- Be prepared for and willing to hustle 24/7 for your clients.
- Make decisions with your future in mind. Think about how taking a listing you don’t want now can benefit you later.
- Success in real estate comes down to the personal connections you make, so get out and network.
Recently, Raj Qsar — the principal/owner of The Boutique Real Estate Group — composed an intriguing and inspirational post on the Facebook group Lab Coat Agents about how a listing for a leased property, which he made no initial profit from, snowballed into at least 11 subsequent sales, countless connections and increased visibility over the course of the past three years.
“Even on million-dollar listings, if agents can take a reduced commission or they feel like it’s overpriced or whatever, they’re not going to put their best foot forward,” he said. “That’s just too bad that they’re not thinking downstream. ‘Cause the world is able to see anything that we drop on the Internet, and who knows what opportunity that will bring. It’s all downstream.”
Always do it right
Qsar says he knew he wasn’t going to make any money from the initial lease listing, but he decided to take the opportunity anyway.
He invested in professional photos and brochures, staging, a single-property website and even ordered custom signs that were up to the neighborhood’s code.
In addition to stellar marketing strategies, Qsar provided five-star customer service through appointment-only showings.
“We’re able to look the tenant and the tenant’s agent in the eye; we’re able to open the door for them, make sure the beds are made, the lights are on, the music is playing, the birds are singing and the flowers are blooming,” he says with a laugh. “We’re driving, taking time out of our day to make sure we can open the door for someone we don’t even know. That’s doing it right.”
Qsar says he treated the leased property like a million-dollar listing to “give the client the best chance of success.” Plus, he knew that his current efforts would lead to future rewards.
“What we preach at our brokerage is that it’s all about downstream. You’re not taking a listing for this listing, you’re taking it for the next listing,” he says. “You’re taking a listing for the digital content you’re going to produce, and you’re taking it for the online leads you’re going to generate from that one listing.”
Furthermore, Qsar says most agents are transactionally trained, which means they are trained for “this one and only transaction.” Basically, agents are playing a game of checkers when they should be playing chess, which puts them behind in the long run.
“[Agents are] not trained digitally, they’re not trained for content, they’re not trained to meet real people in real life,” he says.
Focus on making personal connections
Out of all the aspects of being a successful real estate agent, it’s clear that Qsar treasures his ability to make personal connections the most.
“Something that everyone seems to forget is that you’re going to meet real, live human beings from this listing,” he says. “That’s an opportunity for you to connect with people in real life, and when you connect with people in real life your chance of success is much greater.”
Qsar says that personal connections not only make it easier on the agent but also the client, which is what the work of real estate is all about.