It is said that even a fox knows that you do not have to raise chickens to eat them. Are you reinventing the wheel when it comes to investing in your personal marketing initiatives? Are you spending money you do not have where you are not getting the return on your investment? You are if you are not taking full advantage of the resources of your company. Sadly, few agents are.

That sad fact becomes all too apparent when sales professionals are not 100% familiar with (and fully utilizing) their company’s: website(s); online marketing materials; if an affiliated company; their national/international advantages; available training (both technology and other;) ancillary services offered to clients and customers, etc. All of these and others are there to help all agents maximize their financial resources without having to spend themselves into a “real job.” Newer agents wonder about where to invest what is often his/her limited funds. They speak about having just paid for their license and the other basics necessary to begin listing and selling. When it comes to investing in some of the more high-tech tools successful agents use, they find themselves devoid of the monies to do so. Yet, by incorporating all of his/her company’s existing advantages and then coupling them with good old fashioned diligent work, success looms probable. It is safe to say that with a strong commitment to leave no stones unturned coupled with a willing heart to do the tough stuff, one can carve out a good starting career. There is no need to earn little or nothing the first year. It is your choice. Even if you have been in the business awhile, you probably need to get back to basics and re-orchestrate your business to align with today’s challenging market conditions. New or experienced, here are some tips... The absolute must initiatives are:

1. Join a high-quality sales professional training program (Leader’s Choice for example) immediately upon getting out of real estate school or whenever you need to hone your skills. Forget all else. This is your first priority. You can have all the fancy tools, bells and whistles out there (and there are dozens.) If you are not able to effectively prospect, handle objections, articulate your unique value proposition, use your time toward productivity rather than simple activity and close, you will flounder endlessly. There are tens of thousands of agents out there who are working at below minimum wage status…
2. Study your company’s tools till you are completely knowledgeable as to what is available and how to best use those tools. Spend at least 1 hour daily exploring marketing materials, websites and web links, online marketing presentations (paper and laptop based,) everything… There is just no reason an agent should see something another agent is using and claim they do not have this or that in his/her office. If you are an independent contractor, then you must act like Me, Inc. It is not the manager’s/owner’s job to educate you (they can assist and coach you.) It is your job to be the go-getter and be part of the solution, not the problem. Hey, whose career is it anyway?
3. Be sure that you are using your manager/owner as a coach/mentor. They are the best source of skills and knowledge within reach of your fingertips. That is not to say that they want to be burdened with negativity or complaining. The person most likely to be helped is the agent who has a positive attitude and comes to management to learn, not to defend. In the words of Dr. Phil, “Do you want to fix the problem, or do you want to defend it?”
4. Get out of the office. We are not making money today waiting for the phone to ring. Good-bye to those days. Success is found on the streets. Attending meetings where you can network, get out and meet your neighbors (door knocking is back bigger and better,) volunteer in large organizations, work your sphere of influence like never before, hand out 20 cards a days and always be vigilant and let folks know that this is a great time to buy or sell a home for those who understand the market correctly!
5. Know what the “R” word means. To the ill informed, it means RECESSION. To the sales professional who recognized that there will always be people who want to sell and buy, it means RE-TOOL, RE-COMMIT and REAP THE REWARDS!