Dawn’s Coffee Talk

Greetings Southeast Region from Austin!  I am writing this article to you as I sit at Mega Agent Camp AND just finishing up the session with Phil Jones! What a powerful session keynote!! So many mic drops!

Phil echoed what I always say, Leaders know how to Communicate EFFECTIVELY! He walked us through a mindset shift on how to approach the NAR settlement and, specifically, how you, as an agent and leader, navigate the conversations around your value proposition to your clients.  Yet before you even start crafting your scripts, you need to know WHO are your clients.  Phil says there are two essential questions we must ask ourselves:  

1. Who are the people you are looking to serve?
2. What are the challenges you are looking to help them overcome? 

Stop and really think about who you WANT to serve in your real estate business.  Most of us approach real estate with our servant hearts leading the front by wanting to help EVERYONE.  We don’t discriminate against any willing, able, and capable buyer.  Phil encouraged us to stop wanting to help EVERYONE and focus on a specific group of people we need to help.  The goal is for us to become specialists in our industry.  We know that in other industries, specialists make the most money.  Think of the medical industry.  Doctors who are specialists make more money than local family practitioners because they are focused on a specific problem and have raised the level and effectiveness of their services.  The specialist will see less patients per day and make more than three times the income as the family medical doctor.  So the question becomes, “What kind of specialist do you want to become in the real estate industry?”.

A great place to start is to review your past clients lists and see what special niches that you have already helped with their real estate needs.  Once you have identified that niche, start pivoting your business by marketing to that group of people.  

Once you know WHO your clients are you need to figure out what challenges they need YOU to help them overcome.  Start by calling (yes, pick up the phone) your past clients in that group and ask them what challenges they had that you helped them solve or what current challenges they see now that that group is trying to overcome.  For example, if you have a desire to specialize in the military you might want to mastermind out what challenges they have in relocating their family and buying in a new area.  If you were a teacher and passionate about helping those who are in education, reach out to all the local educators in your community and help them learn how to build wealth through real estate.  All of us have a community of people that we are most passionate about.  Use that passion to serve that community by helping them solve their real estate challenges.  

Once you have identified WHO your clients are and WHAT their challenges are, you need to learn how to COMMUNICATE your value proposition to them.  Phil says there are 4 steps to crafting your value proposition: 

1. Experience
2. Process
3. Purpose
4. Pricing

We can use these steps to help us craft our value propositions so we can put them on a t-shirt.  Well, maybe not a t-shirt yet, maybe all of your marketing materials.  It is part of those buyer and seller consultations. When you send out your email blasts through COMMAND you can include WHY those clients should work with you because of your value proposition. Knowing and understanding your value will also help you to know and understand your worth.  If you don’t know…how will your clients know?  And even more importantly, why should they use you if they don’t see your value?  Get clear on this.  Then communicate it.  Every. Single. Day. 

In closing, Phil also shared these 4 pivotal statements around speaking with excellence.  He has studied thousands of leaders and knows that when leaders can communicate with authority and excellence, their business grows.  

The Four Cornerstones of Conversational Excellence:

1. The worst time to think about the thing you are saying is in the MOMENT you are saying it.
2. Curiosity is the fuel for great conversations.
3. People do things for their own REASONS and not yours. 
4. The person asking the QUESTIONS controls the conversation. 

My recommendation on this HOT August day is to grab you a cold brew coffee and read Phil’s book, “Exactly What To Say”.  It’s the perfect start to becoming the best communicator for your business.

Safe Travels to all of you navigating the airports and airways back from Mega Camp!  And this weekend, visit a local owned coffee shop.  You just might find a new client there!

Keep brewing!

Dawn

From July KWRI Reports:  In an effort to recognize individual teams and groups we are using KWRI reports which reflect GCI.

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