Love Your Customers, Ignore your Competitors

March 20, 2019

“Build something 100 people love, not something one million people kind of like.”
–Brian Chesky

Doomsday Predictions

I don’t know if you are like me… but I’m tired of hearing all of the doomsday predictions that are out there about how our line of work (real estate) is going the way of the dinosaur.  The experts are telling us that the new shiny internet giants of Redfin, OpenDoor, Zillow, and the big tech real estate companies, and the dominant players in the market are going to take your business away from you.

Now, I’m not a “stick your head in the sand” kind-of guy.  There is a reality that we all need to be aware of and that is the reality of progress and change.  As things change around the country and as our industry shifts, more and more agents are going to have to seriously up their game to provide a service that is worth the price we’ve been charging for a century now.

Real Estate is a big investment.  It’s also a big financial benefit to those who sell and buy, our clients.

Stop Cowering

We must not cower to prevailing forms of thought that seek to discourage us, disparage us, and constantly challenge us to be better and to do better.

Today, I want to offer you three attitudes to keep in your arsenal at all times.  These attitudes will strengthen you, embolden you, and remind you that you have what it takes to offer people something that these “Giants” cannot offer: You.

Three Attitudes

  1. Awareness.  If you don’t watch out, you’ll be blindsided by the changes around us.  You can’t stick your head in the sand and ignore the massive change and shift that is taking place.  Keep your head up. Watch the trends.  Look at the Statistics.  Weigh the options.  “Stay alert, stay alive,” my dad used to say.  It was true then, it’s true now.  Awareness is essential to your survival in this market.
  2. Attentiveness.  Your clients (both past, current, and future) are able to tell if you’re attending to them.  They need you to stay calm.  Just like you did when you were helping them deal with that major repair issue or helping them decide which house to put an offer on… they need you to remain calm as the turbulence increases in the market.  There is much to be aware of, but it is not to be done at the expense of your attentiveness to your clients.  They need stability, and your stability in unstable times is something people in the market need to see as we face new challenges to our industry.
  3. Courage.  Wake up each day to face your fears.  Courage is not the absence of fear.  It is moving forward in spite of it.  Don’t fear failure, fear being paralyzed by your fear.  Keep moving forward.  You’re not dead.  The market isn’t dead.  Rumors will spread for years to come about the future of your industry.  Don’t deny change, but don’t let it paralyze you.  You be the one who is selling homes when no one else is.  You be the courageous one to stand strong on the value you bring to the process of a real estate transaction.

The big box Real Estate firms and internet giants cannot compete with the relational equity you’ve built with your clients.  You need to press in to the relationships you’ve built.  These clients are your friends and your family.  They are your business partners and the people you do life with in your city.  When people have a real estate question, they should be coming to you for advice.  If you aren’t setting yourself up as the “Go-To” person in your city for help, counsel, or advice in Real Estate… then you’ve got some work to do.

Don’t let the competition scare you.

Love your clients.

Ignore the competition.


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