Check out this article published in Florida Relators!
REFRAME YOUR APPROACH
Use this three-phase process to connect and build authentic relationships that translate into leads, sales and more.
It’s probably an understatement to say that the real estate industry has been through some chaos lately. We’ve seen legal and policy battles, shifting market conditions, and changing consumer expectations. However, these challenges present opportunities for those who are willing to adapt and grow.
The key to success lies in reframing your approach to these changes while maintaining focus on what matters most: delivering value to buyers and sellers.
The Foundation of Success Hasn’t Changed
The most important element in real estate success has been and always will be trust, which is built on two fundamental pillars: character and credibility. For a deeper dive into these pillars, read “The Speed of Trust” by Stephen M.R. Covey.
Do you fall short in either of these areas? Probably not, although you may fall short in how you communicate these characteristics when you meet new buyers and sellers. Hone your credibility by growing these skills and making decisions each day that demonstrate your excellent character. The best time to address these pillars is during your buyer or seller consultations.
Tactic: Discuss the National Association of Realtors® Code of Ethics in your consultations.
The Simple Framework for Long-Term Success
Once you build your foundation, the journey from initial contact to a successful long-term relationship that is rich with referrals and repeat business can be simplified into three phases.
PHASE 1 – Introductory
Three things that prospective clients need to know about you ASAP:
- You have their best interest at heart.
- You know what you are doing.
- You won’t pressure them.
Tactic: These words work like magic if you are true to them: “I understand that choosing a Realtor® is difficult. Some of the buyers and sellers I’ve worked with have listed or gone under contract within a week. For others, the time frame will be longer. It’s OK to start the process now, and we will explore your ideal timeline. I will build a plan that is right for you.”
PHASE 2 – Working Together
During this phase, buyers and sellers want to see their agent be confident and have empathy. They want to have clarity about how the transaction is progressing, and they want to see your skills and expertise shine through.
Think about how you can incorporate these qualities as you continue to build the relationship.
Tactic: Have a process for everything. Your process should include hard copy and digital versions of marketing materials focused on the buying and selling experience. The processes can be flexible based on personality type and situation. Having a process will help buyers and sellers gain confidence in your abilities.
PHASE 3 – Long-Term Relationships and Referrals
This is the phase that many real estate professionals don’t always get correct. It’s one thing to close the transaction and move to the next. But nurturing your database allows you to provide value after the transaction and stay in touch.
One professional I know calls customers six times after a transaction closes— all within a two-week period. This sends a clear message that it’s not all about the closing and the money, he truly cares.
You are helping someone get from Point A to Point B in one of the biggest decisions of their lives in many cases. The idea is to also be the one to get them to C, D, E and so on.
Tactic: Use the 12-4-2-1 process. Contact the champions of your business (usually 15%-20% of your database 12 times each year. It should be broken up with four phone calls (two that include some sort of real estate conversation). Throw one client-appreciation event each year.
Five Key Areas for Success in 2025
The following framework will set you up to accomplish the long-term successes outlined above. Here’s a tried-and-true formula garnered from years of coaching real estate pros:
- Start and End Each Day With Purpose
- Implement a structured morning kick-start.
- Plan tomorrow before ending today.
- Minimize Distractions and Drama
- Set specific times for email and social media.
- Practice proactive communication instead of reacting constantly.
- Address drama directly and professionally, either face-to-face or voice-to-voice.
- Be FIERCE (Focus Intentional Energy Regarding Controllable Events)
- Identify and prioritize what matters most, and spend less time elsewhere.
- Block time for important activities.
- Measure and celebrate progress.
- Take Simple Positive Action Now
- Set clear and finite (no more than three) goals in all FORBES areas (Family, Occupation, Recreation, Body/Health, Education, Spiritual Growth).
- Commit to consistent, courageous and proactive actions.
- Do the difficult things first.
- Trust the Process
- Focus on leading indicators rather than just results.
- Track and celebrate small wins.
- Stay committed to long-term success.
Success in real estate isn’t about avoiding change—it’s about reframing these challenges as opportunities for growth. By focusing on trust-building, implementing strong processes and delivering exceptional value, you can thrive in any market environment. The key is to act now, remain adaptable with things outside of your influence and stay committed to continuous improvement.
Remember: The momentum gap exists between knowing and doing and is bridged by action. Take consistent action to build momentum.