In many parts of the country, the market is a very strong one and agents are bemoaning the lack of available listings. At the same time, statistics show us that the numbers of homes being sold is actually up from last year. Record numbers of buyers, fueled by affordability with low interest rates, are depleting the inventory as fast as it gets listed. But the truth is there are as many, if not more, listings coming on the market each month. As you no doubt know…….perception is everything.

One of my coaching clients recounted two conversations she had with other agents last week. She said one was jubilant about the market, having closed 15 transactions last month while the other person said the market had tanked and nothing was happening. Same market…different perceptions. And, I would bet, their perception had a lot to do with each of these agent’s results. You get what you expect. The universe will reflect back the evidence for your beliefs, so you really do have to be careful what you think and what you ask for!

With a fast market, getting a listing is usually money in your pocket and the smart agents, even though they are busy with closings, are spending time each and every week in prospecting new listing inventory. I have found the successful ones have some approaches in common:

Here are five sure-fire ways to get the listing:

1. Be there.

   There is nothing more powerful than face-to-face contact. Delegating the paperwork and transaction coordinating allows you to get out and be with your prospects and past customers and clients. The more people you talk to, the better chance you have of hearing about someone who is moving. The best agents make it a priority to go out and mingle. High visibility will pay off. Don’t keep hanging around the same, old crowd or spending lunches with people in your office. Search out opportunities every week to be where you’ll connect with potential clients (and they are all potential clients!)

2. Advertise.

   Yep, this may seem counterintuitive and a bad use of business dollars if those listings are selling before you can even get them into a homes magazine, but the average seller starts to pick up those magazine six to eight weeks before they put their home on the market. They are looking for market information as well as seeing what agents are doing a good job of marketing homes. If you are out of listings, borrow one from someone else in the office that fits the criteria of your perfect client in terms of price and location. Or ask a builder if you can advertise one of the spec homes. You’ll generate buyers that fit your profile and you’ll be keeping a high profile. Advertise your expertise in Realty Times' Market Conditions Reports, an innovative exposure product that puts you in front of consumers online as a market conditions reporter.

3. Stay in front of past clients.

   Don’t get so busy you fail to market yourself at least monthly to the people who already know and love you. You should have a follow-up system in place that happens like clockwork and doesn’t take much, if any of your valuable time. The Realty Times' newsletter, The Real Estate Update is a good example of a turnkey solution to looking good and staying in touch. The magazines created by Home By Design are another product that does a good job of differentiating, providing value and setting you in a class of your own. Both of these tools allow personalization to include your current listings. On your listing appointments, you have something more unique to show the sellers.

4. Work for referrals.

   In addition to staying visible and connected with those past clients, you should remember that each of them probably knows 200 or more other people. Using a conservative statistic of a move every ten years, that would mean each of those folks probably knows 20 others that will be making a move this year. Instead of trying to go wide and capture every lead out there, go deep and develop a program and education process for the folks that already know you to make it easy for them to share leads with you. A monthly dinner party or fun event with a small group of 10 to 25 clients can pay off big! How about a golf or tennis event where they can bring one to three guests?

5. Know your numbers.

   Statistics like your days on the market compared to the MLS average, your list to sale price versus the average MLS and any favorable market share data is hard evidence for how you excel. If you don’t track these numbers each month, you should and then you can begin to see where you stand. Few agents know these numbers and it makes an impressive impact on most sellers when you give concrete, factual evidence of your skills rather than hot air.

Getting those listings in a tight market is a matter of differentiating yourself, and being obvious! Connect and have fun! Make it easy for people to be around you and they naturally will think of you when they need a Realtor. Remember: you get what you expect……so expect that a few subtle changes in your approach, along with the knowledge that there are plenty of homes being listed, will bring you success to get that next listing!

Published: June 14, 2004

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Joeann Fossland GRI, LTG, MCC is a dynamic speaker and business coach. Creator of THE REAL ESTATE GAMETM, she provides coaching solutions enhance your effectiveness and life balance. You can subscribe to her free monthly newsletter, attend free monthly telephone seminars, and find out about classes delivered by email and personal coaching by visiting JoeAnn.com or e-mail her at .