Check out this article published in Florida Realtors!
Success in Any Environment
In today’s rapidly evolving real estate market, professionals face big challenges from legal battles, technological disruption and distraction, shifting market conditions, and changing consumer expectations. However, these challenges also present opportunities for those who are willing to adapt and grow. Serious opportunity. But easier said than done! The key to success lies in reframing our approach to these changes while maintaining focus on what matters most: delivering value to the people we serve.
The Foundation of Success: It 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 (see “The Speed of Trust” by Stephen M.R. Covey for a deeper dive here):
- Character
- Honesty and integrity
- Genuine care and empathy
- Emotional resilience
- Consistent ethical behavior
- Credibility
- Professional knowledge
- Specialized skills
- Organizational abilities
- Effective communication
- Demonstrated expertise
So question number one, do you fall short in either of these areas? Or, do you fall short in the communication of these above characteristics when you meet new clients?
Professionals continue to hone their credibility by growing their skills, and making decisions each day that are exemplary of excellent character. Take time in your Buyer and Seller consultations to address these pillars.
Tactic: Discuss the Code of Ethics in your consultations and sign a copy as a commitment to your client
The Simple But Not Easy Framework for Long-Term Success
I love simplicity. The journey from initial contact to a successful long-term relationship rich with referrals and repeat deals can be simplified into three phases.
These are the things that prospective clients need to know about you ASAP:
Phase 1 – Introductory
- You know them and have their best interest at heart
- You know what you are doing
- You won’t pressure them
Do you ask great open-ended questions when you first meet a prospective client? How do you use testimonials in your process so they see others singing your praises and you don’t need to “brag on yourself”?
Tactic: These words work like magic, as long as you are true to them: “I understand you are concerned about engaging a Realtor. I want to share that some of my clients will list a home or go under contract on a purchase this week. Others, it will be right for them three months from now. Others, probably one year before they are ready. It’s OK to start the process now and we will explore your ideal timeline. It’s all about what is right for you.”
Phase 2 – Working Together
These are the things your clients/customers need to experience from you as you help them buy and sell homes:
- Confidence
- Clarity
- Empathy
- Skill/expertise
- Process-driven
- Wisdom
- Calmness
- Positive realism
How could you incorporate these qualities as you continue to build the relationship? Where are you strongest? Where do you need help?
Tactic: Have a process for everything. Your process should include hard copies and digital versions of marketing materials focused on the buying and selling experience. The processes can be flexible based on personality type and situation, but having a process will help you gain confidence and project strength along the way.
Phase 3 – Long-term Relationship and Referrals
This is where you elevate yourself and the industry:
- Provide value after transactions
- Express appreciation often
- Stay in touch
One professional I worked with for many years would call clients six times after a transaction closed – 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! (and earn those referrals)
Are you on to the next deal to the detriment of your current relationships? How good are you, really, at keeping in touch? This is a struggle for many, often taking first priority in my coaching sessions.
Tactic: Use my 12-4-2-1 process. With the Champions of your business (usually 15-20% of your database), they get 12 contacts from you each year. 4 of these are voice-to-voice, and 2 involve some sort of real estate conversation. Then, 1 client appreciation event each year. I dare you to attempt this. You will create more business than you can handle.
Five Key Areas for Success in 2025
I am all about solutions to challenges. Our title is Real Estate Friction Reduction And Momentum Expansion. Let’s try and stop shooting ourselves in the feet (causing friction) and make simple decisions around consistent behaviors that will stack wins (creating Momentum). The following framework will set you up beautifully to accomplish those long-term successes we’ve just outlined. Here is a tried and true formula garnered from years of coaching real estate pros:
- Start and End Each Day with Purpose
- Implement a structured morning kickstart
- Plan tomorrow before ending today
- Stop hurting yourself at night so you get proper sleep
- 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 3) goals in all FORBES areas (Family, Occupation, Recreation, Body/Health, Education, Spiritual Growth)
- Commit to consistent, courageous, proactive actions – you know what they are
- Do the difficult first
- Trust the Process
- Focus on leading indicators rather than just results
- Track and celebrate small wins
- Stay committed to long-term success
For more tactics on these, visit Video Resources – Momentors and watch the REFRAME video listed under Monthly Webinars.
Conclusion
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, real estate professionals can thrive in any market environment. The key is to take action 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, build Momentum. Choose one area of focus, schedule it in your calendar, and take the first step today. The most successful professionals make strong decisions early and follow through on those decisions with consistency.