- Carole Kelby has this passion. She sold $13 million worth of homes averaging $100,000 each in a lean year.
Carole Kelby has this passion. She sold $13 million worth of homes averaging $100,000 each in a lean year. From the time Carole entered the real estate business until she became a top seller, most Realtors were crying the blues.
Yet I know from meeting people who worked with her or who lived in her area that many of them thought she was the exclusive Realtor for this particular section of town. That wasn’t true, but it was the perception. Years later, I asked her how she did it.
“Once I listed the home of a gentleman who was buying his next house directly from the builder.
That meant no money for me on that part of the transaction. However, I realized that if he paid me a commission for selling his house, he wasn’t going to qualify for a loan.
“There was only one thing I could do. ‘Get out a pen,’ I said. ‘I’m going to tell you how to sell your present house yourself.’ He was astonished and wanted to know why on earth I’d help him avoid paying me a commission. ‘I guess you call it the cost of doing business,’ I told him. ‘You don’t get paid for everything you do.’”
The man called her the next day and asked, “Do you know what I do for a living?”
“Yes,” she said, “you work in personnel for a big company.”
“I’m in charge of personnel,” he told her. “We just merged with another company, and we’re hiring 4,000 new people. Many of them will be relocating, and they’re all yours.”
Carole laughs. “At the time, I thought, what if he’s lying and he only sends me a hundred?”
What investment are you making in nurturing relationships and making positive PR?
Devise a formal strategy now.
There is always a payoff in the end.