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Are You Sure It’s the Market?

A lot of leaders and salespeople are complaining about the ‘tough market’. But is the market really the whole problem?

The advice I’ve been giving to Pittard clients is that we can’t change the market – it’s the hand we’ve been dealt – and so instead let’s concentrate on what we can control.

Skill

My friend, Peter O’Malley, author of Inside Real Estate, said:

“When markets change, salespeople need to re-skill.”

Techniques that worked during the boom, no longer work. Conversations at the listing presentation are different to boom-time conversations. Price must be discussed carefully, and sellers must understand that the longer they wait, the lower the price they will eventually get.

Do you know how to make listings saleable in down-turning markets? If not, it’s time to re-skill.

Client Selection

You must be choosey with the clients you take on in challenging markets. List sellers who aren’t serious about selling and they will consume masses of your time and office resources for no result.
Even worse, they can shatter your confidence and morale.

Sometimes it is better to be the second agent that takes on a listing and not the first. And it is never a good idea to take on those sellers who say things like, “If I get my price I’ll sell”.

Focused Action

You can wallow in the difficulty of this market, or you can rise to it. It’s your choice.

It follows that if you intend being selective with the clients you take on, you had better be prepared to do a lot of prospecting. This will increase your opportunities of finding sellers who are serious about selling.

If you have not set clear goals, calculated the income you need to achieve and designed a plan to achieve that income, you are probably drifting downwards with the market.

Goals and targets give you focus – and in a challenging market you need focus. You must know how many people you will speak with each day. Thanks to the goals that you want so badly, your actions will be focused. Results are just a matter of time.

You Are Better Than the Market

Before you are tempted to blame the market for poor performance, remind yourself that this thinking can send you broke.

Look to your skill, focus and client selection.

What are you reading right now? What audio or video programs have you studied recently? Are you learning material that will help your career?

Your results will improve when YOU do.

You are better than the market. Now go and prove this to yourself.

Gary Pittard
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