Are you one of the people out there sounding more like a disgruntled or disappointed seller or buyer than an agent? Well, you are if you find yourself saying any of the following:

• “The market is tougher, but we can still try the higher price. We can always adjust it later if necessary…”
• “No one is ready to list. They are just too nervous about the war, layoff, economic shifts, etc.”
• “Yes, there are more expireds and FSBOs, but what’s the use of working them? They are just too tough and unrealistic. After all, if their listing expired it has everything to do with their unrealistic pricing. They won’t listen to their agent.”

Like it or not, that’s just victimspeak. Let me assure you, and this from an agent who is older than dirt, this market is a cake walk compared to many others I’ve seen; and agents continued to make money in the worst of times because people always have real estate needs. And, that’s the plain truth!

Do we need to rise above the crowds and be super effective? You bet we do. Do we have to nurture and covet our contact base and be sure we stay close? No doubt about it. And last, do we have to work only high priority activities and be cut throat about losing people who will not make us money in the foreseeable future, but will continue to waste our time as long as we allow it? Yes, we must!

Here are some great opportunities (disguised as challenges) open to us at the minute:

1. There are more expireds. Perfect your skills working expireds. Learn to create urgency and help them to revisit their plans going forward had they sold. Show them market trends today as compared to 6 months past, and why delaying further could result in depleted equity.

2. Prospect for sellers who’ve sat “on the fence” waiting for spring. Lots of folks are worried about the uncertain economic conditions. However, among them are folks who have to move forward regardless of the market. Seek out those folks, and help them to make great business decisions relative to listing and marketing their homes.

3. Read the NAR 2002 Buyer/Seller Profile: Embrace the wisdom contained in that report. There is gold in them thar hills… As always was the case (and always will be,) keeping in touch with past clients and customers and building our SOI (sphere of influence) is the best way to grow business. Now, probably more than in the past three years, we are in a relationship-driven business. As opportunities tighten in certain markets, the more we must call upon and benefit from people who would recommend us and help to generate real-estate opportunities. Sometimes the best we can do is to grow our business not by generating brand new leads, but by mining the acres of diamonds that are in front of us. Want repeat business, stay in constant touch with your SOI, and you’ll have it.

4. Get price reductions. If the house is sitting there barking at passing cars, it’s overpriced. Don’t be lulled into thinking that time is our friend. In most cases (ask my plastic surgeon) it ain’t so! The longer it sits, the harder it is to sell. Aggressive marketing will pay off in higher-priced sales as well-priced homes generate more interest than a house that is overpriced and helps to sell the neighbor’s home.

5. Sharpen your skills. Use every available opportunity to get better at every aspect of objection handling, creating urgency, handling discount brokers, etc. The agent who can field objections effectively soars above those who get tongue tied at the mere mention of a commission cut. Something works, nothing doesn’t. You’ve heard that before, and it’s as valid today as it was 50 years ago.

6. Create a “NO WHINING” zone around yourself. Nothing negative in or out (of you). Whatever you are holding onto (Please, I have no desire to know what that might be…just that I know you do) build a bridge and get over it. Not tomorrow; do it now!

Nothing earth shattering here; just plain, down-home common sense. In the wise words of someone (for the life of me I can’t remember who) - “Common sense is anything but.”

Published: February 28, 2003

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Marylyn B. Schwartz, CSP, is a noted expert in real estate and corporate sales training, team development, customer care and diversity issues. She is president of TEAMWEAVERS and was a trainer for the Floyd Wickman Courses©, Sweathogs® program for over five years. Marylyn is also an author and Business/Life Coach. Contact her at , or visit her website at MarylynBSchwartz.com.