Sweating The Summer Real Estate Season?

Through good and bad, a successful salesperson needs to stay positive through it all. Enjoy the journey and make the best out of relationships in order to achieve sales goals in the toughest markets.

By Kelly Burkart, Star Tribune Sales and Marketing

Last update: May 3, 2008 - 5:07 PM

Rising temperatures may be on the way, but what's in store for the housing market? Local real estate agents can take heart: Even in a declining economy, there are ways to weather a lukewarm year.

Enjoy The Journey

After 34 years, Coldwell Banker Burnett Realty agent Tom Edelstein has learned that life, and selling real estate, is a journey, not a race. "Don't get discouraged. This economy isn't specific to Highland Park or Minnesota - it's national news."

Edelstein advises real estate agents to think about the long term. "I run a business with a plan. At the beginning of every year, I set goals and figure out what I need to do to achieve them," he explains. So, despite economic turmoil, it should be business as usual.

Listen And Learn

Edelstein shares that it's important to make time for education and encouragement. "You have to stay current and have good mentors," he says. It's always good to listen to CDs from top people in the industry and attend seminars.

Stay Positive

"So much about real estate is timing. It can be a lot like the stock market with ups and downs, and you have to look at the long-term impact," says Edelstein. "You have to keep a positive attitude."

Edelstein points out the benefits of what otherwise appears to be a bleak season. "It's an especially great time to move up or buy a first home." Agents can motivate clients with encouraging news, including low interest rates, great home values and a wide selection of properties.

Build Relationships

Another cornerstone of your sales strategy should be open and honest communication. "Educate your clients with the facts. Make sure they will do what it takes to sell their home. Help them evaluate price, value and condition - their property has to be the best of the pickings."

As a realtor, you need to be an expert advisor. "Like accountants or physicians, you have to give your clients the facts. You can't sugar coat it. You need to listen and understand, but you also have to clearly communicate the realities of what it's going to take for clients to achieve their objectives."

Top Tips for Real Estate Agents When the Market is Weak

Think long-term.
Connect with people.
Listen effectively.
Stay positive.
Tell the truth.
Don't take everything personally.
Set actionable goals.
Keep learning and stay current.
Find good mentors.
Lead a balanced life.

Kelly Burkart is a Twin Cities-based freelance writer.

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