There’s a lot of information packed into the REALTORS® Conference & Expo preview in the September/October issue of REALTOR® Magazine. The whole issue is organized around education, and while most real estate professionals can’t help but learn something new every day, that daily learning experience pushes into high gear at NAR’s annual conference.
But, since the latest issue isn’t in your hands yet, I thought I might share a special sneak preview from one of the featured conference presenters. Mark Leader is a contributing author for the new book Concrete Jungle: Survival Secrets for the Real World, and will be explaining the creation and maintenance of social capital in Orlando this November. The entirety of chapter four of the book is an interview with Leader titled, “Social Capital: How to Build and Maintain Professional Relationships.”
Of course, there are a lot of people talking about relationship building in one’s neighborhood, both on the block and online. What Leader adds to the conversation is explaining how it works and why:
It’s as if you walked into a room where everyone was shallow and self-serving, rather than trying to fit in, you could be the one person everyone remembers as genuine and comfortable to be around.
The best thing about the interview setting of this chapter is that it gives an idea of how Leader embodies the advice he’s giving. Sure, it’s easy to say that the hard sell doesn’t work in social media, but what are the concrete steps a salesperson can follow to truly build social capital? Leader offers these ten principles:
- Put relationships ahead of financial gain
- Have a burning desire to be of service
- Accept no favors from anyone without providing favors in return
- Pick your battles: Never enter into disagreements with clients about trivial matters
- Never flatter a customer for the purpose of gaining something
- Never compliment friends and associates unless it’s genuine
- Never give it away for free
- Live out your social ideals every day
- Constantly focus on speaking optimism and joy…
- …and your enthusiasm will become contagious.
Why should you consider checking him out at the conference? Well, in this chapter, Leader offers this pretty compelling “guarantee” to readers:
You can send me into any marketplace in California, Florida, Ontario, British Columbia, or you could send me into Southfield, Michigan, and I guarantee you I will have the salespeople do more business than the average REALTOR® would do during the best of times.
But for myself, and perhaps my fellow book scanners, Leader’s concentration on lifelong learning might be the best indication of what may just end up being an unmissable conference moment:
I try to read a new book on a regular basis and I pay attention to what others who have been down this road before me have to say.
This confirms my long-held suspicion that leaders read. So, follow Mark Leader’s lead and start loading your Kindle and picking up good reads for the road. The REALTORS® Conference & Expo will be here before you know it.
Don’t fear the online critics. Embrace them with positivity, truth, and know-how. Look at Internet and social network interactions as an opportunity for your real estate business to shine – even if it’s faced with adversity. Let Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier (Amacom, June 2010) be your guide. Authored by Michael Fertik, and online reputation management expert, and David Thompson, a lawyer who specializes in Internet technology, the book lays out methods for being proactive online, identifying the original source of negative content, and building a plan to produce positive and neutral content about you and your company.
Excerpt from Chapter 1:
Imagine a place where anonymous vandals can spray repugnant graffiti about you or your business without any consequence. They may call you a criminal, accuse your business of fraud, or reveal your most personal secrets. And this graffiti is viewed not only by a handful of passersby—instead, it is spread worldwide and instantly broadcast to anyone who looks for information about you. You can’t remove the smear, and copies of it are permanently saved around the world.
Sound frightening? You don’t have to imagine this scenario. It happens every day on the Internet. The victims are innocent people—parents, teachers, students, managers, workers, craftsmen, business owners, and more. Real personal reputations are being trashed with just a few mouse clicks, real businesses are losing thousands of customers due to false reports online, and real relationships are being destroyed by anonymous gossip.
Welcome to the New Digital Frontier Continue reading »