CONFESSIONS: I’ve been thinking about that word this month. We’ve been filming a video series in partnership with software provider Console that has had a working title of the same name. The premise is that ‘every real estate agent has a story’ and more than likely has learned something from it, so we decided to test this out on some wellknown people in the industry. Filming was an extremely fun experience; we laughed at some of the hilarity, were in awe of some of the things people had to go through and there was even a moment or two (thanks, Hayley Mitchell and Jess Kindt) where I was close to shedding a tear or two. That’s real estate.
So, speaking of confessions I have a few of my own.
Confession Number 1: Every time I meet Tom Panos I get a little starstruck The October 2015 issue was themed ‘technology’ after visiting the Inman conference in San Francisco last year; then there was our 2020 round table report. The theme for October has stuck, and this year we wanted to go one better, with a real deep dive into the one thing that is constantly shaping and changing our industry. So it was necessary to choose a cover who is outstanding at technology; and I think no one does it better than Tom. Tom reaches a bigger audience in one Sunday night than some broadcast TV shows, and he does it using world-class tools, speaking from the heart and truly having passion for what he does.
When I interviewed Tom, I did get a few of the one-liners that we all know and love – but I also got a guy who is authentic, down to earth and, no matter what you perceive of the external persona or the odd f-bomb he happens to drop in a Facebook meme, genuinely wants what is best for his coaching clients and the industry. He has a wicked sense of humour and was a great sport at the photo shoot. And I had no idea that real estate has been his only line of work since the age of 18. Every answer was intense, thoughtful and considered. I hope you enjoy reading more about the man as well as learning what works for him with technology. Confession Number 2: I hated cold calling, but there was no way around it I used to be in sales. I worked my way up till I was selling multi-million dollar deals to big companies, but it didn’t start there. I started on the phones back in the 90s, cold calling people who might want to buy a modem. And I hated it. I felt I was unnecessarily interrupting people from their busy days and, even though I had a great and relevant product to sell, I was never confident because I never knew what IT crisis might be on the other end of the line.
But what if you never had to cold call again? That is the premise of the round table we did this year with the team at CoreLogic, who have developed some amazing new services. Combined with the right content marketing plus a few of Tom’s attraction agent strategies, it seriously might mean you never have to cold call again. I can hear collective sighs of relief for some people, but I can also sense a bit
If they think we’ve got the best magazine, it stands to reason that the people we are writing about must be pretty damn good too.
of fear out there; I know it’s hard, but if you can understand it and use it to your advantage there is no need to be scared.
Confession Number 3: I was scared, but I’m glad I pushed on In the last couple of years I have had so many moments of fear. You know that moment in Masterchef where the contestants pretty much put their hearts on a plate waiting to see if the judges like their food? The sweaty palms, the racing pulse, the downright anxiety we create for ourselves waiting for someone else’s approval (Tom did talk about how to get around this) – that’s how I feel every time we press the ‘Print’ button. I remember back to Issue 1 when IPMG (our printer) delivered a sample box to my home. It was about 2pm and I stared at the box for three hours or so until my then 12-year-old daughter got home from school, and then I made her open it and pull a magazine out for me! I almost didn’t want to know what the magazine looked like, I was so scared.
It all sounds a bit silly now, especially after what happened a couple of weeks ago when our small but perfect team won ‘Business Magazine of the Year’ at the Publish/Mumbrella awards; something I would have never dreamt possible, at least not in only our second year. Our fellow finalists, In the Black, Acuity and Australiasian Lawyer, are well-known and respected magazines published by big publishing houses – Bauer Media, Key Media and the Institute of Chartered Accountants themselves. Believe me, we were honoured and a bit scared to be in such distinguished company. I couldn’t quite believe it when they read our name out: it was one of those moments that are pretty surreal. By the time they got to our category I had pretty much settled in for the night (another confession: I’d had a few wines and was happy just to be there – I didn’t expect to be getting up!).
I am so proud of our team and this magazine – and I truly believe this is a win for the real estate industry as much as anyone. If they think we’ve got the best magazine, it stands to reason that the people we are writing about must be pretty damn good too. So to our readers, advertisers, sponsors and contributors, this one is for you. Thank you; it is truly an honour to be of service to you all.
Oh and PS - I hope you enjoy our industry ‘confessions’ out late October 2016. Check eliteagent. com.au/confessions for details.