While SHIFT was first published over a decade ago to help agents navigate difficult economic times, there is no greater time than the present to implement its tools and tactics. In fact, the concepts introduced in SHIFT are just as relevant for today’s market.
The environment that we currently see ourselves in is one that we’ve never experienced before. And, it’s had a dramatic and immediate impact on the economy, our businesses, and our lives. It’s required an abrupt change to how business is done. However, this shift doesn’t mean that our businesses need to take a turn for the worse. It means you – and your business – have to make changes to adapt to the new normal and pivot and shift ahead.
A key part of doing so is learning how to do more with less.
Introducing Tactic #3
As Gary Keller writes in SHIFT, “When the market turns, it is time to roll up your sleeves and for everyone around you to do the same.”
The idea is to ensure the systems and people you employ in your business can be as effective and as efficient as possible.
In good times, your people and systems may meet your expectations more easily. But because business comes more easily, you don’t necessarily see underlying issues or cracks in the armor. During a shifted market, on the other hand, inefficiencies tend to rise to the surface. This is where Tactic #3 comes into effect. When we make a commitment to do more with less, we recognize that today is more of an opportunity for our business than a hardship because it enables us to make positive changes we wouldn’t otherwise have felt the need to implement. You’ll start by taking a deeper look at what’s working and what could be better in your business. With that knowledge in hand, you can then top-grade your business.
Start with Your Priorities
First, you’ll need to ask yourself what your business priorities are or:
What are the key things that need to get done in order for my business to succeed?
As Keller explains, your business encompasses six core competencies. These are the things your business must do well in order to thrive in any business environment, especially a shifted one, where real estate transactions are harder to come by:
- Lead generate, capture, and convert to appointments
- Present to buyers and sellers and get agreements
- Show buyers and market sellers
- Write and negotiate contracts
- Coordinate the sale to closing
- Manage the money
Go through each competency and lay out how your business will address each moving forward. Once you create an initial plan, present it to your team. These aren’t just your priorities, but your vision for success. It may look a little different than it did before the shift began, and that’s OK.
Before You Approach the Team
Before you rush to approach your team with the vision of where you see the business moving in this new marketplace and their place in it:
- Look inward. As Keller shared in Tactic #1: Get Real, Get Right, “the role you play in your business is critical – now more than ever. Are you doing what matters? Are you doing what matters most? Once you are clear about how your personal efforts are getting more of the important things done cost-effectively, the focus shifts to others in your business.”
- Do the math and have a complete understanding of your needs. Ask yourself what needs to be accomplished and how much money/resources you have to pay for it.
- After you’ve evaluated what you can part with and who you can’t afford to lose, it’s time to approach your team.
Ask your team to recommit to the vision of where you see your business going in this new marketplace. Change is hard for everyone. But by being honest about where your business currently is and where you want it to be, you’ll be able to gauge the support of those around you.
You may find that some people will be willing to do whatever it takes to support your business through the shift and others’ priorities may not be in alignment with your new vision. This is OK too. It’s an important step because the people who will help your business excel through the shift are those who will rally behind you for the long haul. Once you determine who the right people are, you can re-evaluate their job descriptions to fit your current priorities. Remember, during a shift, there isn’t room in your organization for those that may be working against your goals.
Review Current Systems
Once you have your people in place, you’ll need to take a hard look at the systems you currently use. Are your systems cost-efficient while using the least amount of effort for the greatest amount of efficiency? If not, it’s time to reassess and streamline everything. If you’re a Keller Williams agent, leverage Command. The operating system can help you take deals from lead to close at less cost and effort. Complexity doesn’t have a place in a shifted market. It’s time to simplify your tasks down to the basics and get things done in the easiest and most efficient way.
It’s up to you, your people, and your systems to address your business’s priorities with the least amount of resources. Remember, this current environment is a chance to get back to the basics and ensure you – and your people – are focusing only on these things. Do more with less around these key areas of your business. Nothing else matters.
We’re All in This Together
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