What You Need to Succeed in Real Estate
SUMMARY
Here are The Only Two Things You Need to Succeed in Real Estate:
1) CARING
Care more about your clients than your commission.
I get criticized for teaching scripts… “People see right through that.” See right through what? What they see through is Selfishness and Incompetence. People are sick and tired traditional sales where the Realtor seems only interested in what he/she can get from the client.
2) Be Truly Great At What You Do
Ultimately you get paid for one thing and one thing only, DELIVERING RESULTS. That is where greatness shows up in the real estate. Become the best at delivering the best results and you will never have to worry about where your next deal is coming from.
When people believe you are on their side, and that you are great at what you do, they will follow you. And so will success.
FULL TRANSCRIPT
It’s not what you don’t know. It’s what we don’t do, or we try to shortcut that makes the difference between success, mediocrity, and failure.
Hey, it’s Kevin Ward here with Yes Masters Real Estate Success Training, helping you get more yes’ and more successes in your business and in your life. What do you need to succeed in real estate really? I mean, what does it really take to be successful in this industry? There are different markets, there’s competition. What does it take to be successful?
80% of real estate agents that get into the business don’t make it. Even if the ones that do make it, that stay in the business, do not have what most of us would really classify as success. What is it that’s the secret? What is it that you really need to succeed in real estate?
I am going to propose to you today that there are only two things you really need to succeed in real estate. Now some of you are going to be extremely frustrated by the simplicity of what I’m about to share with you. In fact, some of you are going to look at this and go “Come on, tell me something I don’t know.” What I’m going to tell you is it’s not what you don’t know. It’s what we don’t do, or we try to shortcut that makes the difference between success, mediocrity, and failure.
If you embrace the two things I’m about to share with you, I believe it does so much for your life, for your business, for your success, but it also does something for our industry. That is, it takes our industry in the direction it needs to go if we would focus on these two items only.
1) CARING
Here is what it takes to succeed as a real estate agent. Number one is care. I’m going to say this, care about your clients more than your commissions. Number one. What you need to succeed in real estate, if you truly want to be successful, the first step is to care more about your clients than you do about your commissions. You know how so many people look at real estate agents, and they go, “I know why you’re here. You just want a listing. I know why you’re here. You just want a commission check.” The belief that so much of the public has about what we do is that we’re in it for the money.
I’m here to tell you that when somebody is in it for the money, you can tell. Right? You know this. When somebody is in it for the money, you can tell. There’s a different look in their eye. There’s a different vibe. Whenever you talk to somebody, if you start talking to a salesperson, you start talking to somebody, you can tell real quick if all they care about is what they can get from you. Right? You can tell. People can tell that about us.
One of the things I get a lot of criticism about, and I say a lot, it’s relative, that I get criticism because I’m a big proponent of mastering conversation. I’m a big proponent of scripts. My number one best selling book, the Book of Yes, half of that is a book of scripts. It’s about the things that you should say and the best things to say in a real estate conversation, both in prospecting, lead followup, listing presentation, and so forth. I’m a big believer in that, and I train that.
One of the things that’ll happen sometimes is I’ll get a comment on one of my YouTube videos that’ll be going like, “Your scripts are old hat. I would see right through your scripts in a second.” Then I’m like, “How do you see through a script? What does that mean?” I know what it means. What it means is that scripts, the presupposition that that person has is that if you use a script, that all you’re trying to do is get something from somebody. I believe that’s total BS. If that is your motivation, then the use of a script is totally inappropriate.
It starts with this fundamental belief, that the most important thing you need to succeed in a conversation, with clients, with a script is that you care about the person more than you care about the money you’re going to make from that person. When that happens a script is actually simply a choreographed, a guided conversation, so that I know the right stuff to ask, the right stuff to say so that I can get the right information to know how I can best help that person and to be able to lead them to a decision that’s in their best interest, not my best interest.
I hope that makes total sense to you, that if you care about them more than you care about your own benefit, you’re going to get a lot more benefit because you’re giving more benefit than you’re receiving. A script, to me, is that conversation that leads them to make a decision that’s in their best interest. It starts with this, that you care. It’s almost like, “You’re using a script? Hah, caught you.” Well, you only get caught if you’re caring first about yourself before them. If you truly want to be successful in real estate in the coming years and the coming decades with all the competition …
Guys, you understand that we’re now at over 1.2 million real estate agents in the United States. It dropped. That is up a quarter of a million from the economic collapse in terms of number of agents. Competition is just, the number of agents is going up, up, up, up. There’s more brokers coming out there. There’s more technology. There’s Zillow. There’s these online companies. There’s technology. There’s all of this stuff that is competing for your business.
How do you succeed in that environment? I’m telling you, it’s not the fancy stuff. It’s not the magic bullet. It’s not technology. The future of real estate is not technology. The future of real estate is right here. I want to know if I’m a buyer or a seller, do you care about me and can you help. Do you care about helping me, or you’re only caring about helping yourself? Number one.
2) Be Truly Great At What You Do
The second key that you need to succeed in real estate is care about other people, and number two is be great at what you do. In other words, be great at it. If you’re going to be a real estate agent and you want to be successful at it, you got to be good at it. The way you compete with technology, the way you compete with online marketing, the way you compete with the discount brokers out there, the way you compete with the new online portals that are electronic, or I’m going to call them digital brokerages that have popped up, the way you deal is be great at what you do.
Whenever these discount companies are coming on and they’re trying to come in and say, “We’re going to help you, buyers and sellers. We’re going to save you tens of thousands of dollars on commission”, the problem with that is you can’t deliver the same level of service to a client with the level of expertise that you have if you are great at what you do. The kind of agents that are going to be attracted to those or come on it, they’re paying on salaries and they are not going to be great at what they do, because they’re getting paid salary, not commission.
If you want to succeed in real estate, it is the future of real estate is right here. You care about your clients more than you care about the commissions, and you be great at what you do. I’m talking about becoming great at delivering results for your clients. Those two things, my friend, you can look at all the fancy stuff. I’m all for technology. You know I’m for, I love video, I love all kinds of marketing. I’m crazy about all of it, but I’m most crazy about this, that if you want success, care more about clients than you care about the money.
Number two, be great at what you do, which simply means you’ve got to make a commitment to master the skills, the strategies, the systems, the ins and outs of helping buyers and sellers, facilitating them through a transaction that gets them the best results.
When people believe that you care, and when they believe you are great at what you do, they will follow you. They will hire you. They don’t care about technology. They care about who can deliver me the best results. “I’m about to make a half a million-dollar decision. I’m about to make the biggest financial commitment or decision of my life. I want somebody who cares, that I can trust, and somebody who is great at taking care of me and my equity and my money, and that is you.”
If you want to succeed in real estate, right here my friend is the future of the real estate. Now I want to know what you think. Do you believe this? Do you agree with this? If you do, make sure you give the video a thumbs up. Comment down below.
Ask questions. Ask comments. Share this with other real estate agents that you know, because you know there are agents out there that get caught up into this cycle of “I’m in it for the money. It’s just the money. I got to get a paycheck.” Here’s how you get bigger paychecks. You care first about the people. Be great at what you do. You win every single time. That’s what I want you to play. Play to win. Always expect yes. Remember, your responsibility is to be the best.