No, this isn't another article on technology. The old style connecting: people to people is what I am talking about here. Strategic collaboration has been identified in Fast Company magazine as a meta skill for the 21st century. Are you aligned with others that will help build your business in the coming years? As consumers rely more on relationships with those they already know and trust to provide the answers to their needs for service providers, those who do not have a strong network will find their new business diminishing.

While many agents have developed relationships and partnerships with loan officers and title companies, few extend this much outside of the industry. The smart agent, on the other hand, has expanded his strategic partnerships to include a wide range of other professionals and services that could bring benefits to their target market. Taking a broad view by thinking who is interested in the same demographic as your average client will enables you to get a larger perspective.

Become the Guru

Here's an example:

As a golfer, you have decided one of your target markets is golf course properties. You approach the golf clubs in town and get to know the key people. You may do a webpage on your site that gives information on the courses/tournaments & clubs.

If there is a golf publication, you become a columnist (become the real estate golf guru) and/or advertise. The clothing stores and sports shops that feature golf accessories are other possible partners. Is there a golf cart manufacturer or sales lot? Brainstorm all of the possible service providers to golfers and then expand to those others who may be interested in a golfer's business.

The demographic profile of the average golfer may interest a CPA, a masseuse, a personal chef service, an insurance agent, a cell phone salesperson.

An event, such as a golf tournament, that would benefit the community or a charity could be part of a yearly marketing plan. Fun could be had by all (including your)

For each niche or target market, try to generate a list, however crazy of 50 or more possible partners. Some will work. Some won't. You will be expanding your resources and network and you will become more valuable to your clients.

Strategic partners and other ideas:

• Builders: Use their models or the clubhouse to hold a public seminar on a timely topic
• CPA or Tax Accountant: Exchange databases and offer a free service, i.e. a free tax consultation and a free market analysis
• Restaurant: Offer a "Buy One, Get One Free" meal on slow nights
• Mom and Pop Store: Discounts on specific items
• Massage Therapist:
• Interior Decorator:
• Feng Sui:
• Pizza Shop:
• Financial Planner:
• Exercise Coach or Studio:
• Tennis Coach
• Personal Banker
• Car Dealerships
• Home Furnishings Store
• Moving Company
• Housekeeping Service
• Babysitter or Child Care Provider

Obviously, the list could go on and on.

Position yourself for the coming years by continuing to build this base of service providers. You will become a resource for your clients and expand your new business from referrals from your strategic partners. Exchange links to each others web pages. Offer services to each other's databases. Get together quarterly with your partners to thank them and brainstorm with them additional ways you can have fun and get exposure for each other. And most of all - have fun with others and you will naturally attract others who want to do business with fun people.

Published: October 14, 1999

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Joeann Fossland ePRO, GRI, MCC, PMN, SRS is a dynamic, international speaker and business coach. She personally coaches a small number of extraordinary agents who want to leverage their production results and have a life they love! She was recognized as one of the 25 Most Influential Women in Real Estate in 2008 by Stephan Swanapoel. Subscribe to her free Tuesday Tips, attend Fossland's Forums, free monthly tele-seminars, and find out about classes delivered by email and personal coaching by visiting Joeann.com or email her at . You can also connect at Facebook and Twitter.