Humans (and you) are not hard wired for success

"Human nature is surprisingly universal, and it's universally disappointing."
   - Cory Ellison, character on The Morning Show

Think about this: most of the time you know what's best for you. But knowing and doing are two different things. Look at the following list - pretty obvious stuff.

   1) Physical health: diet and exercise
   2) Financial health: save 10% (or more) every paycheck
   3) Financial health for self-employed: save 25% for taxes

And most importantly...

   4) Real estate agents: talk to people every week. Put those people into a database that you manage. 

If I took a poll of all the agents I've ever met, I suspect less than half do any one of these - and almost none do all four. 

Human beings simply aren't inclined to do what's best for them. They are most inclined to do what's easy and comfortable. But there is no "they". There is only us. So say to yourself, "I am most inclined to do what's most easy and comfortable."

Does that ring true for you? I know it's true for me. And every day, every week, it is literally a battle to do what's best vs. what's easy. Some weeks I do better than others. It's not about perfection, it's about progress. The first thing though is: are you aware of what's happening?

What I have noticed over the last few months: most agents are focused on the wrong thing. Many real estate agents are not focused on their database. "Well Steven, what are they focused on?" Leads! Every time I ask agents what they need, they say 'leads'. 

Wrong thing. 

What every successful real estate agent must have: CLIENTS!

Leads are a waste of time. You spend time chasing leads. You spend time working leads. You spend time convincing leads. When you eventually get a lead to work with you, you might discount your fee to get them to do business with you. So now you are working with people where the relationship is built upon pursuing, convincing, and getting. And discounting. Where is the trust? Where is the collaboration? Where is the client/professional relationship?

It isn't there (much of the time). Because most of the time that you are chasing and converting leads you are doing transactions. I don't mean real estate transactions per se (although literally, that's what you are doing), I mean you are doing low-value, low-trust transactional business. You might as well be selling cars or home furniture.

A lead you converted is not the same as the client you attracted (or found, or delivered to you via someone you know). When someone you already have a trusted relationship with wants to use you for real estate services, is that a different experience than when a stranger is considering working with you? 

So the question is: do you want leads or clients? Do you want appointments or signed contracts? When I work with clients I am not looking to "go on appointments." I am looking to sign contracts. Contracts to list, contracts to buy - doesn't matter. I don't need lots of appointments to get to signed contracts. 

If you want to do this business at a high level - and get paid a high dollar per hour - you can't waste time with leads and appointments that are not directly linked to signed contracts. (Mic drop)

This business is so simple! Build a database of clients who know, like, and trust you. Clients who love working with you and referring you to the people they know, like, and trust. 

Real estate is simple, but it isn't easy. Human nature is...surprisingly disappointing. You know what to do - but what will you do?