Jerry's Blog

Hello all you activerain Realtors® out there:

Given a rather frustrating weekend, I thought I would share my thoughts with you and see if its just me, or whether any of my fellow members are having a problem like mine.

Now, I want to start by saying that I don't for a minute believe any of my fellow members are part of the problem, I just want to get some sympathy I guess.

Anyway, let me set up the scene:

• Living in the great Northeast Florida region, with 360 days/year of sunshine, I must say I should be more laid back than I am. But, I have a client in from New York, they are not laid back, and I am searching for some property... both residential and commercial.... For this particular client.
• I have spent a couple days with them making sure I have a very good idea of what they are looking for, and done my ‘SEARCH' for those few properties which might satisfy their needs.
• I now have a ‘FEW' choices that they agree might really be good, so lets go take a look.

OK, first problem, I need more information, how much, how large, any restrictions, dry, wet, availability, etc. And of course, I need to get this information from the listing agent.... Right?

• Second problem, I call the listing agents, just like the listing agent has directed me to do, and of course leave a message.
• Then, I call again, and leave a message.... hey, the client is leaving tomorrow to go back to New York, and want so see what's available.
• Then I call the broker, and leave a message... sorry to bother you, but can't seem to be able to reach the agent.
• Then I call the broker, and the agent again, and leave a message.... Hey, anybody there, you guys go out of business, property still on the market........?

Ok, I admit that sometimes, I actually get an agent or the broker, or someone, who runs down the information..... but unfortunately, in many cases (especially this last week) I end up spending my time just trying to contact someone who is interested enough to answer a few simple questions and set up an time for a showing.

So, what happens? Well, my client goes back to New York, I don't yet have any answers.... Of course now its Tuesday, and I finally get one in three agents who call and ask what I want (notwithstanding the fact that I have left everyone who has an answering machine or someone who answered the phone messages explaining exactly what the situation is and what I need). Interestingly, most of them seem like they think I should have somehow tried harder to get their attention since now, forget about selling the property, I'm not even showing it.

Prabably, everyone is so busy complaining that the market is lousy, no one is calling or buying property, there's too many people in the real estate market, etc, etc, etc, that they don't have time to talk to me about actually selling something. Oh well, I warned you I should be laid back.

So, I'd love to hear from my fellow members to see if they perhaps have some advise for me (I already got the be more laid back advise) on how I might better cope with this "lousy attitude of mine".

Regards,

Jerry Calvin

Hi, my name is Jerry Calvin P.A., and I'm relatively new to real estate (>5 years), but I'm amazed at the transferability of previous experience to the real estate business.

My background was in Marketing and Manufacturing companies, where for the last 20 years I was President/Chairman, CEO and Board Chair/Member, of some 14 different companies (did mergers, acquisitions, divestitures, etc in most of these companies).

Over the years, having taught many programs for management, sales, marketing, strategic planning, measurement and control parameters, human resources, executive compensation, etc.... I am still surprised that very few real estate persons I have met have the slightest notion as to how to really set themselves up in business, THEIR BUSINESS. Many still perceive themselves as working FOR the Broker in the office rather than WITH the Broker they are affiliated with.

I believe this perception is very bad for the agents, and quite frankly, bad for the Broker. Although some Brokers probably get an ego fix from this type relationship. Don't get me wrong, the Broker's job is to help the agents be successful, but the Agent's must assume the responsibility for the success they achieve or don't achieve.

Anyway, because of this, by first try here is to say to each of you out there, whether in the business for 1 day or 40 years, you gotta have a plan........................

Now, what is a plan (specifically what is a STRATEGIC PLAN)?

Well, to start, it must at least have the following:

1. A Mission Statement.... What is it that you are in business to do? UHHHH being in business to provide real estate services is rather too vague. You either need to get very clear on specifically what real estate services you are going to provide.

1. Your Objectives..... What level of Service, Quality, Cost, Market Share, etc... are you going to achieve, when is it going to be achieved, how is achievement going to be measured, who is responsible for achieving it? Needs clearly stated, measurable, reportable and necessary resources identified. By the way, three questions you must ask yourself.... 1) What do you want to do? 2) What should you do? 3) What can you do? THEY AREN'T ALWAYS THE SAME!
2. What Tactics are you going to employ to achieve the objectives. In other words, what actions are you going to take that will achieve the objectives. If you can't determine what you need to do to achieve the objectives, then obviously the objective need to be modified. Same with cost (what can you do). If you have an objective that requires actions which will cost you more than you can afford, obviously bad objective, at least short term.
3. When are the objectives going to be met is determined as to when the tactics are going to be completed.... That's why its called a plan. In other words, having earned $20,000 this year and having an objective to earn $100,000 next year without detailing just what it is you are going to do (besides just being in the business next year) is a plan sure to fail. Especially if you really haven't thought through the issues of the market, your market segments served, your market share, your marketing plan, your market nitch, how much you can/will spend on marketing/sales/office/etc, where your business is going to be coming from, etc.....etc.....etc....
4. Who is responsible for achieving the objectives and taking the actions and when. Lets face it, many Brokers insist upon receiving a plan by........ whenever...... but then everyone puts the plan in their desk drawer until next plan requirement. Even when the plan details down to the level of how many phone calls will be made, how many open houses, how many ads, etc. etc.... etc. I don't know about you, but I usually get distracted (sometimes hourly) on my priorities for the day.... Darn those foolish customers threatening me with business when I'm busy doing other stuff.

You may be getting the feeling that this planning thing is rather complicated and will take sure real research effort and time to do. RIGHT ON! Nothing simple or easy....... OR MORE NECESSARY. By the way, this is a simple overview..... the real plan is rather more complicated.

Come on now, how many of you have a great Strategic Plan? How many of you want one? How many of you need one? I'd love to hear your comments.