some ideas.

What and How To Create Content To Become The Information Portal In Your Market:

First, let’s break down the “How.”

#1: Get a camera that shoots good video (an iPhone or any new cell phone will work). I am sure you already have a cell phone, so this should not cost you any additional money.

#2: Have a website with a blog feature, and which is connected to a CRM/database. I am sure you already have one, as it is essential to have in the time that we are in, so again, should not cost you any additional money.

#3: Set up a YouTube channel. YouTube is 100% FREE.

#4: Have a Facebook account. Facebook is 100% FREE.

Now let’s break down the “What.”

#1: Create a weekly video in which you interview a local business owner. Make the interview about the business owner and not your business. Discuss what the business does, how long they have been open, do a tour of the facility, etc. Keep it under five minutes.

#2: Create videos of local parks, amenities, schools. Anything nice about your area and would attract people to want to live there.

#3: Create videos of local subdivisions/communities.

#4: Create videos of all new build developments.

#5: Create videos of all your listings and any nice homes that you see/preview.

#6: Create a monthly video market update about your local real estate market.

Now that you have all this great content, what do you do with it?

#1: Upload the videos to YouTube and make them public. Make your channel in your name, with your photo, and make sure to put in a great description. 

#2: Embed the YouTube video into your website blog, so now you have a video blog, AKA “Vlog”, then do a written blog about the video you created.

#3: Mass email your blog link to your database as soon as you release your blog (weekly is a good timeframe).

#4: Share your blog on your Facebook page, as well as any other pages or social media accounts you have.

#5: Create a local area Facebook group: Example “Living In XYZ City, State”... Make it a group, not a page, and allow anyone to join. Post each blog in there (again weekly is good).

Yes, this is a lot of work, but work which is well worth it. Think about it this way: As a realtor, you are applying for a job to work for buyers and sellers. When you apply for a job today, what is the first thing the potential employer does after reading your resume? They search for you online and on social media. YouTube is the number two search engine on the planet. And YouTube is owned by Google, which happens to be the number one search site on the planet. Google will drive consumers to your YouTube channel to watch your content, and embedding a YouTube video on your blog is one of the quickest ways to build up SEO (Search Engine Optimization = getting your website to pull up organically on searches without having to buy ads on Google).

In addition to the points in the above paragraph, at minimum you are delivering great content to your database (valuable on its own merit), which then drives your leads back to your website. With Facebook, you are building a local community of people who live in your area and are building connections and allowing potential clients to get to know you, like you, trust you, and become aware of what you do for a living.

As with anything new you take on, this shift in action does come with a bit of a learning curve, but eventually you can can accomplish all of the above in about five hours out of your week. You will meet all the local business owners, builders, school principals, etc. Not bad people to have good relationships with, and you will become “The Information Portal In Your Market”.

Thanks for reading!

  Joshua Smith, Realtor/Mentor/Entrepreneur

-Voted 30th Top Realtor in America by The Wall Street Journal

-Over 5,000 Homes Sold & Currently Selling More Than 1 Home Daily

It all starts with lead generation.

You can deliver amazing service to your real estate clients, you can know the contract inside and out, you can know how to look out for your clients’ best interests, but if you can’t generate a constant stream of leads, you won’t have the chance to excel at the preceding tasks.

So, how do you generate a steady stream of new leads?

How to Generate Leads as a Realtor

You have to start by acknowledging the importance of generating new leads. Every single day, you must make new people aware of you who were not aware of you yesterday, offer those people something of value in exchange for their contact information, and then follow up with them frequently. This is the essence of lead generation and lead follow-up.

Top Lead Generation Mistakes

Most realtors make two BIG mistakes with lead generation.

1. They do not make lead generation a daily priority

If you don’t make lead generation a priority, your leads will soon start to slip. They might forget who your company is and stop engaging with you all together.

2. They pursue too many lead sources.

If you pursue too many lead sources, you won’t be able to master any of your lead sources. Start off with creating one source for your leads, and then build on that foundation.

Now that we have gone over some of the biggest lead generation mistakes, let’s dive into the right way to capture leads and how to nurture them.

Capture More Leads and Nurture Them Effectively

**1. You must make lead generation a daily priority. **

You have to wake up each day with a plan in place to generate leads. Block off that time on your calendar. You must become intentional each day with your lead generation.

**2. Success is not found in doing 1000 things but in doing a few things brilliantly, thousands of times. **

Don’t try to focus on having twelve lead sources, but instead, focus on three or four. Do those three or four things constantly to become world class.

What is the best lead generation source? It doesn’t matter. The only thing that matters is your consistency and willingness to generate leads day after day. The best source is the source you enjoy, and the one you will continue to use over and over and over.

Identify your personal strengths, and then identify the lead generation methods that align with your strengths. For example, if you love talking with and networking with people, then try joining local networking groups and working those groups for new leads. If you are more introverted and don’t like networking, try Facebook lead generation.

If you study all the top producers on the planet, they have different lead sources, of course, but the one factor that runs through the most successful realtors in the industry is a willingness to be radically consistent.

Lead Generation Task List

1. Break down your personal strengths.

2. Identify three to four lead generation methods which align with your strengths.

3. Block off daily time on your calendar to intentionally work those lead generation methods.

4. Go build a constant stream of new leads to fuel your success in the real estate industry.

How Are You Nurturing Your Leads?

What’s next? It’s time for you to discover how you can better nurture your leads.

Do you have a form on your website to capture their contact information? Are you part of a FB group with people looking to sell or buy a home? Find out what lead source is best for your business, and then utilize it!

This blog was originally published on May 22, 2020 and has been updated for clarity and with the latest information.