First quarter of 2019 is gone. I am so proud of all of the agents that are blasting through their goals and already ahead of schedule. I spoke to an agent during the last week of March that has already hit 42% of his financial goal for the entire year. And he did that during the first 3 months. Congrats.
We have empirical evidence showing us that we’ve been in the hottest market that this country has ever seen. So you have no excuses. There’s ZERO reason that you aren’t getting a boatload of these clients to go with you. For most agents, they simply struggle with obscurity. If they had a little bit of confidence in their marketing, they could simply get it out there so that the marketplace knows who you are and what you offer.
However, if you have zero confidence in your marketing, you’ll make every excuse in the world NOT to do it because you don’t believe it’s going to work anyway. This can all be changed with simple testing on a small scale. For me, I do it the other way. I simply know based on experience that certain offers will do well in the marketplace. And I also know that even me (the one and only Greg Luther) can FAIL MISERABLY if I send out an offer to 500 homes but will guarantee a victory if I send that offer to 2000 homes. Why? Because there’s a chance that none of the 500 are looking to move right now even if I offered to sell their home for free. But there’s a much greater chance when going to 2,000. So I won’t risk failure by going small. I’d rather go big and win every single time. It’s nearly impossible to send a great offer to 2,000 homeowners and not have a few of them that have been thinking about making a move and we just happen to hit them at the right time.
Let’s imagine that with postage (EDDM) and printing I’m paying .50 cents each for that marketing. I can send to 500 homes for $250 or to 2,000 homes for $1,000. Trust me when I tell you, I’ll spend the $1,000 every single time because if I spend $250 and it doesn’t work, I’ll start doubting myself, the business and general marketing as a whole. I won’t allow myself to fail that way. I know what kind of damage that would cause to my business mindset.
A better approach is to send to 2,000 homes, get a couple of closings (even if it was ONE, you turn $1,000 into $10,000) and then figure out if I can go from 2,000 houses to 5,000 houses with no suppression in response.
During this April Fools month, don’t fool yourself into thinking that “saving” money does anything other than force you into poverty. I’ve heard agents say that they can’t afford coaching and can’t afford marketing because they don’t have any money. I secretly know that they will be in a WORSE position 60 days from now and FAR worse in 120 days, possibly out of the business all together. Be careful how you talk to yourself as you are the only one you truly believe! Positive thinking, positive actions.
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