By Candace Adams
A few months ago, I declared to our 1,800 agents that 2019 was the year of BOLDNESS. The dictionary defines bold as, "showing an ability to take risks; confident and courageous." Success in real estate sales is dependent on confidence and taking risks to get the deal done. We all know that. But in my opinion, being truly bold means understanding and going back to the basics. And I believe that being bold is one of the most important factors in setting yourself up for success in real estate.
Stand Out From the Crowd
HomeLight data shows that there are over 2 million active real estate agents in the U.S. That’s a lot of competition. And that doesn’t even take into account the disruptive companies in the industry (you know who they are). With 5.34 million existing homes being sold in 2018, according to data from the National Association of REALTORS ® (NAR), it’s very easy to get overlooked.
According to real estate coaching and training agency Buffini & Company, 150 million leads were sold to agents in 2018 for 5 million homes sold. Think about those numbers for a minute.
To me, being bold means going back to the basics and actually doing them! Become an expert in the community you serve. Don’t rely on leads being sold to you; create your own leads by doing the leg work. Create an environment where past clients want to use you again and recommend you to their friends. Make the calls, send the letters, knock on the doors. Network in-person and on the web. Tell everyone you are in real estate via all of your social media channels!
Make It Personal
Building relationships with my colleagues and clients is the most fulfilling and important part of my job. Real estate transactions require a deep knowledge of process but also of people. So much of our business is based on trust and building personal connections, and I’ve found that nearly every successful person in the industry will tell you that your relationships will make or break you in this business.
And while face-to-face interaction is key to cultivating relationships with your clients, embracing technology is important too. The top 3 tech tools that have given the highest quality of leads are: social media at 47 percent, MLS site at 32 percent, brokerage's website and listing aggregator site, both at 29 percent.
Don't Be Afraid to Take a Risk
The bigger the risk, the bigger the reward. Scary to think about, I know. But in order to get the deal done, or get the big client, you need to step out of your comfort zone. The biggest risk I have ever taken was opening Berkshire Hathaway HomeServices New York Properties in New York City. We were essentially a startup, albeit under the umbrella of one of the most powerful financial companies in the world. Two years later, I'm incredibly proud of the commercial and residential teams we have assembled.
Being BOLD means leaning in—being authentic, compassionate and committed to providing the best experiences to your clients. Be bold and don’t be quiet about it!
Candace Adams is president and chief executive officer of Berkshire Hathaway HomeServices New England Properties, Westchester Properties and New York Properties responsible for overseeing the brand's operations and 1,800 agents across Connecticut, Massachusetts, New York and Rhode Island.