By Toby Boyce
I am the technology director for my office and have been doing a lot of teaching and developing new continuing education classes to assist those agents that are still struggling with technology and harnessing it to improve their business.
To develop a sense of what was needed, I spent a lot of time talking to top-notch agents … you know, those who make up the “cherry on top” of the Central Ohio real estate industry. It became very apparent that I was neglecting a key piece in the business.
Of course, just like the majority of agents, I have the business plan in the corner gathering dust written in an hour of inspiration to be looked at every May to see what goal I missed on or never achieved. But when was the last time you really had an evaluation?
You evaluate your leads as they come through the pipeline … usually on a “can they or can’t they” buy basis. So why aren’t you doing the same thing with yourself?
These top-notch agents all had teams. They had multiple buyer’s agents and make no bones that they ranked their buyer’s agents based on ability to achieve the ultimate goal – close the deal in a way that is consistent with the team’s values and objectives. Ouch. That seems harsh doesn’t it in this world of “competing is good enough,” but isn’t it a refreshing thought?
Top-producers consider Web leads to be “c” leads and will send it to her “c” buyer’s agent. Of course, she doesn’t say that to the agent but rather sells it as you’re my buyer’s agent for all the Internet leads.
Yet, us “geeks” are quick to comment on the leads that our Web site generates for us and how much business we close from the online/social mediums. Yet, these top agents weren’t seeing it. Now don’t get me wrong, they “get it” but they just don’t see it as their main income string.
I struggled after those meetings as I looked at my own business. I’ve been working my tail off in this business to realize that I’d be nothing more than a “c” agent on a top-notch team. Talk about an evaluation that stunk. It was very similar to watching Ohio State play in a bowl game, you went in with great feelings and left empty, hurt, angry, sad, but most of all disappointed in your performance.
The stiffest drink is often realty. And when you get served that drink you have two options – take it on the rocks or just toss it back. I took the high road and have looked at how the top-agents are doing their business. I’ve realized that I can still be a maverick, but need to implement tried and true business practices that will allow my little “team of one” to survive and not become a statistic.
I’m planning on passing my next evaluation. How about you?
Toby Boyce, MBA, is a real estate practitioner with Keller Williams Consultants Realty in Westerville, Ohio. Visit his Web site: www.delawareohrealestate.com.