Michelle Perkins has seen her business boom, bust and boom again. It’s been a long road – sometimes rocky, but always exciting – for this 14-year RE/MAX veteran and Platinum Club member.
The Lifetime Achievement Award winner with RE/MAX Regency in Warrenton, Va., shares some of her best ideas for real estate success – no matter what the market throws your way.
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1. Run your business like a business. Real estate can’t be your interest, it must be your profession. It has to be important enough for you to devote your time and energy to it. Have a business plan and set goals. If you don’t meet them, figure out why and try again. Adapt to change. I was scared when my administrative assistant of three years suddenly quit, but accepted the situation as part of running a business.
2. Invest in a great website. It’s money well-spent. Monitor the effectiveness of your websites. I’ve spent thousands of dollars on my Market Leader and personal websites, and I’ve paid extra for optimization, so they generate about six solid leads per day. When I don’t get enough leads, my administrative assistant calls Market Leader to find out what’s going on.
3. Don’t stop advertising. I’ve always invested heavily in advertising. I kept it up during the downturn, too. Today, I spend an estimated $20,000 a year on online advertising, occasional print ads, direct mail and postcards. My most effective marketing, though, remains on the Web.
4. Build a support system and a team. Hire help when you’re able to. Having your own support team is priceless. Learn to delegate administrative tasks to free up your time to do what you do best. During the downturn, I lost two staffers, but I’ve since hired an administrative assistant and added a buyer’s agent. Without them, I wouldn’t be able to grow my business or my income.
5. Treat your clients well – even if it costs you. If I make a mistake, I make it up to the client. Once, I went on vacation right after I closed a sale. When I got back, I realized I didn’t put a shed that was on the property into the contract, and the seller took it. Without being asked to, I reimbursed the buyer for the value of the shed. Client care is everything in this business. If you treat clients well, they’ll come back.
6. Responsiveness is everything. I disagree with agents who only answer emails or phone calls Monday through Friday, 8 a.m. to 5 p.m. I respond as soon as I see an email or call come in. I’ve responded to emails after midnight. I want my clients to know that I’m there for them immediately, no matter the day or time.
Written by Dorota Wright-O'Neill
