Your Ineffable Job Description May be Obfuscating the reality of what you do.

I think it’s safe to say that all of us have a desire for gaining more “traction” in our careers.

“Traction” includes having a steady flow over time of the “RIGHT” Clients/Customers for your business?

Every business owner faces this challenge each and every day.

Where’s that delicate balance of persistent consistent lead generation and serving the leads that come?

As with any pursuit, having in mind a clear vision (description) of who these “right” prospects is “Job ONE”.

Who are these people you wish to serve?

Why?

Where are they?

When they work with you, what is the issue or opportunity you help them resolve?

How clearly are you “broadcasting” your desire to serve these people who NEED what you have to offer?

How frequently do you remind them how you can serve them and other people (friends, Family, work associates) just like them?

We know that birds of a feather flock together, so the secret sauce for finding that perfect traction for your business is to “hang with” these right people and make it easy for them to remember you when they encounter another human who needs what you have to offer.

So . . . What’s your title?

Which is more descriptive?

“I am a Real Estate Consultant”

or

“I help people buy and sell houses in West Nashville and Brentwood”

As Owner and Principal Broker of Pareto Realty . . .

“I coach and support the “Vital Few” member agents of Pareto Realty in their pursuit of building and growing consistently productive niche businesses as they enjoy the healthy life rhythm they want and deserve. “

What’s YOUR title, and who do you serve?

Why?

The Peril of Herd Mentality House Pricing

Of course, the herd MUST be heading the right direction, right?

Maybe not!

What happens when the lead cow starts heading towards a 1000′ cliff?

Well . . . odds are good (without question) that most, if not all, of the herd will follow and perish. There’s an inherent tendency for folks to trust the herd . . . It’s a “safety in numbers” comfort zone thing.

To some degree, we ALL go the way of “the mass of men (who) lead lives of quiet desperation.”  (Henry David Thoreau)

We love “crowdthink” especially when the herd is going the direction we wish to go – in alignment with our goals and aspirations. We yearn for validation and “belongingness” and join the natural flow of this herd because it feels good . . . that wonderful feeling of travelling with others whose ideas resonate with our desires.

Just as this can result in catastrophic ends with the aforementioned cattle, so can it be DANGERous for well meaning folks who see dollar signs in their minds when they notice that their next door neighbor has a “House for Sale” sign in the front yard . . . and they discover that the price of the house is WAY more than you thought it could be.

Next day . . . another sign pops up in front of a house down the street with a similar price.

Hmmm . . . If THEY can sell THEIR house for THAT much, I definitely should be able to sell MY house for MORE because my house is WAY better than theirs . . . so those signs . . . They continue to pop up in more yards as the herd forms. Surely, all of us can’t be wrong, right?

So . . . I call a REALTOR friend to list my “Castle” as soon as possible. I want to get while the gettin’s good.

My REALTOR shows up and seems less enthusiastic than I expected. In fact, she seems to be a bit “Debbie Downer pouty” . . . Why isn’t she as excited as I am?

Unfortunately, she tells me she has some unfavorable news to break to me. She tries to lighten things up a bit by saying that this will just be a pinch of reality . . . y’see, she has what she calls a CMA (Comparative Market Analysis) and it tells her that the ENTIRE neighborhood has priced their houses @ 12% higher than the recently closed sales of similar houses . . . and that they are soon all going to be competing in a race to the bottom.

While this is not what I wanted to hear, I am thankful for this (my favorite) REALTOR who was willing to tell me the TRUTH. She saved me from the tumultuous experience of myriad showings and price reductions and uncertainty by advising me to listen to the market and price my house competitively.

Yes! I was late to the party and advised not to follow the herd, so my house SOLD at a reasonable price very quickly.

Thanks to the herd, MY house was standing in a field of its own as a “Good Value” for appreciative Buyers.

Some times it behooves us to Break away from the pack

Being generous with Content

Everyone is a squirrel looking for a nut.

or . . . a Hammer looking for a nail.

For a sales-human, the pursuit is for that “Convertable Lead” who, with proper and diligent cultivation (follow-up), will ultimately become a “Customer” by agreeing to an appointment and become a CLIENT through earning their respect and trust by way of an empathic “Listening Consultation.”

One thing I’ve learned throughout my 25+ years as a Real Estate Sales Professional and Principal Broker is that people take trusted action faster when they are well informed about how this process works.

Many REALTORS miss the mark in this respect because they assume that the Home Buyers and Sellers know things that they don’t.

I’m not sure why this is . . . perhaps, with more experience, there’s a tendency to get a little sloppy.

Once you accept “little sloppy” performance, the “bar” lowers, and over time continues the slide in a race to the bottom.

I believe it’s essential to deliver the same level of service to ALL clients ALWAYS.

This includes all of the ways we can establish ourselves as THE SOLE RESOURCE FOR ALL THINGS REAL ESTATE . . . We do this with consistent communication with all of our “peeps” in our Niche Sphere of Influence in myriad ways – Blogs – Social Media – Direct mail – Websites – Telephone follow-up – and social gatherings.

When you become THE sole resource for all things real estate, you earn the badge of “EXPERT”, and people start saying good things about you even when you’re not in the room . . . and this leads to more business.

There are no shortcuts – only persistent consistency of useful communication in a variety of ways.

Last month, I added a BUNCH of new content to the Pareto Realty Website about the process of Buying and selling houses.

It’s ALL FREE for anyone and everyone to “consume at their leisure.”

Below are 3 links of valuable content which I hope will benefit you.

All boats rise with the tide . . . As 1 succeeds, so do we all.

Pareto Realty is on the hunt for some new “Vital Few” REALTORS to join our firm. If you are a REALTOR in Middle Tennessee currently selling 5-15 houses/year and a desire to sell more, let’s connect! Email Barry to schedule an appointment.

Facilitators of Human Potential

Yesterday, I was exposed to a most amazing “workspace for makers and artists”

My friend Roger Conner randomly sent me a text last week.

He and I have not connected in a while, and I always enjoy spinning ideas with him, so I accepted his invitation without having any inkling of the purpose of the meeting.

We agreed to meet at 2:00 yesterday, and he suggested we meet at “The Loading Dock“. I had no clue what that was, but WAZE knows where it is, so I embarked on this journey into the unknown.

When I turned in to the gravel driveway, I saw a very random collection of interesting looking buildings. It was not easy for me to even hazard a guess as to what this place was about. I couldn’t help but notice the Billboard in the sky above the main building . . . It said “Throw Axes & Drink Beer”.

Turns out that was only one of many businesses within this dissonant campus. There was an “Apple Store”, an RV rental operation, and “The Loading Dock” which turned out to be a very cool coffee joint.

I didn’t see Roger, so I sat and cleared my voice mail, sent a few text messages, and soaked in the ambiance of the place. I overheard a couple guys in conversation about some very intricate measurements relating to some kind “built-in benches” for a house . . . These 2 guys were definitely not the ordinary “Trim Carpenter” type . . . They were definitely “Artists”. I would later learn that they are “Makers” . . . People who make those things that solve everyday issues for ordinary people.

@ 2:30 – still no sign of Roger, so I sent him a text: “Am I in the right place?”

Indeed, I was. Roger showed up and invited me into a most interesting workshop.

You know those times when you ask yourself: “I wonder why someone hasn’t thought of building this thing that serves a functional purpose AND it aesthetically pleasing?”

Yeah! This place is “Ground Zero” for some very talented makers and artists.

If you can imagine it, they can (will) build it right there – Wood, Plastic, Metal . . . You tell them what problem you want solved, and they’ll design and build it . . . beautifully!

These amazing humans pay a “Subscription Fee” for the use of top notch equipment to create things that are literally “one of a kind”. The name of this place is:

Check out their Website https://www.forthouston.com/

My friend Roger is doing some fabulous woodwork – a guitar stand – Music stands – beautiful kitchen cutting boards (made from scrap from other people’s projects).

These Makers/Artisans do this work because it’s the work they love . . . and they’ll build anything you can dream for a reasonable price.

So . . . Why did Roger invite me there (other than to catch up with each other)?

Turns out, these folks are facing the possibility they could lose the space they are in. They are a “Non-Profit Org” and do not have the funding to pay “market pricing” for rent. Roger and I talked about many different ways we could imagine solving this problem:

  • A financial windfall from the ether would be nice but not a likely happening
  • Of course, they could turn this operation into a “Business” which seems disingenuous in the sense that the pressures of “normalcy” might spoil the creative vibe
  • The REALTOR in me is wondering how many large warehouse of manufacturing buildings are sitting empty in Nashville. Some of these might have already been purchased for future development and could be 3-5 year locations for Fort Houston while the owners work on the design, funding, and zoning approval for their projects.

We didn’t find the solution yesterday, but I know we will when the time is right.

I hereby invite you to check it out. WAZE will take you there, and who knows . . . You might be inspired to stick around and try your hand at building some cool things.

Within the next couple of weeks . . .

You’re going to encounter just the person I’m looking for!

I know this may be eerie and even a tad uncomfortable for you.

After all, how could I possibly predict this happening with any possibility of accuracy?

I understand your skepticism, but please indulge me for a moment.

You, too, possess this “power” to create the conditions in your life such that I encounter just the person YOU are looking for within the next 21 days.

I’ll scratch your back, if you’ll scratch my back . . . OK?

Here’s how this works.

I’m going to describe to you precisely this person I am hoping you will find for me:

I’m actually looking for 2 people:

  • Person 1 is a Real Estate Sales Professional licensed in the state of Tennessee. S/He has sold and closed between 6-15 Home Sale transactions in the past 12 months. S/He understands the value of specializing in a specific Niche, is not currently ecstatic about the current Brokerage, and wants to significantly increase volume of sales while enjoying a quality of life flow.
  • Person 2 is one of your friends, family, or work associates who is in the midst of a “life happens” transition precipitating a need to make a move within, into or out of Middle Tennessee. The circumstances could be an increase or decrease in humans in the home, occupational shifts (job transfer), personal matters (new babies, young adults leaving – emptying the nest, births, deaths, marriages, divorces, or just an itch for a change of lifestyle.

When you DO encounter either (or both) of these people, simply say:

“AHA! Barry told me we would meet soon. Can I have Barry give you a call? Barry is the perfect person to help you with your scenario.”

I’ll do the same for you!

Everyone WINS!

PS: The “Secret Sauce” of this Lead Generation strategy is known as the “Reticular Activator”. As a direct result of us learning each other’s needs, we have turned on a subconscious filter in our brains which decreases the “noise” (clutter) just enough for us to recognize the “right people” to refer.

VOODOO MAGIC, eh?