A New "ABC" Strategy for Real Estate Sales

In sales, we often hear the acronym "ABC" which stands for "Always Be Closing." It's a strategy that encourages real estate agents to be persistent and focus on the end game. To follow the ABC technique, an agent is constantly on the prowl for prospects, carefully nurturing leads, and staying highly motivated to close more sales. ABC is another way of reminding yourself to "keep your eye on the ball," remaining aware of what exactly you're working for.

While I agree that focusing on the end goal is effective, I wonder if there is some value in also concentrating on the process of getting there. What I suggest is, in addition to keeping your eye on closing sales, you also consider that ABC can stand for "Always Be Connecting." Here's why:

Before you close, you have to connect.

Most real estate sales begin with some type of relationship, which means that most sales are thanks to an earlier connection. Choosing an agent to help a buyer or seller through one of the biggest events of their life is no small decision. Most people are far more comfortable with an agent they've built some rapport with.

It's true that not every individual you meet is looking to buy or sell a home, but they might know someone who is. So not only do your daily connections have the potential to translate into new, high quality leads, but they can also become powerful, fresh referral sources for your real estate business. Each closing starts with a connection, including connections from a referral.