The Week in Review: CONNECTING THE DOTS
Ever wondered or questioned how some things work out and others don’t?
Why is it that some things go to plan and others, well just never seem to even get off the ground?
I call it ‘connecting the dots’ or what others refer to as the Principle of Causality i.e. ’cause and effect.’
Cause is the producer of an effect, while an effect is produced by a cause. The cause can be a person, object, situation, or event that can result in something, while an effect is the result of the actions of the person or the outcome of some chain of events that have happened.
In simple terms, when one thing happens, it normally sets off a chain of events that follow.
So when we dig deep into a situation and we are trying to discover why things turned out the way they did, start by connecting ALL the dots. Reverse engineer and back track the events that led to the cause.
But why would you want to do that? What is the purpose?
When you begin to connect the dots, you start to draw a picture of what happened. You are able to build a road map for a future opportunity and or avoid an unwanted ‘effect.’
Let’s take the classic example of winning a listing, be it in sales and or rentals.
My immediate request from the team whenever discussing listings is ‘where did the lead originate from?’ And I often get a response that the client had been on the database for some time and they had continuously kept in contact and followed up. Yes, the follow up may have contributed to securing the listing, but HOW did they get on the database in the FIRST place?
Peoples’ details simply don’t appear on the database. They may have come through an OFI, been a past seller or buyer or a call in appraisal. But what was the VERY FIRST DOT? What was the ORIGINAL connection i.e. ‘DOT’ that started the chain of events?
Take the visit by a neighbour to an OFI. What prompted them to visit? Now if the agent had done NO prospecting or OFI invites to the home open, then the neighbours may have attended the OFI purely by seeing the for sale board and or pointer boards. They may also have registered for email alerts from one of the portals.
Now if the agent had ‘notified’ the immediate neighbours and extended a personal invite, THAT activity could possibly be the very first DOT.
However, and this is a big ‘however!’ Was the invite made by a ‘door-knock’ face to face, phone call or simply a letterbox drop invite? The resultant ‘effect’ would be in direct proportion to the impact of the original ’cause.’ i.e. ‘the first dot.’
So what is the relevance? It’s actually huge. It’s the very first ‘dot’ that is most important. It’s the one that is the catalyst for every other ‘dot.’ Let’s continue with the above example.
So let’s assume that the first ‘dot’ was the door knock home open invite and the neighbour then attended the Saturday OFI. The second ‘dot’ is the experience the neighbour received during the OFI. The subsequent ‘dots’ is the follow-up thereafter. And looking at the traditional sequence of activities, there will be many ‘dot’ points right up to the point of ‘winning’ the business.
But here is another catch to the ‘dot’ sequence. What if the neighbour had an interest in selling before the initial invite and had been in ‘real estate mode’ prior? Was there a possibility that the very first ‘dot’ wasn’t the OFI, but the market presence of the agent in the first place?
I’m hoping there are some ‘ah ha’ moments at this point because you can probably guess, ‘connecting the dots’ can go really deep, and the very first ‘dot’ may have occurred well before any initial meeting.
As another example, take our current radio advertising. When fitting out our Cheltenham office, we had one particular sparky working for us. He attended the site on numerous occasions, he knew we were a real estate agency, but of course didn’t know of the Eview Group as we had no presence. But on his last day of the fit-out, he responded with, “I know who you guys are – you’re the ‘list with one sell with all’ group. I hear your ads on the radio all the time.” He ‘connected the dots.’
And I’m sure we can all provide some great examples of the ‘dots’ that resulted in some great outcomes. Just think of the subsequent chain of ‘dots’ that follow from one listing to another! I recall connecting the ‘dots’ with one of our team members some time ago and uncovered how many listings came from securing one listing and in GCI terms we got to over $200K GCI before the chain just go too big to keep tracking!
But what I’m really hoping the lesson in this post conveys is that ‘dots’ are ‘opportunities’ and that they are everywhere! Be aware that whatever we put out in the marketplace, from our marketing material to the way we present our OFI’s, to our phone call manners and emails, EVERYTHING we do has a ‘dot’ connected to it.
And just like the image of the dice, every dot is important, and every dot contributes in some form or another to our success.