©Copyright 2013 Ian Keightley. All rights reserved. Feel free to forward and distribute but copyright is retained.

Hi [name] and welcome to my Weekly Insight for Monday 28th January 2013

Quote for the week

"When we strive to be better than we are,

everything around us becomes better too."

Paulo Coelho, The Alchemist


It was a pleasure to meet Karen last week. She called to see if there was anything we could do to help her grow her business to the next level.

We agreed to meet in a new local cafe to see if we could work together and to discuss her goals and how I might be able to help her. When we met we discussed the state of her career and how that was going.

Karen was doing quite well, at three times the industry average, however she wanted to double that to go past the $300 000 level in 2013.

Karen was curious as to why after three years of effort she was stuck at $150 000 for the last two years. I asked her if she had invested in the right training, the latest tools, database work and had done any marketing of herself.

"Well no. I got started, did okay, got busy and I guess I waited to see if the market would lift or the business would just start to come. I didn't consciously do anything," Karen said.

"Sometimes we have to look at what is around us. What do you see in this cafe?" I asked.

"It's very busy," Karen commented, "It looks very successful."

"What else?"

"What do you mean?" asked Karen.

"You need to just observe for a moment and ask yourself what else you can see," I replied.

"It's well set up, plenty of trained and happy staff, the coffee is great and this food I have, is wonderful."

"Would you say it is successful?" I asked.

"Yes, for sure!" said Karen.

"So how does it compare with your business do you think?" I asked.

"Mmmm, I think it has more momentum, more energy. The owner has probably ticked all the boxes."

"Yes, it looks like that to me too. Can I ask you a really important question?"

"What?" says Karen.

"Remind me how long you have been in real estate."

"Three years."

"How long do you think this cafe has been in business?" I asked quietly.

"I don't know. At least a couple of years to be this busy," suggested Karen.

"Three weeks, no joking," I replied.

"Wow!" said Karen. "How do they do that?"

"The answer is simple and sometimes completing it is a challenge. The owner of this cafe decided what was necessary to make it a great success, to make it a very busy cafe, and then he implemented the plan immediately. There is a great barista, a great espresso machine, great chef, plenty of happy and well trained staff. He didn't wait to see how it went."

"Yes, I can see that, said Karen.

"Yes, but the key here is recognise the difference between this cafe and your business. More particularly, the difference between you and this cafe owner."

"What do you mean?"

"Is your business as well set up as this?"

"Well, mmm, no."

"Why not?"

"I guess I was waiting to see how it went first before I really invested in it....Oh I see, I didn't have faith, a real commitment. Is that what you mean?" Karen questioned.

"That's partly it and a great start.

Karen, we all have enthusiasm, get lots of advice and do a little research on what is needed to be really successful in our new real estate career. But in our hurry to get started, we get straight into the field (and listen to the advice of the experienced people who mean well, but have missed the bus of success). Most of us ignore the good advice and think we can learn the real skills, obtain the right tools and resources later on, when we see how it's going.  

This is not a success recipe.

This is a lack of faith, seeing if the market picks up and does it for you.

You know there is a cost to being in this business. To win, you need to invest, buy the flags, have the best smart-phone and computer, go to the best training, go to conference, invest in marketing etc."

"You know, I understand," Karen commented, "I feel I have not yet invested in really improving my listing and marketing skills, my technology skills and time management."

"So do we have a commitment to your goals? Can you see how to achieve it?"

"Yes, it's pretty clear!"

Karen has resolved to invest in her and in her business, and not wait and see anymore. Karen has already started on her new journey and wants her business to be as busy as the cafe.

(The Cafe is in Blockhouse Bay, Auckland: It is called The Block.)

Have an awesome week being the best you can be!




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Posted: Sunday 22 April 2018

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