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Real Estate Marketing Strategies – 7 Ways "Perfectionism" Stops You From Success

January 25th, 2011


Are you a perfectionist? Do you know someone who is?

Have you ever wondered if perfectionism is a help or hindrance on the road to success?

In my 14+ years of coaching real estate agents to be at the top of their game, I have seen that perfectionism does more harm than good. In fact there are at least 7 Ways that perfectionism stops you from success.

1. Perfectionism causes procrastination. Have you ever had a project that you really wanted to get done, but never could quite complete it? If you look carefully at what was going on in your mindset, you probably see that you wanted the project to be completed perfectly.

We live in an imperfect world. The idea that perfection is possible is just an illusion. Your desire for perfection can stop you from taking action that is needed. In fact it can even lead to mental paralysis and stop you from listening to your intuition.

Imperfect action is better than no action.

2. You get caught up in the details.

Instead, use your business vision. There is nothing so compelling as a vision for which you have passion. But if you’re busy with the details, and trying to get every little thing perfect, you lose sight of the bigger picture.

Delegate out as many details of your business as you can’t so you can focus on moving your business forward.

3. Perfectionism doesn’t allow you to be yourself. Have you noticed how guarded you feel when you’re trying to put up a front of being perfect? You can’t be yourself, because someone might see that you really aren’t as perfect as you’re trying to be.

How did that get started anyway? In the way that most of us were conditioned, we weren’t allowed to be ourselves. The more our parents had perfectionistic standards for us and the more we tried to achieve those standards, the more of ourselves we had to give away.

We usually do to ourselves what was done to us when we were growing up. Therefore, if you suffer from perfectionism, it is a good bet that it was part of your programming in your early years. Quite likely you picked up the belief, “I have to be perfect to be okay.”

Get to work on discovering your self-limiting beliefs with regard to perfectionism.When you bring those beliefs to the surface, you can release them and replace them with empowering beliefs, such as, “I am perfectly imperfect like everyone else.”

4. Perfectionism set you up to need others’ approval. Let’s face it, when you’re being a perfectionist, you’re thinking about other people approving of you and your work. You’re being “outer directed”, i.e. trying to get you approval from the outside rather than giving it to yourself.

The truth is; we don’t have to be perfect. All we need to do in any particular moment is to do our best. And our best changes from moment to moment and day-to-day. If you’re feeling healthy, your best will be one-way and if you’re feeling sickly your best will be another way. In either case you just need to remember that your job is only to do your best.

Forget about needing other people’s approval, because what others think of you is really not your business.

5. Perfectionism causes you to be in a constant state of stress, because you’re always trying to meet your perfect standards. According to the law of attraction, the states of consciousness that attract prosperity and success are very positive, such as gratitude, appreciation, and love. When you send out those energies, you are becoming more magnetic for your ideal business. However, when you are trying to be perfect, you are sending out signals of stress, anxiety and fear.

Notice the feelings you are sending out and make yourself as magnetic as possible by projecting gratitude and tolerance.

6. Perfectionism stops you from taking a risk.Any seasoned real estate agent knows how important it is to take educated risks to move forward. Staying stuck in the status quo never benefited anyone.

However, when you demand of yourself that you need to be perfect, you’ll be very hesitant to take the risk.

When it comes to taking risks – follow your intuition. Your gut knows better what you need than your “I must be perfect” beliefs. Remember, perfection doesn’t exist, it’s a trap.

7. Perfectionism stops you from picking up the phone. The consequences of this are HUGE for your business. In today’s marketplace the old methods of marketing aren’t nearly as effective as you simply picking up the phone and prospecting. Prospective clients are less likely to notice you through a flyer or e-mail. However when they hear the sound of your voice, you’re making personal contact.

So many people I’ve worked with over the years avoid this method of lead generation and their business suffers tremendously.

When I explore with them why they are so avoidant of picking up the phone, it usually comes down to the same thing…. they want to be seen as perfect. This is another way of saying that they are afraid of being seen as “pushy” and afraid of rejection.

When you are marketing yourself to prospective clients, there is no such thing as rejection.It’s simply a match or it’s not a match. Your job is to prospect, present your services and keep on the lookout for someone who needs what you have to offer. If they don’t need it, it simply isn’t a match.

Follow these tips listed above and allow yourself to be “perfectly imperfect”. Your business will thank you for it.

By: Maya Bailey, Ph.D.

About the Author:
Dr. Maya Bailey, Master Business Coach for Real Estate Professionals, integrates her 20 years of experience as a psychologist with 14 years of expertise in marketing. Her powerful transformational work creates a Success Formula for Real Estate Professionals ready to double and triple their incomes. To get your free report: “7 Simple Strategies to More Clients in 90 Days” and to apply for an Initial Complimentary Consultation, go to 90daystomoreclients.com



Real Estate Letters – Effective Letters Are Not About You

January 25th, 2011


If you own a home, you’ve probably received real estate letters from other agents. And in all probability, most of them began with one of two words: “I” or “We.”

Beginning a letter with “I” or “We” is the first mistake made by marketers of all kinds, and real estate agents are at the top of the list of offenders. Continuing that theme throughout the message is the second mistake.

There’s some kind of misguided notion that the person receiving the letter wants to know about you – who you are, how long you’ve been in business, how many designations you hold or how many dollars in sales you’ve racked up in the last year.

Prospects don’t want to know about you. They don’t care in the least.

And that’s why a letter that’s all about you is on the fast lane to the round file… or the junk folder on the computer.

Those folks want to know two things:

you recognize their problem you can help them solve itWhether it’s finding the perfect new home or getting a current home sold – they want to know what you’re going to do to help them reach their goals.

Buyers want to know that you’ll listen and understand their needs, rather than showing them homes that just don’t fit. They also want to know that when a new home comes on the market, you’ll tell them about it.

I can’t tell you how many times buyers have told me that they’d been working with an agent who didn’t bother to let them know about the “perfect house” until it was too late. Of course it may not have been the perfect house after all, but by not showing it to the buyers, the agent showed that he or she didn’t care about them.

And people do want to believe that you care.

Sellers want to know that you’re going to pull out all the stops to market their home once you have the listing. And saying “I’ll market aggressively” isn’t enough any more. They want to know what you’re going to do.

But aren’t those things about you? In a way, yes. But they’re primarily about the service your clients can expect from you.

The language you use to present those services is what changes the focus from you to them.

For instance: Instead of saying “I’ll let you know about every new listing” say “You’ll know within minutes when a new listing hits our MLS.”

A good real estate letter takes a bit of time and thought – because you do have to weave your offers to help into the copy, and you do have to show that you are the agent who can do what others probably have not done for them. (The number of consumers who are wary of real estate agents because of past experiences is amazing.)

One way to put yourself on the right track is to write a rough draft before you try to write the actual letter. In that rough draft, begin each paragraph with the word “You.” You’ll probably have to come back to edit, re-arrange and remove some of those “you’s,” later, but beginning with that word will move your focus to your clients – and their wants and needs.

Remember – There are only two places where you should be talking about you: The “About” page on your website and your personal brochure. Other than that, everything you say should be about your prospects and their concerns.

By: Marte Cliff

About the Author:
Marte Cliff is a Freelance Copywriter who specializes in writing for real estate and related industries.

For busy agents on a budget, Marte offers pre-written letter sets for use in postal mail or in e-mail continuity campaigns. The current selection includes letters for FSBO’s, Expired Listings, Short Sale sellers, First Time Buyers, and a set for new agents to send to buyers. Read what’s included in these sets by visiting http://www.copybymarte.com/pro/prospecting.html

Marte’s weekly ezine for real estate professionals offers tips and hints for building a successful business. To subscribe, and to see other resources available for real estate sales professionals, visit her at http://www.copybymarte.com



Prospecting for Real Estate Clients is Not a Short-term Activity

January 23rd, 2011


Have you ever mailed a prospecting letter to 100 or even 500 homeowners in your neighborhood, waited for the return, and… nothing.

What happened?

“Normal” happened. Your prospecting letter was your introduction to these homeowners, and merely the first step in building a relationship. Most will need to hear from you several more times before they feel that they know you.

In fact, self-promotion expert Ilise Benum says that when prospecting, you should expect to contact a prospective client 5 to 9 times before they’ll take action. These contacts can be by mail, by email, or by phone.

Secondly, unless you have a targeted list of homeowners who are ready to list, many of your cards or letters reached people who don’t need your services – yet. But that’s not a reason to drop them from your list.

Statistics show that Americans move, on average, every 5 to 7 years. Since you and I both know people who are still living in the home where they grew up, that means some people move a lot more often than every 5 to 7 years.

When you send well-written marketing materials you begin to build a relationship with people who will need you in the future. So unless you’re planning a short-term career, you’re wise to develop long-term contacts.

I believe strongly in sending a newsletter at least every quarter, if not monthly. A newsletter offers people something – rather than merely asking for their business. If you include articles of interest to the community, people are apt to discuss them with friends and family – and tell them where they got the information.

You can also send free reports that homeowners can use to solve a problem. Maybe prepare a list of all the heating contractors in the area and remind them to have their furnace checked before winter. Maybe give tips for safely hanging Christmas lights. Maybe cleaning, or yard care, or gardening tips. Anything you can send that is of value will be kept for future reference… with your name and your photo there to remind them where they got it.

You might end up in the “junk drawer” with a lot of other things, but that’s good too! Every time they dig through that drawer hunting for a screwdriver or a paper clip, they’ll see you and be reminded. And since they’ll be familiar with your face, when they see you in person (like in the grocery store or the post office) they’ll be pleased to recognize you. They may even stop you to ask a question or make a comment on the real estate market. This is your chance to show how warm and wonderful you are in person!

I actually had one person in a grocery store holler at me: “Hey, you’re Marte! I recognize you!” It startled me, but resulted in a nice conversation.

Take the time and make the effort to build a relationship with the people in your target market. It won’t explode your business overnight, but it will ensure a strong and steady growth. It is another way to raise yourself head and shoulders above your competition and ensure that you become THE agent to call in your target market.

Most other agents will mail once and give up. Or they’ll mail twice a year and give up. Or they’ll mail a card with just one specific listing and forget to suggest that they have others you might want to see.

Or, worse yet, they’ll send a poorly written letter telling how wonderful and professional they are – and forgetting to suggest how that might benefit a buyer or a seller.

If the #1 mistake is failing to prospect, the #2 mistake most marketers make is in focusing on themselves and their business instead of focusing on the prospect and what he or she wants. It’s the surest way to see a letter go from their hand to the trash in 2 seconds flat. The #3 mistake is sending letters filled with typos, mis-spellings, and mis-used words. If writing isn’t your cup of tea, hire an expert.

Other agents are making silly mistakes and failing to put thought and planning into their real estate marketing efforts. Do the opposite.

By: Marte Cliff

About the Author:
Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.

Her e-book, Getting Clients, is a resource for beginning real estate agents as well as seasoned agents who want to know how to make more money in less time. Read all about it at http://www.marte-cliff.com/career.html

Marte offers a weekly ezine for real estate professionals and others with an interest in marketing themselves or their property. Subscribe by sending a blank e-mail to realestatehelp@getresponse.com and you’ll immediately receive a copy of her real estate ad writing report.

Visit her at http://www.marte-cliff.com or contact her at: writer@marte-cliff.com