Kevin is the Founder of Marker Real Estate, an innovative firm with a transparent, inclusive, client-focused strategy.
I’ve always said that anyone can achieve business success, but only if they build the right systems. What are systems? At their core, systems are anything designed to make your life or work easier. When you build great systems, you’re able to spend less time focused on the what and how and more time executing on goals. Most importantly, good systems help you repeat previous successes.
In real estate, there are six critical steps to building a great sales system:
1. Organize Your Leads
First, collect all your leads and consolidate them in one place. If you haven’t done so already, invest in some type of CRM software. It isn’t expensive, and doing so will make your life and work a lot easier down the line.
2. Follow Up Consistently
The key to building a great real estate sales system is consistent follow-up. This doesn’t mean bombarding potential clients with random emails. It means understanding who they are, where they are in the sales funnel and what they want and need. If you’re not adding value in your follow-up, you risk losing leads in the process. By contrast, if you’re sharing information that is highly relevant to your prospective leads, they will likely follow up.
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3. Define Your Value Proposition
Know what you’re bringing to the table. Start by defining your value proposition. Then clearly and consistently deliver on this value proposition. Remember that you have to walk your talk. Ensure that your value proposition is woven into everything you do, including every interaction you have with potential clients.
4. Build Templates
As much as you want to build a tailored-made experience for every potential client, you also need to build templates. Templates will help you know what to say and do and how to respond under any circumstances. With the right templates in place, you can speed up daily processes, which means expanding your reach and impact.
5. Automate Your Process
Once you’ve organized your leads, put systems in place to consistently follow up, defined your value proposition and built the templates needed to make all these things repeatable, you can start to automate. For some agents, automation may sound impossible, but trust me, it is a necessary next step. Fortunately, as natural language processing and AI continue to advance, there are even a few solutions that can help you automate the time-intensive process of getting to know new leads.
6. Build Your Team
Once you’re completed steps one through five, you’re ready to start building out your team. At first, this may mean bringing on just one or two other agents. Over time, it might mean building a regional and even nationally recognized brokerage. The best part of building out your team is that it will give you an opportunity to start picking and choosing which leads you’ll personally nurture, since you’ll now be sharing your overflow with team members. In most cases, this means spending more time closing larger deals.
Building systems is the gateway to expanding your business and generating higher sales volume in real estate.