When I was starting out in the real estate business, I felt like I had to be the perfect technician for everything that a real estate agent needed to do. I broke the industry down into every functional area and became an absolute expert at each one of those areas.
I owned my company for many years before it dawned on me that I was doing the wrong things. I owned a real estate company and thought I was in the business of helping people buy and sell homes. At face value that might seem like it makes a lot of sense, but that just isn’t the industry that I am in.
Perhaps you own a business as well. Maybe you are an architect, an engineer, a plumber, a lawyer, an electrician, a doctor, or any other small business that you might find in America. While each one of these businesses has a different set of technical competencies, the reality is that none of these businesses are any different when it comes down to what the owner should be doing.
If you own a business, you are in the business of getting business.
An accountant who owns his own firm does not count, he seeks people who need accounting help. A lawyer who owns his own firm does not practice law, his primary focus is getting clients who need legal representation. In those of us who own real estate companies do not list and sell real estate, nor do we recruit and retain real estate agents, we are in the business of getting people who want to hire real estate agents.
If you share this philosophy regarding the focus of every business owner, then you will realize that we all are in marketing and sales.
If we want to guarantee the health and longevity of our organization, then we need to take ownership of the responsibility of generating customers.
Old Business Standard Is Dead
In the past, we could simply run an ad in the Yellow Pages and people knew we were in business and where to find our contact information.
In case you haven’t heard, the Yellow Pages are dead.
The world has turned to the Internet for information, and the actions of consumers are predictable and track-able and can help you generate all the business that you need by having the correct presence on the Internet.