One question that haunts me every day about this new generation of real estate agents today is they way they conduct business. I sometimes think that we actually deal with persons that fantasize about a real estate career. Just because you have a license, and a big online presence does not mean you are successful in real estate. Perhaps many agents just watch too much TV, and feel that there is always a sale after a client is shown 3 homes. That is not how it works in the real world. Let's face it, Social media, Blogging, Facebook, LinkedIn, Twitter, etc...area really a very passive ways to attract loyal buyers. Can you only handle the warm leads? We all cannot be online "Pied Pipers' of real estate.
Dismissing a person, being dismissed or not winning their confidence in face to face dialog is much more difficult and ego bruising to deal with than looking at your visitor stats on your Blog or website. One on one is the real battle field for winning over a client. This is an aspect of sales we cannot avoid, and expect to be successful in real estate. That is why I feel so many agents embrace the social media aspect of marketing exclusively. They are looking exclusively for warm fuzzy clients that just love and worship them. It will never happen! These agents in their own mind do not have the ability to convert a lead, and are avoiding it. Psychologically, a rewarding career in real estate is just a fantasy that exists in our own mind. The sad thing is that if we all thought like this, there would be no reality TV! A career is real estate sales are not for the faint of heart. There is a lot of rejection and for too many agents that is an event that cannot handle emotionally. Those that do survive and prosper earn their success with every bruise, phone hang up, and from the doors slammed in the face.
Unlike cold calling, door knocking, or getting out there pressing the flesh to get you next deal...there is one thing missing from the equation! Rejection! If we see a comment online that we do not agree with us can simply delete it, and perhaps other loyal fans will chime in to support you. The real world isn't like that. We must be great communicators, we must be able to debate the issues and inform. We need to be good negotiators, educators and mentors. We must always act in the best interests of our clients. We must be able to explain all the ins and out of real estate, and be able to provide our clients with enough real information that they can make an informed decision. There is power in knowledge when we can apply our experience and persuade someone, enlighten them, and change their way of thinking.
First of all, rejection occurs when we cannot convert the potential customer. For those agents that never cold called, worked "For sale by owners", or worked investors...you should try it for a while. Real estate and sales are loaded with rejection, but it does one positive thing for us. It makes us better professionals. We must never avoid prospecting for new business if we are afraid to her the word "No!," and we must not take it personally. That is not a reality for what we do.
Agents must realize that in the best of times, you will not convert most of your customers to closed clients. It will never happen, but we must remember it is just part of the process. Real estate agents are not social workers, fund raisers for charities, or an operator that is standing by to take an order. We are in real estate to make a living ad pay our bills, and provide for our needs. It is imperative that we must remember we're in sales. Rejection is a good thing, because it allows us to grow and become better sales persons. The word "No" may mark finality for one lead, but an opportunity to work the next lead. It is the point in our day that tells us "Next!" Are you afraid of rejection? After all, real estate is really a number game!
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