There’s always something to howl about.

All Things Being Equal… You’re Not Even Close

I was working with a group of agents this week on their 2011 business plan.  We were going through various forms of marketing and the expected returns when one spoke up and said: “The problem is, I hate calling people.  I can send letters and even emails, but I don’t want to call anyone.”  She is a very good agent as far as real estate agent activities go: she works well with clients, she shows homes well, she negotiates well and so forth.  She just doesn’t want to call people.  At all.  

“Okay,” I told her, “that’s not the end of the world.  If you’re not willing to call clients you can still be an agent, you just need to join a team that provides the clients or partner up with someone who has more clients than they can handle.”  That’s where the conversation got interesting.

Turns out this agent has tried my suggestion in the past and is looking for the right relationship right now.  “But,” she says, “the agents I’ve found so far are all so greedy.  They want a big piece of the commission.  All they do is hand me the name and then I do all the work.  I’m trying to meet an agent that understands our roles are different, but we both equally are growing the business.”

This is the problem with many self-employed people and real estate agents in particular.  They seem to think their value is tied to their time.  “All you did was give me the client’s name.  I did all the work so I think we should split 30/70 my way.”  This couldn’t be further from the truth and the faster you understand “value” in an open market economy, the smoother your business life will become.  Your value is not tied to the time you contribute.  It’s tied to the value you bring.  Hmmm, your value is tied to your value.  Can I get a big “Duh” from the Jeff Brown camp?

Apparently this comes as a surprise to some agents, but you are not all equal.  As a matter of fact, I’d estimate that 5% to 20% of you (and I’m being generous here) are important and the rest of you are not.  Why?  Because the only important agent is the agent that makes it rain.  I know, I know; I can hear you through the internet: “If I don’t show the homes and negotiate and write contracts, what good are the clients your precious rain maker generates?”  Here’s a simple way to understand this:

If the rain maker takes time off from the business, would you still be in business?  No.  Without clients you’re just another agent standing around the copy machine, complaining how difficult the market is.  What about the reverse?  If you take time off from the business, would the rain maker still be in business?  Yes.  She’ll just find another agent to do what you were doing.  There are hundreds and hundreds of them out there.  And there’s your understanding of value: are you replaceable?  If the answer is yes, you’re not the primary value in a business relationship; you’re a cost.

Last year I wrote about the owner of a local Single A baseball team and his quote: “It’s hard for me to answer questions about everyone who works here as a whole.  I see them as two very distinct groups: there’s those who create revenue and then there’s everyone else…  everyone else being a cost.”   He was dead on; there are two personnel components to any business: those who increase the bottom line and those who are a cost to the bottom line.  If you bring clients through the door, you are increasing the bottom line.  If you take clients out the door to see  homes and write contracts, you are a cost to the bottom line… and you are replaceable.

Back to the workshop I was leading; I told this agent who was searching for a partner that understood her equal value that she was not equal; not even close.  If I were an agent with too many clients and I was going into business with her, I’d probably pay her 20% – 30% of the commission and I sure wouldn’t enter into any kind of partnership.  Think that’s harsh?  Think it’s not happening?  Think again.  If you’re not a rain maker, there is definitely a place for you in the real estate industry.  But if you think it’s a valuable one, you’re mistaken.  And if you want to create wealth in the real estate industry, go take a good, long look in the mirror and remind yourself:  “In business, wealth is a function of value.”  Then get out there and make it rain.