Prospecting isn’t just picking dialing the phone or knocking on doors, it’s about becoming such a brand name that you’re almost the “Mayor” of your farm area.
Real estate agents each have their own unique flair when it comes to relating to our sphere and farm areas. Some love the SMILE Stops and giving gifts, others love to play matchmaker between clients and vendors, and others love to touch base often and connect on a more personal level. There is a mini-analogy when you roll all of this together: it’s about relating to your farm area like they are a town, and you are its Mayor.
TIP: For more Prospecting/Marketing tips, check out our article on Inman: “QR Codes and Smile Stops: 31 Can’t-Miss Marketing Angles.”
What Does a Mayor Do, Exactly?
There are variations on the duties of the Mayor, depending on where you live, and how your local government is structured, but the one thing that is always the same? They have the role of leader. A mayor oversees all the civil service departments like Police, Fire, Hospitals, etc. They are responsible for making budgetary decisions and must have the skills to influence people while anticipating the results (both positive and negative) of each decision. Through all of this, they need to be able to listen to, relate to, and represent people from all walks of life while respecting varying viewpoints.
Sounds a lot like what a real estate agent does, doesn’t it? We oversee the real estate transaction, including the negotiating of offers, home inspections, and ensuring that the process is running like a well-oiled machine.
How Can I Relate to my Farm Area Like a Mayor?
“When you were made a leader, you weren’t given a crown, you were given the responsibility to bring out the best in others.”- Jack Welch
When you think of what a mayor does, there is an underlying quality that the best Mayors have, and that’s how they relate to and take care of their people. From excellent communication to the ability to inspire, mayors are also visionaries of the future and how to move from Point A to Point B while helping others do the same.
TIP: This article by Phil Harwick outlines some of the traits that the best Mayor’s embody – “Qualities of a Good Mayor.”
Put yourself in the Mayor’s shoes now, and think about your farm area. What would you do to take care of your constituents? You want to listen to them so you know what they need to put a smile on their faces. You want to educate them. You want to be there for them. You want to create events to bring your community together. You want to create a safe environment to build trust.
Your Job As Mayor
A Mayor wears many different hats, depending on what the task at hand is. Real estate agents also have many jobs during the transaction, but one of the biggest (and most thankless) is managing the emotional roller coaster that your buyers and sellers are on. Just like constituents need reassurance when something upsets or stresses them, so do homeowners. It’s important that you don’t jump on that emotional roller coaster with them because that will be detrimental to everyone. It’s your role to remain calm, and in the case of a disagreement with the other party, stay neutral and objective while serving your clients.
I have said something similar about relating to potential clients in Facebook groups — you want to be so helpful, so knowledgeable, and so involved that group members believe you are the administrator for the group. Join the Facebook groups of your farm area to be as helpful online as you are offline!
By being so involved in the community in these ways, it accomplishes your biggest goals of prospecting — your farm area will know your name, your face, and what you do for a living. This will make you their first thought when they hear the words “real estate”, and their first phone call when it comes time to buy or sell their home.
TIP: Check out this related article, “Using Your High Energy to Fuel Your Real Estate Prospecting”
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