In this episode of The Real Estate Agent Podcast I interview Sally Dillon of The Hasson Company. We learn about her journey in Real Estate and what she did to position herself as a Top Producer, and more importantly, how she dominated her chosen niche.
Although both Sally and myself are in the Short Sale niche, its important to note that there are many niches that you can chose from and become the local authority in that niche.
Here are some options:
- 1st Time Homebuyers
- Property Types
The important thing is Be The Authority.
Sally started in 2002 at a small shop with no mentor and no direction. She did a couple of transaction and decide to join a company that was buying distressed properties and flipping them. During the next couple of years she closed several transactions for this company and gained a lot of knowledge about short sales and working with distressed homeowners. She also made several connections in this particular niche and gained confidence in the special knowledge that she had.
The hours became too much and begin impacting the freedom that she wanted in her schedule so she moved to another company to focus on traditional sales but also began purchasing distressed properties for herself and some investor partners.
Then it all went crazy…
After 2007 she was in a unique position to build her business by using her specialized knowledge to help distressed homeowners AND distressed agents who found their business shrinking before there eyes.
She joined a larger company and began putting the word out to agents that they could refer any short sales they came across to her and she would pay them a referral fee or partner with them on the listing. She did miss any opportunity to tell other agents or her sphere of influence that she could help people with their short sales.
She taught classes. She attended classes. She made the rounds, partnering with attorneys and accountants who were sure to come across distressed homeowners.
She is now at the point that she gets a lot of referrals just by reputation and has hired other agents to help her handle sign calls and the processing of the short sales.
If She Started Over
Sally said the #1 thing she would do if she had to start over is to get a mentor that she respected and that was good at their job. Find someone you connect with and build a relationship. Real Estate is all about relationships.
- Establish yourself as an authority in your niche.
- Use your special knowledge or experience.
- Use your unique personality to connect with your niche.
- Teach class, attend class, show up, be there, make connections.
- Don’t pass on opportunities to tell people what you do.
Sally is using a contact management system provided by her company to stay in touch with her sphere and offer them items of value through email. I am using a transaction management system called Realty Commander (FREE trial affiliate link) to process my transactions and then build my database with the info.
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Thanks for Listening!