A Clear Focus Helps You SucceedFocus: a central point of attention & activityThe Right Stuff...MostlyA competent and trustworthy agent, Tom is not as successful as he should and could be. He possesses and consistently demonstrates the personal characteristics that prospects look for in agents. He has set realistic goals and defined his niche market. Satisfied clients have returned with new business and made referrals to him. Every day, he plans his work. And every day this plan is abandoned as he leaps into action pursuing the latest new opportunity---regardless of what or where it is. A typical day for Tom was the one immediately before a long planned family holiday. With his day all planned out, Tom got a call from a prospective client. Some time before, he had chatted with this person about buying a home in Tom's niche market, a well established residential neighborhood not far from the downtown core. The client had seen an ad for a small hotel, located in a resort city, about a 2-hour drive southeast of Tom's niche market. When asked what he thought of the idea, Tom suggested they go and have a look. After a few long distance telephone calls, Tom and his wannabe hotel owner were on their way to check out the hotel. About an hour out, Tom received an call from a client, who was interested in seeing a house he'd heard about. This property was located about a 45-minute drive north of Tom's market. Tom agreed to make the necessary arrangements and to meet the client at the property after he had returned from checking out the hotel. Needless to say, Tom's day did not turn out as planned. Nor did either of his out-of-market jaunts generate any new business. With one glaring exception, Tom had all the right stuff to succeed in real estate. His fatal flaw is his inability or—perhaps unwillingness—to focus on taking the actions necessary to achieve his goals. Top Badly FocusedPerhaps, like many self-employed people, Tom suffers from the 'dry-well syndrome'.This condition leads individuals to believe that if they don't grab whatever opportunity presents itself—regardless of what or where it is--the well will be dry forever. For people suffering from this condition, the latest new opportunity also represents the last opportunity...ever. Somehow they forget that from past experience, this is simply not the case. When asked why he pursued out-of-market opportunities, Tom invariably replied that he needed the money. Unfortunately the need for money can be so pressing that all other considerations are ignored. Realistically, the best way to ensure a strong and sustainable cash flow is to concentrate on developing and serving a niche market. Trying to be all things to all people simply wastes valuable time, energy and yes...money. Perhaps Tom is unfocussed because at some level he also suffers from a lack of belief. It may be that he does not really believe that he can succeed in his niche market. But if that's the case, what makes him believe that he can succeed in distant markets of which he has little knowledge? Unquestionably, there is a connection between Tom's lack of focus and his lack of commitment to acting to achieve his goals. It doesn't matter which shortage caused the other. What does matter is that Tom's unfocused will continue to result in a corresponding lack of success. More Focus=More SuccessMore often than not, goals that fail to motivate and inspire result in reduced commitment to take the actions necesary to achieve these goals. Most people recognize the importance of goals. And many people even set goals for themselves. But few people—less than 10%--put their goals in writing. In and of themselves, goals--whether in writing of simply tucked away in a corner of one's mind--do not guarantee a sharp focus or strong commitment. Nor do they instill a positive attitude or an unshakable belief in yourself. In the briefest of terms...your goals must reflect your desire. They must reflect results that you want so badly that nothing will get in the way of achieving these results. The stronger your desire, the clearer your focus--which in turn increases the likelihood of your succeeding in real estate...and in life.
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