NOTE: I first suggested this as a growth strategy 4 years ago, when I was a technology director at a large RE/MAX brokerage. The average age of REALTORS since then has only increased and only made this strategy work better. I realize it has a distasteful title, but don’t let that stop you. There is solid business strategy behind it and (unlike Dr Jack 🙂 this is actually good for all involved)
Let’s face it. The average age of REALTORS continues to climb. If you are lucky enough to be a young person (40’s or younger) in this business, you will someday soon be the beneficiary of a LOT of people leaving the industry. A lot of EXPERIENCED, SOLID, REALTORS each with a SOLID book of business. And yet here you sit. Wanting to grow your business. How about thinking like Dr. Jack Kevorkian?? No I am not kidding. Whether you know me from EricOnSearch.com , RealEstateIndustryWatch.com, or SmallBusinessMarketingShop.com (we launched it today), you know that I often use humor to get you to read, but that my marketing thoughts are based on solid principles.
Look around your brokerage, younger agents. What do you see? You may see things like “A bunch of Experienced Agents that seem to have it all together.”, or “People who have been in the business 30 years that have more marketing capacity than me.”. I see it differently.
I see people who will be making an exit out of the industry AHEAD of you. I see people who NEED a more tech savvy, more ambitious, more energetic person to work with to keep their career going for awhile as they prepare for retirement. They may not want to think about it yet, (they did not when I brought it up at the brokerage), but they will be. And soon.
What if you were to befriend a number of them in your office so that when the time was right they thought of you as the go to guy or gal to refer business to? What if you created SOLID working relationships with them. What if your strengths were offset and you could LEARN from them? (HINT: They did not get where they are by accident. They have SKILLZ…just maybe not the same as yours.) They maybe a little bit afraid of working with someone else at first. So what?
If you are in a brokerage and under 50 years old, creating a relationship with all of the agents in your office 60 and over should be one of your quiet goals in 2014. Give it a try and let me know how it works. Dr Kevorkian Marketing is just another way of saying that you will focus on mergers and acquisitions. (That’s the business principle. Dr Jack was just a hook. 🙂 ).
What are your thoughts on using this to grow in 2014?