At the beginning of a real estate consultant's career, ambition is our fuel. The desire to grow and not miss a single opportunity leads us to say "yes" to almost everything. I know, because I've been there. My phone would ring with a new contact, a promising listing, and my response was invariably positive, even if it meant crossing the country. "A property 300 km away? Of course!" I thought. This was, without a doubt, the biggest mistake I made.
Today, I share this story not as a lament, but as one of the most important lessons I have learned about sustainability, efficiency, and, above all, about providing excellent service to my clients.
The Trap of Geographic Distance and Invisible Costs
The profession of a real estate consultant has a particularity that requires rigorous management: we invest our time, energy, and financial resources in advance, hoping for a return that only materializes with the closing of a transaction. The commission only comes at the end, if it comes at all...
When I accepted properties outside of my comfort zone, each trip was more than just a journey; it was a high-risk investment. The endless hours lost in travel, the increasing costs of fuel, tolls, and accommodation, in some cases, as well as the physical and mental wear and tear began to accumulate. I quickly realized that this approach was a true financial and energetic drain.
But the problems were deeper:
- Superficial Local Knowledge: No matter how much I studied, I could never compete with the knowledge of a colleague who lives and breathes that market daily. I was unaware of the nuances of the neighborhoods, the local price trends, and the exact profile of the buyers in that area.
- Nonexistent Network of Contacts: I lacked the essential contacts that accelerate any business: relationships with other local consultants, notaries, lawyers, and even with the owner of the café/restaurant where the best information is heard.
- Compromised Customer Service: How could I assure a selling client that I was doing everything to promote their property, if I was physically an hour and a half away for a last-minute visit?
The result was inevitable: a frustrating, time-consuming sales process that, most of the time, was doomed to fail. I was providing poor service to my client and jeopardizing the sustainability of my own business.
The Turning Point: The Power of Focus and Collaboration
The turning point came when frustration gave way to reflection. That's when I discovered something that is now the cornerstone of my work: hyper-specialization and collaboration are the true keys to success.
1. Mastering the area of influence: Instead of being a mediocre consultant in ten localities, I decided to become the expert in mine. Focusing my activity in a defined geographical area closer to my residence allowed me:
- Enhancing local visibility: By focusing, my presence became constant. People started to recognize me, my signs became familiar, and my name became a reference in the community. I went from being "just another" consultant to being "the" consultant in that area.
- Building a database that is an asset: My knowledge about properties and, more importantly, about the people in my area, deepened. I created a database of potential qualified buyers and sellers, who trust in my work because they know I understand the market where they operate better than anyone else.
2. Collaboration as a growth tool: And what to do when a contact arises for a property outside my area of influence? The answer is simple: collaborate. Sharing the listing with a colleague who is an expert in that area is not losing an opportunity, it is multiplying it. It is a solution where everyone wins:
- The Selling Client: Is handed over to a professional with maximum local knowledge, who will sell their property faster and for the best value.
- The Local Colleague: Receives a qualified business and my investment in digital promotion.
- Myself: Ensure the satisfaction of my client (who will certainly refer me in the future) and receive a portion of the commission (smaller: 25% of the total commission, but still satisfactory) for a well-directed listing, without the wear and cost of the previous approach.
I learned the hard way that in our industry, "together we go further, alone we are limited". An experienced consultant is not afraid to share; on the contrary, they see collaboration as a sign of intelligence, trust, and focus on the client.
Today, I look back and see that that "mistake" was actually my best lesson. It taught me to manage my activity as a sustainable business and to focus my energy where I can actually create more value.
And you, have you made this mistake or felt tempted to do so?