ENTREPRENEURSHIP n SHAKERS & MOVERS
Standing Out in a Crowded Market
By Dr. Rollan Roberts II
There are few markets as crowded as the real estate market. Most everyone seems to have a friend or relative who has a realtor license. And one of the greatest challenges for real estate professionals( and all service professionals regardless of industry) is standing out and separating themselves from the part-timers and hobbyists. All realtors are not created equal though they offer the same service. All house cleaners are not created equal although they offer the same service. All nannies are not created equal although they offer the same service.
What separates the best from the rest is who they are, not what they do. What makes you the best is not merely how efficiently you process contracts, how well you negotiate, or other learned skills. It’ s who you are. It’ s your attitude, your demeanor, your spirit, and your ability to communicate, relate, and authentically build relationships. The best in any industry consumes themselves with learning everything they can about everything they do. They form opinions and perspectives based on data, not what they feel or think. They market. They follow up. They’ re respectful. They do what they say they’ re going to do. They set expectations and then meet them.
Here are 4 specific steps to immediately stand out in a crowded market:
1. Rise above the drama. Every industry has it, and service industries take the cake. Everyone is so busy watching what everyone else is doing and then they provide commentary on it. Forget that. You be better. Be so focused on being the best that you don’ t look at what others in your industry are doing. The best ideas will come from outside your industry. Direct your energy to productive growth strategies and surrounding yourself with the right people. If someone is talking to you about someone else, politely redirect the conversation; because if they’ ll talk to you about someone else, they will surely talk to someone else about you.
2. Set proper expectations. If it’ s going to take 72 hours, then don’ t tell them it’ s going to take a week so you can“ under-promise and over-deliver.” And don’ t tell them you will do in 48 hours what takes 72. I know you’ re thinking you’ ll wow them; but wow them by doing it i n 48 hours after you told them 72, knowing that you can get it done if life goes as planned for the next 48 hours( good luck with that!). Be on time. Think through travel times and create a margin for meetings going late, traffic, and life— because it happens. Don’ t over-promise and under-deliver; promise and deliver.
3. Create efficient systems. I’ m known as the Institutional Systems Thinking CEO because I see life and business through a lens of systems. Life is a series of processes that require constant adjusting. There’ s a process for brushing your teeth, preparing your mouth, the toothbrush, post-brushing, flossing, and proper care of the brush and toothpaste. There’ s a process for keeping the house clean, the car functioning, and work. For most people, their routine is in a rut that just happened— it was not intentionally created. And that’ s the difference. You create a system, and a rut creates you! You make room for exercising, socializing, following up, sales calls, administrative work, family, and faith. You will never achieve the success you desire spinning all these plates as they come. The best professionals have the best systems. It’ s the only way to guarantee your success and literally put it on autopilot.
4. Work on you. If you’ re reading this, then you already are. Magazines like this create and spur your growth. But most won’ t. They’ ll try to compensate by working harder, promising more, and ultimately failing. Because it’ s easier to DO than to BE. You can hide behind activity. The state of being requires vulnerability, and we’ ve
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