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Op/Ed

Branding doesn’t happen overnight, sometimes you have to give to get

(EDITORIAL) Branding is something that Marie Forleo has seemed to master. However, what works for her might not work for you. Seek out brand authority and maximize business.

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Brand envy

You don’t want Marie Forleo’s branding. I know that is a bold statement to make. “But VANA,” you cry out to me, “She has a beautiful, clean website. Forleo has an amazing program that sells out every time it opens cart. She’s making massive changes for women in their lives and businesses. She’s met Oprah for pete’s sake.”

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Shh my sweet summer child. Worry not for I have what you truly seek.

authority

You don’t want Forleo’s brand because what you seek is to have an expert brand like hers.

What you seek is brand authority.

And the only way you can do it is to blaze forth on your own trail, not by following the path another forged.

How does one just become an expert in their field?

Forleo certainly didn’t just wake up one morning with Oprah on her schedule. It took a solid plan and positioning herself to get there. I’m not here to tell you your work must be hard or easy to be fulfilling, or that the hustle struggle is real or a 4 hour work week is possible.

I am here to tell you if you commit to it, show up for it every damn day, and live your biz with authenticity, you can have your own unique brand authority.

And that is much more satisfying than chasing a grasp of someone else’s.

So without amassing a pile of student debt or credit card loans, how do you become an expert?

use your noggin

Some people say fake it till you make it which works to a certain degree, some people educate themselves in depth. However, knowledge is a resource like anything else, you just have to know how to cultivate it.

People are another fantastic resource (one we not are caring enough for but another post for another time), and knowing how to listen and what to ask is crucial in gaining expert knowledge.

Being a great entrepreneur (and a better human tbh) is 80% listening and 20% asking the right questions.

Another way to achieve this is self-educating. “But Vana,” you tap your foot at me, “If everyone could just teach themselves to do something, why isn’t the world full of entrepreneurs?” And a perfectly valid question.

The reason is time.

Teaching yourself new things as an adult can be difficult and take some time (time you might not have with a 9-5, family, social life, relationships, ANIMALS TO PET, you know life). And until someone makes time turners a reality, becoming an expert entrepreneur is going to require a bit of sacrifice on your part.

gotta give to get

Speaking of sacrifices, let’s talk about the final block in becoming an authority in your industry. Some of you may possibly be reading this and be thinking “I’ve got the best mentor and all of the time in the world but I am still not hitting that expert brand I crave.”

I hear you.

What is required of you is a change of mindset. Some people have to give up time or money (and maybe you already have) but everyone must be willing to sacrifice their old thoughts and habits to make room for new ones.

You got to where you are by doing what you do and thinking how you’re thinking right now.

You’re not gonna grow past that acting and feeling the same way. If you aren’t willing to try new things, you can’t ever discover new ideas. You cannot be an expert without being an innovator.

So what are you willing to sacrifice to make your dreams come true?

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Vana is a new, and highly unorthodox agent, making the move from technology and advertising to working in RE. If you ever felt like the awkward new kid in the room, you'll probably relate. Follow her struggles and triumphs of breaking the glass on the industry.

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Op/Ed

Procrastinate with purpose by following the Zeigarnik effect

(EDITORIAL) Procrastination is almost inevitable, but what if that procrastination could increase your productivity?

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cool procrastination

Let us speak together of the Zeigarnik Effect. But only after I’ve made a cup of tea. See, that’s the nature of the Zeigarnik Effect.

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In addition to having a rad name – seriously, I feel like I’m revealing mysterious secrets from the Eastern Bloc, which I technically am – the Zeigarnik Effect tracks a quirk of human cognition that can, once properly hacked, increase productivity by making procrastination work for you.

background noise

Bluma Zeigarnik’s original study, which has had its results repeatedly replicated, states that an interrupted task, or a task the subject knows is not yet complete, stays in the back of the mind while they do other things.

The original subjects were waiters.

Bluma Zeigarnik found that service professionals remembered details of a given order when that order was still open, even if they were busy working on something else, but once it had been completed, the details vanished.

Brain allocation

What might seem like a procedural consequence of waiting tables – not like you have to remember the doneness of the cheeseburger you gave somebody who left the restaurant an hour ago – has since been demonstrated in tasks from jigsaw puzzles and flatpack furniture to WoW and SimCity.

It’s not a job thing. It’s a brain thing.

When you leave something undone, and you know it’s undone, there’s still a little mental RAM whirring away, working at it.

That’s awesome.

Ease into the rage

I’m going to go out on a limb here and say some of you do not spring out of bed Monday morning singing like a Disney protagonist and throw yourself into every task set before you with motivational poster vigor. I mean, I didn’t, and I like my job.

Hence my cup of tea. I literally wrote those two sentences, then went and made a cup of tea.

Field test. It works.

That’s the Zeigarnik hack – do what needs doing for 5 or 10 or 15 minutes, then stop. Aquire your legal stimulant of choice, or talk to coworkers, or do anything else your workplace allows that isn’t the particular task you’re aching to procrastinate on.

The Zeigarnik Effect won’t do the work for you, but when you set yourself to that job again, you’ll have more ideas and more energy than you did when you started.

Your brain doesn’t like incomplete tasks any more than your boss does.

When a task seems past you or you just don’t wanna, set a time period – 15 minutes is good, but experiment – and let your mental firmware work on it for a bit while the rest of you does something else.

Take your time

Zeigarnik is procrastination with purpose, a way to get something done without overtaxing either your time limit or your will to live.

Give it a shot. I did, and I got a solid article and a hot cup of Darjeeling out of the equation. Top that for a Monday morning.

#Zeigarnik

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Op/Ed

Why the hell don’t real estate search sites have a “roulette” option yet!?

(EDITORIAL) House hunters start searching a year in advance, and a roulette search option would keep them engaged during the early phases of their search, so why isn’t it a common feature!?

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It’s no secret that our attention spans have gotten shorter in the last few decades, and some forms of marketing are still scrambling to keep up—one of them being real estate. While looking through photo after photo of specific homes provides the necessary level of focus for devoted home-hunters, having the option to randomize your search on a photo-to-photo basis might prove more interesting for casual lurkers.

Theoretically, having a “roulette” or “randomize” option could lead to some interesting finds: you could plug in your ZIP code, click a button, and start viewing specific shots from homes in your area. You might even expand your search to contain houses from the whole country or look at entire property pages in a random order; either way, by taking the specific search parameters out of the equation, users would have significantly fewer limitations on the content they see.

Once a potential customer found an interesting property, they could open the property’s full page and view its listing info. Sites could even implement a “swipe” feature so that users could add their favorite properties to a list for concentrated viewing later, making the roulette feature akin to house-themed speed dating.

Think of it as Tinder for houses.

What is so appealing about this notion is that it would give everyone from casual real estate enthusiasts to third-time homeowners the chance to step outside of the structures imposed by their search preferences (and browser cookies) in order to view properties at which they might never look in any other context. It can be liberating to have choice specificity removed from the equation, and the real estate market is no exception.

There’s a simple reason that sites like Chat Roulette and apps like Tinder are so popular: they capitalize on our newfound need to be exposed to new information whenever we feel like a change. Real estate sites – especially those with large amounts of traffic – could see a huge upswing in both on-site traffic and conversions by fulfilling this need. Given that most home buyers start casually searching up to a year in advance, this could be a pretty interesting conversion tool in that process.

It has been tried before (and failed) at smaller startups, but house roulette still isn’t a feature on sites like Realtor.com, Zillow, or Trulia as of now, but they should be, so we’re keeping our fingers crossed for more dynamic, fast-paced solutions in the future.

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Op/Ed

How dropping everything to unlock a door for a buyer damages the profession, increases safety risks

The real estate profession is unique in that everyone is on call, but until better practices are put into place, the profession will suffer.

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Consider the following scenario:

“Welcome to Burger House may I take your order?”
“I’d like a Big House Burger, a large sweet tea and I’d like to buy 1915 Main St.”
“Great would you like a home warranty with that?”
“No. Just the house.”
“Will you be paying cash or getting a mortgage?”
“Cash.”
“Your total is $196,521 please pull forward to window 1 to pay. Your food and keys are at window 2.”

Well now that’s a silly scenario. Who buys a house at a fast food drive through? That’s ridiculous, isn’t it?

Not really, if you consider how buyers call in on properties and expect real estate agents to “serve them up” a house sometimes with no notice, no appointment, and very little exchange of basic information. Here’s what a typical phone call is like to a real estate agent:

“Hello this is Jane. How may I help you?”
“I’d like to see 123 Main Street.”
“Okay great. The list price for that is $125,000. What is your name?”
“John. When can I see it?”
“Okay John and in case we are disconnected what is the best phone number for you?”
“I am in front of the house now I’d like to see it as soon as possible.”
“Well that house is occupied and we are supposed to give the owner 24 hours notice. Can you tell me a little about what you’re looking for?”
“It doesn’t look occupied. I walked around the outside and I don’t think anyone lives here now.”
“Actually it is occupied. The owner still lives there. I need to call and request an appointment. Even if it’s vacant we still do need an appointment. Have you been looking a long time or did you just start looking?”
“I have been looking a few months. When can you get here?”
“Okay I need to call to set it up. Are you working with another agent?”
“No I just call the listing agent when I see something. I’d really like to get in now. I only have an hour so can you get here quickly?”
“Let me call the seller John and get approval. I need to clear it with him first. What’s your last name?”
“Are you coming now to show it to me or not? I don’t have time to answer all these questions.”

I hear the buyer’s frustration – he wants an appointment right now

He’s not willing to give up personal information in exchange for an appointment. But the agent has a stranger on the phone who wants to meet right now, we don’t know if the person is qualified to buy – or even his last name.

The agent taking the call is trained to screen buyers to make sure (1) they are qualified to buy and (2) they are not working with another agent. This is standard practice in the real estate business. But the caller is having none of the vetting process – he just wants to see the house and see it immediately. See the disconnect here?

The next step the caller typically takes is to ask the agent, “Do you want to sell the house or not? Because I want to buy this house.” He hasn’t seen it yet, we don’t know if he can financially afford it, yet he wants the agent to jump in the car and rush over to open the door.

It’s a scare tactic. The buyer thinks agents are so desperate to make a sale they will risk their own personal safety – and waste of time – versus not sell a house.

Pulling the “safety” card

Whoa – yes I just pulled the “safety” card. To those who are not in this industry who may be reading this, answer this question: “If it was your wife or mother or little brother who was being asked to hop in the car, to meet a stranger at an empty house, perhaps at 10 am or 8 pm, would you be so quick to judge?”

Because that is exactly what real estate agents are asked to do every single day.

Get a call, meet a stranger, maybe sell the house. Maybe we lose more than a few hours of our time. Maybe we lose our lives. I know it’s a sobering thought – but in what other industry does the phone ring, and the person on the other end run to meet a stranger outside the office without screening them for the ability and motivation to buy? It happens every day in real estate.

Just meet them at the office, right?

You may be thinking, so meet them at the office and then take them out. Spend a week in this business and you will realize just how hard that is to implement. The house may be on the east side of town and your office is on the west side. The buyer doesn’t want to drive to the office when he’s already in front of the house.

You’re already in the car when he calls and it’s just a few minutes to run over to the property anyway. Who wants to inconvenience the buyer and the agent who are both on the other side of town from the office?

Those are not even the best arguments for not going back to the office to meet the buyer. The best arguments come from the buyers themselves, who are trained or conditioned NOT to treat real estate agents as true professionals. We’re just door openers, people who get buyers access to the house.

Try quizzing a buyer about his wants or needs or motivations and you’ll find that many buyers don’t think they have to answer questions at all. They are so used to agents just making the appointment that when an agent tries to ask questions so he or she can advise and counsel that person, they resist.

“Just get me in. I just want to see the house,” is the mantra.

How practitioners can change this game

Things won’t change until agents stop playing the game and won’t make the appointment until meeting in person at the office, or at least answering a few basic questions. I would love to see every agent stop dropping everything to show a house to a buyer “just in town a few hours” on the chance the buyer is “the one” who buys the property.

Yes it’s a gamble, but in 15 years of doing this, I find it’s rarely the buyer who throws a tantrum and insists in instant access who is “the one.”

Buyers who are serious will answer our screening questions. They understand that we are professionals who need appointments to show them houses. And they respect our time and brains in the counseling/advising process. Those are the buyers we want to work with. Those are the buyers who deserve our time and attention. Not the buyers who pitch a fit when they call an agent’s cell phone late Friday night and get no answer. Not the buyers who are sitting in front of a home and demand an agent show up within five minutes.

I wish every agent working with buyers would read this and agree to stop caving in to buyer demands to instant access to houses and agents.

But if agents deny access, unfortunately the consumer will just pick up the phone and call the next agent on the list. And chances are that one agent on the list will be hungry enough, desperate enough, or just naive enough, to hop in the car and show the house.

Until we train our agents and enforce an office policy that discourages “Pop Tart” agents, consumer behavior won’t change.

This editorial was originally published in March of 2015.

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