Follow That Leader
BATTLECALL GUEST EXPERT: Walter Sanford, National Real Estate Trainer
To become the best, you need to learn from the best.
There was a time early in my career when I was so far into debt -- more than $1 million dollars -- that I needed to earn substantial money each month before I could even afford to buy groceries. You couldn't make mistakes in Southern California real estate market in the late '70s. Then when the real estate market crashed in the '80s, it seemed impossible to do anything right. I overcame these financial setbacks by becoming a student of the real estate game. I went to successful, experienced salespeople. I asked them questions, I listened to their answers, and I used this information to formulate successful systems and strategies that led me to success.
I hope that your need to increase your sales isn't as pressing as mine was, but whether you're a new salesperson learning the business or a veteran who wants to go to the next level, finding and learning from a mentor will serve you well throughout your career.
You'll quickly find that some co-workers are natural mentors: experienced, articulate, and accessible. Make it your goal to learn their systems and strategies. Apply them to your own sales activities. Never be afraid to ask strangers for advice. Don't limit your questions to people in your office. When I started my search for mentors, I called every top producer in town; most top producers were flattered and ended up helping me.
If you're just starting out in the business, talk with each salespeople you meet to find out what works and what doesn't. I always asked the question, "What is your least-expensive, highest-producing lead-generation system?" The answers to that one question alone eliminated years of trial and error. Other useful questions include, "What are your favorite marketing methods? Which types of properties are hot in the local market?" In general, look for strategies that make clients happy and that make effective fodder for listing presentations.
Conventions provide another outstanding opportunity to network and discover mentors from different geographical areas. I found that there was less pressure for salespeople to hold back if they weren't from my area. They didn't have to worry about me using their "secrets" to compete against them in their marketplace. My interactions with other salespeople at conventions eventually led me to start "mastermind" meetings, where top salespeople from all over the country would gather either by phone, web-based conferencing, or in person to share ideas. Although not strictly a mentoring relationship, these groups represent another way to increase your knowledge base. Conventions are also a good place to hear the latest from real estate trainers and other speakers. Over the last 28 years, even the worst speakers that I've heard have netted me a couple of gems that I could insert into my business plan.
So far, we've concentrated on the importance of mentorship early in a salesperson's career -- those role models who give you the benefit of their expertise and sometimes help you get over some rough spots. Seeking out mentors isn't something that you outgrow after you've completed your first year in sales. It's a tactic you should develop throughout your career.
Experienced salespeople can take their game to the next level by finding mentors to help refine their strategies and become more productive. As your goals change, the types of mentors you seek out will change as well. As I matured in real estate, I found that my emphasis on getting lots of listings and closings started to fade in favor of building the highest net proceeds possible. Therefore, it was important for me to ask questions that resulted in the greatest income, at the lowest possible cost. You can ask questions on how to make sure your marketing reaches its target audience through demographic prospecting and database management. Eventually, I looked to mentors who could teach me how to diversify into management and investing to help me form an exit strategy.
As I look back, I can see the important role my mentors played in teaching me how to achieve great production and increase my net proceeds. Now I'm looking forward to helping a whole new generation of mentors and sharing the "secrets" of real estate. Today, I correspond with wide-eyed new real estate salespeople. Some may be having financial challenges, as I once was. I can give reassurance that others have been there before. There is nothing I have ever been more proud of doing than to actually give back what I've learned from my mentors. The final lesson that you can take away from your mentors is the importance of using the knowledge you've accumulated to give something back to the industry by mentoring others.
Walter Sanford was one of the top real estate agents in North America for nearly thirty years, and now, he is one of the most requested speakers, trainers, and coaches. He has authored twelve systems and books on checklists, pro-active lead generation, affiliate lead generation, plus others mentioned in this article. You can hire Walter or buy his products by visiting his website for more details at waltersanford.com.
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