From Homemaker to Breadwinner. Myra Ph.D Nourmand

out of the relationships you create.

      For instance, giving away chocolates to my friends and providing treats for children were simple and fun ways to leave a lasting impression on my clients. The following are three other suggestions.

      First, get to know your client. News is an easy way to start conversation. I read the Los Angeles Times every morning. I keep up with current events and always have something to discuss when I’m driving my clients to a listing.

      Look through each section of the paper: world news, business, food, health, or entertainment. Then start a conversation with something like, “Hey, did you see the latest Tom Hanks film? It got great reviews in the Times.” Or, “I recently read an article about a new Mediterranean restaurant. Have you heard of it?” From these conversations, you may learn that your client enjoys films or fell in love with hummus during a recent trip to Greece.

      Secondly, remind yourself to continually smile. It has a powerful effect on you and those around you. The opposite is true as well. Do you know people who consistently have a frown on their face? They appear as if their lives are full of tragedy or that they are unhappy with life. It’s difficult to be around these people because they manage to sap the energy out of you.

      On the other hand, there are individuals who seem to always have smiles on their faces, greet you, and treat you warmly. These individuals project confidence and optimism. If you’re lucky enough to be around successful, positive people like these, they are great sources for picking up tips. Watch what they do and emulate them. Remember, you’re fortunate to be in a profession where the sky is the limit to your success.

      Finally, create an environment that encourages you to feel happy, where you can’t help but smile. For instance, I have nicknames that I give the homes around my neighborhood. This light-hearted practice always makes me smile.

      Most homes throughout Beverly Hills, Bel Air, Brentwood, and Holmby Hills are beautifully maintained and could easily appear on the cover of Architectural Digest, while others’ claim to fame is their over-the-top architecture or over-grown landscaping.

      There is one house that I call Caesar’s Palace. The property is located on a huge lot, and the front yard extends far beyond the main house. The residents have taken advantage of their expansive front yard by placing plaster statues on the lawn. Twelve life-size sculptures of biblical figures such as David and icons like Caesar greet visitors just like they do at the famous casino in Las Vegas.

      Homes nearby are tough to sell because buyers balk at the idea of living next to something that could belong on the Vegas Strip. Another home that was a hard sell had a miniature Statue of Liberty on the front lawn. When I asked the owner why he had Lady Liberty greeting guests, he said that it reminded his wife of her New York roots. I told the story to the buyer, and this actually led him to leave the symbol of freedom on the lawn once he moved in. So much for “Give me your tired, your poor, your huddled masses…”

      There is another home that I call Taco Bell. Its architecture is a combination of Mediterranean and Meximelt. Nicknaming houses has two benefits. First, it’s an amusing way to point out a home’s distinct features. Secondly, it makes it easier for your clients to recall the home later. “I really like the house that was close to the Taco Bell one,” is something that I’ll hear my client tell me.

      Good Real Estate Brokers Are Good Teachers

      As a successful real estate broker, your job is to educate your clients. Not only are you teaching them about the service you provide, but you’re also giving them information that will help them make the best decision.

      For example, I had a client who determined that he wanted to spend $6 million on his next home. He wanted to live in the Holmby Hills area of Los Angeles, and he was looking for a big lot with a view of the city. Based on my knowledge of the area, I determined that $6 million would not buy a home that met his specifications.

      When I shared this information with him, he became obstinate. “My wife and I refuse to spend a penny more than $6 million,” I recall him telling me. Although I knew this wouldn’t be possible, based on current market conditions where he wanted to buy, I realized that he needed to see this for himself.

      I suggested that we spend the afternoon looking at homes in Holmby Hills. We met, and I drove him to several properties that I had sold in the neighborhood. Many of the listings were similar to what he was looking for, but all were valued at more than $6 million. After seeing the properties, I invited him to my home where we could discuss what we had observed that day.

      Before I left for work that morning, I prepared a plate of fresh fruit, as I knew that my client and I would de-brief afterwards back at my home. We sat in my living room, and I listened to him discuss the day’s events.

      “$6 million was my absolute spending limit, but after you showed me around today, I realize that I need to reconsider,” he told me. He later thanked me for educating him about the neighborhood and providing him with the information he needed to change his plans. In the end, he recognized he would have to either spend more than he had initially planned or rethink the kind of property he wanted to purchase.

      This example illustrates that as a broker, your job is to provide your clients with information that will allow them to make the best possible choice. To do this successfully, you have to be sensitive to their needs. This means that you express your opinions in a way that shows that they are your Number 1 priority and that you value their time.

      In the case of the client I just described, what convinced him to think twice about his plans was my knowledge of the area where he sought to live. In order for you to earn your clients’ respect, and for them to trust your opinion, you must have extensive knowledge of the community you serve. I’ll explain what this involves in Chapter 3. For now, you must know your inventory, which means that you have done exhaustive research about homes in the area you serve.

      Trust Your Connections and Enjoy the Journey

      When I started my career, I didn’t have any real estate experience. What I did have were friends and acquaintances whose children were friends with my children. And these moms and dads all lived in homes.

      Everyone has friends and acquaintances. In your case, you may not be a full-time mother. Perhaps you’re in your 60s and have many friends who are selling their homes. They seek to scale down and want the freedom of living in a condominium instead of a detached house. Or you may be an artist with strong connections within the creative community.

      Regardless of whom you know, opportunity awaits you. Your goal is to figure out your niche. We all know many people; let those around you know what you do. Then share with them how you can help them find their dream homes.

      Throughout the process, always remember to love your work. If you’re a passionate and skilled professional, success tends to follow. So revel in the journey by having fun. Encourage friendly conversation with your clients or create silly names for properties within your neighborhood. Do whatever you can to make your job something that you enjoy every day.

      Lastly, remember to be an expert and share your knowledge with your clients. Once they realize how much you know and what a consummate professional you are, you’ve moved one significant step toward having a client for life. In the next chapter, I’ll share the Four E’s of Success that will form the foundation of your business.