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June 29, 2011

C is for Consistancy

by mark mclean

In the science of logic, a consistant theory is one that does not contain a contradiction. However, when I talk about consistancy, I am not just speaking about doing the same work day in and day out. As I have mentioned before, the successful real estate professional runs his or her business like a corporation. There are a set of tasks that need to be done everyday. But consistancy in my book is not about repeating tasks, instead it is about how you conduct yourself in your market. Part of that means that you are known for what you do and how you deliver it. Your branding is well choosen and you don’t deviate from the look and feel of your marketing materials, your website and your advertising. You build your brand around how you want people (clients) to preceive you. In a lot of ways it is a promise to the consumer that you are who you say you are. At the end of the day people choose realtors that they don’t already know because they are consistant. They show up on time, they deliver on what they promise, they speak with authority, they are honest and knowledgeable and they are active in their market.

The message your brokerage delivers should also be consistant. Successful companies are always training, encouraging, monitoring, and communicating with their agents in an effort to gage the overall health of their business. The brokerage builds a consistant brand in itself that, if working perfectly, helps to elevate the agent in the community and ultimately make them more successful.

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