Coaching: Change Your Business for Life

Commentary by Brian Buffini
Commentary by Brian Buffini

RISMEDIA, November 6, 2006?Growing up the son of a house painter in Ireland, I was taught a very important, guiding principle by my dad that I practice to this day. At the end of each day, he’d look at my work, and ask, ?Well, son, can you put your name to that??

If I couldn?t put my name to the work I?d done, he’d have me do it over again.

Not only did this give me an appreciation for doing the work right, it instilled a level of integrity that became one of the core values in my real estate business (now in our coaching and training company, Buffini & Company). Because of our commitment to serving clients with excellence, we continue to grow as a company.

I had originally immigrated to the United States from Ireland in 1986 and entered the real estate business in San Diego. After struggling with the cold-call and door-knocking methods, I decided to re-apply and develop my father’s principles (high level of service, follow-up and commitment) and put my name to what I did every day. That started my career off and I began to make a lot of sales.

Today, two decades later, hundreds of thousands of real estate professionals have realized dramatic results using the referral systems I developed. Overall, agents in our Coaching program are doing four times the average business of National Association of Realtors (NAR) members.

This is especially impressive when you consider that the median price of an existing single-family home actually declined for the first time in 11 years in August!

The changes I’ve been examining for some time are now in full effect. The market is tightening and the professional?s market I have been predicting since this time last year has arrived. And this is good!

As we’ve covered before, working by referral is not relying on word of mouth. It’s a systematized method of contact, care and community. This is the perfect time to do business based on relationships. When you work by referral, clients are genuinely glad to see you. Add to this the fact that they help build your business by establishing your credentials with others and you soon begin to realize that referrals sell you better than you could ever sell yourself. Oh, by the way?you also save money! Many agents spend randomly on marketing methods that produce sporadic results, but with a focus on relationships, you reduce costs and generate a steady stream of referrals.

Our referral systems don’t just generate sales; they are all about helping people to build community and connection. Humans have a desire for that. We want to interact and be connected with others. Ancient civilizations were no different, yet in America today?the most advanced and open culture in the world?there is a lack of community. If you know the person next door, you are considered social! Now we drive home, open the garage, drive in and close the door. The great benefit of working by referral is that you can become a catalyst for community in your database. Not only do you have a high-referring team of advocates as clients, you become the neighborhood resource for all kinds of professional services related to home buying. As peoples? lives get busier, this will be an even more-valued element of your personal brand. You’re not the drink; you’re the straw that stirs the drink!

We are excited to get folks moving toward a referral-based business because they immediately realize they’re not on a treadmill. They are more than just a commodity; they become an integral part of their clients? lives.

As our clients consistently work by referral, over time their businesses begin to thrive and they are more able to focus on what they really want from life. That’s where the beauty of the system lies. When you work by referral, you get to live the good life?whatever that looks like for you. Take away the money concerns and you get to go to work on your passion. That, to me, is a great way to live.

If you want to change your business for life and get re-invigorated by the possibilities, then dig a little deeper with this stuff. Talk to someone who’s systematically working by referral and hear what they have to say. You might be surprised at how easy the change could be.

Brian Buffini is the founder and chairman of Buffini & Company. For more information, visit www.buffiniandcompany.com.

Source: Real Estate magazine, November 2006