Become Go-To Real Estate Agent [Easier Lead Generation. More Referrals]
If you want to become the go-to real estate agent because you don't want to just be the order taker or the person that has the keys and can open doors…
If it feels lucky when you do have a real estate client and success feels a little bit lucky and unpredictable at the same time… keep reading.
Let me guess…
You don't want to be the person that is being a hardcore, selly, pushy salesperson.
You don't want to be pitching all the time.
Well, that's what we're going to cover here:
The 4 Levels Of Sales
How do we get to the top level, becoming the Advisor?
Why being an Advisor is so beneficial
Four Different Categories of Real Estate Agents
There's no wrong level.
Any level is fine.
Everyone's going to have different strengths, different focus areas. Maybe one level works for you and you're succeeding at a high level there.
And there's nothing wrong with staying there if that’s where you want to stay.
But let's figure out the different levels, how do we get to these levels, and what each level means.
1. Retailer
The retailer is the order taker.
They are the person that is just sitting around. They are waiting for the business to show up. If they get a lead, an appointment or client, it was basically the right time and right place.
It's hard to track what you did in order to earn that business if you did anything at all. And sometimes that's okay.
There's nothing wrong with starting in that place and maybe getting lucky every once in a while, but here's what I can tell you, being that order taker or retailer starts to wear you down emotionally and mentally.
That inconsistency, unpredictability, not knowing where your next transaction is coming from, not knowing where your next appointment, next lead, or your next client is coming from really starts to weigh you down.
2. Pitcher
A pitcher is a real estate agent that is very direct. They are the ones that are doing google ads or very direct response marketing.
They're probably spending some money on Zillow or other lead aggregator sites.
They are not afraid to pick up the phone, prospect, cold call and not just target Expireds and FSBOs…
They're totally okay targeting everybody.
They’re gonna go door knock an entire neighborhood, they were gonna call around a block, called Circle Prospecting.
They're going to be very direct in their approach.
Maybe that's for you and maybe you feel like you need to do that because you want to generate some business right now.
There's a better way than just straight pitching, thinking everyone's a client and treating everyone like they need your service because it’s my belief the biggest damage that you can do to your mental and emotional resilience is constant rejection.
If you treat everybody like they're a potential client and then they reject you, it will wear you down.
Maybe you justify, “if the ratio is to get 99 NO’s to get that 1 YES, then I'm gonna do that.
I'll do whatever it takes.”
That's a good perspective to have.
And maybe you can sustain that for a year, maybe two, maybe you can do that for 5 years, but can you do that for 10 years? Can you really do that for 10 years, 12 years can you do that for an entire career?
How long before you fall into a deep funk you can’t pitch your way out of?
3. Influencer
We see the influencer a lot right now.
I'm not talking about just social media influencers but real estate agents have this approach too. When they're doing a lot of branding, their image on the yard sign or looking like a model on Instagram.
There’s a lot of photos of them, instead of photos of homes.
Instead of actually doing something that's providing value, they're just saying “come to me and use my services because I am everywhere.”
If this isn't your personality, if you don't like being in front of a camera, if this makes you feel a little bit uneasy, you're not gonna be able to sustain this for very long.
Like my wife Katherine, a beautiful, intelligent woman, incredible as a real estate agent, incredible as a businesswoman, savvy marketer...
She doesn't like to get in front of the camera that much, it's just not her personality.
If there's anyone that could be an influencer in the real estate industry, it would be my wife Katherine. She chooses not to do that because it's not her personality. It doesn't match up, it doesn't align.
If this isn't you, if you don't feel comfortable constantly doing selfies or paying another videographer or photographer to follow you around and take a picture of you, pretend like you’re on your phone making a call and then you're posting that to Instagram and hashtagging it up that doesn't feel like you, you don't have to do that!
So how do we get to this top-level?
4. Advisor
The Advisor level is what we're looking for! We want to become the Advisor.
Here's the secret to this:
We start at a Retailer at the bottom, Pitcher next level up, third level is the Influencer and at the very top is the Advisor.
The thing to remember with being the Advisor is you're putting all three into place.
You're willing to be a retailer because when you're advising, people are going to show up. It's going to be unpredictable in the short term because you're not going to understand how your content, how you market yourself, how you put yourself out there, the information, the value that you're sharing, actually shows up to people in the end.
You’ll also be a Pitcher in that you're going to give calls to action at the end of your content. Otherwise, what are you doing is like providing goodwill into the marketplace. You're educating, you're informing, you're entertaining, you're providing value, but the prospects, the leads, the clients, are going to go use another real estate agent because you're not giving calls to action to let the people know what to do next and to work with you.
As you move up the levels, you’ll even be an Influencer because the information, the value that you're serving is going to be so informative, so valuable that you're going to pick up leads coming to you, prospects coming to you, clients coming to you. You're going to have more inbound referrals coming in because people are going to be like tagging and sharing your content marketing.
WHAT NEXT?
Go check out Episode 149 of The Daily Show Up, where you’ll hear about how to create a 5-star offer and this is one of the big first steps into becoming an Advisor.
Because my suggestion is you start with your 5-star offer before you worry about marketing or lead generation. What is the value that you provide to your audience? What is the problem that you solve? what is the service that you offer?
Once you know what your 5-star offer is then you can reverse engineer all of your marketing from there and that moves you in to become the Retailer, Pitcher, Influencer and finally the Advisor.
When you are ready to take things to the next level and want to do it faster, hop on a call with me and have a Level Up Conversation…
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