Are Your Words Helping You Or Hurting You?

Before I could clearly communicate my unique value and truly understand what I wanted to achieve in my real estate career, it was a struggle. My first two years in the business were filled with endless driving, countless meetings, and constant hustle. I was working with anyone who would give me the time of day, chasing deals across town, and spending hours with clients who weren't committed. This approach was exhausting and unfulfilling.

Does that sound like you? 

All you wish is that it would just end without losing any of your commission in the process. I had those exact thoughts and fears. 

Keep reading...I promise you will learn how I turned it around and how you can start doing it. 

It all starts with understanding and effectively communicating my unique value.

The Struggle of Undefined Value

In the beginning, I was working harder, not smarter. I would spend countless hours showing homes, educating buyers, and traveling long distances with no guarantees. I was putting in 60 to 80 hours a week, but 80% of my clients never even bought a home with me. They would often choose another agent who offered a better discount or showed more confidence. Despite all my hard work, I was viewed as a commodity, not a valued professional.

This lack of recognition was devastating. My first two years, I only made $50,000 annually, despite being considered a top-tier agent at a prestigious brokerage. The stress and financial strain were overwhelming. I had two young children and a brand new baby by the end of my first year. I had gotten into real estate for a better life with my kids after losing my son at 30 weeks of pregnancy. Had I made a mistake getting into real estate?

My husband encouraged me to push through, but I knew I had to change my approach if I wanted to succeed.

The Turning Point: Communicating Your Unique Value

By the end of my second year, I realized that my approach was unsustainable. I needed to show potential clients why I was the best choice and make myself irresistible. This realization led to the creation of the Agent Branding Framework, a method to set myself apart from other agents and clearly communicate my value.

Let me explain my key framework and why it is so important to getting out of this cycle. 

Key Elements of Effective Communication

1. Expertise and Trust: Clients need to see you as both knowledgeable and trustworthy. Too much expertise without trust can make you seem cocky, while too much trust without expertise can make you seem like an amature. Striking the right balance is crucial.
2. Targeted Focus: Instead of trying to serve everyone, focus on your ideal clients and price points. By communicating directly to these clients, you can increase your sales price and attract the right type of business.
3. Consistency and Confidence: Use consistent messaging to reinforce your unique value proposition. Show confidence in your abilities and provide proof of your success through testimonials and case studies. If you have none, offer a guarantee that reassures them.  

Transforming Your Business

In my third year, I implemented these strategies and saw dramatic results. I cut down on unnecessary travel and focused on clients who were the right fit for the business I wanted to have in the future (Hit: There is a key nugget to help you make this your reality). I communicated my value clearly and confidently, which allowed me to command standard commissions without having to offer discounts. I was no longer a commodity. This shift led to a significant increase in my earnings and a decrease in my working hours.

That year, I made over $550,000 in gross commission income, working smarter, not harder. I became a top producer in my area, working about 40 hours a week, and I continued to refine my approach. Now, in my eighth year, I work 15 hours a week or less and still make a high six-figure income. Some years I earn more, some years a bit less, but I have the freedom to choose how much I want to work.

Imagine making $300,000 in just three months of the year. What about in just 6 months? How amazing would life be for you? 

That is me every year!

Why It Matters

By understanding and effectively communicating your unique value, you can transform your real estate business. You’ll attract committed clients, increase your earnings, and reduce the stress and workload. This approach has not only worked for me but also for many others who have adopted the Agent Branding Framework.

If you’re struggling to see the results you want in your real estate career, it’s time to change your approach. Focus on what makes you unique, communicate that value clearly, and watch your business grow. It’s not just about working harder; it’s about working smarter and showing potential clients why you’re the best choice.

So after reading this you are thinking but how do I do this? How do I make myself irresistible? Then join me for my FREE masterclass “Mastering The Art of Listing Conversions” on June 27th at {insert correct times}. I will show you ways to get started!  

But change only starts when you take action.  So register and make sure to show up.  Start creating the life that you want.