My husband and I have fixed and flipped houses for years. When we look at a prospective fixer, we can always tell those houses that have additions – then additions added to that – and the resulting mess of a floor plan due to all that afterthought construction.
How could it get that way? Don’t people understand that you need to look at the house as a whole before you just willy-nilly remodel, move things around, and add to a home?
Think about it, though. A nice family buys a house originally built the 1940’s. The house was built with rooms that were closed off (not the open floor plans of today), high ceilings, and small, scarce bathrooms. According to Jed Kolko of Trulia, “Homes on the market today that were built in the 1940s and 1950s are smaller, on average, than homes built in any other decade,” and they generally had fewer bedrooms.
The original family moves out and a new family moved in. New technology like refrigerators and central heating systems changed the needs of the homeowner. Ceilings were lowered to control the high fuel costs, and room was added for that cool new fridge.
That family leaves and another moves in during the McMansion era, adds a bedroom upstairs and a rec room in the back. A spot in the basement is converted into a bathroom, the washer a dryer are moved down there, too, and the trend continues.
Before you know it, you have to walk through a bedroom to get to the rec room, and the heating doesn’t reach the basement in the winter.
What were they thinking?Epic remodel fails: https://omh.agency/2LtXFZP Click To Tweet
Each resident was probably thinking the same thing, “How can we meet our needs right now, save money, and use what we already have?”
Marketing Add-Ons = Reactive Marketing
This innocent attempt at using what we already have and building onto it in business is what I call Reactive Marketing.
Meet Joe Smith. He started in real estate 3 years ago. He went through all the best sales training, bought the “must have” gadgets that all of the best agents blazing the way use, had his nephew build a website, and set up a Facebook page. He’s good to go.
Joe is ahead of most agents: he works his lists, makes his calls, goes on appointments, is great to work with, and knows his stuff.
Everyone loves Joe.
As time goes by, a couple of people said some negative things about his website. Then, his neighbor came over for dinner and commented that he searched for Joe on Google and couldn’t find him.
The next day, Joe goes to the office and signs up for a Real Estate Agent-specific website service. He spends a pretty penny every month to subscribe, but at least he knows it’s taken care of.
Then, Joe searches, “how to show up on a Google search,” and found a service that he could pay to get him on Google.
Way to go, Joe! This guy takes action.Other symptoms of RBS are that you: (1) Spend money and time on sales and marketing, yet you're unsure or unclear of results, (2) Feel overwhelmed, (3) Fear that you’re missing something Click To Tweet
Reactive Business Syndrome. It’s a thing. Here’s an illustration.
Joe continues to grow his real estate business. Considering REALTORS® with 2 years or less experience that had a median gross income of $8,330 (NAR), he’s killing it.REALTORS® with 2 years or less experience that had a median gross income of $8,330 (NAR) Click To Tweet
Time goes by, and Joe’s having trouble keeping up with his leads. He hires Sally to manage his paperwork and keep his CRM nice and clean.
Leveling Up: This is Where Joe Adds a Bedroom and Converts a Bath
Joe’s doing great, and now he’s ready to really scale. He’s been able to make a living; he takes action, knows his stuff, and does it well, he sees opportunity to be one of the top agents.
His business coach tells him that he has what it takes to make top commissions and directs him to a “better” Brokerage to fit his goals and needs.
Now Joe needs another new website and Facebook Page. Ok, he needs even more brand awareness marketing all together, I mean, this is the real deal.
Joe has the web company redesign his site with the new branding, asks Sally to make him a new Facebook page, and starts getting the press releases and materials out to let people know about the move.
He forgot to export all of his email lists when he moved, but he still has his Top Producer subscription. It’s a good time to clean up that list, anyway, and catch up with all the new leads he’s met at business groups and through the few of his kids’ soccer games that he’s been able to make it to.
The Reactive Business / RBS Spiral Continues
This new brokerage sends him to a course that urges everyone to use LinkedIn for sales. Joe shares his notes with his assistant, Sally, and she sets up a LinkedIn profile for him.Other symptoms of RBS are that you: (1) Spend money and time on sales and marketing, yet you're unsure or unclear of results, (2) Feel overwhelmed, (3) Fear that you’re missing something Click To Tweet
The next marketing class he goes to makes it clear that, if you’re not spending money on Google, you’re going to get lost in the crowd.
Then, he reads an article about Facebook and the difficulty of being seen if you’re not advertising.
As time goes by, Joe begins to feel overwhelmed.
He continues to prospect, but there is so much information swirling around now about blog posts, podcasts, lead farming, PPC, SEM, SEO, web conversions, optimization, lead pages, lead magnets, 360 cameras, online tours, optimizing your online profiles, Instagram, SnapChat, Gary V, text marketing, chat bots, Webinars, Press Releases, expensive Zillow ads that pay off big …. and on …. and on ….
Regroup, Refocus, and Attack
When we buy a house with a floor plan that potential buyers will complain about, there is just one thing to do:
Close our eyes.
Imagine the footprint.
Then design a place that will meet our goals by meeting the needs of our audience.Set your plan so you meet your goals by meeting the needs of your audience. Click To Tweet
That’s what Joe needs to do – it might be what you need to do as well.
RBS = Reactive Business Syndrome
As you’ve probably guessed, Reactive Sales can begin just like Reactive Marketing. It’s usually “low and slow;” once you realize that it exists in your life, it has to be addressed.
You know it when you are to the point where you are reactive in your business instead of being AHEAD of the changes. That is the time to really look at your business as a whole. Step back, just as if you’re looking at a fixer with a messed up floor plan, and create systems that work amazingly well with your business model in mind. You can really kill it and meet higher expectations.
Other symptoms of RBS is that you:
- Spend money and time on sales and marketing, yet you’re unsure or unclear of results
- Feel overwhelmed
- Fear that you’re missing something
If you’re like Joe, you understand that it will take some time and money to grow your business.
It is extremely important to review your strategies – that plan is never done!
If you need some help, reach out.
Be like Joe. Be awesome.