Jennifer's Blog

If You Don't Offer S'mores...You Should!

Published by Jennifer Cummings on 2/23/2010

Show me a man who cannot bother to do little things and I'll show you a man who cannot be trusted to do big things. ~Lawrence Bell

It was a just a s'more.

Yes, I'm talking about a graham cracker, a little chocolate and a marshmallow. It probably had a cost of a half-cent to the business offering it, but that s'more made an impact. It symbolized a small act of kindness and generosity – with no expectations attached – that made a lasting impression.

And THAT, my friends, is what each of us MUST replicate if we want OUR businesses to last and thrive in today's unpredictable economy.

People are interesting, aren't they?

The personalities, the opinions, the baggage we all carry. But this "s'more experience" I'm going to tell you about reminded me of just how simple we can be…how little it actually takes to make us happy and to make a lasting impression. Let me explain…

If you're ever in La Quinta, CA, you MUST eat at The Homestead Restaurant. Not only will you have one of the best meals of your life, but you'll also get a massive lesson (from the welcome to the goodbye) in true, lasting and meaningful customer service. No matter what your profession – take note!

As we walked into the lobby of The Homestead for dinner, it was crowded – very crowded. Always a good sign for a restaurant. But, I didn't feel like I was in a restaurant. I felt like I was in a comfy country resort just relaxing the day away.

While waiting to be seated at our table, they placed us in front of a quiet fireplace with calming music playing in the background. I noticed young families, older couples, middle-agers, twenty-somethings…all types and ages of people around me. Another good sign.

Here's where it starts getting really brilliant…

A nice young woman soon came around with a tray full of graham crackers, chocolate squares and marshmallows. You guessed it – complimentary s'mores while you wait.

We roasted our marshmallows together over the fire, and we had fun with that simple task. The gooey fingers, the delicious hot marshmallow melting into the cool chocolate and the crunchy graham cracker…makes your mouth water just thinking about it, doesn't it?

Now, if that was not memorable enough, it got even better.

There was an elderly couple sitting next to us while we waited. The hostess recognized them because they'd come in and had lunch there that same day (she even remembered they'd had the chicken pot pie!).

As she was helping them get their ingredients off the tray, the elderly woman – rather sheepishly – told the hostess that they'd only come back to have a s'more. They weren't going to eat supper as they were still full from lunch but just needed a little something sweet.

The hostess then made a decision that will dramatically increase revenue for The Homestead Restaurant – guaranteed...

She said so sincerely, "You all come in ANYTIME for a s'more – it doesn't matter if you eat a meal or not. We just love seeing you!"

You could tell they were so pleased and touched by her kindness. It was evident on their faces.

Now, you may be thinking, "How could THAT dramatically increase revenue? It was just one older couple and a s'more."

Here's the deal…

You know as well as I do that that couple will tell absolutely EVERYONE they know about their experience at The Homestead Restaurant in La Quinta, CA. However, the other 30-plus other people who were in the lobby waiting and listening will as well – me being one of them. Heck! I'm even writing a blog about it that thousands will read!

That small act of kindness – that inexpensive s'more – and those kind words will come back to that business ten-fold.

What are the "s'mores" of your business? And, no, I'm not saying to give your clients or agents or students s'mores every time you see them! You know what I mean…

What are the small touches, the meaningful words, the spirit of sincerity you offer that make a lasting and memorable impression on people?

For our clients, we simply send them a book we know they'd like. Not an expensive one. Just one we know would mean something to them based on what we've learned about them.

But these things – the small touches – don't have to cost money. In fact, some of the best ones don't!

For example, we also make a point of being sure that every single communication people have with us or from us (whether in person, by phone or by e-mail), is kind and personalized. For instance, you wouldn't believe the compliments we get simply because we take a few extra seconds to add personal touches and comments in our e-mail communications with people.

Here's the bottom line:

If you want repeat clients…

If you want referrals…

If you want word-of-mouth marketing working for you...

If you want to be trusted with the "big things" in people's lives…

Or if you just want to be a good person…

Practice the "s'more" style of customer service.

Give – with no expectations.

Do those little things and you WILL be trusted with the big things.

A Different View of Today's Market...and How to Thrive In It! (Part 2)

Published by Jennifer Cummings on 3/23/2009

This is the remaining part of the blog topic from 3/16/09...enjoy!

The Success Triad Fundamental #3: Momentum

The final element of the success triad is momentum. A lot of times when the market slows we go into "analysis paralysis." We start trying to figure it out, but we forget to then take action. A year or two ago you might have been able to take some time off, regroup and rest on your laurels – but that's no longer the case.

The good news is that you only have to take a little action to surpass the competition.

I call the three key components to keeping the momentum up and taking action…

"The Three A's of Action":

1. The First "A" of Action is that you must have an Actionable Environment.

Your environment can add to your energy or deplete it. Simply put, your mother was right when she told you back in your high school days that "You are who you hang around!" In other words, don't spend time with the "Negative Nellies" that bring you down and zap your energy.

You want to spend your time with people that are future-focused and more successful than you.

Also, your physical space is important. Take a look around your office, your car, your home and ask yourself honestly, "Is my environment conducive to my success?"

Get your house in order and prepare yourself to take action and be successful.

2. The Second "A" of Action is Accountability.

We are pros when it comes to rationalizing to ourselves, but what soon happens is that we build excuses instead of a business.

When it comes to accountability, hiring a coach may be the single most powerful thing you can do to get yourself into action. Most agents start trimming the budget when it comes to a slow market – but cutting a coach from your budget (or not having one in the first place) is the worst possible decision that you can make.

Hire the best coach or join a mastermind group that makes you tow the line. There are times when the "do it yourself" model just isn't the right approach. And relying solely on your own ability to motivate yourself day after day, week after week is the best way to end up making someone else's morning mocha.

3. The Third "A" of Action are setting Activity Goals.

These are the final keys you need to take the action necessary to create momentum. It is critical that you be focused on activity goals rather than performance goals.

I teach my own private clients to take small, consistent, daily actions. I would rather you do several small consistent activities on a long-term basis than one big bang. It's like trying to lose weight by having one marathon workout every month. You'll just end up fat and sore.

The same principle applies in your real estate business. Take small daily steps and make them habits that move you forward towards your goals.

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Learning and implementing The Success Triad in your business will make you an agent that all other agents look up to. You can have everything you want in this market. You can either thrive or survive.

It is up to you.

But I will leave you with this. In a market like this it is actually easier to succeed and create a business that will take care of you for as long as you want to run it. This is the market "that separates the boys from the men." Or the baristas from the super-agents…

To your success!

Jennifer

P.S. Check out our new, super-cost-effective, online real estate marketing system at www.PCMtools.com. The principles in this article are infused into this system. It's like nothing out there! Take a free 15-day test drive!

A Different View of Today's Market...And How to Thrive In It! (Part 1)

Published by Jennifer Cummings on 3/16/2009

Isn't it amazing how time gets away from us? I haven't blogged in SO long, but just knew it was time to start up again. These are interesting, exciting - even sometimes scary - times we are in. I always seem to have a little different outlook or view on things than others out there, so...I hope you find this helpful! ~JC

Use The Success Triad…To Thrive in Today's Market!

This is an amazing time to be an agent! And I don't mean that in the false "rah-rah…let's all think positive even though we want to crawl into bed and pull the covers over our heads" way of thinking.

I mean that in the "survival of the fittest" way of thinking.

This is one of those times when good agents become great ones. When great agents become legends…and when everyone else sends in an application to work at Starbucks.

This is the type of market that will force you to practice excellence as a way of life. Think of it as the best self-help and success course – that you are getting for free.

Why do I say this?

Because in the demand-driven market, you could get away with lazy, sloppy business and still do pretty well. But today we're experiencing the consumer-driven market.

Consumers have become more savvy, more discerning – almost overnight. And that means that you get the opportunity to step-up your game and become the businessperson that you know you can be.

The elements of success have not changed. It is simply that the great and legendary agents have already made them a way of life, whereas the other agents have been one-hit-wonders or "lucky."

Those days are obviously over.

If you haven't been living the three core fundamentals of true, lasting success then now is the time to start living and practicing those fundamentals. Of course, if you aren't ready for massive success, then I hear Starbucks is hiring.

The Success Triad Fundamental #1: Mindset

The three core fundamentals of true lasting success are built like a triangle. At the base – the critical foundation – lies mindset. The only difference between people who are rich and those who want to be rich is what they think about. There are a lot of self-help books, programs, DVDs out there that all teach this fundamental principle of…what you think about comes about.

Another way to say that is that what you focus on you manifest.

Why is that critical to your success today?

Because if you are thinking about how you can survive this market that is what you are going to create. Survival. Contrast that with the agent who is 100% focused and committed to thriving in this market.

These two agents will have a very different outcome.

The agent with the positive attitude will automatically be more attractive to prospects. If you are focused on the negative elements, you will miss seeing the business opportunities that the positive agent will effortlessly spot. You must cultivate a state of positive expectancy.

There are only two things you are doing in business all the time.

You are either attracting or repelling business. There is no neutral.

The Success Triad Fundamental #2: Mechanics

The second core fundamental of lasting success is mechanics. Mechanics are the "how-to's" of any business.

And mechanics are what most agents love to focus on.

But mechanics without mindset will not make you successful.

People who learn how to "build rapport" without an abundant, positive, generous mindset will always come off as manipulative and untrustworthy. And people who learn the powerful marketing strategies that I teach, but who fail to adopt a "give to get" mindset, will not be successful.

Once you do have the mindset in place, however, there are certain skills that you can use to boost your business into the stratosphere. Particularly in this market, there are several tools that will have you dominating your market in no time flat.

Because consumers are now more demanding and informed, it makes sense that to compete effectively you are going to have to "up" your game. And how do you do that, you ask? Well…

The #1 way "up" your game is through marketing.

Building your marketing toolbox is the most powerful thing you can do to insulate yourself from competition. Creating a powerful marketing machine that can generate a predictable, steady stream of prospects that are qualified and committed to working with you is the tool to cultivate in this market.

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Stay tuned for part 2 of these thoughts...this one's getting too long! I wish you nothing but success and prosperity. Remember, though, success and prosperity involve much MORE than money!

"We make a LIVING by what we GET.

We make a LIFE by what we GIVE!" ~Sir Winston Churchill

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