Tips to thrive in the ‘new normal’ market

As the “new normal” real estate market begins to emerge, real estate coach, speaker and author Carla Cross offers tips for Realtors® to be successful. 

Cross, president of Carla Cross & Co. in Washington and a frequent speaker at National Association of Realtors® (NAR) conventions, said Realtors® will have to pro-actively lead generate, have an active database and be practiced and packaged with good sales skills and presentations. Cross added Realtors® should devote more than 30 hours a week, coming to work every day to sell real estate because the consumer has rejected the part-timer. 

In addition, Cross said to thrive in the new market, Realtors® need to:

• Become early adopters. In this era of rapid change, Realtors® can’t afford to lag behind. If you’re still waiting for 2007 to come back, you’re going to have a long wait! Instead, list three things you’re going to do for the first time this year and put deadlines on them.
• Work hard. It’s amazing that some agents think they can make lots of money but only work 10 a.m. to 2 p.m. four days a week (and no nights and weekends). In this new market, the person who doesn’t commit 40 to 50 hours a week can’t deliver what the consumer wants.  
• Inspire trust. You can’t sell anything of value to anyone without inspiring trust in them. The California Association of Realtors®’ 2009 survey of buyers showed the overall satisfaction rating plummeted in just six years. We need to recognize trust in real estate agents has eroded greatly. As a Realtor®, you need to have specific actions to re-establish trust with your would-be and present clients. People are looking for someone they can count on and we’re in a personal service business. What we have to offer our clients is invaluable. Develop, nurture and value your trust quotient.

“This is an opportunity to take a fresh look at how you do business,” Cross said. “Re-commit to excellence and mastery and you will re-vitalize your career.”