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The other day my wife and I were watching a documentary on HBO called “The Defiant Ones”. It was a documentary focusing on Jimmy Iovine, how he started out as a kid sweeping up floors in a recording studio, to a sound engineer, to a record label mogul, and ultimately to him and Dr. Dre becoming billionaires with their sale of Beats By Dre headphones to Apple.
The multi-part documentary is fascinating. Aside from me always being interested in how moguls made it in their respective industries, the documentary includes interviews of virtually every superstar musician he ever worked with. While all those things made this documentary truly interesting and entertaining, it was one thing that Jimmy said while he was being interviewed that totally stuck with me. When asked for any advice he would give others that wanted to follow in his footsteps, he had a very simple reply:
“Never stop being of service.”
This is a very powerful statement. It’s a mantra that anyone in the world should strive to live by, but what hit me the most with this statement is that a more true statement has never applied to the Real Estate Industry. Realtors® are here to service people. Good Realtors® never stop servicing the people they work with, therefore making them invaluable assets for all their client’s needs.
Keeping Things In Perspective
Real Estate can be a very, very competitive business. You are competing with agents in your farm area. You are probably even competing with agents in your office. Everyone wants to be the top producer. New agents come in and they want to be “that person”. They put the time in, pay their dues, and if they do all the things correctly, they one day become a top producer.
If you look through marketing collateral that comes to your home from agents in your area, I’d bet dollars to donuts that there are some agents that have lost sight of all the things they did to get to where they did. Their marketing shifts and instead of being “service oriented”, they start marketing themselves with their stats, ranking or sales volume. I get it, they worked hard to get to that point and are proud of it. There is nothing wrong with that. The thing of it though is most homeowners do not identify with this. In some sense, all humans are a little greedy. Homeowners want to know what is in it for them. If you aren’t showing them how you can help them, educating them and giving them value added information, you aren’t going to keep their attention and they are likely to ignore you all together.
Always Be Of Service
So how do you keep homeowners engaged with your marketing and therefore you? It’s simple. Be of service. Jimmy hit the nail on the head and this statement, followed correctly will turn you from an agent that homeowners know of, to an agent that homeowners seek out to get advice and or Real Estate assistance, faster than you can imagine possible.
Crafting your marketing plan to educate homeowners, and addressing needs and situations their community or they themselves might be going through are two great places to start. The truth is there are many great ways to craft a marketing plan that makes sure you are being of service to your marketplace. So many in fact that I think I’m going to write another article showing some examples of how exactly you can put these types of campaigns together.
The bottom line is givers gain. This is a universal human fact. There will always be ups and downs in your career, but if you are always honest and always strive to be of service to those in your marketplace, they will rally for you and you will always succeed.