How to Find Your Specialty by Answering 3 Questions

At the end of this post, I will share with you how to download a free worksheet of the exercise I describe in this post. It will allow you to visually see where your sweet spot lies.

I am continually surprised by Commercial Real Estate brokers who lack a specialty.  All top performers in CRE have a specialty.  Yet, those mired in mediocrity refuse to hone in on what they can be awesome at doing.  In fact, business owners of all kinds often have this problem.

Image courtesy of iStockPhoto.com

Image courtesy of iStockPhoto.com

I had a call last week with one of our advisors on the East Coast.  He was traditionally a specialist in hospitality.  Because of some changes in his life, he needed to shift his specialty to something he could practice locally.  His question was what should he specialize in.  What would you tell him?

Many of my coaching clients face this question as well.  It doesn’t matter if you are new to the business or you are mid-career.  Making this decision correctly will have a profound impact on your career.  Not only can it determine the amount of income you can make, but it can determine if you will like going to work every morning.

A CRE broker, or any business owner or salesperson, can find his/her sweet spot by answering 3 questions.

Three Questions to Find Your Specialty/Sweet Spot

1.  What do you like?

You should always start here.  What product type do you like?  What would you own if you could?  For me, I love multi-family.  I love to broker these deals.  I own this property type.  I understand it.  I don’t like industrial properties.  They don’t fit my eye.  I don’t enjoy being in industrial parks.  It just isn’t my thing.

You need to answer for yourself – what are my favorite 3 product types?  Write them down.

2.  What are you good at?

This is completely different than what you like.  Consider what you are good at.  Do you enjoy intense underwriting and analysis?  If so, multi-family might be your thing?  Do you enjoy fast paced prospecting and deal making?  If so, then maybe Single Tenant Net Lease (STNL) is your thing?  Maybe you love evaluating how the business aspect of hospitality properties and convenient stores impact value?

Again, list what product types fit your skill set.  Write them down.

3.  Where is the market velocity?

I did this exercise in 2009.  The market had dried up everywhere.  My business was suffering.  I looked around and saw that Dollar Stores were still trading at a rapid rate.  That was the only market velocity I saw anywhere in Kentucky.

Now I already told you that I love multi-family and it fits my skill set.  But no apartments were selling.  If I would have chosen apartments as the object of my prospecting campaign, I would have failed.  Instead, I began focusing on Dollar Stores.  It was a great move, and I learned to love that product type.

Look around your market.  Where is the transactional velocity?  Write those down as well.

Now look at your lists.  Where the answers to the three questions overlap is where you should specialize.  This is your sweet spot.

I ask that you to do two things:

  1. Regardless of what industry you are in, what benefits would you realize by finding your sweet spot and being known as the expert in your specialty? You can leave a comment by clicking here.

  2. You have a friend that needs to find their sweet spot. I challenge you to email this post to them so they can do this simple exercise. It could change the trajectory of their career.

To download a free worksheet that will allow you to work this exercise and visually find your sweet spot, click the button below.

Download Your Free Worksheet

 

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Survey: Please Help Me Choose My Book Cover

I am very excited to announce that I am almost finished with my first ebook.  In the coming weeks, I will make it available here at BoBarron.com.

Right now, however, you can play a role in helping me choose my book cover.

Below is a simple survey with four choices.  Please take 15 seconds and let me know which one you prefer.  I would be so grateful!

All you need to do is click on the cover you prefer and click the button at the bottom.  Thanks so much!

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Who Else Wants to Sell More Property Faster?

If you want to really maximize your income in commercial real estate, this could be one of the most important posts that you read this year.  But first – a story.

iStock_000003195421Large

I remember when airbags in vehicles became widely accepted and used.  It was the late 80’s.  That made me about 11 years old.  I remember being fascinated with them.  How did they work?  How could they pop out that fast?

By the mid 90’s, however, airbags were a standard feature of all cars.  At their onset, airbags were a selling feature.  They provided such added safety during collisions.  But once they were standard, that dynamic changed.  You would never buy a car because it had an airbag.  You would hesitate to buy a car without it.

Last week, I wrote a post on the three P’s of real estate:

  1. Put up a sign
  2. Put it online
  3. Pray

The three P’s are the airbags of Commercial Real Estate – or all real estate for that matter.  This list of 3 is what anyone and everyone does.  It is a commoditized feature set.  It is the opposite of a differentiator.

You may have heard of the Broker Continuum – Finding, Winning, and Fulfilling Business.  What I am referencing in this post is moving a listing or assignment from being won to fulfillment.

So here are the steps that top performers execute with extreme discipline when they win a listing.  This is proactive marketing.

The 5 Steps of Proactive Marketing

  1. Profile the ideal buyer/customer – This is a best practice of all salespeople.  What does your ideal buyer look like?  The same applies to a piece of property for sale.  What are the top 3 best uses of that property?  Build your profile and give it a name.  Not only will this clarify the next steps, but it a great way to educate your client and demonstrate your expertise.
  2. Build a list – Once you have the profile of the ideal buyer, build a list of those prospects.  This is just like building a database for your prospecting efforts.
  3. Pursue the list
    • Direct mail – Post card use is a dying tactic, but it is so effective.  Send the ideal buyers on your list something in the mail – a post card or something else.  The mail is a cost-effective way to hit everyone on your list quickly.
    • Email Blast – I am amazed that every advisor or salesperson doesn’t have an account with iContact, MailChimp, or something like it.  You can email your list through these services and almost guarantee it will hit their inbox.  Most importantly, you can see who actually opened the email.  You can see how many times they opened it.  You can see if they clicked on a link, downloaded a package, etc.  These services are super affordable, by the way.
    • Phone Call – Use your email blast analytics to triage who to call.  If someone opened the email more than once or clicked on a link…top of the call list.
  4. Engage the Brokerage Community
    • Contact brokers with similar listings – Advisors don’t do this enough.  Make sure that all brokers who have similar listings know about yours.  Then ensure them that if they bring you a buyer who didn’t like the other listing, you will be happy to share your fee.
    • Host a broker forum – Broker forums are a lot of work to put together.  However, they produce results.  They offer the opportunity to put deals together.  They proactively encourage cooperation.  They build relationships and trust.  All of these are huge wins for your business.
    • Email blast – Don’t forget to blast the brokerage community.  Follow up with them the same way you would the ideal buyer.  The single best way to access the largest buyer pool is through the brokerage community.  Turn your competitors into your de facto agents.
  5. Utilize online ads – I’m not going to unpack this, but look into Google AdWords.  These give you the ability to buy ads that only show up to the demographic you specify.  You can seriously target your ideal profile.  This is cheap and potentially very effective.

I ask you to do two things with this information.  First, apply it to your business.  Build a system and then execute.  

Second, share with theBarronBlog community what else you do to proactively market your listings. You can leave a comment by clicking here.

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“Social Media Best Practices for CRE Professionals”
by Howard Kline, Esq.

Sorry, listening to the audio on this website requires Flash support in your browser. You can try playing the MP3 file directly by clicking here.

I’ve been a fan of Howard’s for about a year now.  CRE practitioners like me are normally weary of attorneys, but Howard is one of the exceptions.  He has a tremendous understanding of our industry, and his clients love him.  Brokers love him, too, and that is a rarity.

Howard is also the host of CRE Radio which I’ve been listening to for about a year.  I would highly recommend following his podcast/radio show.  He has industry leading experts on to share their wisdom and experience.  He is also contagiously engaging, and he has that radio voice.  Think Albert Brooks – the voice of Nemo’s dad (if you have kids, you’ll get that reference).

I had the privilege of being his guest on this episode along with my friends Barbi Reuter, Michael Lagazo, and Sarah Malcolm.  These three are social media rockstars, and we had a ton of fun chatting about social media best practices over some virtual cups of coffee.

Give it a listen!

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Do the 3 P’s of CRE Apply to You?

Last week, I  had the privilege of being in Portland, OR for a commercial real estate conferencence.  I had never been before and discovered it to be a beautiful and unbelievably clean city.  I was blown away.

Courtesy of iStockPhoto

Courtesy of iStockPhoto

Our Pacific Northwest franchisees put on a great training conference.  I got to speak on how to improve efficiencies with technology.  I also got to lead a couple of break out sessions on measuring outcomes and accountability.  It was a blast.

Curt Arthur, our managing director and franchise owner in Salem, OR said something there that I had to write about.

He mentioned in his opening remarks the 3 P’s.  These are the three things that typical commercial real estate brokerages do with a new listing.  He was not complimenting our industry of commercial real estate.

3 P’s of Typical Commercial Real Estate

  1. Put up a sign.
  2. Put it online.
  3. Pray that someone will bring an offer.

These are not bad things.  A sign is a great way to broadcast to locals that property is available.  Most property searches start online, so you have to make sure your listings are there.  And I am a huge believer in prayer so don’t get the wrong idea here.  For those of you who would substitute the word ‘hope’ for ‘prayer’ – hope is not a strategy.

This is called Passive Marketing.  The definition of passive marketing is to flood the market with information on all fronts, and then wait for the phone to ring.  That is simply not good enough.

But this is the norm.  Too often, a seller signs a listing contract and doesn’t hear from the broker for 6 months when it’s time to extend the contract.

The other side of the coin from Passive Marketing is Proactive Marketing.  Proactive Marketing is taking the initiative to ensure everyone who could be a buyer knows the property is available.  That takes work.  That takes a system.

So here are some questions for you to consider as you start your week.  I encourage you to ponder and share your answers in the comments section below.

  1. Is hope your strategy?
  2. Will you be described this week as proactive?
  3. In what ways will you proactively market your listings, products, or services?
  4. What are the most effective ways you proactively ensure that every qualified buyer knows about your listing, product, or service?

Question: Will the 3 P’s describe you this week? You can leave a comment by clicking here.


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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.

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Bo Barron, CCIM Featured in CCIM Publication – CIRE

A few months ago, the CCIM Institute asked me to participate in their System for Success series for Commerical Investment Real Estate (CIRE), their award winning publication.  I was honored to do so.

This is the link to that article where I share what I believe it takes for brokers to thrive in the current economic climate.

System for Success Article for CIRE

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7 Steps to Unleashing Crowdsourcing by Utilizing Testimonials

My wife drives a Toyota Sienna.  Do you know why?  It is because a couple of her friends do.  My family is going on vacation next month.  Do you know how we came up with Disney World?  We asked our friends on Facebook what they recommended.  This is what crowdsourcing is.  By definition, it is the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people.

Courtesy of iStock Photo

Courtesy of iStock Photo

Crowdsourcing is not a new phenomenon, but it has never had more power.  Social media has brought the world to you laptop screen.  You can access more content and opinions – and quicker – than you ever could before.  People are making decisions this way.  You probably did today.

Did you know that over 80% of all due diligence starts with a Google search?  Do you know how many people trust a recommendation from a “friend”?  90%!  Do you know how many people are positively influenced by a Facebook ‘Like’ button from someone they don’t even know?  70%!  That number astounds me.

By contrast, only 19% of people now trust traditional advertising.  I’m talking about print, TV, or radio.  Do you know why?  Because the game has changed.  No one wants to hear you toot your own horn anymore.  They want to know about real people who have actually used your product or service.  They want a testimonial.

I plan on writing more in the coming months about the power of crowdsourcing and how you can maximize its advantages.  But today, I want to give you 7 steps to harvest testimonials.  There are a dozen ways to repurpose them once you have them.  First, though, you have to get them.

7 Steps to Getting Testimonials

  1. Make a list of your top client relationships – This is obvious, but you first need to list those clients from whom you would like a testimonial.  Consider who was in love with the service or product your provided.  Consider who has the most clout.  Who are those people who you have done business with who can sway the most people in your direction?  Write them down.
  2. It doesn’t matter how dated the client relationships are – Don’t be concerned if these clients go back years in the past.  It doesn’t matter as much when you provided value, but that you did.
  3. Write the testimonial for them – Typically, you are going to send an email request.  For the first one or two, write the testimonial for them.  It should read, “I’m writing to respectfully request that you write a couple of sentences as a testimonial for the service I provided.  I’m looking for something like this…”  Spoon feed it to them.  Then let them know that if what you wrote is accurate, you are happy to use it as their words – with their blessing.  This is the quickest path to obtaining a testimonial.
  4. Use peer pressure – Once you have your first one or two, introduce peer pressure.  You can accomplish this by including the testimonials you have already received as examples of what you are looking for.  This demonstrates that others are providing these testimonials.  Peer pressure can then kick-in encouraging them to follow suit.
  5. Engage their competitive nature – By providing testimonials you have already received as examples in your email request, you will engage their competitive nature.  Your client is likely to want to give you a testimonial that out-does the ones you have already received.  Over time, this can really work in your favor.
  6. Make it easy – I have a coaching client who has collected recommendation letters for years.  He has a book of them.  It is very impressive.  It also took a ton of work to accomplish.  I’m not saying this is a bad idea because it is not.  I am saying that you will have more success more quickly if you keep it simple.  Use email.  Ask for a couple of sentences.  Provide examples.  Make it as easy for them as possible.  You are interrupting them with your request.  The simpler it is, the more you will get.
  7. Systematize – To this point, I’m suggesting you look to the past for your testimonials.  Once you’ve accomplished that, then systematize the process.  Make it a part of your business to seek a testimonial from every new client you do business with.  Over time, you will develop a stable of clients that scream from the mountain tops how awesome you are.  Remember that 70% of people trust a recommendation from someone they don’t even know!

I’d be so grateful if you would add to my list by using the comments section below.  What have I left off?  How have you put the power of testimonials to work in your business?

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Are You Ready for Some Football? 5 Reasons CRE is Better than Football

In much of the country, kids are back in school.  That is certainly the case here.  This means that although it is 95 degrees here, my summer break from blogging is over.  It is time to start writing again.

Photo courtesy of iStockPhoto.com

Photo courtesy of iStockPhoto.com

The other great thing about this time of year is the start of football!  Tomorrow I’m taking my boys and heading to Nashville to watch the University of Kentucky kick off their season against Bobby Petrino and the Western Kentucky Hilltoppers.  Feel free to post your snide remarks about UK football in the comments.

Earlier today, I received an email from one of my former coaching clients, Chad Grout.  Chad is a master Commercial Real Estate Broker in Nashville, TN and is the owner of Urban Grout.  His email was so good I want to share it with you.

Five Reasons Commercial Real Estate is Better than Football

  1. You will get to play every position at some point in your career.
  2. You can make more money playing for both sides at the same time.
  3. If you don’t do your job you don’t get paid anything at all.
  4. You can play as many games as you want and only your wins are counted.
  5. You can play hard until you’re 90 years old.

Five Reasons Football is Better than Brokerage

  1. There is an off-season.
  2. You don’t get yelled at when the other guy drops the ball.
  3. Regular paychecks!
  4. No matter how bad you screw up, you always get another chance.
  5. When you get blind-sided, at least you have pads.

So let me hear from you.  What is your favorite thing about this time of the year?  What other parallels or contrasts to do you see between CRE and football?  Post your comments below!

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April’s Top Posts from theBarronBlog

In case you missed them, here are the top posts from April on the topics of Next Practices in Life, Business, and Commercial Real Estate.

I do want to invite you to subscribe to this blog just to the right of what you are reading now.  This will make it so easy for you to get my new posts without having to remember to check my site.  And I will never violate your privacy!

 

April’s Top Posts:

 

Make the dang call! via iStockphotot.com

Make the dang call! via iStockphotot.com

The Anatomy of a Cold Call – While I don’t believe in scripts, I do believe in crafting your opening statement before you call.  Most salespeople have the most problems with how they start the call.  ”Uh, hi.  My name is Bo Barron and I’m with ABC Co.  Uh….how’s it going?”  Terrible!    Read more…

 

 

 

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The first face to face!

The 5 Steps of the Initial Meeting – With some experience and some great coaching, I learned a better way.  Remember, if you are following my system, this initial meeting should be short.  Actually, you told the prospect that it would be short.  If you connect and the prospect starts asking questions – great.  You may be there 2 hours.  However, you told them short.  Prepare for short as you are making an impression as someone with integrity…or not.  Read more…

 

 

 

It is go time!  What do you do?

It is go time! What do you do?

The Winning Presentation – You have now landed a meeting to make a listing presentation (or whatever presentation applies to you).  You have worked through the entire prospecting process to get to this point.  Your put in the work becoming a market specialist.  Building a database.  Sending letters.  Making cold calls.  Conducting the needs analysis.  It has all led to this moment.  You sit in front of the prospect.  The business is there for the taking.  You have the privilege of potentially improving the life of the person in front of you.  What do you do?  Read more…

 

Bo Barron Speaking

Bo Barron Speaking

Why Do We Fall? [Video] –This week I had the privilege of traveling to Salisbury, MD to visit SVN Miller Commercial.  This group is the Sperry Van Ness 2012 Firm of the Year.  They are a study in how to build a team with incredible culture.  They like each other.  They have tradition.  They have camaraderie.  They absolutely dominate their market.

I had the pleasure of training their entire company primarily on prospecting.  At the end of our afternoon together, Brent Miller played this video.  I was so moved that I wanted to share it with you.

  Read more…

 

iStockPhoto

iStockPhoto

Clarity Series – Prospecting – Summary & Conclusion – When I was 15, my dad hired me to clean out a concrete drainage ditch.  That ditch ran behind the houses of a street he had developed.  We agreed on a price and I started digging.  I soon discovered that I could hire my friends at a rate higher than minimum wage.  I made all the income when I did the work.  I made half that amount when they did the work.  Read more…

Thank you so much for reading.  Towards the end of May, I will be introducing another Clarity Series on Presence.  As always, I’d love to hear from you in the comments section.

Question:  What is the single most important activity that drives your business?  I challenge you to articulate and explain your answer in the comments below.

 

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