Keeping Your Commitments Is Key to Staying at the Top

By Marylyn B. SchwartzRISMEDIA, May 29, 2007-What does it take to be the top RE/MAX agent in Connecticut for two years in a row? To hear Vinny Diana tell it, it is not as difficult as it might seem. When one applies the principles of customer care and dedication to the task at hand, it is quite straightforward.

Marylyn (MBS): “Vinny, what was your production over the past year?”

Vinny (VD): “My assistant and I generated around 40 transactions. There is not a doubt in my mind that I could have done it alone. I have the best assistant in the world. We joined forces when I’d been in real estate approximately eight years. We keep each other in line and on track for our goals.”

MBS: “What must the real estate industry do in order to ensure that we generate more highly successful real estate professionals?”

VD: “There is a great deal of room for raising the standards. Lots of people enter the profession when the market is strong. They have the misconception that this is a fast way to make money. Nothing could be further from the truth. Real estate success requires organization, excellent follow through and a willingness to weather all markets. Right now, the agents who were never prepared to deal with a “soft” market are making the rest of us look good. It should be more difficult to get a real estate license.”

MBS: “Are you saying that there is quite a bit of “dead wood” right now?”

VD: “Yes, I am. The industry will naturally purge itself, and all of us who are in for the long haul welcome that. Raising standards helps everyone be more successful, as the actions of one reflect on all.”

MBS: “If you had to choose one compelling reason for your success, what would that be?”

VD: “Don’t say that you’re going to do something and then not deliver. People never forget a broken promise. It matters less when you keep dozens of commitments than it does when you break one. Breaking a promise will follow you for a long time and be the cause of lost referrals. Right now, about 60-70% of my business is repeat or referral. It took me fifteen years to reach that level. All it would take is laxness in my commitment to keeping our service delivery at the highest possible level to move me back to the early years.”

MBS: “You’re very well known in your markets. What do you do to increase top- of-mind awareness and visibility?”

VD: “Get out there and shake a few hands. Talk with everyone. This is a business where shyness will prevent success. I use all forms of media. The Internet has proven to be a very useful source of leads. I invest in my web page, and my signs are everywhere. There is no doubt that signs have aided my business growth immensely. There is no value to anonymity, but if you’re waiting for people to come to you, forget it. New agents who wait for the phone to ring to generate business are going to be very disheartened quickly.”

MBS: “What is it about RE/MAX that keeps you there? We both know that any company would welcome you with open arms.”

VD: “There are many reasons that this is a great fit for me. The RE/MAX brand is powerful and comes with its own instant credibility. However, for me the company I am with is the real source of my loyalty. While I could not imagine being with another brand, I don’t think I would have achieved what I have without our broker/owners. They are very supportive, highly professional and understand what it means to create a powerful team environment. We work hard and play hard as well. They care about our success and will do whatever it takes to provide the training and materials it takes to take full advantage of the RE/MAX brand. I know that I speak for my assistant as well as myself when I say that we feel that we are able to control our business and are accountable for our own success. That is not the case with many other companies.”

MBS: “Is there anything else you want to share with the readers?”

VD “Success is about being good at many things and not just working one part of the real estate business. Learn all that you can about all facets of the business. Take advantage of training whenever it comes along. Learn to be adept and you’ll be able to adapt to whatever comes along!”

Marylyn B. Schwartz, CSP, is an expert in real estate and corporate sales training/management and team development. She is president of Teamweavers and a trainer for Leader’s Choice®. Contact her at www.marylynbschwartz.com or e-mail: Teamweaver@aol.com.

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