Creating a seniors speciality niche in your real estate practice can be both exciting and exhausting. Most of the time it is exciting because the energy around a specific interest or passion can serve to stoke the fire when in some cases it was about to be otherwise snuffed out.
Professionals who succeed in seniors real estate or housing do so because they have SoulFire....they love people and choose to serve them through focusing in their zone of genius -- knowing that the money will follow and it always does.
Your new passion and SoulFire energy around serving seniors will shine through and spark the interest of those in your circle leading to more conversations, more opportunities, and referrals that light your fire.
Where to start
There are 3 Strategic Platforms to be built as you create your “overall” seniors real estate and housing specialty platform:
- Personal Platform
- Professional Platform
- Public Platform
In this post, we are going to look more closely at your Personal Platform.
Who makes up your personal platform?
Your current sphere of influence or SOI (sometimes referred to as Circle of Influence - COI) including people that you have close relationships with like friends and family. It also includes your past and current clients, organizational affiliations, colleagues, and acquaintances.
Are you a member of a civic club, church, sports team, or musical group? Are you involved in activities surrounding your children, volunteer organizations, or philanthropic endeavors? If so, you know people through all of these vehicles and collectively they make up your SOI.
Not all relationships are created equally
Within your SOI you are going to have relationships with varying degrees of depth, so create categories which will help you to later establish your action plans for each member of your personal platform.
Consider an alphanumeric system of categorization or whatever system best works for you. Here is an example:
A+ Personal = Raving fans, close connections, frequent contact, established MULTIPLE referral history
A - Personal = Raving fans, close connections, frequent contact, established referral history
These people love you and send you business whether you ask or not. They would never consider doing business or referring business elsewhere. You could call them for a favor and they could call you for one as well.
B - Personal = Established history, first name basis, infrequent contact, inconsistent or no referral history
People in this category would refer to you but need to be trained how to do so. They like you and you like them, but you just aren’t closely connected. If they called you for a favor you would do it, but chances are they wouldn’t call you for a favor.
C - Personal = Acquaintances or new connections, rare or first contact, no referral history.
In this group there are a mixture of people you have not stayed in touch with or people you have just met. They may refer to you if you asked, however, it may take some effort to connect or reconnect.
D - Personal = Do not call.
People with whom you would rather not do business or that you don’t feel particularly fond of. Rather than Delete them (another D) from your database, classify them and note why they may not be a fit (just in case you cross paths in the future).
Your seniors specialty is an excuse to spark new and meaningful conversations
Most of the time creating more sales is about having more conversations. When you can add meaning to those conversations thereby creating “more meaningful conversations,” you are virtually guaranteed to achieve the goals you have set for yourself.
Step 1: Clarify your ideal client and why you are passionate about serving them.
This the “Who”
Step 2: Clarify your WOW value proposition for that ideal client.
This is the “What”
Step 3: Define what your ideal client will experience by working with you.
This is the “Why”
Step 4: Pick up the phone and share with your SOI your passion and how they can help you find people that are a match.
This is the “How”
So, you may be asking, What then is the WHEN? That's easy to answer...it's NOW! Do it now.
We already know from statistics provided by top producing agents in the "Millionaire Real Estate Agent" (MREA) by Gary Keller and Jay Papasan, the many advantages of focusing on one’s “MET” database consisting of those they already know vs. those they have not yet met personally.
Add to those the newfound SoulFire and spark of energy that your senior specialty niche adds to your practice and it is a no-brainer for creating not just more, but better business opportunities.
Nikki Buckelew is the Founder and CEO of the Seniors Real Estate Institute, a coaching and training company for real estate and senior housing professionals committed to serving senior adults, and co-owner and lead listing specialist with OKC Mature Moves Real Estate Services in Oklahoma City, OK.
|Nikki Buckelew is the Founder and CEO of the Seniors Real Estate Institute and administrator for the Certified Senior Housing Professional® (CSHP) designation. A veteran REALTOR® of over two decades, she holds a bachelor’s degree in gerontology and a master’s degree in counseling psychology. As a professional speaker, coach, and trainer, Nikki is committed to empowering, equipping, and educating real estate sales and senior housing professionals seeking to better serve the mature market segment.