Many luxury real estate marketers try to set themselves apart from the competition by claiming they have integrity in their listings. Most real estate professionals who have enjoyed longevity in their field have integrity or they would not be in business. And, those unscrupulous few are often the ones who use the “I” word in their collateral material and advertisements.
Integrity is just the price of admission in the highly competitive landscape of luxury real estate marketing. Those who achieved market leadership in their area simply couldn’t survive at the top. Integrity was not a fundamental component of a highly successful practice.
The need to be less direct, upfront, straightforward, and frank with customers stems from a scarcity mindset. That is, the idea that there are not enough customers and therefore not enough business to meet revenue goals. This is a small thought!
At the core of this scarcity and small-thinking mentality is simply a small contact database of potential referral sources. Believing that there is not enough business causes people to do things that they would not do if there were a lot of business.
Four Ways to Think Big and Be Prosper While Maintaining Your Integrity
To build a thriving practice while maintaining your integrity, you need to set yourself the ethical standards of integrity that you would expect from a highly competent and highly successful professional. Think of someone in your profession who you respect and set a goal to emulate that person’s level of integrity.
Here are the four best ways to start thinking big with integrity:
- Outgoing! Get out of your office and meet more people. Build a huge database of potential referral sources. Get over your shyness. The most successful professions have discovered a way to overcome their shyness.
- Delegate! It becomes easy to hide behind the excuse that you don’t 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. Create a huge database of contacts. Almost everyone is shy and lazy when it comes to meeting new people. Successful people overcome this obstacle to success.
- Expand! Exponentially expand the limits of your market.
- Stay in contact! Stay in touch with your extensive contact database.
This is part of a series of articles titled Luxury Real Estate Marketing Basics. It is dedicated to luxury real estate marketers around the world.