How to Make 2020 the Beginning of a Beautiful Run – #TomFerryShow

December 22, 2020

How to Make This Year a Beautiful Run - Tom Ferry

I know a lot of people who achieved truly extraordinary sales years in 2020.

Yet back in early/mid-March, many of those same people felt frozen in their tracks, wondering if they’ll be able to sell another house until the pandemic was over.

So what changed?

They got resourceful. They innovated. They adapted.

And perhaps even more importantly, in the process they created a new foundation on which to build their future success.

Which begs the question: How are you looking at 2020… as a “one-hit wonder” or a foundational building year?

Ask Yourself What Worked in 2020

The first step I’d ask you to take is to look back over the last 12 months and analyze what plays you ran that worked well for you.

Specifically, I’d encourage you to examine these five categories:

Your brand
Referrals
Non-referral/non-sphere business
Your schedule
Presentations

The key is to look for changes you made that you want to adopt for the long run. Here are five questions to ask yourself:

What did you do to put your brand on steroids in 2020? List out everything you did… and what you didn’t do so you can make a list of things to tackle in 2021.

What did you do to amplify more referrals and direct transactions from your database? Staying top of mind is essential to get those direct transactions and referrals from your sphere. Write it all down so you can build on it in the coming year.

What lead sources really worked for you outside your sphere/referrals? Take the time to analyze what you did, what worked, what didn’t, and what you should do more of in 2021.

What worked and what didn’t with your schedule? Scheduling, time management and scaling yourself are essential to your continued success and growth. Make a plan for how you’re going to make things work and avoid the time constraints that killed your productivity. It’s up to you to figure out how to optimize your time for maximum efficiency and productivity in 2021.

How did you improve your skills and presentation in 2020? You had to shift into a whole new way of doing business remotely. What lessons did you learn from that experience, and what will you carry forward as a result?

Make 2020 the Beginning of Something Great

There are three near-universal truths in our industry right now… High demand, low interest rates, and a shortage of inventory.

I foresee that demand skyrocketing even higher once the vaccine begins to make an impact.

So my question for you is this… What are your top three goals in 2021?

I think you can achieve everything you want with these three simple goals:

Forget buyers and devote everything toward getting enough listings in 2021 to achieve your goal. With buyers requiring so much time and effort only to face bidding wars on nearly every property, the idea here is to achieve greater control by focusing solely on listings.

Generate 10% conversion from your database for either a direct transaction or a referral in 2021. What would it take to make that happen? How much marketing and outreach would be required? Figure it out and make it a goal.

Save $100k or more in 2021. All your other goals… Appointments, closings, GCI, etc. will be fulfilled if you focus on these three goals.

Today’s favorable market conditions means wherever you put your time, focus, and energy, you’re going to get the results you desire. So take advantage of this huge opportunity and make it happen!