Elite Agent - - CONTENTS -

Sa­man­tha McLean

“Life is short. Play big; if you fail – con­grat­u­la­tions, that’s where the learn­ing is.”

TTHE BIG­GEST BUZZ you’ll ever hear on a Sun­day morn­ing is along the queue of thou­sands of agents wait­ing to pick up their del­e­gate passes for the start of two days of learn­ing and grow­ing at the big­gest event on the cal­en­dar – AREC.

AREC al­ways holds a spe­cial place for me. Some of you know the story. I was sit­ting in the au­di­ence in 2014; it was a year I wasn’t re­ally that keen on go­ing. Firstly, I couldn’t re­ally af­ford to and se­condly I was feel­ing pretty over all the ques­tions about the pre­vi­ous pub­li­ca­tion that I worked for which had, like so many mag­a­zines, failed in the wake of dig­i­tal dis­rup­tion. There would be ques­tions about what was I go­ing to do. And, at the time, I re­ally didn’t know what that was so was in prime avoid­ance mode – un­hap­pily sit­ting in my un­com­fort­able com­fort zone and un­able to an­swer the tricky ques­tions that were con­tin­u­ally thrown at me.

But fate had other plans and I re­ceived a phone call ask­ing me to take notes in the au­di­to­rium for John McGrath. He also takes his own notes, but likes to match them up with some­one else’s to see what the au­di­ence is tak­ing away. The the­ory is to pro­vide more ‘value’ from speaker con­tent than the ticket price be­fore the morn­ing break on Day 1. I had done a few in­ter­views in the lead-up and as I wasn’t do­ing much else (much to my own per­sonal pain!) I was the ob­vi­ous go-to for the job.

So I sat in the crowd and lis­tened to all that mo­ti­va­tional stuff on goal set­ting, think­ing big­ger and tak­ing ac­tion, and it was kind of im­pos­si­ble to sit there for two days and not set some goals my­self. “If you don’t change the di­rec­tion of where you’re go­ing, you’ll wind up where you’re headed,” said Chip Eichel­berger. “Two pains in life: Pain of dis­ci­pline and pain of re­gret. Which would you pre­fer?” (I can’t re­mem­ber who said that, but I wrote it down and un­der­lined it like they were talk­ing specif­i­cally to me). And then I sent a mes­sage out into the twit­ter­sphere: “Lots of talk about #goals here. Now might be a good time to say @eliteagent­mag will launch in PRINT Septem­ber 15 2014 #goals #realestate.” That was 1 June 2014 and 106 days later, with one day to spare, we achieved that goal of an in­dus­try print mag­a­zine. Sit­ting on ‘the couch’ this year to in­ter­view the event speak­ers, I couldn’t help but pinch my­self re­ally hard a few times. Had we re­ally come this far? Back in 2014 I could never have imag­ined Elite Agent be­com­ing trade me­dia part­ner for the same event – I could hardly imag­ine a mag­a­zine at all!

Some of those mes­sages I learned back in 2014 served me well. “No one ever com­plained be­cause you showed them too much ap­pre­ci­a­tion,” “Don’t just be good at start­ing; be good at fin­ish­ing as well,” and lastly, “Fear is not the en­emy; do­ing noth­ing is the en­emy.” All tried and tested per­son­ally by me and found to be true.

The themes this year at AREC that came across strongly (apart from whether men should go with or without socks – still de­bat­able) were to do with teams and what I would call ‘ex­treme’ per­son­al­i­sa­tion. Here are my top 10 take­aways... 1. Tom Ferry, as al­ways, was a stand-out with bags of value. A cou­ple of his tips I liked: doc­u­ment your mis­sion and val­ues – it gives you a fil­ter to say yes or no. I can tell you this works. Our val­ues of ‘ed­u­cate, el­e­vate, en­ter­tain’ have given us a con­stant bea­con for what we will and won’t do as a busi­ness. And: an in­di­vid­ual can­not grow a re­peat­able or scal­able busi­ness, and you need to have per­son­al­i­ties that com­ple­ment you (you don’t need ‘you’ clones). Have sev­eral lead sources – how many do you have? The best agents have over 10.

2. Peter Shea­han, whom I spent half an hour with (check out the pod­cast at eliteagent. com/el­e­vate) pointed out the fu­ture be­longs to busi­nesses that ‘mat­ter’ to their com­mu­ni­ties and cus­tomers. Also that you can’t com­plain about com­modi­ti­sa­tion if you in­tend to solve prob­lems the same way as ev­ery­one else. 3. Taney Jain said the tro­phy cup­board is not what will get you a list­ing. “Ven­dors don’t care about your awards; they care about your pas­sion, en­ergy, knowl­edge and the

re­sult that you’ll get them.” 4. Peter Fuda said, “There is no time man­age­ment; there is only choice man­age­ment.” We all have the same 24 hours as Bey­oncé. It’s about the choices that you make within that time that will make the dif­fer­ence. And suc­cess is closer than you think; it’s those ex­tra two per cen­ters, added up, that will make a mas­sive dif­fer­ence. Along the same lines, Me­gan Jaffe said, “There is not one per­son in this world that doesn’t have the po­ten­tial to be some­one bet­ter. We don’t have con­trol of what hap­pens to us, but we do have con­trol over the ac­tions we take.” 5. Some wise words from Josh Phe­gan: “Those who can spot cus­tomer mo­ments of dis­sat­is­fac­tion and vul­ner­a­bil­ity, who take de­ci­sive ac­tion to sup­port the cus­tomer, will have no trou­ble dif­fer­en­ti­at­ing them­selves from their com­peti­tors.” 6. Dr Fred Grosse said to lose the moor­ing lines that are pre­vent­ing you from go­ing where you want, es­pe­cially if it’s peo­ple. If noth­ing else, think metaphor­i­cally of moor­ing lines be­ing ex­cuses and bad habits – in fact, any­thing that is stop­ping you from lis­ten­ing to your soul and what you want from your life. 7. Phil Har­ris kept it sim­ple, as al­ways. To move the nee­dle of your busi­ness you need to be con­sumer-fo­cused and to­tally trans­par­ent, know in­tri­cate de­tails about ev­ery sin­gle prop­erty, and spend morn­ings prospecting and af­ter­noons out with clients. 8. Some­thing ev­ery­one might need af­ter two days of hard learn­ing: James Tostevin talked about the need for time out. “Tak­ing min­i­mum time off is not a badge of hon­our. Make sure you slot in the time you will take off, as well as fam­ily time.” 9. Chris Helder, prob­a­bly most pop­u­lar man on ‘the couch’, said that if you think times are tough then of course they will be, and that isn’t a ‘use­ful be­lief’. He says this is the best time ever in the his­tory of the world to be in real es­tate. If you’re strug­gling right now, re­mem­ber that ev­ery­thing you are proud of in your life was prob­a­bly born out of strug­gle. 10. Seems a good spot to put “10 be­fore 10”, which was a great sim­ple tip from Chris Has­sall. He’s gone from re­cep­tion­ist to $2m thanks to one of those two per cen­ters that Peter Fuda talked about. You guessed it: 10 calls be­fore 10 am. Do that con­sis­tently and you may have a very dif­fer­ent busi­ness to what you have now. One last thing Tom Ferry said, and the thought I’ll leave you with: “Life is short. Play big; if you fail – con­grat­u­la­tions, that’s where the learn­ing is.”

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