So many luxury real estate marketing professionals attempt to differentiate themselves from their competition by claiming that they have integrity in their advertisements. Most real estate professionals who have enjoyed longevity in their field have integrity or would not still be in the business. And those few unscrupulous ones often use the “I” word in their collateral material and ads.
Integrity is just the price of admission in the highly competitive landscape of marketing luxury real estate. Those who have achieved market leadership in their area could not survive at the top f integrity and were not a fundamental building block of a highly successful practice.
The urge to be less than forthright, up-front, straightforward, and frank with one’s clients comes from a scarcity mentality. That is, the idea that there are not enough clients and, therefore, not enough business to meet one’s income goals. This is small thinking!
A small contact database of potential referral sources is at the core of this scarcity mentality and little thinking. Believing that there is not enough business causes people to do things they would not do if there were plenty of company.
Four Ways to Think Big and Get Prosperous While Maintaining Your Integrity
To build a thriving practice while maintaining your integrity, you must set the ethical standards for yourself that a very competent and highly successful professional would expect. Think of someone in your profession that you respect and set the goal to emulate that person’s level of integrity.
Here are the four best ways to start thinking big with integrity:
- Extrovert! Get out of your office and meet more people. Build a massive database of potential referral sources. Get over your shyness. The most successful professionals have figured out a way to overcome their shyness.
- Delegate! It becomes easy to hide behind the excuse that you do not have enough time in a day to accomplish what you want and still have a life. Delegate everything you can think of to an assistant or virtual assistant and free up more time to meet more people. Build a vast contact database. Just about everyone is shy and lazy when it comes to meeting new people. Successful people overcome this obstacle to success.
- Expand! Exponentially expand the boundaries of your marketplace.
- Stay In Touch! Keep in touch with your expanded database of contacts.
This is part of a series of Luxury Real Estate Marketing Essentials articles. It is dedicated to luxury real estate marketing professionals worldwide.
by Ron Seigel