WHO ARE YOUR CLIENTS? (The Answer That Changes Everything)

Sales Hit a Wall? The Survival Guide for Persistent Real Estate Agents

"Practice your weapons, Engage in life; Heavy or dear, Living is fighting. If the tough battle Defeats the weak, To the strong, to the brave, It can only exalt." These verses by Antônio Gonçalves Dias are not just school poetry. For those who wake up early and carry their portfolio under their arm (or their tablet in their backpack), they are the national anthem of our daily routine. But, let’s be honest: some days it feels like the fight started with us already down, doesn’t it? It’s already 10:30 AM. You arrived energized, but the universe seems to have conspired to give you the cold shoulder. The client who was about to close isn’t answering. The other one who promised to call back has disappeared off the map. The secretary of that investor said, with that robotic voice, that "he already solved the problem." Even that couple from last Saturday, who seemed to love the open kitchen, gave up because they decided to renovate the old house and try a marital reconciliation. It’s the infamous "blank morning." Nothing clicks. Not a single viewing on the horizon. And to top it off, the manager walks by your desk and drops that gem: "So, Gonçalves? Are you going to spend the month showing off or actually sell something?" It hurts, I know. The day demands from you, the bills keep coming, your family is waiting for results, and you wonder: where do I start when everything seems to be going wrong? The Mirror Moment: "What Now?" At this point, the best thing to do is get up from your chair. Go to the bathroom, splash cold water on your face, and face the reflection. That’s where the decision is made. Either you throw in the towel and go home to watch afternoon TV, or you decide to turn "Gold on Blue" into reality. I've seen many good real estate agents lose their way at this moment. We start asking evasive questions. "Why didn’t I stay in that other profession?" "Why didn’t I marry so-and-so and move to the countryside?" Look, daydreaming doesn’t pay the electric bill. What pays the bills is action. If you’re at the real estate office and the receptionist says your turn in the service "roulette" is far away, don’t despair. If you’re thirteenth in line and only two calls have been made (and one was a mistake!), don’t just sit there waiting for the phone to ring. Luck favors those who keep moving. Practical Strategies to Overcome the "Blank" If the day is stuck, here is your action plan. This is not cheap self-help book theory; it is the real "workshop floor" of the real estate market. 1. Focus on What Is Liquid and Certain Forget that extremely complicated property to sell for a moment. Pick the two cheapest apartments in your company’s portfolio. The ones that are a "real opportunity." Focus on them. When the price is unbeatable, your sales pitch flows better and your confidence returns. 2. The Power of Pre-Launch It doesn't matter if they are leftover units. Look for the neighborhood with the highest liquidity possible. The market loves novelty. If you have a pre-launch on hand, you have the perfect excuse to call anyone. "Hi, I’m calling because a last-minute reservation opened up in a project that will increase by 20% in value before delivery." Who wouldn’t want to hear that? 3. Eye to Eye with Management Approach your manager. But don’t come complaining. Come with determination. Look them straight in the eyes and say: "Today is my day. Give me three customer files you have that are ‘cold’ and I will warm them up right now." This attitude changes how they perceive you and, more importantly, how you perceive yourself. 4. Recycle Opportunities You know those client files you gave "three no's" and shelved? Exchange them with a colleague. The client who didn’t vibe with you might love their style. And the file they shelved could be your sale tomorrow. What is "trash" for one is treasure for another. 5. The Rule of the Top 5 Call your five best clients. But don’t call to "sell." Call to inform. Ask if they’ve noticed the price increase in region X. Show that you’re a consultant, a specialist. After the conversation flows, mention the two opportunities you selected in step 1. 6. Guerrilla Email Marketing Ask the lead generators (options brokers) for the cheapest used properties with accurate photos. Create a simple, no-frills email. Use a personal subject line: "Gonçalves’ Picks." Explain why, among 2,000 options, you chose these three. This builds authority. People buy from those who curate for them. Digging in the Trunk: Gold in Old Agendas I don’t know a successful real estate agent who throws away their agendas. If you’ve been in the market for 4 or 5 years, you have a gold mine stored away. Grab your old agendas. Call those who bought from you 3 or 4 years ago. Start by congratulating them: "Remember that property we bought? Today it’s worth twice as much. Congratulations on the excellent deal!" That opens doors. Then probe: "At this current price range, would you consider upgrading or investing in something new?" Life goes on, families grow, needs change. Be the "Living Classifieds" of the Market You know that office gossip in the real estate agency? Use it to your advantage but filter out the negatives. Instead of complaining about the coffee, try to find out what is really selling. Which neighborhood is moving the most? What price range isn’t staying on the shelf? Be the most informed person in the company. When a client calls you, you need to know by heart how much a square meter costs on a certain street. This conveys security. And security closes deals. Set "Today’s Viewing" Goals Don’t leave the office without scheduling at least two viewings for today or, at the latest, early tomorrow. They can be for cheap single properties or to present pre-launch material at the client’s home. The important thing is to have a commitment in the agenda. An empty agenda is the workshop of despair. Humanizing Service: You Are a Person, Not a Robot Sometimes, we get so fixated on "hitting targets" that we forget there’s a human with fears and dreams on the other side. Know that annoying client who’s already said "no" twice? Call a third time. But change your tone. Use your best voice, be cheerful. If they don’t want to buy, they might recommend someone to you just for your polite persistence. Golden tip: If the atmosphere in the office is heavy, go out for lunch. But eat nearby. Often, the best calls from decisive clients come right at lunchtime when half the team is out. Be the last to leave, too. I’ve seen many sales close while the cleaning staff turn off the lights. The "end-of-the-party shift" tends to catch the most focused clients. The Personal Side: Breathe and Be Grateful Being a real estate agent requires steel nerves. So, take care of yourself. Call a funny friend and tell a joke. Laughter releases endorphins and clears your mind. Pray (or meditate) while having coffee. Call your girlfriend or wife. Surprise her. Bring chocolates, flowers. If your partner supports you in this crazy journey, value it. Real estate agents’ spouses are warriors by association. And remember: there is no "tough" or "difficult" client. There is a client. And clients are sacred. Treat every contact like it’s the closing of the year. God in heaven and the client on Earth (preferably signing the contract right in front of you!). The day might have started "blank," but it ends how you decide. Tomorrow will be better, but today isn’t over yet. "Go home" only when you feel you have given your best because in real estate there’s no "game over," there is only the next "yes." Warm regards and good sales! PCX