WE DON'T KNOW WHAT WE DON'T KNOW
This is a lesson that I learned from the one-and-only Michael Gerber years ago: We don't know what we don't know. Here's an example from Gerber. An entrepreneur will decide one day that because he knows how to bake pies, he knows everything he needs to know about the pie business. That's just not true. What we often don't know as small business owners is, "How does the business really work?" This is why you have to seek out a plan and why I give away the framework of what to do when you're planning.
YOU NEED A MANAGER'S PERSPECTIVE
If you want to run this as a true business (real estate), you need to decide who you have to become to run the business. You can be a technician or an entrepreneur (we tend to run to those two roles), but you cannot abandon the requirement to be a MANAGER. Once you begin to know certain things, such as marketing, you have to look at those things from the manager's perspective. Thinking like the manager helps to prevent you from making reactionary, rushed decisions like the technician might.
THE MANAGER REFERS TO THE PLAN
Every time there is a decision or a desire to do something to move your business forward, the manager refers to the plan. You need an overall plan with all three personalities mixed: Technician, Entrepreneur and Manager. Listen to this section for my tips on how to break the process up into modules for your real estate business! This allows you to make a plan and stay on track as a Manager.
THE MANAGER MAKES ADJUSTMENTS BASED ON FEEDBACK
When you go through the managed process when it comes to marketing -- from crafting a message, deciding who to send it to, and how to send it to them and so on -- pay attention to results like a manager. Adjust the media and the message, based on whether it resonates with the audience. The Manager will follow a plan, test it and adjust.
