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Know Your Value


When I became a real estate agent, I wouldn't call my friends and family and talk about real estate. I thought that I would be bugging them. Why? Because deep down, I didn't know my value, and I would just be trying to sell them something, and that felt, well, icky.

I chose real estate because I was passionate about the product. Home ownership is better for everyone. It’s better for our neighborhoods, our towns, and our country. I don't know if you should buy that brand new car, but I know that you should buy a house.

But I still didn’t lead generate…

Until I met That Agent. What I learned later is that every town has one. I've done real estate from coast to coast and everywhere it's always the same. Every town has That Agent. You know the one. Full of broken promises and slick half-truths with crooked deals that don't benefit anyone except themselves. Yup, That Agent. Even though most (all?) states allow you to look up That Agent's license to see if there have been any licensing concerns and/or legal action, for some reason that never seems to happen.

All the public knows is That Agent must be big, because That Agent advertises everywhere. Billboards, newsletters, bus stops and open house signs galore that lead...nowhere.

But you’re not That Agent, you say. You're ethical, you say. You're honest-you really care, you say. None of that matters. You know why? Because you don't lead generate. That Agent does. You don't market. That Agent does. You’re not That Agent, but nobody knows....except you.

And still, we don’t lead generate…

What is the likelihood That Agent will do a transaction with our neighbors? Our friends? Our family members? That Agent must be big, remember? That Agent is everywhere! And we, we just sit there, because we are not That Agent.

I can teach you what to say and how to say it. I can teach you how to bond with your clients via a canned elevator speech. But none of that matters. The only thing that matters is, do you know who you are and why you are doing real estate? Because if you don't, you're just trying to sell, and that leads to commission breath. If you believe, really believe in what you are doing, why you are doing it, and, most importantly, who you are, then you are so more than a commission calculator, you are a real life superhero. You are in the business of saving people. It doesn't even matter what we are saving them from - just the fact that you are saving them is what matters.


You should be standing on the rooftop shouting, "I AM A SALESPERSON! I will help you buy and sell and invest in real estate! I CARE about YOU! I want to help you! I'm passionate and I'm not afraid to show it! THIS is who I AM. I am YOUR AGENT, and I need to talk to you and your neighbors and your friends and family members because I know that you should own your home and I am the Superhero who is going to get you there."


Then, maybe just then, when you really believe, you will lead generate.

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