It all started when I tried to find a particular book on copywriting… I have 5 different book cases and I’m ashamed to say, they haven’t been sorted into any reasonable order. So, I decided I would attempt to do so.
In addition to making a good start on putting copywriting books with copywriting books, gardening books with gardening books, etc., I’ve found all sorts of things that I could toss to free up space and make room for – more books?
Do I really need copies of Consumer’s Digest from ten years ago? Probably not. Do I need a copy of Idaho real estate regulations for 2006? Nope. Do I need two copies of that interesting book about dogs? Not hardly. (But don’t worry – I didn’t toss it. I gave the extra to a friend.)
Among the odds and ends I found a small paperback book – more like a multi-page brochure – entitled the “Sane Marketing Manifesto.” I started to toss it, because the first page told me that a whole lot of it was nonsense. That’s probably the reason why the web address it gives no longer exists and I could not find any information about the author.
But – Curiosity got the best of me so I browsed through the pages.
Some of his recommendations were what I consider to be pure folly. For instance, he states that a real estate agent needs only to work on his or her business – never in it. In other words, you should turn all of your tasks, including client interaction, over to someone else. You’re supposed to just do the planning, then go home on time each evening.
Some of what he said did make good sense. For instance, he recommended creating marketing letters that can be used over and over.
Of course I believe in that – that’s why I offer you more than 40 sets of pre-written prospecting, farming, and keeping in touch letters.
And… He said that you must adopt a mindset of thinking of yourself as being in business.
I really think that one reason so many new agents fail is that they haven’t let go of thinking like an employee. They’re waiting for someone to tell them what to do and when to do it – and when you’re in business for yourself, that someone doesn’t exist. You’re the boss – the sole proprietor – and you need to act like it.
Agents who ultimately fail don’t seem to understand that they’re responsible for:
- Marketing their own services
- Keeping their own books
- Paying their own taxes, insurance, and overhead
- Budgeting – both their money and their time
- Working overtime if that’s what it takes to get the job done.
They also have trouble with “intermittent income.” When they have a fantastic month they tend to splurge – giving no thought to the fact that there very well could be a month or two during the year when they have NO income.
So… next time you come across real estate advice that appears to be pure nonsense, give it a glance anyway. There just might be a kernel or two of sound advice lurking within.