Real estate isn't the kind of business you can leave at the office. It goes home with you, goes on vacation with you, and sometimes it even sleeps with you. When you're a full-time agent thoughts of work are never far away. That's fine when the thoughts are good, but not so fine when the thoughts are depressing.
The customers you choose can determine your happiness level.
When you're just starting out, or if you work in a very small community, you may not have a choice. You want every listing and need every buyer. But as soon as you begin to build a reputation, begin targeting your real estate marketing to the people you want to see on a daily basis.
To determine who those people are, you will have to examine your own thoughts and feelings. We all have them, even if we don't always admit to them.
For instance, you may want to sell high-end condos or expensive waterfront properties - because the price tags and thus the commissions are high. You may enjoy these buyers and sellers because they inspire you to do well. You may admire them and learn from them - and feel that being around them helps insure that you will soon be in their financial position.
But what if that's NOT how you feel? What if down deep you resent those people? What if they have a bit of a condescending attitude that makes you want to dump a soft drink on the leather upholstery in their sports car? What if you spend all day jealous of their money, or their free time - or that sports cars?
At the other end of the spectrum are the low-income buyers, people with credit problems, or buyers no down payments. Because you're good at finding the right properties and the right lenders for them, you may have built a large clientelle. It may make you feel good to help them, knowing that home ownership is the one thing that will ensure them a better future.
Or, it may make you depressed to know that so many people are having such a struggle. You may even feel angry at those buyers because they haven't been responsible with their finances and now they want you to fix it for them.
Maybe you've been working with young families and really enjoy seeing their excitement at owning their first home. You may enjoy their children and get real satisfaction from finding exactly the right home for a growing family.
Or maybe, in reality, you wish they'd teach their kids some manners and you resent the pop stains and chocolate spots on your car's upholstery.
So think about how you feel. And then focus your marketing toward working with the people you really enjoy. You'll get a double benefit if you do.
First, you'll enjoy your day, so you'll go home each night satisfied with your work and ready to enjoy the evening with the people you love.
And then, your happiness will cause you to do a better job, so your income will naturally increase. You'll have fewer showings that result in no offers, and you'll have fewer transactions fall through at the last minute.
Why? Because people know when you like them. When they feel your acceptance and your comfort at being with them, they'll react with similar comfort - and you will become the Realtor they stick with.
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Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.
Her e-book, Getting Clients, is a resource for both beginning real estate sales people and veterans who want to earn more while spending less time at work. Learn more about Getting Clients at
Marterealestatehelp@getresponse.com and you'll immediately receive a copy of her real estate ad writing report.
Visit her at http://www.marte-cliff.com or contact her at: writer@marte-cliff.comhttp://www.marte-cliff.com/career.html offers a weekly ezine for real estate professionals and others with an interest in marketing themselves or their property. Subscribe by sending a blank e-mail to
