We all want to build a business that lasts. After all, you likely didn’t start your business with the intention of running it for a year or two. However, everything changes so quickly these days that nothing feels permanent. Think of all the technological advances that have been introduced into the industry in the last two decades alone. Who would’ve thought we’d have so much information at our fingertips?
As a result, we’re bombarded with conflicting advice about how to create a lasting business. So-called experts, who’ve often never sold a home in their lives, try to convince us that we need what they’re selling in order to survive in business. I’m here to tell you, principles don’t change. It doesn’t matter what the new, fancy, shiny objects promise; the basics of business will not change. What does change? Tactics.
Think of technology as a tactic. Technology is an asset to any business, and there are so many tools available on the market that make running a business easier. By all means, lean into this technology, but remember, the purpose of technology is to support the fundamentals, not replace them. The fundamentals are the basic building blocks of business for a reason—they work. And, they’ll continue to work regardless of the latest trends.
Build Your Business on These Fundamentals
1. Invest in relationships. Best-selling author and marketing expert Scott Stratten said, “If you believe business is built on relationships, then make building them your business.” When you work by referral, your business is built on relationships; your clients and their referrals drive your business. That’s why it’s so important to spend your time, energy and money on your relationships. Create lasting relationships with your clients by investing in them, especially those who send referrals your way. Connect with them often and consistently, listen for a need and fill it, and let your clients know how much you appreciate their business and referrals.
2. Stand out with service. My mentor, Og Mandino, said, “Always render more and better service than is expected of you, no matter what your task may be.” Everyone is attracted to excellence, and the one way to deliver excellence is to always do more than your clients expect. For example, when your clients complete their home transaction, refer them to a moving company in your network or swing by on moving day with some boxes and packing tape. Your clients will be surprised and appreciative of the gesture.
3. Master your skills. Learning doesn’t end once you’ve earned your real estate license. You have to continue to sharpen your skills as long as you’re in business. After all, it’s your skills that pay the bills. Most agents, though, only consider improving after a failure or mistake. Continue to develop and renew your commitment to the fundamentals by enrolling in real estate-related training and registering for seminars online or near you. Then, put what you’ve learned into practice by flexing your skills every day. The more you practice, the sharper you’ll stay.
The only proven way to create a business that lasts is to practice the fundamentals consistently every day. Of course, rely on technology like a CRM or online learning to help you work more effectively and efficiently, but don’t expect it to put in the work for you. Building a lasting business takes time, but the reward for your patience is a business that’ll continue to thrive regardless of changes in technology or the real estate market.
Brian Buffini immigrated to San Diego from Ireland in 1986 and became a top-performing REALTOR®. He then founded Buffini & Company to share his powerful lead-generation system. Buffini & Company has trained over 3 million people in 37 countries and coaches more than 25,000 business pros. Today, Brian’s a New York Times best-selling author and reaches over 1 million listeners a year through “The Brian Buffini Show” podcast. For more information, please visit www.buffiniandcompany.com.
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