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Wanna Succeed? You Need A Moon-Walk Mind-Set AND A Fed/Ex Skill-Set

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Wild Long Term Success Requires Skill-Set and Mind-Set.

MIND SET (What & Why – Action Orientation)

Their grand plans glitter. They’re raucous. They imagine possibilities and promise where others predict pitfall.  They see what’s “now”, imagine what’s “next” and chase-it.

Gliding across planet possibility, Mind-Set Wonders dominate entertainment, leadership and sales.

In our real estate world, agents, muscle bound with Mind-Set, become top performers, famous, ego maniacs and burnt out.

The pursuit of “what’s possible”, creates chaos, disruption and opportunity.  Imagineering, experimentation and innovation is valuable in any business (Somebody has to  fan the flames of creativity, rattle the cage of convention and make it rain money).  But, promise, possibility and opportunities wilt and eventually wink away without reliable execution (Skill Set – Detail Orientation).

We have friends and colleges who Moon-Walk from shiny object to new project, to new client, to closing, to new client, to closing.   But alas, their success is churn-ish, choppy and chaotic – which tends to lead to burnout.

Why?  What’s missing?

The answer = greater measures of Skill-Set ( How & When – Detail Orientation); the ability to execute consistently.

SKILL SET (How & When – Detail Orientation)

Their contracts, when they have one,  are skin-tight.  They’re tame and respectful.  Data entry is error free, paperwork pristine.  Fine-detail is their best friend. Order, protocol, logistics and time lines are gripped with strict respect.

Feet firmly planted, Skill Set Wonders gravitate to accounting, engineering, logistics, management and administration.

In our real estate world, agents over weighted with Skill Set, become transaction managers, Team cast members, RELO specialists or former agents.

Why?

Rigid focus on the Right-Way creates a blind spot for innovation, re-creation and risk.  Detailed knowledge of how and when to do things plays a valuable support role in real estate and business (Somebody has to tame the flames of creativity, manage the chaos and monetize  the magic of the Mind Set jet-set.).   But, without a healthy dose of Mind-Set (Action Orientation), at best,  one can only expect mediocre success, at worst, out right failure.

We have friends and colleagues who are supremely detailed, accurate and consistent, but alas, they are list-less and sale-less.  Why?  What’s missing?

The answer = greater measures of Mind-Set (What & Why – Action Orientation).

What Does It Take To Kick Ass and Take Names In The Real Estate Business?

Success beings with a blend of both.  If success was a cocktail, I’d order mine with a double shot of Mind Set.

Here’s why…

Mind Set (Action Orientation) + Skill Set (Detail Orientation) = Success Chain Reaction

Hard truth follows…

The Skill Set (Detail Orientation) tribe have 3 options:

  1. Grow a Mind Set (Action Orientation) and thrive.
  2. Slot themselves as support and thrive
  3. Leave sales.

The Mind-Set (Action Orientation) tribe  have 3 options:

  1. Grow a Skill Set (Detail Orientation) and thrive.
  2. Hire or partner with Skill Set (Detail Orientation) and thrive.
  3. Live with choppy success and the looming specter of eventual burnout.

What Do You Think?

I could be completely wrong (cough, doubtful).  I’d love to hear what you think.  Which of these is your strength?  What will you do next?

~~~~~~~~~~~~~~~~~~~~

Cheers and Thanks For Reading.

Ken Brand - Prudential Gary Greene, Realtors. I’ve proudly worn a Realtor tattoo for over 10,957+ days, practicing our craft in San Diego, Austin, Aspen and now, The Woodlands, TX. As a life long learner, I’ve studied, read, written, taught, observed and participated in spectacular face plant failures and giddy inducing triumphs. I invite you to read my blog posts here at Agent Genius and BrandCandid.com. On the lighter side, you can follow my folly on Twitter and Facebook. Of course, you’re always to welcome to take the shortcut and call: 832-797-1779.

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19 Comments

19 Comments

  1. Matt Thomson

    September 28, 2009 at 11:08 am

    I think you’re dead on. I tend to be skill-set oriented, and while my broker loves my contracts, it does create issues. Fortunately, I landed in blogging and social media, an area for me that stretches my mind-set but in a way I can handle and enjoy.
    I keep the skills, but get to try new things and learn new things in an evolving arena. It’s been great for my business.
    What’s next? Diving into the world of video!

  2. Andy Hemmings

    September 28, 2009 at 4:53 pm

    You’re right, it’s definitely a balance and most have a tendency towards one or the other. I am definitely more “Mind-Set” oriented. Wayyyy too many ideas tumbling around in my head. Hey, it’s fun to dream. Unfortunately it leads to “paralysis of analysis” and I can end up doing nothing. But when I look back on what has made the difference in my sales career, it’s taking just a few simple but good ideas and systemizing them, forcing them into my skill set.

  3. Atlanta Real Estate

    September 28, 2009 at 10:03 pm

    Ken – that’s one crazy post my man!

    Andy – it’s “paralysis BY analysis.”

    RM

  4. Debbe Perry

    September 28, 2009 at 10:03 pm

    Ahhhh, balance… . Isn’t learning it the basis of what life’s about?? It’s also one of the great things of aging (though I’m not, of course…). LOVED reading this!!

  5. Joe Loomer

    September 29, 2009 at 7:09 am

    I find it amusing that one accepted definition of insanity is doing the same thing over and over again and expecting a different result – yet in our industry a big part of the “skill set” is doing what works – OVER AND OVER again, and NOT doing what doesn’t work.

    Great post Ken – I can put pretty much all 140 of the agents in our firm into the different skill set/mind set categories you listed…

    Navy Chief, Navy Pride

  6. Carrie

    September 29, 2009 at 9:47 am

    Great post! I’m definitely a “Mindset”. I agree that you have to do something about it, but it’s so hard! Would love to hear more ideas on how people have overcome their weaknesses in this area.

  7. Susie Blackmon

    September 29, 2009 at 2:41 pm

    I’m of the mindset to find a good partner who wears Cowboy boots and loves dealing with clients but hates sitting at a computer.

  8. Ken Brand

    September 29, 2009 at 5:45 pm

    Matt – Sounds like you’re on the right track, balance with skew towards mind-set is what I’ve seen work the best and the brightest;-)

    Andy – Amen. You don’t really want to tame the stallion like ideas, just sorta point them. Hope all is going well for you. Cheers.

    Debbie – Thanks for the compliment.

    Joe – You’re right about that Joe – Don’t confuse me with facts and imagination, this is how we’ve always done it and done it and done it…. Rock on NC.

    Carrie – What I’ve observed over the years is that’s it harder to grow a Mind Set than it is to deploy or employ a skill set – keep pursing, inch by inch, etc. I think you’ll find some useful mind and skill-set ideas throughout the AG posts. Good Luck.

    Susie – You’re on the right track, once you find this Cowboy, it’d probably be lights out, so to speak;-)

  9. Troy Roark (ILRealEstate @Twitter)

    September 30, 2009 at 10:44 am

    I’ve seen this idea wirtten differently (sort of). I believe it was “Some of us are starters, and some of us are finishers.” I used to be a starter… and only a starter. I’d get things started and never finish (ie. not following-up with leads after working my tail off to get them in the first place.)

    Once I recognized my skill set (or lack of), I put a great deal of emphasis of working on systems to help get me to the finish line. According to the responses, it sounds like most of us Think Big like we breathe, it’s the skill set that holds us back. For me, it was all about 1) recognizing my limitations, and 2) creating systems keep me focused on the skill sets where I was lacking.

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Business Marketing

Marketing amidst uncertainty: 3 considerations

(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.

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Open business sign being held by business owner for marketing purposes.

The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.

As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?

Pandemic Pivot 1.0: Q3 2020

When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.

How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.

Think Brick And Mortar

As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.

Reach Customers With PPC

Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.

While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.

It’s All About The Platforms

When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.

One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.

The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.

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Business Marketing

Advertising overload: Let’s break it down

(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.

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Advertising spread across many billboards in a city square.

If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.

Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.

In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.

“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.

This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.

It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.

Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.

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Business Marketing

7 simple tips to boost your customer loyalty online

(BUSINESS MARKETING) Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.

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Man and woman at kitchen table online shopping on laptop together, boosting customer loyalty.

With many businesses – both big and small – operating online, there are less opportunities for building those face-to-face relationships that exist in brick and mortar stores. According to smallbizgenius, 65% of the company’s revenue comes from existing customers.

It’s important to keep in mind the different tactics at your disposal for increasing customer loyalty. Noupe recently released a list of actionable tips for increasing this loyalty. Let’s examine these ideas and expand on the best.

  1. Keep your promises – Stay true to what you’ve agreed to, obviously contractually, but stay true to your company values as well. Even if you feel you’ve built a good loyalty where there is room to take a step back, don’t rest on your laurels and be sure to remain consistent. If you’ve provided a good experience, keep that going. The only change that should happen is in it getting better.
  2. Stay in communication – In addition to the ever-so-vital social media platforms, consider creating an email newsletter to stay in touch with your customers. Finding ways to have them keep you in mind should be at the front of your mind. By reaching out and being friendly, this will help retain their business.
  3. Be flexible with payments – No, don’t sell yourself short, but consider installment plans for pricier items or services. This will help customers feel more at ease when their wallet’s health is at stake.
  4. Reward programs – Consider allowing customers to accrue loyalty points in exchange for a freebie. The old punch card method is still an incredibly popular concept, and is a great way to keep people coming back. The cost associated with giving something away for free will be minimal in comparison to loyalty you receive in order for the customer to get to that point. Make sure that what a customer is putting in is about equal to what they’re getting out of it (i.e. don’t have a customer spend $100 in order to get $1 off their next purchase). If all of this proves successful, this can eventually be expanded by creating VIP levels.
  5. Prioritize customer service – A first impression is everything. By prioritizing customer service, you can help shape the narrative of the customer and how they view your business. This splinters off into them giving good word of mouth recommendations to friends and family. Be sure to keep positive customer service as the forefront of your mind, as giving a bad review is just as easy – or even easier – as giving a good review.
  6. Value feedback – Allow customers a space to provide their feedback, either on your website or on social media. Find out what brought them to you and gage how their experience was. Be sure to thank them for their feedback and take it into consideration. Feedback – both good and bad – can be vital in helping shape a business.
  7. Avoid laziness – Stay sharp at all times. Don’t treat all customers as nothing but currency. Include personalized touches wherever you can. This will make all of the difference.

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