I remember the first time I heard the word MINDSET.
It was uttered by a college professor teaching a course on business communication.
He said …
How is it baked in? Through the ideas and attitudes you run your business with.
Your listing and sales performance is the result of every idea you adopted from every real estate industry influence you’ve entertained over the years.
And you’re not alone.
Ready to break out from the herd?
Change your mindset first by reading these 4 books and you will transform your real estate brokerage into a listing and selling machine.
Dismantle the old mindset first
REWORK by Jason Fried and David Heinemeier Hansson, is the most disruptive business book ever written.
It forces you out of your comfort zone where all your notions live for how your business should run and shatters them to pieces.
And that’s a good thing.
Everything they share in this book comes from their experiences running 37 Signals, a software company they founded together.
They broke every Silicon Valley rule for how a tech firm should be run successfully playing by their own rules.
Why should I read this book?: the Internet is changing everything about real estate brokerage while inviting new participants eager to replace the middleman.
If you’re a real estate broker, then you’re the middleman.
Just look at how the Internet changed the Insurance business.
Policy holders are comfortable using phone apps and websites for self-service rather than walk into a storefront office for service.
So what happens to the local insurance brokerage?
It gets buried alongside the record store and used car sales lot in the cemetery of yesterday’s needs.
How will you avoid the same fate?
Form a new mindset
LINCHPIN by Seth Godin, possess one question … Are You Indispensable?
This book asks you to look at what you do in your business and find the value it offers to customers and clients.
And after you’ve done that, it challenges you to develop a higher standard of service.
Which means you’ll have to see who in your company is capable of delivering it, beginning with yourself first.
Why should I read this book? Up until now, your value as a real estate broker has been defined by the license you have, which isn’t worth anything to the public.
See how that’s a problem?
You’re completely indistinguishable from any other agent handing out business cards with the same license.
Delivering a higher standard of service will help you standout ONLY if you can define what you do and communicate it well to people you want to work for.
This book will help you avoid becoming dispensable.
Expand the new mindset
THE REFERRAL ENGINE by John Jantsch asks you to look at your business and see how it can market itself.
Sounds easy but it’s not.
After you’ve re-written the rules you’ll run your brokerage by and settled on the message about how you’re different, you’ll need every person your business touches to communicate the same thing.
Real estate brokers love referrals but fail to generate the activity that results in them consistently.
That’s because brokers are always on to the next deal and find it hard to do the little things that keeps them top of mind to past customer and clients.
Our connected world offers incredible opportunities to talk with and educate customers and clients with greater frequency than direct mail could produce.
Why should I read this book? You need to build a marketing framework that allows you to communicate your value to every person your business touches.
This book offers guidance on how to do it.
Execute with the new mindset
BOOK YOURSELF SOLID by Michael Port illustrates the fastest, easiest and most reliable way for getting clients.
Now this isn’t some run of the mill, how to book on listing and selling real estate. Far from it.
This book makes it clear why self promotion is critical to your success.
Not a new concept to real estate brokers, I’ll admit.
But what’s new here is the HOW part of it. With clearly illustrated examples, you’ll begin to see where your problems are and what you can do about it now.
More importantly, you’ll begin to understand the difference between bragging and self promotion.
Why should I read this book? Most real estate brokers don’t have a clue how they sound when they talk about what they do for a living.
Remember the quote I began this article with …
If you ever listen to what you say and how you say it, you’ll discover you’re talking in terms you don’t really want the public to see you as.
Continue like this and you’ll never invite anyone to refer business your way.
Which is why you need to reprogram how you think about promotion so you can be effective at it.
In conclusion …
The fate of your real estate brokerage is in your hands.
Can you stay profitable doing the same things each year to win new business?
How are your competitors responding to the changing business environment?
If there’s one theme running in my recommendations, it’s this …
Changing the Game is a Mindset
Robert Rodriguez, acclaimed film director
Are you ready to break from the herd?
Share your thoughts in the comments below and let’s talk about it.