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Echo Farrell of Intero Real Estate Services, invites you to reprint this article in your publication, ezine, or on your website.

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    Realtor 2 Realtor: How To Be A Real Estate Diamond on the Beach
    Copyright © 2006, Echo Farrell

    You may use this image in your ezine or website if you choose to publish my article. --- Echo Farrell
    You may use this image in your ezine or website if you choose to publish my article. Click here to see the picture full-sized.--- Echo Farrell
    In many industries, there are so many competing businesses that 
    it makes it very difficult for the small business owner to stay 
    afloat, let alone rise to the top. You see it everyday on your 
    daily commute to work. How many restaurants to you pass between 
    your home and your place of employment? How many grocery stores 
    are there in your neighborhood? It is a tough world out there.
    In the sales profession, the challenge becomes tougher. How many 
    car salesmen accosted you the last time you went to the car lot 
    to buy a car? As a new prospect drives into the car lot, dozens 
    of salesmen race for the prospect. The first one there gets to 
    take their shot.
    If you think the world is tough at the car lot, wait until you 
    try to get started in the real estate business. As of 2005, there 
    are 2,636,783 licensed real estate agents in the United States. 
    Given that the United States has a population of only 297,970,318 
    people. That amounts to one real estate agent for every 113 men, 
    women and children in the United States. ( Source: 
    http://www.realtytimes.com/rtapages/20060112_arello.htm )
    Differentiate Yourself From The Masses
    If you are reading this article today, you have a great advantage 
    over most of the 2.6 million real estate agents in the United 
    What differentiates you from the majority is that you are not 
    waiting for someone to drop success into your lap. Instead, you 
    are researching your industry to learn how you can be more 
    successful. You are among the cream. You are among the few who 
    are willing to step up to the plate and make things happen for 
    While the guy in the desk next to yours is waiting for your boss 
    to bring him generic business cards to use, you are already on 
    the phone working to make connections with potential clients.
    In most industries, the salesperson's employer bends over 
    backwards to make sure that the salesperson bows to the 
    supremacy of the employer. In fact, with most companies, it is 
    a requirement that the individual salesperson cannot market him 
    or her self as an individual entity.
    Real Estate is a much different industry. While you are not 
    required to market yourself, it is not frowned upon. In fact, 
    real estate agencies appreciate someone who is willing to invest 
    in building their own reputation and business. They like seeing 
    business cards and advertising that demonstrates the face and 
    name of the salesperson on advertising materials with the company 
    logo and phone number.
    If you are not willing to market your own name and face, why 
    should anyone else do that for you? Those individuals who are 
    not willing to step up to the plate to make things happen for 
    themselves must sit by the phone and wait for prospects to call.
    Those individuals who are willing to step up seldom have time to 
    wait by the phone looking for that chance prospect. They are much 
    too busy.
    As a commissioned sales person, the real estate agent cannot 
    afford to sit idly waiting for that big sale to come their way. 
    They need to be out shaking bushes trying to flush out that new 
    Usually within the first two weeks on the job, most agency 
    managers know which salespeople will still be at the job one year 
    from now, and which ones will be changing jobs within just a few 
    months. The new salesperson is either a "go-getter" or a "walker" 
    --- walking out the door to find a new job that actually pays a 
    Define Yourself – Your Unique Selling Proposition (USP)
    In real estate, your name and your face are the most valuable 
    assets you have, next to your skills as a salesperson. When 
    clients call, you want them to ask for YOU by name. When 
    strangers walk in the front door of the office, you want them to 
    look at you directly, then walk right up to you and introduce 
    When you have done a good job at selling yourself, then prospects 
    will feel as if they know you --- even if they have never seen 
    you in person.
    When working to find your next prospect, you need to work hard 
    to fashion your public image in a positive way. Your positive 
    image in the marketplace will bring people to you with positive 
    expectations for doing business with you. Positive client 
    expectations usually result in a positive cash flow for the 
    The positive image that you convey to others is better understood 
    as your "reputation." A good reputation will carry you when times 
    are slow. A poor reputation will push you out of the business 
    once and for all. Be careful as you construct your public image. 
    You public image / reputation will make or break your career as a 
    real estate agent.
    Marketing By Referral
    When you have closed a sale, your customer will be very happy 
    with you. Strike while the iron is hot. Ask for the referral. Ask 
    your happy customer if they know of anyone else who might be in 
    the market to buy real estate.
    Take names and numbers, and then follow through.
    Call Prospect One and advise them that your Happy Customer has 
    suggested that they might be in the market to buy a house, land 
    or commercial property. Tell Prospect One that you would be more 
    than happy to help them with their property search. Ask them 
    specifically what they are in the market to buy.
    Don't be afraid to use Happy Customer's full name. The fact that 
    Happy Customer has made the referral, has just allowed you to 
    overcome one of the greatest roadblocks in the process of 
    selling. Happy Customer's referral has allowed you to knock a 
    lot of the wind out of Prospect One's fear of salespeople.
    Most really successful real estate salespeople have mastered the 
    art of marketing by referral. The skill of acquiring names of 
    prospects allow most real estate agents to successfully move 
    from one sale to another without missing a beat.
    Your Success In Real Estate Is In Direct Proportion To Your 
    Your real estate agency will spend money to advertise the agency. 
    They will provide you with a desk and telephone. They will make 
    sure that all of the legal resources that you need, will be 
    available to you. They will have established relationships with 
    appraisers and banks. They will provide you the foundation that 
    you will need to help you to be successful.
    But, at the end of the day, the agency is not going to go out of 
    their way to make sure that you have the skills you need to be 
    successful. And, they will not drop business in your lap. You are 
    still expected to earn your own living.
    Some agencies will go beyond the average. They will provide you 
    training and resources to help you to become more successful. 
    But, it is still up to you as to what you do with that training 
    and those resources. The ball is still in your court.
    Invest in your name and face recognition. Invest yourself in your 
    customers and their lives --- this will help you to secure your 
    public image and positive reputation. Invest yourself to get 
    those personal referrals. Invest your time following up with your 
    If you do all of these things well, then you could really become 
    a Real Estate Diamond On The Beach. Only certain pebbles of sand 
    have what it takes to become a diamond. Are you one of them?

    Writer's Resource Box:
    Echo Farrell is a Scottsdale Arizona Realtor® specializing in 
    residential real estate.  She has over 25 years of experience 
    in sales, marketing and contract negotiations.  You can learn 
    more about Echo Farrell by visiting her website:  

    More Articles Written by Echo Farrell

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