Why You Will Never Dominate Your Market – These 7 Reasons

If you are reading this blog, it is likely that you want more.  You want to improve your productivity, your prospecting, your presence, your something.  Nobody gets up every morning with the goal of being mediocre.  Ultimately, you want to dominate your market.  But the truth is, you can’t.

7 Reasons You Will Never Dominate Your Market

My kids are in the driveway right now playing basketball with the neighbor kids.  When I was their age, the Bad Boys version of the Detroit Pistons were winning championships.  I remember playing in the driveway and pretending I was Isaiah Thomas and Joe Dumars.

I wanted to dominate a basketball game the way they did. But I topped out at 5’7” with less than average athletic ability and a suspect jump shot.  I was never going to dominate a basketball game.

And you are never going to dominate your market because of these 7 reasons.

7 Reasons You Will Never Dominate Your Market

  1. You don’t keep score – Numbers never lie.  If you don’t keep score, you never know if you are winning. By the way, those who dominate keep score.  It is the hordes of the mediocre who don’t want the proof.
  2. You don’t have a system – Systems are just checklists.  If this happens, then we do this.  Systems make you more efficient and productive.  They also produce desired and predictable outcomes.  The beauty of a system is you know what to adjust to improve the outcome.  Without a system, you are simply guessing – taking a shot in the dark.  And wasting a ton of time and effort.  Dominators are blowing right by you.
  3. You don’t time-block – Time-blocking is the practice of scheduling an appointment, with yourself, for the most important tasks of your week.  You actually do this on your calendar.  When something urgent pops up, you simply say, “I have an appointment I can’t break.”  This ensures you are focusing on the most important tasks of the week and not succumbing to the “tyranny of the urgent.”
  4. You don’t have a coach – Peyton Manning was the opening keynote speaker atICSC just last week.  This is a quote directly from him.
    • “Everyone, and I mean everyone, no matter how experienced or seasoned you are, needs a coach to continue to grow. … Someone who has the capacity and the willingness to point out what works — but more candidly, what doesn’t work. I still want to be coached after 17 years. I actually get angry when I’m not coached. I want someone with the knowledge and insight to break down what I’m doing and to help me see things from a slightly different perspective. To take me back to the basics and rebuild from that foundation. In my opinion, as soon as someone stops wanting to be coached, taught or mentored, I think they’re in big trouble.”

  5. You are lazy –  It is my opinion that sales people are mostly lazy.  I say that because the ones who aren’t lazy have such incredible results.  If you want to differentiate yourself from the pack in your market, just be diligent.  That could be the single quickest way to move the needle.  Do what you know you should be doing.  But you won’t.
  6. You are normal – Normal as in you do nothing to differentiate yourself from your competition.  You are a cog – a commodity.  Commodities compete on price.  Dominators compete on value.  You need to be able to communicate your value proposition in 30 seconds.  Why you?  What makes you different…better?
  7. You are afraid
    • of looking dumb – This was my issue.  I couldn’t stand the thought of being asked a question and not knowing the answer.  This paralyzed me for so long.  I would just stare at that phone…and do nothing.
    • of rejection – Sales has many more “No’s” than “Yes’s”.  Many more.  And regardless of whether you are in a traditional sales or not, you are selling something.  If you ever want to have influence or success in sales, you need to get rid of this fear.  But you won’t.
    • of failure – Many of you got into this business because you saw the success of others.  And then you get into the research department of your shop and figure out how to be content there…because you don’t want to risk it and fail.

At age 22, I walked into a Marine recruiters office and asked what they had for me.  This chiseled mountain of a man with a high & tight responded, “I don’t have [bleep] for you.  I wonder if you have the metal to be in my Marine Corps.”

Then later, as we were going through the MOS (job) book, I asked him what a cryptologic linguist was.  His answer was:  “Don’t worry about it.  You aren’t smart enough to get that job.”  This guy was pushing my buttons.

I am trying to push yours.  I want you to try to prove me wrong like I proved my recruiter wrong.

But you won’t.

Question: am I succeeding in pushing your buttons? Let me know what you are going to do with the rest of the year. You can leave a comment by clicking here.

I have created a simple one-page worksheet that will walk you through the 5 steps to time-blocking your week for maximum efficiency and productivity.  You can download it by clicking the button below.

Download Your Free Worksheet!

8 Reasons Why You Need Digital Presence

My dad started developing self-storage units somewhere around 1980.  The name of this company is AAA Rent-A-Space.  About the same time, my mom had one of four or five Century21 franchises in our town.  The name was Century21 A Barron Company.  Both of these companies were named so they would be listed first in the yellow pages.  How do you think the yellow pages business is doing right now?

Business man surrounded by people

One of the comments I hear most often as I engage with experienced brokers across the country is this.  “These kids are coming out of nowhere and taking my market share.”  They are lamenting that the presence that took them a decade or more to develop is being eroded by younger, new to the business brokers who are creating dominating digital presence.

Presence is being known – being top-of-mind.  You know you have it when the most influential and connected people in your market are sending business your way.  You know you have it when people are glad you called and don’t need to ask who you are.

It is no secret that commercial real estate is behind the curve when it comes to digital presence adoption.  We have an industry that is dominated by white men who aren’t in their 20’s or 30’s anymore.  That is just a demographic fact (though I see this changing.)

There is a reason why younger brokers are having this kind of success.  What used to take a decade or more to build, can now be accomplished in a year or two.  But this is not just a younger person’s game.  The landscape has changed. Anyone can take advantage of this powerful aspect of building your business.

In fact, everyone in a sales or service profession should create a digital presence.  Here’s why.

Free Webinar - How to Thrive as a New to the Business Broker

Join Rod Santomassimo, founder and president of the Massimo Group, and I as we share how to thrive as a N2B broker.  We are also going to announce two exciting offers during the webinar.

If you are a CRE broker with 2 years of experience or less, you should be on this webinar.  If you employ new brokers, or are trying to recruit them, you should be on this webinar.

The session referenced in this video filled up so quickly we had to open up a 2nd session.  The second session is at 3pm Eastern today.

You can REGISTER HERE.

Free Webinar:  Join me and Rod Santomassimo, founder and president of the Massimo Group, as we share the keys to thriving in Commercial Real Estate as a new to the business broker.  In this webinar, we will show you:

  • Keys to success for new to business brokers
  • What it takes to create a solid start to a prosperous career
  • Specific strategies and tactics that will help you generate early income

This webinar is guaranteed to give you actionable tactics you can immediately apply to your business.  If you are a new to the business broker, or the broker/owner who employs them, you want to be on this webinar.

Plus, we will be announcing two special offers to attendees.

Join over 150 already registered for the call, and I look forward connecting with you soon!

Date: January 23, 2015
Time: 1:00 - 2:00 pm Eastern
Event: Free Webinar: How to Thrive as a New to the Business Broker
Topic: Free Webinar: How to Thrive as a New to the Business Broker
Venue: Live Webinar
Public: Public
Registration: Click here to register.

Webinar:  I am excited about being the presenter during tomorrow’s webinar hosted by Matthew Smith of RealNex featuring the Massimo Group – History is a Great Forecaster – Identifying Future Income Opportunities.  In this webinar you will learn:

  1. Methods of collecting historical data
  2. How to use tools already at your disposal to become the recognized expert in your market
  3. How to use historical transactional data to identify trends
  4. How to use market data to close for more meetings

Join over 500 already registered, and I will see you tomorrow!

Date: January 14, 2015
Time: 3:00 - 4:00 pm Eastern
Event: Free Webinar: History is a Great Forecaster of Future Income Possibilities
Topic: History is a Great Forecaster - Identifying Future Income Opportunities
Sponsor: RealNex
Venue: Online Webinar
Public: Public
Registration: Click here to register.

How to Demonstrate Your Expertise by Blogging on These 4 Categories

At the end of this post is an exercise you can download to brainstorm a year’s worth of weekly blog posts in 10 minutes.

I remember the first day after I was honorably discharged from the Marine Corps.  It was the day I started working with my dad in the commercial real estate industry.  I knew nothing beyond what I picked up from growing up with two parents in real estate.  I didn’t have a license.  I didn’t have business cards.  I was as green as they come.  All I wanted to do was hide in my office.

Photo from istockphoto.com

Photo from istockphoto.com

I remember having the nagging thought:  “Who would want to work with you when they could work with your dad?”  It took me two years to get over that self-doubt.

It is one thing to gain self-confidence, and that takes time.  Your industry also needs to gain confidence in you.  You need to become known as an expert in your field.  I like to talk about this as dominant market presence.  Are you, your company, or your product the first thing that pops into potential clients’ or customers’ minds?

Additionally, if you still haven’t bought the idea that you should be blogging or need help setting up and launching your blog, read this post on the subject.

I believe a blog is the quickest way to gain this dominant market presence.  You can become known as an expert, gain dominant market presence, and cultivate the next generation of clients and customers by blogging in these 4 categories.

Blog on These 4 Categories

  1. Deal Stories – Stories are an incredible way to engage with your audience.  They often allow you to connect with your readers on an emotional level.  This invites your readers into your post and keeps them there.  Stories of real situations are also valuable to your potential future clients.  Plus, stories allow you to demonstrate your expertise without tooting your own horn.  Your deal stories should include these 3 sections:
    1. Situation – Give the context of what was going on.  Why were you hired?  What challenges was your client facing?  Giving the context allows your readers to relate.
    2. Steps – What did you do to solve your clients problems?  What did you do to help maximize your client’s best interests?  Share what happened, but be careful not to sound like a commercial.
    3. Solution – Here is where you describe the results.  This is the culmination of the story.  If done well, the reader will have a better understanding of the service or product you provide and how that product or service can benefit them.
  2. News – Blogging about the news demonstrates that you are in-the-know about what is happening in your industry.  However, the news can be boring.  You do not want to just regurgitate what your readers are hearing from other sources.  If a certain news topic is becoming a topic of conversation at the water cooler, you should blog about it.  Demonstrate your expertise and experience by giving your take.  A word of caution:  only blog about a news topic if it is applicable to your industry.
  3. Market trends – This topic can also be boring so be careful.  I would not blog about market trends more than once a quarter.  However, demonstrating that you are aware of market trends is important.  For some of your readers, this information will be valuable.  It puts you in the position to become a trusted resource for timely information.
  4. 101 Topics – In Commercial Real Estate, every successful investor did their first deal at some point.  Donald Trump did not come out of the womb as an expert.  He had to learn.  By blogging about the basics of your industry, you have the opportunity to educate the next generation of players in your industry.  In the next 20 years, we are about to see the biggest transfer of wealth in the history of the world.  By educating the next generation of your future clients, who do you think will be top-of-mind when the next generation has a need for your product or service for the first time?  You will!

A huge hurdle for many beginning bloggers is the anxiety of knowing what to blog about.  As a bonus to this post, I have included a simple exercise I use with my coaching clients.  In 10 minutes, you can brainstorm these 4 categories and produce a year’s worth of blog topics.

Knowing what you will blog about for the entire next year is like a warm blanket.  This single exercise could lead to your success in building a powerful blog that increases your presence, solidifies you as an expert, and cultivates the next generation of your future clients.

Question: What are you doing to ensure the success of your presence campaign in 2014? You can leave a comment by clicking here.

Download Your Free Exercise

How to Overcome the 4 Fears of Blogging – and Launch!

I previously wrote a post on the 8 Reasons Why You Should Blog. This post is the follow-up.
You may have heard the question, “When is the best time to plant a tree?”  The answer is 100 years ago.  The second best time?  Today!

Photo courtesy of iStockPhoto.com

Photo courtesy of iStockPhoto.com

This is the mindset I encourage you to have when considering whether or not you will start your blog. I don’t know if you’ve noticed in your life, but fear will hold you back. I remember the fear I felt when I enlisted in the Marine Corps.  I told my dad before I left that I wanted to go to Parris Island and be the best Marine in my company.  After 10 days on the island, I wrote him a letter.  It told him that I just wanted to survive. Fear holds you back.  It causes you to pause – to hesitate.  Fear can prevent you from doing something great.  Fear is not your friend. You can launch your blog by overcoming these 4 fears.

Overcoming the 4 Fears of Blogging

1.  Who is my audience?

Good question.  Who is your audience?  It isn’t going to be the same as mine – or anyone else’s.  Ask yourself who your ideal client or prospect is.  That is the who you are writing to.  Frankly, I need to remind myself more about this. I was listening to an interview a couple of weeks ago.  The topic was profiling your ideal client or customer.  Do you know how they think?  Do you know their buying habits?  What they like?  How much money they make?  Single or married? Go through an exercise of  answering all of these questions.  Once you are done, name your ideal client.  I call mine Bob.  Now write to Bob. Clarity on this question will allow you to push through the fear.

2.  How do I set it up?

This is really what help me back from starting.  How do I do it?  There are so many blogging platforms.  How will you choose?  I’m going to make this super easier for you, and I’m going to tell you what to do.

    1. Use the wordpress.org platform – Many platforms exist, but this is the one the pro’s use.  It is what I use.  It is the absolute bomb.  It is free.  The absolute best resource to learn how to use WordPress is – http://www.wp101.com/.  It will have you rolling in no-time.
    2. Pick a web host – This is not free, but it is cheap.  There are even more of these to choose from.  Use Bluehost (affiliate link), and here is why.
      • Their support is awesome!  My site got hacked, and they helped me get it back up in no time.  And I don’t have a clue how to do this website stuff.  They have helped me at 2 in the morning.  And they speak great English.
      • In my one year with them, I’ve never had an outage.
      • They don’t allow porn.  This may not be a big deal to you, but it is to me.  And as they generally use shared serves, I love the idea that my site doesn’t “live” next to that stuff.  I love that.
    3. Pick a premium theme – If you are going to do this, then make it look excellent.  A premium them will look like a million bucks.  These can cost anywhere from $50 – $200, but it is a one time fee.  The look of your site augments your brand, so don’t go cheap on me here.  Here are some choices for you to cut through the clutter.
      • Woo Themes – I’ve never used these, but I’ve heard many recommend them.  They have many to choose from, and it will cost you about $100.
      • Standard Theme – I have used this theme and was a big fan.  It will run you $39.  And brokers are cheap, so I might suggest you start here.
      • Elegant Themes – You can get access to all 86 of their themes for just $39, and they are beautiful.  I do think they are on the feminine side, but that’s just me.
      • Get Noticed Theme – This is the one I use.  It is on the expensive side for themes ($197), but I love it.  If you are starting, you may wait until you know you will do this for the long haul before you spend this kind of jack.
    4. Watch this screencast – This is the best tutorial I’ve seen on how to put all of this together.  You can be up and writing your first post in 20 minutes – literally.  Just watch this video and follow along.  This is exactly how I did it.

3.  What do I write about?

This is a post all unto itself, and I will write it soon.  But take it from me, this is so much easier than I thought.  Once you have an outlet for your thoughts, it is like you start thinking differently.  I see potential blog posts in just about everything.  I even have friends that feed me ideas now (thanks David!). I do have a brainstorming exercise that I use to generate post ideas.  I will share this in a subsequent post.  But for now, don’t let this stop you from starting.

4.  How do I find the time?

You have the time.  In fact, you have the same 168 hours a week that everyone else does.  You will spend those hours exactly how you choose to. Personally, I watch less TV.  It may be something different for you that has to go.  I encourage you to consider what you are doing during your non-productive hours.  Those hours when you aren’t producing. When I struggle with this area, I reconnect with my why.  I remind myself about the many benefits of blogging – how this site can go before me and grease the wheels of the sales process.  Connect with your why, and it will drive away the fear.  

Question: So what is holding you back from launching your blog? You can leave a comment by clicking here.

Download the PDF of this post

Why You – Yes You – Should Blog: These 8 Reasons

I’ve had this conversation with many of the groups that I’ve spoken to.  I have encouraged those I coach to blog.  If you have ever wondered if you should blog, this post is for you.  Note:  A free PDF version of this post is available to download at the end of this post.

Photo courtesy of iStockPhoto

Photo courtesy of iStockPhoto

Some of you have probably heard of Jeffrey Gitomer.  He’s an author and speaker regarding sales.  Almost all of you have heard of Roger Staubach.  He is a Heisman Trophy winner for the Naval Academy. He was a Super Bowl MVP for the Dallas Cowboys.  He also started a multi-billion dollar commercial real estate company – the Staubach Company – which sold to Jones Lang LaSalle for $612 million in 2011.

One day, Jeffrey Gitomer walked into Roger Staubach’s office in Dallas without an appointment.  He just walked in and asked to see Roger.  As you might expect, the gatekeeper was not giving him access.

Then something remarkable happened.  Roger heard Gitomer’s name from his office.  He came racing down the hall and escorted Gitomer back to his office.  Why on earth was Roger Staubach that interested in meeting with Jeffrey Gitomer?  How could Gitomer succeed in just walking in and getting a meeting?

Jeffrey Gitomer wrote (maybe he still does) a syndicated column on sales that appeared in many newspapers at the time.  Staubach was a fan.  When Rodger the Dodger heard Gitomer’s name – he had to meet him.

Blogging can produce the same results for you.  Specifically, you should blog for the following 8 reasons.

8 Reasons Why You Should Blog

  1. Visibility

CRE Radio Event: Social Media Best Practices for CRE Professionals

This Friday at 3pm EST/Noon PST, I have the privilege of being one of a few featured guests on the National CRE Radio Show – Commercial Real Estate Radio with Howard Kline.  We are going to be talking Social Media Best Practices for CRE Professionals.  I have been connected with Howard Kline for a couple years via Twitter.  His radio shows are packed full of great content for CRE professionals.

courtesy of iStockPhoto

courtesy of iStockPhoto

I am also excited to be on this panel because it includes some of my favorite people in CRE:  Barbi Reuter, Michael Lagazo, and Sarah Malcolm.

Barbi (www.twitter.com/barbireuter) is the CRE Marketing & Operations Executive for PICOR Commercial Real Estate Services in Tucson, Arizona.  She is a social media all-star and one of the true pioneers of social media use in CRE.  She is also one of my favorite people.

Michael (www.twitter.com/michael_mba) is the guy who I watched to learn how to use Twitter.  He is a CRE all-star in San Diego and has forgotten more about retail than I will ever know.  He also may be the nicest guy on Twitter and will send you coffee.  What could be better??

Michael and Barbi are both founding members of the #crejavaclub on Twitter.  If you love CRE and a hot cup of joe, look us up!

Sarah Malcolm (www.twitter.com/icsc) is the Director of New Media for the International Council of Shopping Centers.  She is a social media power house.  Reading her bio on LinkedIn will force you to be out of breath.  I can’t wait to hear what she has to say about social media best practices.

I hope that you can join us on Friday as Howard normally takes questions.  You can call in with yours at (619) 393-6492.

The show description is below.  This is your opportunity to submit your social media questions ahead of time that Howard may cover.  Use the comments section below!

Show Description

Social media, social media, social media.  You hear it everywhere you go and everyone is telling you that you have to do it. Everyone else is telling you how to do it, but is anyone getting through? Is there any value to it and how much time do you have to spend on it to be of any value to you?

What about sales?  Really, isn’t that what this is supposed to be about, selling and making money?  What good does it do you if you spend 2 hours a day schmoozing online and haven’t picked up a client in 3 months?  Are there any shortcuts and gimmicks that you can rely upon to make it worth your time?

Isn’t social media all about advertising?  How many eyeballs see your name is all that counts, right?  What about relationships and trust, nice words to include in your repertoire, but do those words put food on your table or pay your mortgage?  And let’s not forget the two most chic words of 2013, “engagement” and “collaboration”. Oh, how the experts like to throw those words in your face, if for no other reason then to show you how much more they know than you.

But enough of my ranting, listen in as I discuss these issues and words and the meaning of life, (in social media), with, Barbi Reuter, Sarah Malcom, Bo Barron, Michael Legazzo and I, some of the most well know and most influential commercial real estate professionals utilizing social media to bring in the money.  We are not the social media experts.  We are the pilgrims, the veterans, the ones with the scars with stories of the things we didn’t understand, we don’t understand and what we are figuring out as we go along. We are you after you start “getting it.” We are students of social media and cre, learning as we go along, trying to figure it out and willing to share our experiences with you so that you do not have to get the same scars as us.

During the show, we will also discuss why you should be interested in social media for your business and what services, (LinkedIn, Facebook, Google+, Twitter and Pinterest, among others), you should use and for what purposes.  Property manager, logistics expert, investor, property manager; this is not a one size fits all lecture.  We will help you figure this out for your purposes.