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As much as real estate success involves goal-setting and reverse-engineering, the simple reality is it’s all about serving one client at a time in the knowledge small steps add up to create momentum.
If you want to sell 50 properties in a year, you need to start by selling the first one. To get to 100 rentals, you need to engage with your first landlord and lease your first property.
To get to 100 five-star google reviews, you need to impress 100 clients, one at a time.
And regardless of whether you’re starting out or well-established, it’s important to keep this concept in mind.
Often in real estate, we get lost in a sea of numbers. We add names to our database, segment people into different categories and reference the “number” of potential clients we have collected.
To reach annual or quarterly targets, we establish the “numbers” we need to meet in terms of prospecting, appraisals to listings, and then sales.
We set the key performance indicators (KPIs) of a rental department, with set numbers of how many properties are needed on the books and how many each property manager needs to look after.
But sometimes, within this ocean of numerals, we lose sight of the fact each and every one of those numbers revolves around individual clients.
Each is a person with needs, a story, a desired outcome, and a plan for their future. Each deserves our full attention where they are served “one client at a time”.
Each client is an opportunity
Regardless of whether you work in sales or rentals, every client you work with is an opportunity to showcase great service and provide an exceptional experience.
It’s the chance to value the individual, rather than catering to the masses.
We do that with great communication. We do that by listening intently. We do that by asking insightful questions.
We do that by seeking to understand where the individual is on the property journey and by using our skills and experience to provide them with the assistance they require.
Each and every number that we are looking to achieve is achieved by serving one client at a time.
The multiplier effect
Every great client experience we provide is a step closer to the next opportunity, and the results soon add up.
One great client experience might result in two referrals for further business. Five great experiences become 15 further opportunities, and now not only is your business gaining momentum, but you are also well on the way to becoming an agent of choice.
Along the way, each individual client offers the chance to leverage and amplify your exceptional customer service with branding and marketing, which delivers you multiple clients at a time.
It’s simple. It starts with great service
Real estate is simple, but it isn’t easy. It involves a commitment to great service and client care that’s all about catering to the individual.
Ultimately, the philosophy of viewing your career one client at a time reaps results in the short and long term in the form of market share and establishing yourself as an agent of choice.
In short, this market share is captured because of great client care, not by impressive “self-promotion”.
Promotion and your personal profile might get you in the door, but it’s what clients say about you “after the fact” that elevates your status.
My advice? Double down and focus on “one client at a time”. If you do, the numbers of real estate start to effortlessly fall into place, multiplying and compounding year after year.
That’s how you reach the momentum point. That’s how you set up for a massive spring.
Manos Findikakis is the chief executive of Agents’Agency.
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