During this week I spoke to 3 different struggling agents who were discussing their challenges with me. When I asked about their marketing, the responses were the same. Money is too tight to spend on advertising. I asked all three the same question. So how's that working for you? In one case I spoke to that agent at least two other times in the last three months and gave several ideas for generating business that would cost little or no money. To date not one has been tried. You can predict the results without a crystal ball.
Last evening I was in the Rec. Center where I run the community chess club. My car was parked in front with my Century 21 signs on the sides and my website address and slogan "Not Just Another Pretty Face" lettered on the rear window. (My wife's vehicle is adorned with the same signage.)
Shortly after arriving a young couple walked in and introduced themselves to me. The wife was a REALTOR® who I had not met before. She saw my car with the slogan and pointed it out to her husband and said that is the guy with the big mall signs. After we introduced ourselves to each other, she asked if my marketing was working. I almost started laughing. It made them want to meet me, didn't it? Instead of my usual wise crack response, I said it was.
- Struggling Agent: How are you surviving in this terrible market?
- Me: I think the market is pretty good.
- Me: How long have you been in the business?
- Struggling Agent: 5 years.
- Struggling Agent: I hear about 30% of the agents locally are getting out of the business.
- Me: There must be a ton of new agents, because our Board membership seems to be up. Me: What kind of marketing are you doing?
- Struggling Agent: Oh, I am doing my own thing.
From her comments and the fact I have never heard of her, we can assume it is not working.
I have told this story many times, so if you heard it before I apologize. My older brother told me something very profound over 25 years ago when I was new to the islands and having trouble finding a good job. He asked how many job interviews I went on that day. I said three. He said not enough. He asked how many hours a day did I plan to work when I get a job. I answered at least eight. He then said something I have applied to many situations. If you are not employed, you have a job; it is finding a job. If you spend eight hours a day job hunting how long will it take to find a job? The answer is obvious, not long. I got a great job a couple days later.
If you do not have clients, your full time job is getting clients. If you spend eight hours or more a day on your marketing how many clients do you think you can get in a month? On the other hand if you sit home and complain about how bad business is, you should start planning your next career.
If you are a struggling agent; dust yourself off, plan your 8 hours a day and stop by and tell us what happened. It is not easy, but with good planning and hard work you will succeed.
Randy L. Prothero, REALTOR®
Broker-in-Charge, ABR, AHWD, CRB, CRS, e-PRO, GRI, MRP, SFR
Team Leader - "The Prothero Group"
Randy Prothero is well established as an expert in working with military / VA clients and first time home buyers. His home seller's (listing) campaign is one of the most aggressive marketing programs in the area. His luxury home listings sell faster and for more money.
Based out of Mililani, Hawaii. Randy services the island of Oahu (Honolulu County) Performs mediations and ombudsman services for the Board of Realtors. To improve overall professionalism in his area Randy also offers classes for real estate agents.