By Jeff Beals
Many of you know that I serve as executive VP of a regional commercial real estate company in addition to my work as a speaker and business author. I’ve been working in real estate for more than 13 years. Our family of companies does quite well. We have nearly 400 employees and oversee properties in six states.
A few years ago, a company owned by one of my extended family members purchased a large industrial building. It was a substantial transaction. I learned about the deal by reading about it in my local business newspaper, which obviously meant that my real estate firm and I were not involved.
At first, I was miffed that this person didn’t engage our company’s brokerage services, but I knew I had no right to be mad. I never asked for his business. After all, it is the sales person’s job to get the business; not the would-be client’s job to give it to you.
As luck had it, I ran into the relative not long after the deal closed. I congratulated him on the purchase and then encouraged him to call me if his firm ever contemplated additional real estate deals down the road.
Would you like to know what he said to me?
“Oh, geez, I forgot you were in real estate! I should have called you.”
That response hit me like a ton of bricks. I obviously missed out on a nice payday. In my self-absorbed world, I assumed everyone knew I worked in real estate. Those words opened my eyes and allowed me to see the world through someone else’s eyes. Just because I lived and breathed real estate didn’t mean anyone else did.
The family member was focused on his business and his financial goals. Remembering that some distant relative worked for a real estate company was certainly not on his front burner.
What’s the moral of this story?
That’s easy…Stay in front of people!
Find ways to keep your personal brand and your company’s products/services top of mind. You never know when somebody will be ready to buy what you sell. But when they are ready, you want your name and your face to immediately pop into their heads.
Jeff Beals is a professional speaker and award-winning author, who helps professionals enjoy greater success through effective sales, marketing and personal branding techniques. He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. To discuss booking a presentation, go to JeffBeals.com or email at email@example.com or call us at (402) 637-9300.
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