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Real estate might involve selling, but it’s very different to pretty much any other sales career for one key reason: we don’t just facilitate a sale, we source the stock as well.
A major part of our job involves securing future stock so we have a constant pipeline of business moving forward. And that pipeline is critical. In fact, it’s your pipeline that bulletproofs your business.
It levels the highs and lows of selling periods. It becomes a predictable tool to use for generating sales. It’s what brings resilience no matter the market.
But how do you find the balance between the sales you’re doing now and the pipeline you need to build?
It’s all about balance:
When it comes to the mindset of the best and most experienced agents, it quickly becomes apparent it’s all about balance. One eye is on the present; the other is on the future.
They break their days and weeks down into tasks to accommodate this reality, dividing their time between prospecting for future business, appraising properties that are potential listings, and managing the vendors and buyers of the sales they currently have on their books.
There’s a routine to this activity to ensure nothing is missed and no one is neglected. It’s regimented to overcome the variables. And the routine reaps results. If a portion of each day is devoted to building your pipeline as well as excellent customer service, the momentum remains consistent.
It starts at first contact:
Every property sale starts with a single contact.
It could be someone attending an open home, the person you meet at a sporting match, that phone call you make to touch base with a past seller or buyer in your database, the leaflet you distribute, or the interesting post you make on social media.
As agents, we are on show all the time within our communities, building a reputation as a trusted property professional they can turn to when the time is right. There is no better day than today to make contact, to showcase your expertise, to touch base with people to offer your insight and understand their needs.
It builds upon itself:
If you get the activities right, real estate is a career that builds upon itself. One sale leads to more contacts, more contacts lead to more listings, those listings then generate sales, and that equates to extra contacts.
It’s circular and self-generating, but only if you get the balance right. A solid career is underpinned by great and consistent communication to build your brand, excellent sales skills to secure a good result for your client, and true customer care that creates raving fans.
That’s how you build a reputation where the business is generated consistently and your pipeline remains strong.
Your pipeline is your financial future:
The calls you make today and the people you make contact with now generate the results you want in three, six, and 18 months’ time.
Focusing on your pipeline is how you bulletproof your business. It’s how you become consistent, build momentum, and create financial security into the future. It’s how you ensure that real estate is not a game of chance, but is instead predictable, reliable, and incredibly rewarding.
There’s no better time than now to concentrate on your pipeline, to focus on it as a daily activity and as a core part of your business model. If you do, I can guarantee you’ll reap the results you hope for in the future.
But it starts now, in the knowledge that having an extensive list of pipeline sellers is your guarantee of future predictable sales and is the best way to bulletproof your sales business.
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