BreakAway Agent #14 With Daniel Boyer of Southland Properties
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How To Show Your Value and Thrive in Any Market
This episode of The BreakAway Agent Podcast features Daniel Boyer, broker/owner of Southland Properties in Los Angeles, California. He has been in real estate for about 15 years and started his company 2 years into the industry. Growing up in a small town in California, where everyone knows everyone, Daniel talks about how his success has come from showing value. He and Tiffany discuss how to show your value and thrive no matter what type of market you’re in.
The podcast starts with Daniel mentioning how growing up in a small town has helped his business, because he has spent a lifetime building relationships. His business has grown even more because of the important partnerships he has created. Specifically, his teacher referral program that benefits him and benefits local schools. Listen or read more now for a few pieces of advice that can help you in your real estate business.
Do What You Love And You’ll Never Work A Day In Your Life
Daniel has been passionate about helping out and volunteering for years. He says his dream would be to be a coach or a teacher. Though real estate has provided more financial stability for him, he maintained that desire and got involved in the school system. He firmly believes that real estate provides an avenue to incorporate whatever you love.
If you love animals, find a way to connect with shelters or dog parks and make connections that way. If you love sports, there are plenty of ways to get involved and do what you love while still telling people about what you do.
Find more time incorporating what you love into your business, and it will never feel like work.
Your Real Estate Team Should Feel Like Family
Maybe it’s because his business started as just him and his father, but Daniel believes that real estate should be family oriented. His company, Southland Properties, is a family. If you wouldn’t want to come over for Christmas, you probably won’t fit within the team.
When hiring new agents or team members to the office, Daniel says they are very specific. Culture plays an important part in the hiring process. When you’re hiring new agents, you want to look for people who will fit well with the rest of the team. It’s not just a numbers game.
Do they have a good work ethic? Are they community oriented? What is their main reason for joining real estate? All of these come into play when it’s time to grow your team. Show your value by having a passion for real estate and homes and helping people is crucial if you want to make it in this industry.
Good Agents Can Push Through Any Market, Especially If You Consistently Show Your Value.
Real estate has always been, and probably always will be a relationship game. It’s easy to thrive when the market is good, but if you’re not passionate about real estate, you won’t last when the market slows down. If you are consistently willing to show your value, you will be a leader no matter the market.
People are always going to need to buy or sell homes. Show your value, and do what you’re supposed to do, and you’ll thrive. Especially in a time when trying to make it in real estate is so popular, only those who are committed 100% will actually be successful through the highs and the lows.
Growing Your Business Is Not Limited To Door Knocking and Cold Calling
There are lots of ways you can grow business. Daniel is committed to coaching, not only with his family but with his agents as well. He’s heard it time and time again, “if you’re not door knocking or making cold calls, you’ll never get sales.” Daniel has never door knocked or cold called, because he frankly doesn’t believe in that strategy.
He doesn’t want random agents knocking on his door or calling him, so why would he take that approach? There are other strategies that work. It’s important to remember that just because it works for one person, doesn’t mean it will work for another. Everyone has a niche or a desire that they can incorporate into their own business that can help them grow.
Relationships Are Crucial In The Real Estate Business.
How are you nurturing those relationships? So many real estate agents love the business but aren’t excited about connecting with people or attending networking events.
Something that Daniel started when he was younger and just getting started was hosting a weekly dinner. He and his wife would invite a new couple every single week that they hadn’t had over before. Every Thursday night he would ask his wife to make dinner and he would meet people out in the field and bring them over for dinner.
And though it was a huge commitment, it was a great way to foster relationships and establish himself as a friend and a resource. Going back to treating real estate as a family business, Daniel is big on nurturing relationships and not just viewing people as a means to another sale.
Living and Breathing Real Estate Is Something Every Agent Should Be Doing.
Every successful agent is an agent who lives real estate. They are committed and they are always thinking about it. Great agents treat real estate like their life. It’s an everyday thing, it’s not a “here and there” type thing.
One way to make real estate more apart of your life is by volunteering in the community. Volunteering is a great way for agents to get involved, meet a lot of people, and get their name known and recognized. Just start showing up and do the work, and telling everyone that you’re in real estate. From networking events to volunteer opportunities and more, if you are consistent and committed, you will constantly find business.
You’ve Got To Be Available If You Want To Be Successful.
We are in business to SERVE. Which means answering your phone. Daniel is always surprised to hear clients who tell him that he was one of the only people to get back to them. In a business where picking up the phone could mean a large paycheck, it is absolutely necessary to be available.
Being so busy in your career can make it hard to constantly be available. However, if you’re serious about real estate, you will answer your phone and show up when you’re needed. People are calling you because they need your help. Show your value by being available and resourceful, or they will call someone else. In real estate, all you’ve got to do is a great job.
If You’re Just Starting Out In Real Estate, Get Organized!
Though Daniel has been in real estate for years, he is only just barely putting together a CRM and documenting his information and keeping track of clients. His excuse was always that he has been too busy and didn’t have time. But if he could go back and tell his rookie self a piece of advice, it would be to stay organized from the beginning.
Put systems in place so you never miss out on opportunities. If you’re not keeping track of people, it can be hard to maintain relationships. Keep information like which houses they were interested in, family names, important dates, etc. Add anything you need that could help you keep connections down the road to your CRM.
Along with staying organized, stick with it! Don’t give up when it gets tough. Put everything you have into it and you will already be standing out from the crowd.
It’s Hard To Recommend Yourself, So Surround Yourself With People Who Can Help You Grow.
Daniel has no problem telling his clients about great people and businesses. Whether it’s a contractor or painter or mortgage lender, whatever his clients need, he has a recommendation. He noticed that it was a lot harder for him to recommend himself. This led to the idea of starting an amazing referral program. He implemented a referral strategy he calls his “Top 12” that has not only helped his business but has helped him gain new friends as well.
It started with him approaching 12 individuals that he felt were near enough to his industry and asked them to help him generate business. He turned it into a competition into who is really on the top of the list and getting the most referrals. What started out as a simple idea has turned into a way to get constant business and build lasting friendships.
If you want to make it in real estate, out of the box ideas like this is a great way to naturally acquire leads and ultimately help the community. Think about this way: if every one of your friends was able to get you one sale a year by referring you, how successful would your business be? How many more friends would you try to make?
It Takes Work To Build A Relationship, But That Extra Effort Is What Sets You Apart.
Tiffany and Daniel discuss how sometimes new agents come into the business and want to do everything quickly, and that often leads to cutting corners.
It takes a lot of work to build and maintain a relationship. Going above and beyond does take a lot of effort. Daniel gives the example of how his team sits down with their clients and go over all the paperwork with them. Sure, it would be easier to just send it to them to fill out themselves. But at the end of the day, what sets you apart and makes you successful is the effort you put in.