COVID-19 has permanently changed the real estate industry by altering consumer behavior. The pandemic has forced us all indoors and to social distance when we do need to go outdoors. It has focused our attention on safety and security instead of pleasurable activities going to a restaurant with friends or going to a movie. We now live in a virtual realty world.
As a real estate professional operating what the U.S. Department of Homeland Security has classified as an “essential service” what can you do to move your business forward in these challenging times? From my perspective, there are three things you can do to improve your business:
- Improve Your Personal Brand
- Improve Your Digital Marketing
- Improve Your Outlook on Life.
Improve Your Personal Brand
Branding is defined as making an indelible impression on your potential clients. In real estate, your brand communicates value to your target market and creates a positive image to those who are seeking your services. Successful real estate professionals understand the power of branding and use it to separate themselves from the herd. As Mark Hughes said, “Branding separates the best from the rest.”
Branding gives you the power to shape public perception. It can establish you as the expert, the authority, in your area of specialization. Branding is the surest way to develop customer awareness and loyalty. It can help you differentiate yourself from the competition.
When branding yourself, focus on the following: (1) Developing a brand style and identity that suits you; and (2) Delivering a consistent message. Review every aspect of your branding from your website design to the colors you use and the logo you create. Make sure that everything you do and say about your brand and with your brand is consistent. You really are your brand and, if you don’t have a brand, that’s the first thing you need to do to catch the competition.
Improve Your Digital Marketing
Digital marketing encompasses all advertising and marketing using the internet and electronic smart devices. Digital marketing helps you become more connected with your customers and prospective clients. With the coronavirus, internet usage has exploded. Virtually everyone who is looking to buy or sell a product now uses the internet to do their shopping. For brands that market digitally using email, video, social media, and website-based marketing, the possibilities are endless.
It’s time to take stock of your digital marketing efforts. Are you using the following: Search Engine Optimization (SEO), Content Marketing, Social Media Marketing, Pay Per Click (PPC) Advertising, Affiliate Marketing, and Email Marketing? Your competition is using every one of these digital marketing approaches. If you’re not, it’s time to get with it.
Improve Your Outlook on Life
With this long-lasting pandemic and politicians playing political games to suppress normalcy and spread fear, is it any wonder that many of us are utterly depressed? Negativism abounds everywhere and it’s easier said than done to turn off the news and start acting normal. After all, we’re in a pandemic and people are dying all around us. In reality, as a percentage of the population, very few are dying and most of those who have passed away are at or above the current life expectancy of 78.
Every loss of life is tragic, but don’t feel you are going to be the next victim because there’s an extremely high probability that you won’t be the next person to bite the dust.
Here are a few suggestions to help you improve your outlook on life: (1) Start your day off right. Get out of bed, get dressed, and start working. (2) Focus on positive thinking. Stop thinking negatively. Identify your negative thoughts and begin practicing “thought-stopping.” When you recognize that you are thinking in a negative way, stop the thought before it can cloud your perception. (3) Stop complaining. Life has its ups and downs but don’t wallow in self-pity.
The sun is shining, the grass is growing, and the birds are singing. Sometimes your deceptive emotions can get the best of you. One of the first things you need to do to transform your outlook on life is to stop complaining about how bad your life is. Every time I start thinking that my life sucks, I look around and realize there are a lot of people who have it much worse than I do. Then I try to go out and help somebody, even if it’s a small, rather insignificant, act of kindness.
I hope these thoughts give you some insights into what you can do to improve the quality of your life and your business. Focus on these things and you’ll be surprised at how fast your life and your business will improve. Keep smiling!
ABOUT THE AUTHOR
Ken has been in the real estate business for over 40 years and has personally overseen the development and management of over $350 million worth of assets. Ken holds a B.S. degree in Accounting from Brigham Young University, a MBA from the University of Utah. Licensed real estate broker since 1976. He holds the following designations: CCIM, CPM, CRS,CCA. Served as the president of the Utah Apartment Association.