So many luxury real estate marketers attempt to differentiate themselves from their competitors by claiming that they demonstrate integrity in their advertising. The majority of real estate professionals who have enjoyed longevity in their field have integrity, otherwise they would no longer be in the business. And, those few unscrupulous people are often the ones who use the word “I” in their collateral material and advertisements.
Integrity is just the price of entry into the highly competitive luxury real estate marketing landscape. Those who achieved market leadership in their field simply couldn’t survive to the top f integrity was not a fundamental part of a very successful practice.
The urge to be less upfront, direct, forthright, and upfront with customers comes from a scarcity mentality. That is, the idea that there aren’t enough customers and, therefore, not enough business to meet revenue goals. It’s a small reflection!
At the heart of this scarcity mentality and little thinking is simply a small contact database of potential referral sources. Believing there isn’t enough business leads people to do things they wouldn’t do if there was a lot of business.
Four Ways to Think Big and Become Successful While Maintaining Your Integrity
To build a successful practice while maintaining your integrity, it is necessary to set yourself the ethical standards of integrity that you would expect from a highly competent and high performing professional. Think of someone in your profession whom you respect and set a goal to emulate that person’s level of integrity.
Here are the four best ways to start thinking big with integrity:
- Extrovert! Get out of your office and meet more people. Build a huge database of potential referral sources. Overcome your shyness. The most successful professions have found a way to overcome their shyness.
- To delegate! It becomes easy to hide behind the excuse that you don’t have enough time in the day to accomplish what you want and still have a life. Delegate everything you can think of to an assistant or virtual assistant and free up more time to meet more people. Build a huge database of contacts. Almost everyone is shy and lazy when it comes to meeting new people. Successful people overcome this obstacle to success.
- Develop! Exponentially expand the boundaries of your market.
- Staying in touch! Stay in touch with your expanded database of contacts.
This is part of a series of articles called Luxury Real Estate Marketing Essentials. It is dedicated to luxury real estate marketing professionals around the world.