Strategies for Real Estate Marketing
By Nancy Arlington Platinum Quality Author

 

Are you working long hours and feeling so tired that you could just lay down in the floor of that long empty condo on Baker St. that you have been trying to sell for six months? Have your clients been running you all over town and nit-picking every single house you show them? Has it been 3 weeks since you made a sale? You are likely working with the wrong kind of clients. I know, this sounds like the beginning of an infomercial, but I promise it is not. I have nothing to sell you, I just want to try to give you some pointers on attracting the right group of people to be your clientele in the real estate business.

Think back to when this slump first began. It started with one bad client, didn’t it? We will call them the bad seed. Well, that seed planted something in you, probably subconsciously, that has sprouted and grown into this ugly monster that you are dealing with today. When that deal turned bad, you focused on the negatives in that deal. That focus was inadvertently turned to your clients. In doing so, you attracted the wrong set of clients and thus began the snowball rolling down the hill. Like energy attracts like energy, meaning that good attitudes will draw good attitudes to it. Keep in mind that most of the time when we get truly focused on something and we think about it constantly, it is a negative thing. Oh, I have no clients, I am making no money, all of the houses I am selling are in the slump. This attitude will get you no where when it comes to attracting decent clients in the real estate business. Instead of drowning in your sorrows, sit down and make a list of the things that you do not want.

Now, sit down with that list and for each thing that you do not want, attach something that you do want. Be detailed in what you want. Don’t just write “I want to make more money.” Write “I want to make a six figure income in this calendar year.” Statements like that actually set a positive goal for you to strive to achieve. Aim for the stars when you are making your list, and know that with perseverance, you can attain those goals. Now that you have a list of things that you do want, cross of the things that you don’t want, and don’t look at that list again. Focus on the positive!

Clear your head of limitations. Everyone has self-imposed limitations. If you think about it, you do too. If you can honestly clear your mind of those self-imposed limitations, (which probably came about when you were down in the dumps emotionally) you will be able to push the envelope and get what you want.

Attitude is the key to having a successful real estate business. Your business can be as large or as small as you want it to be, it is truly up to you and your attitude.

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It’s hard not to have an big ego when deciding where to get that first apartment. Mostly, because it’s such a mark of independence. It’s your name on that lease and it’s going to be YOUR apartment. But, if possible, try not to go all presidential–think what a mess the country’s in because someone got a little too machismo. That’s why he has advisors–and why we have parents. And, friends.

For example, take my friend J.

She, and four others were looking in NYC and J refused to look above 100th. In the meantime, they were having a horrific time trying to find a 5 bedroom that wouldn’t involve putting up walls to make two bedrooms into four. (They call them Rent-a-Walls in NYC!) Or, the apartments were decent but the broker fees were out of this world. When one of their roommates told J that she’d found an amazing apartment, huge living area, bedrooms, J was ecstatic–until she heard it was above 100th. She and another roommate considered lying, saying that they’d looked at it without actually doing the deed. But, feeling guilty, they gritted their teeth and took the subway north. The happy ending? They exited the subway, and came across a beautiful neighborhood. What’s more, they loved the apartment and are now paying $550 a month. Each. In NYC. A lack of hubris goes a long way.

Taking ego of the equation is a great first step. But, sometimes finding a good apartment takes many steps. Like, Masada-level steps. Like, hundreds. Okay, maybe not a hundred, but a degree of super-human persistence. A’s story in Chicago goes something like this:

She’d check the Reader in the morning and Craigslist at night. Nada. Dumps. Then, she tried the Apartment People, a company that takes clients from apartment to apartment. While the brokers were nice, they had nothing that suited her. From there, she tried the Apartment Finders. She hated the Apartment Finders, saying they took her to some of the filthiest apartments she’d ever seen. Plus, they wouldn’t call ahead so the current tenants were always disgruntled and surly. And, they hassled her with each apartment. At her wits end, she tried Craiglist once more and–voila!–finally a place to call home.

It’s important amidst the insanity to keep a level head on your shoulders. After much frustration you might crack and sign a lease for a place you aren’t totally in love with. Why do I say this? Because it happened to me. Yours truly almost got herself into a slippery situation, signing a lease for a lovely apartment–$200 more a month than what I pay now. It was my first apartment, and it was pretty and I got gunshy and nervous that I’d lose out if i didn’t make a snap decision. In fact, what I would have lost out on was an extra $200 a month. Luckily, the landlord gave the apartment to someone else.

I know that there are a lot of points in this lil post. You’ll learn even more on your own, I assure you. And, of course, I’d love to hear about it when you do. Just take a deep breath every now and then, k-doke?
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An Apartment Checklist of What to Buy First

Getting your first apartment is exhilarating. That empty space is full of promise and prospects for shopping. Let your imagination wander. Depending on your shopping personality, it is easy either to get carried away and blow your money on nonessential (but gratifying) items; or to tremble at the thought of spending your hard-earned income on expensive furniture.

Below is a list of 11 essential purchases for turning your first apartment into a comfortable, functional home. My suggestion is to purchase at least the first five items before you move in.

1. Mattress / Bed

This first purchase is a no-brainer, especially after you’ve spent a night or two on a cold hard floor in a sleeping bag. Those first days, weeks, or months in your first apartment, your bed can be the place where you eat, read, and watch TV.

Remember to measure your bedroom, before you buy the mattress. Also, think about how much you can spend on sheets. Queen-size sheets cost significantly more than twin sheets.

2. Trash Cans

I like having a minimum of three trash cans, one each for the bathroom, the kitchen, and my bedroom.

3. Shower Curtain and Shower Rings

Not all apartments come with a shower curtain, and I would be suspicious of how clean one is, if it does. Shower curtains come in all different texture, colors, and can be opaque or transparent. With this inexpensive purchase, you can really add style and personality to your apartment bathroom.

4. Curtains or Blinds

If you have bare windows in your first apartment, purchase curtains or blinds as soon as you can–for the sake of privacy. Blinds are more functional, but curtains have a soft appeal. Plus, the fabric of curtains is a better barrier against sound and the cold outside.

5. Chest of Drawers or Hanging Closet Organizers

There are many ways to store your clothing. As long as you have one, you’re all right. A chest of drawers is great, if you have the space. A cheaper alternative to a dresser is stackable plastic drawers. You can also buy hanging shelves with hooks that sit on your closet rod.

6. Dishware, Cups, and Utensils

It’s much cheaper to eat at home than at a restaurant. Acquire some bowls, cups, plates, forks, spoons, and knives–disposable or permanent.

7. Fan

A fan is a multipurpose gadget, which makes it worth purchasing. In the summer, it will keep you cool and in the winter, it will circulate the heat around your room. Best of all, fans are perfect for blocking out roommate noises, loud neighbors, or the sounds from outside.

8. Table and / or Desk

As a starter for your first apartment, your table will function as the place where you eat, put your computer, and pay your bills. If you don’t have enough money for a table and you’d rather not eat on cardboard boxes, buy a card table.

9. Chair

Yes, you can always eat in bed, but it’s nice to have a chair to go along with your table or desk.

10. Lamp

A great lamp can really make a room cozy and is essential should the bulb in your overhead light blow out in the night.

11. Bookshelf

If you have a lot of books and cockroaches, invest in a bookshelf– or a semblance of one–to protect your books from the roaches. They love paper and will make a beeline for your books, sometimes leaving behind a trail of stickiness on the pages.

Short on money? Buy a few milk crates and stack them on top of one another. Or get cinderblocks–or bricks for an earthier feel–and boards of wood. Stack the wooden boards up with two bricks underneath the ends of each one.

12. Sofa or Futon

This is such a staple in homes that it’s disconcerting to live in your first apartment without one. They’re especially essential for when you have guests over.

http://apartments.about.com/od/apartmentliving/a/first_apartment.htm

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