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Real Estate & Business
Attract, Don’t Chase
Lessons from top real estate producer Ron Howard
By Jesse Rogers
In his 2017 book Create Demand and Stop Chasing Business, Ron Howard draws on years of being at the top to explain why so many new real estate agents struggle. It’s a short but valuable read.
Howard’s central theme is that building a sphere of genuine relationships organically by helping and giving of yourself is a better path to success in real estate than playing the numbers game by chasing prospects through cold calling.
Not only is the hard-closing, overly-scripted, and pushy salesperson a thing of the past, it’s something most of us Realtors wouldn’t be good at even if we wanted to be.
Let the business come to you by continually working on yourself, being the person who can overdeliver for clients, and marketing yourself as the go-to professional who enjoys solid branding and a great reputation.
A Humble Start
Ron runs a top team that brings in millions of dollars in commissions every year, but as you might imagine he didn’t start at the top.
In the beginning, he partied too much, and his carefree attitude prevented prospects from seeing him as the right person for them to do business with. Getting honest with himself was the first step to changing his reality.
I asked myself this question: “If you were in the market for a Realtor, would you hire yourself or one of the other top five agents you already know?”
I was disappointed with my honest answer of Hell no.
Ron put together a plan and spent a lot of time on personal growth and mindset. He withdrew from his social groups and threw all the distractions that didn’t serve him on the fire.
One of the simple, memorable strategies he deployed was to “Drop 5/Add 5”. Write down 5 things about yourself that are disadvantageous to your brand…
