Caroline Gosselin, CEO of The Gosselin Group in New Jersey put together a panel of top producing agents and marketing consultants. Gosselin asks questions to help agents better understand what they need to do to be successful despite COVID-19.
Connie Carlson – Connie and Dan Real Estate
What was your experience when COVID hit?
After a week of feeling like a “deer in the headlights”, Carlson decided to not change goals but readjust and work harder. Working to gain market share, she increased her visibility and engagement with the community.
How did you reboot?
Focusing on character and competence, Carlson doubled down on her efforts. In terms of competence, she produced videos to help relieve uncertainty for buyers and sellers. She wanted clients to know what her team was doing in terms of staying safe during COVID. To build the “character” for her brand, Carlson included footage of her community during the shutdown showing the strength of her neighbors, while also publicly thanking those on the front lines.
What does the “new normal” mean?
Carlson believes “new normal” means showing more empathy and patience.
She delivered essential oil cleaning kits to her clients. She is encouraging other agents to take this time to double down on gaining more knowledge about the industry while also building your online presence.
Ryan Rodenback – Owner of Spyglass Realty
What was your experience when COVID hit?
As the order came in for “shelter in place”, Rodenback, like most, became nervous for the future. After a week of uncertainty, Spyglass Realty was completely virtual and meeting three times a week, including weekly “happy hour”.
How did you reboot?
We worked hard to create an environment of hope and reached out more than ever before, which put our team in an advantageous position. Focus on listening and being a voice of hope for your clients. Engaging with clients and securing leads now, will put you in a much better position for when the uncertainty is over.
In terms of marketing, Rodenback cut back immediately as COVID hit, and they have slowly been adding back what they can. After preparing to sell virtually, the Spyglass team rallied their efforts around video marketing. The marketing world is changing, becoming more innovative and virtual than ever. Lean into technology new and old.
What does the “new normal” mean?
The new normal is teaching, helping, and inspiring.
Rodenback says, “one thing I’ve learned is you have a really good chance in any crisis to strengthen your culture, create a collaborative environment, and try to be inspirational.”
Jimmy Mackin – CEO of Curyator
How was your experience when Covid hit?
Mackin has 50 employees to empower and strategize with duing COVID-19. He invested his time researching what companies did during previous economic downturns that resulted in success. Pete Flint from NFX touches on being on the defense and offense. Finding a balance between cutting non-essential expenses and investing for your future can be tough.
How did you reboot?
Curaytor is doubling down on a “system and operations” oriented future. In the midst of COVID-19, they launched product culture. Mackin is stressing the importance of profitability. Too often, companies are focused on top line revenue. If COVID can change the way of thinking to profitability and lower expenses, that is a win. Mackin is focusing on ROI, profitability, relationships, and the wellbeing of his customers.
What does the “new normal” mean?
Surround yourself with mentors, people who will push you to succeed. Mackin has leaned on mentor Tom Ferry during this time. Build a network. Create a healthy rival. The real estate industry can be tough, especially during times of uncertainty.
“It’s time to turn up the volume,” Mackin says, “and the level of intensity that we do things, we need to bring it up.”
