1. MARKETING SPECIALIZATION The most successful real estate investors I know do not spread themselves too thin chasing every new direct-to- seller marketing fad. Rather, they pick ONE channel and become really good at it over time. These are usually the boring, old market- ing channels that many new real estate investors cannot believe still work like direct mail, bandit signs, driving for dollars, and cold calling. Once they run some campaigns, get the results, tweak and run again for six months or more, they start to really dial it in. After a year or so, it becomes predictable. At this point, some decide to add another channel to bring in deals. How Does Your Business Stack Up? If you are chasing a new marketing strategy every cou- ple months and feel like you are throwing money away on stuff that doesn’t work the first time around, you have room for improvement. If you have not been testing the campaigns you have been working for a while to improve the results, you have room for improvement here as well.
2. SALES TRAINING How many offers to different sellers does it take before you get one accepted? If you are like me, you are probably thinking, “I build great rapport. This is how I get offers accepted. I don’t want to be like a used car salesman.” Guess what, I thought I was doing well getting one out of every five offers accepted. The truth is there can be improvement to the point where acceptance ends up above 50 percent! What makes that possible? Sales training. It’s not about using “tactics” and being a “pushy sales- person.” Sales training can help you understand how different people handle situations. This allows you to help that person in the way they want to be helped. If you’ve not been through sales training or have mem- bers on your team who have not, I recommend John Mar- tinez’s sales training at REI Sales Academy. How Does Your Business Stack Up? If you are getting fewer than one out of every three offers accepted, you likely have some room for improvement and sales training can be the thing that gets you there.
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