The Right Mindset in Real Estate

Willing to Change Your Mind about your Real Estate Business?

Everyone has a story, reason or an excuse why they can’t do what we are supposed to do every day in real estate, including me!

 “Conformity, we all just do what all the others do to fit in.” ~Albert Schweitzer

Did we get into real estate to be like everyone else?

Tick placed in awesome checkbox on customer service satisfaction survey form

Is it time to stop conforming and start separating ourselves from the herd?

In order to stop the conformity, we must take control of what goes on in our heads. The right real estate mindset is nothing more than looking at what “thought” we hope to have at any given moment regarding ourselves, our business or what we are doing.

I remember getting in a small fender bender, call it a bump on the back of the car and the other person going on about how bad the accident was and making up this big story and acting like the whole thing was true.

It is our job to develop the mental strength to not allow us to react this way and to be honest with ourselves and others and develop a stronger mindset.

A large portion of the world operates in a state of negativity and negative thinking. Negative thinking is so powerful and so prevalent with media and our societies that idle minds default to negative thinking automatically.

Every day in real estate we have options that we are faced with…

  • To work or not work?
  • To follow schedules or to not follow schedules?
  • To prospect or not to prospect? To follow up or not to follow up?
  • To decide to succeed to allow ourselves to fail?

Ego, our little voice that reminds us every day of what we know, reminds us of our past experiences and protects us from being comfortable and just accepting every day and causes us to judge every day.

It is up to us to kill it off and to DECIDE it is going to end and squash our ego and that little voice. We all have those daily ups and downs and need to develop an intense desire to achieve our goals and keep a sound mindset in business and life.

We all have hundreds of distractions (CCATs meaning Creative, Call, Avoidance, Techniques) each day that can hurt our mindset and cost us time, money and the drama we create.

Here is one simple powerful tip to maintain a stronger mindset. Take four fifteen minute breaks a day and reset, walk away and listen, read, or call someone that inspires, recharges and refuels your soul.

take-a-break-from-codingOur thoughts will lead to our beliefs, our beliefs will lead to our actions and our actions will lead to our results.

Too many people spend all their time focusing on what they don’t like or cannot do and keep themselves unproductive day in and day out. Start being open to the possibility and be a “yes” person to anything and everything.

You make decisions to work outside the boundaries of other traditional agents and start making nontraditional income which takes us all doing nontraditional activities that other agents do not do well or do not do period!

Develop a strong mindset that we are in a business of rejection and that we are only one more “No” closer to a “Yes” and this is just part of our typical day

Consider this scenario for a second…

  • 6000 clients calls a year…
  • Call 25 a day
  • Call 240 days a year
  • List 70 homes
  • Sell 60 of them for $6000 each
  • Totals $360,000 commission
  • 5930 rejections in the year

Question-mark-red-3D-glossyWould you call 25 people a day for 2 to 3 hours a day for $360,000 a year?

The important question is… “why are we all not doing this”?

We become what we think of most and what the mind can conceive and believe we can achieve. Ask yourself these 4 important questions today.

1) What changes do I have to make to increase my production?

2) Am I willing to do something right now to increase my production?

3) When am I going to start?

4) What am I holding onto and need to let go to get to another level?

I trust this will help us all develop a stronger mindset in real estate and to make a change today in our personal and professional lives.

Most Effective Strategies to Build Your Brand as a Real Estate Agent

How to Build and Grow Your personal Brand in Today’s Socially Connected World.

This weeks post is from Greg Herder. Since 1986 Greg and his company, Hobbs Herder have had an incredibly positive impact on thousands of real estate careers over the years. He has personally consulted with and designed the marketing/advertising campaigns of many top agents in the nation. He’s also written books, manuals, articles, critiques, seminars and other programs on the subject, as well as having consulted with many of the industry’s top agents and companies.HowToPersonalizeWithoutBeingCreepy

The hot topic being thrown around the marketing world today is “hyper personalization.” What they mean is that a company has to adapt its marketing to each person that clicks on one of your ads based on their browsing history and the mountain of information that Google, Facebook and the rest of the world are collecting about everyone as they interact with the internet. The point is that marketing is getting more personal and intimate by the day.

 So what does this mean to you as a real estate professional, especially if you don’t have the technical skills and resources to take advantage of all the information about your prospects that big companies are tapping into? What it means is that your personal brand, or “personal brand advantage”, must be more focused and emotional; in short, more personal than ever before.

 The problem is most agents resist being both focused and emotional. They say, “I don’t want to limit my options by focusing on a particular segment of the marketplace.” The age old excuse so many agents use is, “I have a wide range of past clients I don’t want to lose any of them.” These are the same agents who complain they have tried personal marketing themselves and it is not effective, does not produce a decent ROI and figure it is best to go back to the basics of cold calling, door knocking and holding lots of open houses to generate business. The problem is that what they tried was not personal in any way. They tried running things with as broad of an appeal as possible, thinking “if I cast out as wide of a net as I can, I will surely catch something.” The reality is, mass appeal is dead.

 The amazing thing is, in today’s socially connected market place, the best way to become a household name is to start by focusing on a small targeted group of people you can provide real value to and are a perfect fit for your personality. Then you build a deep emotional connection with them through Facebook, Twitter and LinkedIn. Over time, you can broaden your appeal by small amounts so your core target market spreads your message through social media to the next level of influence. To do this you have to take the risk to be personal to expose who you really are. In the great book “Daring Greatly,” the author talks about how powerful this is but how fearful most of us are from taking the risk to expose who we are, flaws and all.

 When an agent is willing to create their campaign around who they really are, it works — whether it is their passion for family, their values, their beliefs or an activity they truly love. And it never works when an agent tries to focus their campaign on how hard they work, how much they know, what great service they provide.

 In today’s socially driven marketplace it’s the personal, emotional information that spreads virally and allows you to build and grow your brand. That is why YouTube videos of listings that just focus on the house don’t get lots of views, but videos where an agent gives a tour of the home and lets their natural personality come across to build an emotional connection gets watched dramatically more and is more likely to spread between

 So let’s make this practical. Well, the key to creating an effective personal brand as a real estate agent is to

first look inside yourself and make a list of the three most important values or beliefs about yourself. Then look at the marketplace you are working in and ask: “based on my values and who I am at my core, is there a segment of my market that would naturally be attracted to doing business with me because we share a set of common values or beliefs?” Campaigns built around a shared set of values or beliefs are always the campaigns that produce the best results. Agents often ask me, “Greg, if this is true, why don’t I see more agents who do it?” The answer is simple. It’s because it is very scary and an agent has to be willing to look at themselves, flaws and all, and then risk being rejected. 

Realtor Priscila Rodriguez in Chula Vista, CA is a great example of what I am talking about. Her slogan is “Rising to the Challenge.” Priscila’s basic message is, she will face any challenges that arise for her clients because she has overcome challenges in her own life and shares those challenges with her prospects which makes her real. When you talk to her, she is exactly the person her marketing talks about. See

Robin Milonakis ( is another example of an agent who shares who she really is with her prospects and it has paid off in a huge way. She is one of the top agents in the OC in a hyper competitive real estate marketplace. Robin is known for posting everything she is thinking and feeling on her Facebook page, some would say she can be over the top: (

But mixed in with her passion for football, hating stupid people, and relationship challenges, Robin shares how she is fighting for her clients and her clients talk about why they love working with her. Robin admits she is in your face with her opinions and if you have a problem with that, it is clearly your problem, not hers. Her clients will tell you the reason they work with her and love working with her is because she always “Keeps it Real” and they want and need someone who is willing to tell it to them like it is.

The bottom line is this: To build a strong personal brand you have to be willing to be personal. It sounds easy, but most agents are simply not willing to take the risk because it requires you to put the “real you” out into the world. No list of accomplishments to hide behind. I know it’s very scary, but it is so very powerful. Such a simple concept but can you see why it is so powerful and effective? People want to be real and want to work with people who also are real. Why not sit down tonight and take an hour to think of the 3 most important values or beliefs that make you, “you”.

Now the question in the balance is… “are you willing to share “you” with the world”?