Think­ing be­yond the sale... to Love

Home - Santa Fe Real Estate Guide - - NEWSFROMSFAR - By Paul Weideman

DO YOU SOME­TIMES FEEL THAT YOU’RE TOO COM­PUL­SIVE IN YOUR PUR­SUIT OF THE NEXT DEAL, that your per­sonal life has dwindled to al­most noth­ing, and that you’re ba­si­cally turn­ing into a crazy per­son? This new book might be your sal­va­tion. Be­yond the Sale — For Real Es­tate Agents: How to Cre­ate a Great Busi­ness and a Life You Love hit the shelves on April 12. It’s ba­si­cally a work­book, the text pep­pered with ex­er­cises with ti­tles like “Visu­al­iz­ing Your Goals,” “Look­ing atWhat’sWorked for You” and “Get­ting Great at Del­e­gat­ing.”

The au­thors, Jerri Udel­son and Ken Tu­tun­jian, have deep roots in the Bos­ton real-es­tate scene. But how ap­pli­ca­ble is what they have to say to Santa Fe’s unique mar­ket and peo­ple? “The prin­ci­ples that I cover in the book are the same whether you’ve been in the busi­ness for a year or 20 years,” Udel­son said. “They have to do with a lack of fo­cus on your en­vi­sioned out­come, both in your life and in your busi­ness.

“And of­ten it’s eas­ier for bro­kers, par­tic­u­larly women, to fo­cus all their en­ergy on work if they’re not suc­cess­ful in the love re­la­tion­ship do­main. They re­ally don’t fo­cus on cre­at­ing a life that they love. Work be­comes a sub­sti­tute for hav­ing a fam­ily. All their friends be­come clients, their clients be­come friends, and their world be­comes just real es­tate, which is fine, but­maybe they wake up and say, ‘I’m 50, 60, and I don’t want to be alone the rest of my life.’”

Udel­son and her part­ner, Jef­frey Kos­berg, a re­tired at­tor­ney­who is nowa sculp­tor, have been in Santa Fe for 12 years. She is a busi­ness coach (with her own com­pany, En­tre­pre­neur­ial Coach­ing and Con­sult­ing) who works mostly re­motely with long­time clients in Bos­ton. Be­yond the Sale co-au­thor Ken Tu­tun­jian has been the vice pres­i­dent and man­ager of two Cold­well Banker res­i­den­tial bro­ker­age of­fices in Bos­ton for more than two decades.

The book’s early chap­ters in­clude “How to CreateWhat YouWant: In­ner Ac­tions” and “How to CreateWhat You Want: Outer Ac­tions.” “That’s right. We talk about what you want to cre­ate in your busi­ness and what you want to cre­ate in your life,” Udel­son said dur­ing a re­cent visit. “An­other ma­jor is­sue has to do with bound­aries, that you’re avail­able 24/7. And it’s got­ten worse with cell phones and in­ter­na­tional clients. You need to tell peo­ple when you’re avail­able and not.” There are ser­vices, af­ter all, that will an­swer your phone around the clock if you have in­ter­na­tional clien­tele.

The au­thors make the dis­tinc­tion be­tween those time bound­aries and task bound­aries. “Task bound­aries are like, No, I’mnot go­ing to make beds in the house, I’mnot go­ing to clean your sink be­fore a show­ing. You don’t say it ex­actly like that, but I’m also not go­ing to su­per­vise the con­trac­tors that are fix­ing your prop­erty while you’re at your other home. What I’m happy to do is get you some con­trac­tors and find you a prop­erty man­ager.

“You’re a Realtor, try­ing to put a trans­ac­tion to­gether. You’re not a so­cial worker. You’re not a pro­fes­sional or­ga­nizer. You’re not a con­trac­tor. You’re not a land­scape ar­chi­tect. You’re not a stager. Peo­ple turn them­selves into pretzels for clients, which is both good and bad.”

An ex­cel­lent way out of that tan­gle is to as­sem­ble a list of rec­om­men­da­tions of con­trac­tors and other pro­fes­sion­als. Some peo­ple, un­for­tu­nately, would rather make re­quest af­ter re­quest of the Realtor stand­ing in front of them. “Some­times you need to fire a client,” Udel­son stressed. “If the price is to­tally un­rea­son­able or the client is just to­tally un­rea­son­able and mak­ing you crazy, you have to fig­ure out if it’s worth it. Some­times it is and some­times it’s not.”

The new book, though, is not about sell­ing tech­niques or how to ne­go­ti­ate. It is about “how to de­velop a busi­ness plan, a mar­ket­ing plan, and a life plan,” she said.

“We have a lot of ques­tions. Some are easy, likeWhat’s the big­gest stresser in your life? And in the ex­er­cises, the read­ers get to look at what they’ve done in the past that works, what they love to do, what they’re great at, what their strengths are and what their val­ues are, and come up with an­swers.”

Back in Bos­ton, she and a co­hort coached the top 58 agents in a lo­cal com­pany of 5,000. The in­sights from that ex­pe­ri­ence show up in the last third of the book, ti­tled “Tips from Top Pro­duc­ers: Seven Keys to Suc­cess.”

The other main sec­tions are “Cre­at­ing a Great Busi­ness” and “Cre­at­ing a Life You Love.” At the end is a “Blue­print for Suc­cess” in which your ex­er­cises and think­ing as you went through the book come to fruit with an in­di­vid­u­al­ized busi­ness plan. There is also a re­source guide of­fer­ing lists of books, web­sites, apps, and pod­casts that are ap­pli­ca­ble to each sec­tion of the book.

Is Be­yond the Sale more for Real­tors than the gen­eral pub­lic? “The book can also be used by peo­ple who have their own busi­nesses, and many of the con­cepts through­out the book are ap­pli­ca­ble to any­body,” said the na­tive of Shaker Heights, Ohio.

“There’s a chap­ter, ‘How to Cre­ate an In­ti­mate Re­la­tion­ship’ about the qual­i­ties you’re look­ing for in a part­ner and cre­at­ing a space in your life. Some peo­ple have no space in their life, no time in their cal­en­dar, no space in their draw­ers. They have six cats and they’re never home, run­ning around like lu­natics.

“Too many peo­ple are get­ting up at 4:30 in the morn­ing to crush it — you know, this whole thing about crush­ing it: Ready, Set, Go! It’s testos­terone-fu­eled BS. You can­not have any kind of nor­mal life if you’re up at 4:30 and you’re a newlywed go­ing to bed at 9 and you’re on the phone tex­ting peo­ple un­til you’re in bed, and then you have your phone in bed, which we tell peo­ple not to do. What’s the point of mak­ing an­other $50,000 or $100,000 if you have no­body to cud­dle with?”

For more in­for­ma­tion, see jer­ri­udel­son.com .

PHOTO BY PAUL WEIDEMAN

Jerri Udel­son at home in Santa Fe

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.