From Gary Keller’s Best-Selling Book, The Millionaire Real Estate Agent
I’ve been reading through some passages of Gary Keller’s bestseller and thought I’d share some of those with you. I highly recommend you pick up a copy–his book is easy to read and packed full of great information.
It’s for the beginner or the seasoned pro and it’s not only a book that provides step-by-step information about being the best real estate professional you can be, but how the steps you take to do that is directly related to your life, overall. Success is measured by more than just financial success–financial success is just one result of charting a successful course for your life.
Those who know me personally, know that one of best strategies I’ve used to determine my success is having a very strong sense of self-worth. This intrinsic value is one that was instilled me at a very young age and one that has helped me obtain goals and dreams–it continues to serve me very well. Having this “tool” has brought others into my life that share the same ideals, values and principles that I have.
One of toughest obstacles that stand in the way of achieving success is the difference between how you view yourself and how others view you.
Are you presenting yourself as a real estate specialist? Does your experience and actions reflect that? Do you surround yourself with like-minded and highly talented colleagues and individuals?
“Success leaves clues.”
MODELING–THE CORNERSTONE OF SUCCESS
We learn to take cues from those who blazed trails of success before us. We model ourselves after those who we admire. Keller alludes to this concept in his book–the reason for his mega bestseller was from taking cues from highly successful people. Talking to top producers he’s worked with, calling those he hadn’t but admired and reading material from nationally-known authors that have produced their own kind of success models.
Here’s what they all have in common: High achievers apply basic principles in order to reach success. They learn from others and filter those lessons through their own set of circumstances–their own strengths and weaknesses and they take action.
Once you establish a model for employing successful strategies, you’ve got to put your own innovative and creative thinking in place. We did this by using the successful, proven methods we used as the Bracha Group, then tweaked and refined that to merge with Keller Williams’ successful foundation.
When you add creativity to a practiced and proven model, you will always have a much greater chance of achieving your highest possible results.
Gary Keller’s Best-Selling Book "The Millionaire Real Estate Agent"
Keller explains how most successful agents have some natural ability–our skills in sales, marketing, negotiating and persuading have served us well in our chosen profession. But, at some point, you’ll hit a “ceiling of achievement.” Depending upon how you use your creativity is in direct correlation to how/when you breakthrough that ceiling to the next level. He explains this as a cycle–one in which, whatever your profession–you experience throughout your career.
The best way to experience those breakthroughs is to set the bar high–adapt to the right foundational model–one that inspires you as the “sky being the limit.”
Keller experienced this epiphany in the mid-80s when KW was a very young company and the economy was in a downturn. He began to study what other successful people had been doing and systematically involved his team in the modeling process. I did the same in June of 2009–I hit the streets and involved my team in the process. In a down economy, we sold over $2M in two months!
Model. Foundation. Creativity.
The Three L’s of the Millionaire Real Estate Agent
In a previous blog, I told you about how we were being proactive in seeking out and acquiring LEADS, the first core issue of the three L’s.
Whatever your chosen profession, you’ve got two jobs. I’m a Manhattan real estate broker because I’ve got the credentials, expertise, experience and background to back that up. My other “job” is lead-generator. If I don’t have customers, it doesn’t matter how much expertise I have in Manhattan real estate, how many awards I’ve won or how much time I’ve spent building a brand; to succeed and put the plans I have in place for the Bracha Group, I must constantly seek out new ways to acquire leads.
LISTINGS. Keller refers to this as “The Gift of the Real Estate Gods.” How you promote those listings, the amount of time you commit to working them, can result in a highly-productive month or not. The goal is to personally obtain 15-25 seller listings per month. Sound inconceivable? Not with the right approach and over time, this goal is more than doable. One listing, properly marketed should generate enough leads to produce a minimum of one closed buyer.
Remember that the next time you’re trying to decide on whether to invest in a dynamic advertising campaign–direct mail, ads, signage and open houses–those listings you advertise all serve as a lead-generation platform. Seller listings mean marketing opportunities.
LEVERAGE. When I first started in real estate, I worked long hours–16-hour plus days, weekends–whatever it took to establish myself as a expert in the industry. As I became more experienced, I learned how to work smarter and earn more in the same amount of time or in less time than when I was a novice.
How do you accomplish this? Through leveraging people, systems and tools. I’m not an expert in everything–that’s why I hire the most talented people to create profitable opportunities for me and my team. The Bracha Group didn’t begin with 20 plus people, but over time, I’ve hired the best of the best because I needed those individuals who contributed to the whole. Marketing specialists, administrative professionals, client care specialists, contract managers, human resource administrators and top-notch agents make up our team. They help put the systems in place using their tools of expertise.
Keller refers to leverage as the Who, How and What of your business. Nothing takes the place of great talent. The Bracha Group has a record (one that we will surpass) of selling 114 units in two days. Great talent makes a huge difference!
The Sky’s the Limit
Success isn’t an elusive intangible that you dream of one day acquiring. It encompasses more than just monetary wealth. It’s a way of living your life, setting goals and achieving them over time, surrounding yourself with like-minded individuals who are inspired by your accomplishments and passing on your knowledge to others.
What’s the Bracha Group’s goal? To be the number one brokerage in New York City within five years. I’m certain we’ll achieve that goal and many more as we journey through this new and exciting venture.
For more information about how you can join the dynamic culture of Keller Williams New York City http://kwnyc.com, give me or my team a call at (212) 838-3700.
Reference:
Keller, Gary. The Millionaire’s Real Estate Agent. New York: McGraw-Hill. 2004. Print.
