Building relationships creates business opportunities

Fourth-generation Realtor® Ashton Gustafson likes to stop and take a philosophical look at his business once in a while and he helps other Realtors® do the same.

“I think it’s important to peel back the layers of the onion and look into our business,” he said. “What is the fuel to the engine that runs our business?

“It’s important to understand on day one in the real estate business that it’s a long road to accomplish what you dream of and you can achieve success if you take a look at what’s holding you back,” he added.

Gustafson said there’s a reason 20 percent of the agents are doing 80 percent of the business. “The reason is because the 20 percent have the ability to see what’s happening in the market place. Others think the market is something that it isn’t – and that applies to any industry.”

He said the industry focuses on lead generation but what’s really important is establishing, building and maintaining relationships.

“I believe that one of the truths in our business is to accelerate serendipity,” Gustafson said. “Tony Hsieh, chief executive officer of Zappos, says you have to shake a lot of hands, meet a lot of people and write a lot of notes to open the flood gates. There are no accidents – when you connect with someone you never know when he or she will have a relative moving into town and will need a Realtor®.

“It’s really about being human and showing up well. In planning for the long term, you need to be sowing relevant seeds so you are continuing to meet and connect with people to continue to grow your business,” he added. “It isn’t all about ‘Like’ buttons or ‘Retweeting’.”

Gustafson will be presenting three programs at the Triple Play Realtors® Convention in Atlantic City, December 8-11. His programs include: Dancing With the One That Brought You: Keeping in Touch With Your Sphere; Streamlining Your Social Media Platform: Be More Places With Fewer Steps; We’ve Got it All Backwards.