The key to becoming a million-dollar agent is having a hyper-focused mindset. It’s about doing fewer activities well, more frequently and deliberately. It’s about focusing on the fundamentals which have the greatest positive impact within your business.
Being hyper-focused is having highly focused attention that lasts a long time. You concentrate on something so hard that you lose track of everything else going on around you. You are less likely to be distracted. You are less likely to move to the “next best thing”. You expect and are prepared to play the long game.
That concentration of energy is difficult to ignore. From a consumer perspective, it amplifies awareness. Amplified awareness generates more opportunities which produce more face-to-face appointments.
More face-to-face appointments result in more meaningful conversations, and more meaningful conversations lead to more new business opportunities. It’s a simple funnel to create and formula to follow.
The challenge most agents have is focusing on the fundamentals. What are they?
This is what we are observing and what our million-dollar agents are applying within our team:
Quality over quantity
They talk to fewer people for the right reasons. They don’t accumulate thousands of pieces of random data (contacts in a CRM). They have between 500 and 1,000 contacts that they religiously nurture and build deeper connections with.
Manageable service areas
They don’t spread themselves thin. They dominate a small pocket of a neighbourhood they love to work in and directly market to a maximum 1,500 homes. They saturate that area with value-based marketing (not recipe cards!) and use the “six degrees of separation” law to reach clients outside of that immediate sphere. They leverage a small community to reach a greater audience.
Client care program
This is a big one. Many talk about having a client care program; few have it documented and few religiously follow one. Million-dollar agents do. It comes naturally to them. Working with past clients comes easy to them and they have a process in place to remain relevant.
The ‘Dream Team’
You can’t shrink yourself to greatness and million-dollar agents shine because of their teams. Like precision-built machinery, when teams work in their optimum “flow” state, they create a market presence and aura that is unmissable. Processes become seamless and delivery of service becomes an art. Automation does not quite fit the description because automation may imply “coldness”, a black-and-white process without heart. Dream teams transcend efficiency by retaining that personal boutique touch for every client.
Simplify the complex
High-performing agents don’t complicate the process. They understand that the magic happens because of simplicity. They set standards for every part of their business that the whole team is across and apply daily. They use checklist, digital and analogue to keep each other informed of each step and to keep them on track.
Here are some examples and processes they apply:
Past clients/potential seller communication points
- Weekly email trail
- Just listed/Just Sold SMS notifications
- Annual anniversary call/updated appraisal
- Annual hard-copy, coffee table-quality market report
VIPs – regular client referrers
- All of the above, plus
- Annual in-person VIP event
Monthly KPI targets
- 20 appraisals
- 15 call connects per day – 5 days per week
- “Just a note to say thank you” cards – 5 per week
The above is a small snapshot of some of the core fundamentals that million-dollar agents apply to reach their level of success. What’s most exciting is that nothing on the list is that difficult to do. They just require planning, forethought, discipline and focus to implement.
Wishing you every success in your real estate career.
Manos Findikakis is the CEO and co-founder of the Eview Group.