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© 1991 - 2011 Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
1
Identifying Your Areas of Expertise
Why specialize in two or three topics?
What are the detriments?
How will it advance your career?
Questions to Ask:
1. Which topics do I know well?
2. Which topics do I have the most practical experience with?
3. Which topics have I “earned the right” to be an expert in?
4. Which topics do I MOST ENJOY speaking about?
Five Topic Areas Could Be:
1.
2.
3.
4.
5.
© 1991 - 2011 Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
2
Defining Your Most Marketable Topics
Rate 1– 5 (1– Low; 5– High)
The five topic areas are: q1 q2 q3 q4 q5 q6 Total
1. __________
2. __________
3 __________
4. __________
5. __________
Question 1:
Can seminar attendees make or save money with the information, and/or will it keep them out of jail?
(Application)
Question 2:
Does the topic have longevity? It should be a “staple” of the industry, not merely a short–term trend.
(Longevity)
Question 3:
Does the topic require fairly significant updating? (This showcases you as the subject-matter expert.)
(Timeliness)
Question 4:
Could you present the topic in a unique way in order to personalize it?
(Uniqueness Quotient)
Question 5:
What do you perceive as the NEED for the subject in the marketplace, both current and anticipated?
(Need Quotient)
Question 6:
Would it be cost-effective for you to specialize in this topic, and can you pass that cost on to attendees?
(Cost-effectiveness)
Choose your three best topics:
1.
2.
3.
© 1991 - 2011 Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
3
Segmenting Your Topic
I. Using your best three topics, list at least three sub-sections for each: (i.e. agency would contain
buyer agency)
1. _______________________________________________________________________
A.
B.
C.
BEST =
2. _______________________________________________________________________
A.
B.
C.
BEST =
3. _______________________________________________________________________
A.
B.
C.
BEST =
II. Now prioritize the subsections using the rating system found on the previous page.
Post your findings at the word “BEST” for each topic.
III. Come up with an eye-popping title for the highest priority sub-section for each topic:
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Congratulations! You now have seminar titles for your
three most marketable topic areas!
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
4
Take the free “Take Control of Your Career and Your Life” workshop at:
http://www.oprah.com/article/money/career/20080401_orig_marcusbuckingham_course
You can download the forms that follow from that link.
with Marcus Buckingham
Copyright © 2007 by The Marcus Buckingham Company, LLC (TMBC).All rights reserved. Reproduction in any form without the express written consent of TMBC is prohibited.
OPRAH.com
Your Green CardsPick one week and record all of the times you felt strong on the cards below.
Print as many as you think you'll need!
I felt strong when... I felt strong when...
I Loved It I Loved It
I felt strong when... I felt strong when...
I Loved It I Loved It
5
with Marcus Buckingham
Copyright © 2007 by The Marcus Buckingham Company, LLC (TMBC).All rights reserved. Reproduction in any form without the express written consent of TMBC is prohibited.
OPRAH.com
Your Red CardsPick one week and record all of the times you felt weak on the cards below.
Print as many as you think you'll need!
I felt weak (drained, bored) when... I felt weak (drained, bored) when...
I Loathed It I Loathed It
I felt weak (drained, bored) when... I felt weak (drained, bored) when...
I Loathed It I Loathed It
6
1
2
3
DRILL DOWN. Focus on what really makes you feel strong about this activity. Consider what matters most. Is it who you are doing the activity with/to/for? (family, boss, co-workers, friends) Or is it the content of the activity? (marketing, sales, health, technology) Or is it both?
PICK A VERB. Think about an action word which fully describes what you are actually doing. e.g caring, helping, organizing, selling.
FEEL IT.You should look at your Strength Statement and have an emotional response to it. To that end, consider the language you are using. Does it capture the essence of this Strength and how it makes you feel?
Strength Statement Card
OPRAH.com
Strength StatementTake each one of your green cards and follow the steps below.
with Marcus Buckingham
7
with Marcus Buckingham
Copyright © 2007 by The Marcus Buckingham Company, LLC (TMBC).All rights reserved. Reproduction in any form without the express written consent of TMBC is prohibited.
OPRAH.com
Strength Statement Card
Strength Statement Card
Strength Statement Card
8
1
2
3
DRILL DOWN. Focus on what really makes you feel weak about this activity. Consider what matters most. Is it who you are doing the activity with/to/for? (family, boss, co-workers, friends) Or is it the content of the activity? (marketing, sales, health, technology) Or is it both?
PICK A VERB. Think about an action word which fully describes what you are actually doing. e.g caring, helping, organizing, selling.
FEEL IT.You should look at your Weakness Statement and have an emotional response to it. To that end, consider the language you are using. Does it capture the essence of this Weakness and how it makes you feel?
Weakness Statement Card
Weakness StatementTake each one of your red cards and follow the steps below.
OPRAH.com
with Marcus Buckingham
9
with Marcus Buckingham
Copyright © 2007 by The Marcus Buckingham Company, LLC (TMBC).All rights reserved. Reproduction in any form without the express written consent of TMBC is prohibited.
OPRAH.com
Weakness Statement Card
Weakness Statement Card
Weakness Statement Card
10
KEY OUTCOMES:
•
•
•
Contact www.MarcusBuckingham.com for additional copies.
•
•
•
•
•
•
ACTIVITIES NEEDED TO MEET THESE OUTCOMES: ANTICIPATE:
FOR THE WEEK OF: / /
STRONG NEUTRAL WEAK
•
•
•
•
•
•
© 2007 The Marcus Buckingham Company. All rights reserved. Unauthorized duplication is prohibited.
STRATEGIES TO LEVERAGE MY STRENGTHS AND MINIMIZE MY WEAKNESSES:
© 2007 The Marcus Buckingham Company. All rights reserved. Unauthorized duplication is prohibited.
OPRAH.com
with Marcus Buckingham
11
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
12
Understanding the Greek Proscenium Stage
Excerpted from “Acting and Stage Movement for Amateurs and Professionals”, by Edwin White and
Marguerite Battye.
Apron
UR UC UL 5) Weak 2) Strong 6) Weakest
Aloof ie. crowd
scenes
DR DC DL 3) Strong 1) Strongest 4) Less Strong,
Strong Intense, Light,
Intimate, Powerful, Humor
Warm, Climactic
Touching
Pathos
Proscenium
Arch
Proscenium
Arch
Audience (House)
C = Center
U = Up
D = Down
L = Left
R = Right Speaker
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
13
How to make a MindMap® in 8 steps
Step 1: Start at the center of the page Our mind focuses on the center of the page. That´s why Mindmapping® begins with a word or
image that symbolizes what you want to think about placed in the middle of the page.
Step 2: Don´t be serious! Write down or draw the first things that come up in your mind when you start to think about
related issues, persons, object, goals... Put your thoughts around the central thought. These can
be everything. Even if they look strange or unimportant. Step 3: Free associate As ideas emerge, print one or two word descriptions of the ideas on lines branching from the
central focus. Allow the ideas to expand outward into branches and sub-branches. Put down all
ideas without judgment or evaluation.
Step 4: Think as fast as you can Come up with an explosion of ideas. Translate them in words, images, codes or symbols.
Step 5: There are no boundaries Think "out-of the-box". Everything is possible. Use wild colors, fat colored markers, crayons, or
skinny felt tipped pens. You haven't lived until you've Mindmapped® an idea with hot pink and
day-glo orange crayons.
Step 6: Don´t judge too fast Again, everything is possible. Unrelated issues might be relevant later on. Think like you are
brainstorming. Otherwise your mind will get stuck like a record in that "unrelated word" groove and
you'll never generate those great ideas.
Step 7: Go, go, go.... Keep your hand moving. If ideas slow down, draw empty lines, and watch your brain automatically
find ideas to put on them. Or change colors to reenergize your mind. Stand up and mindmap on an
easel pad to generate even more energy.
Step 8: Add relationships and connections Sometimes you see relationships and connections immediately and you can add sub-branches to a
main idea. Sometimes you don't, so you just connect the ideas to the central focus. Organization
can always come later; the first requirement is to get the ideas out of your head and onto the
paper.
Used with permission of the Buzan Organization.
MindMap® is a registered trademark of the Buzan Organization. Tony Buzan, Founder
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
14
MindMap®
Using MindMapping® techniques, please map out your legacy in the space below. (Your contribution
to the world once you’re gone…that you are LIVING today!)
Used with permission of the Buzan Organization.
MindMap® is a registered trademark of the Buzan Organization. Tony Buzan, Founder
My Legacy
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
15
“Money-in-the-Mailbox” Revenue Sharing Programs
Bernice Ross, www.realestatecoach.com 25% revenue share on her “Real Estate Dough®” and “Listen
and Learn Real Estate®” programs. Contact her at Bernice@realestatecoach.com
Michael & Stacy Spickes, www.americashomerescue.com 10% revenue share on short sale courses
online. Register at http://americashomerescue.com/become_an_ahr_affiliate_
Michael Krisa, www.thatinterviewguy.com Revenue sharing on two products:
www.realestateunplugged.com and www.easyagentvideo.com Contact Michael at
michael@thatinterviewguy.com
Amy Stoehr, www.realestatemastersguild.com 15% revenue share for referring an attendee to Real
Estate Master Guild’ conferences. Contact her at Amy@realestatemastersguild.com Mention the code
“jgg” when referring.
Julie Garton-Good, DREI, International Association of Real Estate Consultants® www.iarec.com 32%
revenue share on the Consumer-Certified Real Estate Consultant® (C-CREC®) designation and new
business models course. Contact Susan Burr, EVP, to sign up as an Affiliate reseller.
Julie Garton-Good, DREI
julie@iarec.com International Association of Real Estate Consultants® www.iarec.com
16
Bibliography
“2011 Inman Compensation Survey” at www.inman.com (Access may require subscription to services)
“Go Put Your Strengths to Work: Six Powerful Steps to Achieving Outstanding Performance”, by
Marcus Buckingham, and www.strengthstest.com
“The Truth About You: Your Secret to Success”, by Marcus Buckingham.
“Acting and Stage Movement for Amateurs and Professionals”, by Edwin White and Marguerite Battye.
“Acting: The Creative Process”, by Hardie and Arnita Albright.
“Use Both Sides of Your Brain”, by Tony Buzan.
MindMapping® software mentioned found at www.mindjet.com.
The Consumer-Certified Real Estate Consultant® (C-CREC®) designation and New Business Model
Course from the International Association of Real Estate Consultants® (IAREC®) delivered in live
classroom settings and online at http://www.iarec.com/ccrec_course.htm.
Complimentary PDF of “Real Estate a la Carte: Selecting the Services You Need, Paying What They’re
Worth”, 2001, published by Dearborn Financial Publishing, Julie Garton-Good, author, available by
clicking on the book icon at http://www.iarec.com/why_use_a_consultant.htm.
For further information and speaking availability, please contact Julie at jgg@juliegarton-good.com, or
susan@gartonseminars.com. Thank you!
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